Have you ever watched online content and thought: Hmmm, I'm not sure I can trust that? Who actually wrote it and why should I believe it to be true? This is where the E-E-A-T principle comes into play. It is a principle born out of the need to resist spam, misinformation and low-quality content. Let's take a look together at how the E-E-A-T principle is shaping our digital reality and why it is becoming an integral part of online strategy for anyone who wants to succeed online.
What is the E-E-A-T principle and how does Google assess the quality of a page?
E-E-A-T is an acronym made up of the first letters of the following words.
E - Expertise (Expertise)
Let's start with the first element of the E-A-T principle: expertise. In the context of SEO This means that the content on the site must be created by people with real expertise. Whatever the theme of the site, it is important that the content is authentic, credible and based on solid sources.
E - Experience (Experience)
In December 2022, Google added an extra letter to the acronym, creating E-E-A-T. The extra letter signals an additional focus on experience. In short, experience in E-E-A-T is about whether authors have real, authentic experience of the topic they are writing about. An example of this might be considering whether it is worth trusting a product review from someone who has personally used the item, as opposed to content from someone who has not had direct contact with it.
You're probably wondering how experience and expertise actually differ. Was it really necessary to distinguish between them? The simplest way to explain it is this: personal experience is fundamental to building trust in a subject, even when the author is not necessarily an expert. Google provides HERE a useful list of examples to better understand this subtlety (see page 28). Let's look at one of them. The subjects are: The challenges of sleep during pregnancy. Safe and non-medication tips and tricks for sleep in the last trimester of pregnancy, provided by people who have personally faced this challenge, are topics of value in terms of the experience criterion. However, information on sleep medication safe during pregnancy is content that should be left to experts with medical knowledge.
As you can see, sometimes pages are created to share personal experiences, often about difficult life challenges. People share their own experience, which can be useful to others. Pages with such content may enjoy recognition from Google, as long as the content is trustworthy, safe and in line with recognised expert consensus.
A - Authority (Authoritativeness)
Another key element is authority. Google prefers sites that are recognised as leaders, experts in their industry. There are many ways to build authority online, such as publishing content on reputable platforms, getting positive reviews from users, or winning industry awards.
T - Trust (Trustworthiness)
A final but equally important element of the E-A-T principle is trust. Websites should earn trust from both users and search engines. Remember to avoid any practices that may damage the reputation of the site, such as copying content, using fake reviews or employing unfair marketing practices.
Impact of the E-E-A-T principle on web positioning
The E-E-A-T principle has a direct impact on positioning websites in Google's search results. Search engine algorithms are increasingly focusing on the quality of content and the credibility of authors. Websites that effectively implement the E-E-A-T principle have a greater chance of gaining high rankings in search results.
How to implement the E-E-A-T principle in your SEO strategy?
1. creation of high quality content
Content should be factual, informative and provide real value to users. Avoid duplicate content and focus on uniqueness.
2. cooperation with industry experts
It is worth establishing partnerships with experts in your field. Publishing content that is backed by the knowledge of experts will contribute to building the authority of the site.
3. caring for opinions and reviews
User reviews are important for the credibility of the site. Let's proactively manage feedback and reviews by responding to them and trying to gain positive recommendations.
The YMYL principle - why is it so important?
In addition to E-E-A-T, there is another principle worth mentioning. The YMYL principle, i.e. "Your Money or Your Life"., is a guideline of great importance for websites, especially those providing information related to finance, health, law or the lives of users.
In the context of online marketing, the YMYL principle is becoming a key benchmark that places additional responsibility on content creators and marketers. Why is it so important? Here are some key reasons.
1. User safety
A pillar of the YMYL principle is to safeguard users by ensuring that they have access to reliable and secure information. In the case of financial or health-related content, misinformation can lead to serious consequences for users.
2. credibility of the content
Content related to finance, health or life is particularly assessed in terms of credibility. Search engines expect sites providing this kind of information to be trustworthy and based on factual knowledge.
3. impact on positioning
Sites adhering to the YMYL principle can enjoy better positioning in search results. Google's algorithms attach importance to providing users with reliable sources of information, especially in areas related to finance and health.
How to implement the YMYL principle?
1. hiring industry experts
To meet the requirements of the YMYL principle, it makes sense to employ industry experts. Content on finance or health should be produced by people with real knowledge and experience in the field or based on a source of reliable information.
2. updating content regularly
For content related to finance or health, it is important that the information is always up-to-date. Regularly updating content demonstrates the site's commitment to providing current and reliable data.
3. attention to quality of content
A key element of the YMYL principle is attention to the quality of content. Avoid publishing anecdotal information and back up any content with evidence, scientific studies or official sources. Poor quality content can be important from the reader's point of view, and the credibility of the site's owners will drop.
Implementing the YMYL principle is not only a matter of complying with Google's requirements, but above all a concern for the safety and well-being of users.
E-E-A-T in practice: the basis for long-term success
Becoming an expert at creating content according to E-E-A-T according to Google takes time and planning.
Below you will find a summary of the four components of the E-E-A-T principle:
- Expertise refers to the knowledge of the content creator.
- Experience is the development of expertise, focusing on practical, personal experience.
- Authority refers to reputation on a given topic.
- Reliability is related to the reliability of information.
All these features contribute to the overall quality of the content on the site. The E-E-A-T principle and quality guidelines shed light on the factors Google values when evaluating sites, so always keep them in mind!
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