{"id":26413,"date":"2019-12-05T10:20:58","date_gmt":"2019-12-05T15:20:58","guid":{"rendered":"https:\/\/crowdcontent.com\/blog\/?p=26413"},"modified":"2024-06-05T14:39:31","modified_gmt":"2024-06-05T14:39:31","slug":"the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it","status":"publish","type":"post","link":"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/","title":{"rendered":"The Complete Guide to Google E-E-A-T: How to Improve SEO"},"content":{"rendered":"\n<p>What is E-E-A-T in SEO and why should anybody care?<\/p>\n\n\n\n<p>The answer to that first question is easy. E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. The answer to the second question is that we all care because Google cares, and if we want our sites to rank, E-E-A-T is the acronym of the day, every day.<\/p>\n\n\n\n<p>Whether you\u2019re generating all your content in-house or easing your load by contracting with top <a href=\"https:\/\/www.crowdcontent.com\/services\/\">content creation services<\/a>, here\u2019s everything you need to know about E-E-A-T, Google\u2019s algorithm updates and lots of fun tidbits in between.<\/p>\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_66_1 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #454545;color:#454545\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #454545;color:#454545\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#A_is_for_Algorithm\" title=\"A is for Algorithm\">A is for Algorithm<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Aftershocks_From_the_May_2022_Core_Update\" title=\"Aftershocks From the May 2022 Core Update\">Aftershocks From the May 2022 Core Update<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#E-E-A-T_Google_Spells_Out_Their_Vision_Literally\" title=\"E-E-A-T: Google Spells Out Their Vision (Literally)\">E-E-A-T: Google Spells Out Their Vision (Literally)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Content_isnt_Evaluated_in_a_Vacuum\" title=\"Content isn\u2019t Evaluated in a Vacuum\">Content isn\u2019t Evaluated in a Vacuum<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#The_Ultimate_Checklist_for_Creating_E-E-A-T_Content\" title=\"The Ultimate Checklist for Creating E-E-A-T Content\">The Ultimate Checklist for Creating E-E-A-T Content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Be_Comprehensive\" title=\"Be Comprehensive\">Be Comprehensive<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Build_Authority_in_Your_Chosen_Niche\" title=\"Build Authority in Your Chosen Niche\">Build Authority in Your Chosen Niche<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Authorship_Matters_Who_Wrote_This_and_Why_Should_Anybody_Care\" title=\"Authorship Matters: Who Wrote This and Why Should Anybody Care?\">Authorship Matters: Who Wrote This and Why Should Anybody Care?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Recruit_Expert_Contributors\" title=\"Recruit Expert Contributors\">Recruit Expert Contributors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#E-E-A-T_More_Than_Just_Your_Blog\" title=\"E-E-A-T More Than Just Your Blog\">E-E-A-T More Than Just Your Blog<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Ace_your_About_Us_page\" title=\"Ace your About Us page\">Ace your About Us page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Humanize_your_company_with_team_bios\" title=\"Humanize your company with team bios\">Humanize your company with team bios<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Construct_a_site-wide_content_strategy_using_content_clusters\" title=\"Construct a site-wide content strategy using content clusters\">Construct a site-wide content strategy using content clusters<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#How_to_Audit_Your_Site_to_Ensure_Content_is_Google_E-E-A-T_Compliant\" title=\"How to Audit Your Site to Ensure Content is Google E-E-A-T Compliant\">How to Audit Your Site to Ensure Content is Google E-E-A-T Compliant<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Lets_Get_Specific_E-E-A-T_Tips_for_Specific_Industries\" title=\"Let\u2019s Get Specific: E-E-A-T Tips for Specific Industries\">Let\u2019s Get Specific: E-E-A-T Tips for Specific Industries<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Health_and_Wellness\" title=\"Health and Wellness\">Health and Wellness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#FinanceLegal\" title=\"Finance\/Legal\">Finance\/Legal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Home_Garden_Real_Estate_Hobbies_and_Parenting\" title=\"Home, Garden, Real Estate, Hobbies and Parenting\">Home, Garden, Real Estate, Hobbies and Parenting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#STEM\" title=\"STEM\">STEM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#Food_Beverage_and_General_Retail_Products\" title=\"Food, Beverage and General Retail Products\">Food, Beverage and General Retail Products<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/#The_Final_Word_on_E-E-A-T\" title=\"The Final Word on E-E-A-T\">The Final Word on E-E-A-T<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"365\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/EAT-Content-Is-730x365.png\" alt=\"E-A-T Content\" class=\"wp-image-36105\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/EAT-Content-Is-730x365.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/EAT-Content-Is-320x160.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/EAT-Content-Is-768x384.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/EAT-Content-Is.png 1024w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_is_for_Algorithm\"><\/span><strong>A is for Algorithm<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google is constantly updating its algorithm \u2014 and that statement is not an exaggeration. In 2020 alone, Google made a whopping <a href=\"https:\/\/searchengineland.com\/library\/platforms\/google\/google-algorithm-updates\">4,500 changes to search<\/a>. That works out to about 12 tweaks per day, all of which impact how sights rank on the search engine results pages (SERPs). And here\u2019s the kicker: Google never shares what exactly they\u2019ve changed.<\/p>\n\n\n\n<p>While most laypeople and even some experts may not see the immediate side effects of those daily changes, even the smallest update is important. And sometimes, there\u2019s an overhaul that makes everyone from SEO experts to copywriters sit up and take notice.<\/p>\n\n\n\n<p>Take Google\u2019s <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/05\/may-2022-core-update\">May 2022 core update<\/a>, for instance. This update was so hefty it took two weeks to fully roll out, and it made a correspondingly significant impression on site rankings. Google\u2019s intent was to reassess how they analyzed sites, likely fine-tuning the algorithm to further the search giant\u2019s mission to reward content that\u2019s accurate, user friendly and relevant.<\/p>\n\n\n\n<p>But why the big change in mid-2022? And more importantly, did it work as intended?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Aftershocks_From_the_May_2022_Core_Update\"><\/span><strong>Aftershocks From the May 2022 Core Update<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>After the May 2022 core update rolled out, Google saw <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/05\/may-2022-core-update\">volatility in rankings<\/a> across the board, though some industries were affected more than others.<\/p>\n\n\n\n<p>On desktop, real estate saw the biggest jump in rank volatility, followed by books and literature, hobbies and leisure, and travel, with pets and animals snagging the fifth-highest spot. The list was similar on mobile, with one notable exception: health replaced travel in the top five.<\/p>\n\n\n\n<p>Even more significantly, research showed that 6.7% of the search results making up the top 10 post-update were previously ranked in the 20th spot or lower.<\/p>\n\n\n\n<p>Whatever Google changed, it clearly affected some verticals more than others. So how can site owners prep for updates and protect themselves from that volatility?<\/p>\n\n\n\n<p>Google has never deviated from its quest for content that provides superior user experience. The past half decade or so has seen updates that fueled mobile optimization, targeted spam, and boosted helpful content. None of these changes should come as a surprise. Really, Google is putting its tech where its mouth is and changing its algorithm to reward sites that are doing what Google has asked for all along.<em>Pssst\u2026 curious what Google has up their sleeve next? Here\u2019s a look at the <\/em><a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/6-must-know-google-algorithm-predictions-for-2023\/\"><em>Google algorithm predictions for 2023<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"E-E-A-T_Google_Spells_Out_Their_Vision_Literally\"><\/span>E-E-A-T: Google Spells Out Their Vision (Literally)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>While Google technically abstains from sharing the nitty-gritty details of their updates, those details are, in many ways, totally irrelevant. It\u2019s not important how Google analyzes sites. What\u2019s important is that people understand what that analysis is meant to do. In other words, site and content creation should speak to the mission, not the methodology.<\/p>\n\n\n\n<p>And the mission, should site owners choose to accept it, is to E-E-A-T.<\/p>\n\n\n\n<p><a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/12\/google-raters-guidelines-e-e-a-t\">Google E-E-A-T<\/a> is the newest iteration of the concept formerly known as E-A-T, or \u201cexpertise, authoritativeness and trustworthiness.\u201d The recently introduced extra E stands for \u201cexperience,\u201d of course.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"209\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture4-730x209.png\" alt=\"Picture4\" class=\"wp-image-36101\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture4-730x209.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture4-320x92.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture4-768x220.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture4.png 974w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<ul>\n<li><strong>Experience<\/strong>: Google believes searchers are interested in reaching content created by people who have actually lived the topic. It may not be coincidental that Google added Experience as artificial intelligence-generated content gained traction. This \u201cE\u201d also looks at technical aspects like load speed, visual stability and interactivity (all emphasized in Google\u2019s May 2021 update aimed at page experience).<\/li>\n\n\n\n<li><strong>Expertise<\/strong>: Expertise goes behind experience to look at the credentials and overall track record of the person and\/or publisher behind a piece of content. Having an MD attached to medical content or using a gold-medal athlete to talk about the Olympics demonstrates expertise.<\/li>\n\n\n\n<li><strong>Authoritativeness<\/strong>: Authority builds on expertise by finding ways for the content itself to feel important, accurate and reliable. Well-written content that contains links to other authoritative and high-ranking pages can help legitimize a site. It also helps if the content is referenced by other professionals with their own proven track records.<\/li>\n\n\n\n<li><strong>Trustworthiness<\/strong>: Trust is a fickle thing in the SEO world. For a site to be trustworthy, it has to tick a lot of boxes ranking from up-to-date, factual content to off-site links that are properly anchored (using relevant text) and lead to similarly credible content. Sites that have <em>most<\/em> of the trustworthiness boxes ticked but screw up on one or two significant aspects \u2014 keyword stuffing, for instance, or fudging the facts to suit an agenda \u2014 can lose trust and traction quickly.<\/li>\n<\/ul>\n\n\n\n<p>Keep in mind, these critical components are not weighted equally. Google looks at \u201ctrust\u201d as a primary factor, \u201cbecause untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.\u201dAnd transparency is improving. Google now shares documents outlining their <a href=\"https:\/\/services.google.com\/fh\/files\/misc\/hsw-sqrg.pdf\">search quality rater guidelines<\/a>. And yes, there are actual people involved in the evaluation process. While AI plays a vital role in ranking, so apparently do the people tasked with reading content to see whether it\u2019s really answering search queries or just pretending to. Real, live people can be especially helpful when looking at that first \u201cE\u201d \u2014 bots can scan and analyze content, but they can\u2019t get a gut feeling about how slow load times or a stagnant site make them <em>feel<\/em> (yet).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Content_isnt_Evaluated_in_a_Vacuum\"><\/span><strong>Content isn\u2019t Evaluated in a Vacuum<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are blueprints to help site owners and content creators build content that meets E-E-A-T expectations. But it\u2019s almost impossible to chase ranking by reworking faulty content and trying to make it more worthy.<\/p>\n\n\n\n<p>This is partly because SEO takes time to gain traction and show results. But it\u2019s also because sites aren\u2019t evaluated in a vacuum, they\u2019re analyzed in comparison with other sites fighting for the same SERPs. When site owners took to social media to complain about a shakeup in organic traffic numbers in March 2018, Google offered up some valuable advice:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"290\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture2-730x290.png\" alt=\"Picture2\" class=\"wp-image-36103\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture2-730x290.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture2-320x127.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture2-768x305.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Picture2.png 849w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<p>It\u2019s still worth pursuing the E-E-A-T ideals, though, because sites that publish content that shows high levels of experience, expertise, authority and trustworthiness stand to benefit beyond higher search rankings.<\/p>\n\n\n\n<ul>\n<li><strong>Boosted behavioral metrics:<\/strong> Positive behavioral metrics on things like time on page and click-throughs to other pages can lead to a positive <a href=\"https:\/\/moz.com\/learn\/seo\/google-rankbrain\">RankBrain score<\/a>, which can then boost your performance in search results.<\/li>\n\n\n\n<li><strong>Increased links and social shares<\/strong>: If your content is perceived as authoritative, people are more likely to share it with others. Social shares and links can boost SEO performance, but they also lead to general organic traffic outside of SERPs. Plus, since someone sharing your site is akin to a recommendation of your content, people who click through are arriving with some pre-trust built in, which can be of benefit to your conversion rate.<\/li>\n\n\n\n<li><strong>Inclusion as a featured snippet<\/strong>: Being featured in the very top spot on Google search results is akin to claiming the SERP throne \u2014 and yes, these snippets can even steal the spotlight from paid pads (and you don\u2019t have to fork over a single dime).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Ultimate_Checklist_for_Creating_E-E-A-T_Content\"><\/span><strong>The Ultimate Checklist for Creating E-E-A-T Content<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Time for a quick recap. So far, we\u2019ve learned:<\/p>\n\n\n\n<ul>\n<li>Google makes lots of updates, and it makes them often<\/li>\n\n\n\n<li>Some more sweeping updates, like the one from May 2022, can cause some interesting swings in search result rankings<\/li>\n\n\n\n<li>We don\u2019t know the exact changes Google makes, but we do know why they\u2019re making them<\/li>\n\n\n\n<li>E-E-A-T is always the both the mission and the measuring stick<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s our E-E-A-T SEO checklist to help you craft content that answer\u2019s Google\u2019s call.<\/p>\n\n\n\t\t<div class=\"ss-ctt-wrapper ss-ctt-style-4\" data-ss-post-id=\"26413\" data-nonce=\"f285974be7\">\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=A+comprehensive+checklist+to+create+%23content+that+has+high+experience%2C+expertise%2C+authority+and+trustworthiness.+%23EEATContent+%23SEO+%23ContentMarketing&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F26413&#038;via=crowdcontent\" class=\"ss-ctt-tweet\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">A comprehensive checklist to create #content that has high experience, expertise, authority and trustworthiness. #EEATContent #SEO #ContentMarketing<\/a>\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=A+comprehensive+checklist+to+create+%23content+that+has+high+experience%2C+expertise%2C+authority+and+trustworthiness.+%23EEATContent+%23SEO+%23ContentMarketing&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F26413&#038;via=crowdcontent\" class=\"ss-ctt-link\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t<span>Click to Tweet<\/span>\n\t\t\t\t<svg class=\"ss-svg-icon\" aria-hidden=\"true\" role=\"img\" focusable=\"false\" width=\"32\" height=\"32\" viewBox=\"0 0 24 24\"><path d=\"M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z\"><\/path><\/svg>\t\t\t<\/a>\n\n\t\t<\/div><!-- END .ss-ctt-wrapper -->\n\n\t\t\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Be_Comprehensive\"><\/span><strong>Be Comprehensive<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are several noticeable differences between sites that rank high on SERPs and those that only appear a few pages into scrolling, but the biggest is that high-ranking sites offer content that is more than a simple regurgitation.<\/p>\n\n\n\n<p>Anyone can list the top three reasons to sell your home.&nbsp; But it takes an expert to expound on those three reasons, offer real-life examples, and include information that goes above and beyond the initial ask.<\/p>\n\n\n\n<p>To make your content more comprehensive:<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.crowdcontent.com\/blog\/2019\/09\/12\/qualitative-keyword-research-how-to-invest-10-minutes-into-your-content-marketing-process-see-your-content-rise-to-the-top-of-google\/\">Conduct keyword research<\/a> to see what people are looking for<\/li>\n\n\n\n<li>Think about your target audience and searcher intent<\/li>\n\n\n\n<li>Utilize tools like MarketMuse and SEMrush SEO content templates to analyze existing content and search queries before forming your own plan<\/li>\n\n\n\n<li>Play with Google\u2019s autocomplete tool and review People Also Ask questions for ideas on how to expand your outline<\/li>\n\n\n\n<li>Leverage alternative content formats to appeal to different types of learners and boost engagement (Pro tip: Not everything needs to be a blog! Podcasts, infographics and call-out boxes are just a few of the ways you can shake things up)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Build_Authority_in_Your_Chosen_Niche\"><\/span><strong>Build Authority in Your Chosen Niche<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In this arguably awful era of #fakenews, how often do we take people at their word? Does that number drop when you\u2019re evaluating someone (or some site) that\u2019s completely new to you?<\/p>\n\n\n\n<p>Of course it does.<\/p>\n\n\n\n<p>Humans are not naturally prone to blind trust. <a href=\"https:\/\/www.forbes.com\/sites\/andymeek\/2021\/02\/20\/fewer-americans-than-ever-before-trust-the-mainstream-media\/?sh=628cbd3d282a\">Fewer than half of all Americans<\/a> say they trust mainstream media. People want proof something is true, and that requires going above and beyond a simple \u201ctrust me, I\u2019m a writer\u201d kind of statement.<\/p>\n\n\n\n<p>In addition to creating comprehensive content that proves your knowledge, you can build authority (and therefore trust) by:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"365\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Authority-Niche-730x365.png\" alt=\"Tips for Building Authority in Your Niche Using EAT Content\" class=\"wp-image-36100\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Authority-Niche-730x365.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Authority-Niche-320x160.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Authority-Niche-768x384.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Authority-Niche.png 1024w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<ul>\n<li><strong>Encourage links from related and authority sites<\/strong>. Publish high-quality content that people will want to share and link to and watch your network build naturally. Guest posting opportunities can also help (they\u2019ll link to you if you link to them), as can acting as an expert and lending a quote to someone else\u2019s authoritative content.<\/li>\n\n\n\n<li><strong>Build reputable citations<\/strong>. Citations occur when your business is mentioned on another site. These mentions are especially powerful when they contain full NAP data (business name, address and phone number). Get involved with local and industry events, join industry organizations and claim your profiles on review sites to increase your online mentions.<\/li>\n\n\n\n<li><strong>Generate social shares with content that helps or entertains<\/strong>. Amuse or amaze people and they\u2019re more likely to share. Drive that engagement further by being active on your own social profiles and responding to comments.<\/li>\n\n\n\n<li><strong>Include links to authority sites<\/strong>. It\u2019s one thing to state a fact. It\u2019s another to provide a source. We can shout about algorithm changes until we\u2019re as blue as the Crowd Content logo is, but nothing drives home the point better than linking to an explanation by Google or Search Engine Journal.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Authorship_Matters_Who_Wrote_This_and_Why_Should_Anybody_Care\"><\/span><strong>Authorship Matters: Who Wrote This and Why Should Anybody Care?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google cares about the <em>who<\/em> of content just as much as it cares about the <em>what<\/em>. This is especially true for certain types of pages. So why, then, are so many web pages, blogs and articles written by \u201cstaff\u201d or with no name attached at all?<\/p>\n\n\n\t\t<div class=\"ss-ctt-wrapper ss-ctt-style-4\" data-ss-post-id=\"26413\" data-nonce=\"f285974be7\">\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Google+cares+about+content.+This+is+especially+true+for+certain+types+of+pages.+%23SEO+%23EATContent+%23ContentMarketing&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F26413&#038;via=crowdcontent\" class=\"ss-ctt-tweet\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">Google cares about content. This is especially true for certain types of pages. #SEO #EATContent #ContentMarketing<\/a>\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Google+cares+about+content.+This+is+especially+true+for+certain+types+of+pages.+%23SEO+%23EATContent+%23ContentMarketing&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F26413&#038;via=crowdcontent\" class=\"ss-ctt-link\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t<span>Click to Tweet<\/span>\n\t\t\t\t<svg class=\"ss-svg-icon\" aria-hidden=\"true\" role=\"img\" focusable=\"false\" width=\"32\" height=\"32\" viewBox=\"0 0 24 24\"><path d=\"M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z\"><\/path><\/svg>\t\t\t<\/a>\n\n\t\t<\/div><!-- END .ss-ctt-wrapper -->\n\n\t\t\n\n\n<p>The answer is that authorship hasn\u2019t always been as important as it is now, and some sites are still trying to catch up. This is where you have an opportunity to get ahead.<\/p>\n\n\n\n<p>By all means outsource your content, but add a byline that highlights an expert from your company before you publish. This helps add authority and anchors the content as something that\u2019s important enough for a person on your team to take ownership of.<\/p>\n\n\n\n<p>You can further amplify authority by:<\/p>\n\n\n\n<ul>\n<li>Creating and linking to author profiles for your in-house team that highlight relevant credentials and experience<\/li>\n\n\n\n<li>Using Googlespeak (aka <a href=\"https:\/\/www.seroundtable.com\/google-author-markup-best-practices-33530.html\">author markup best practices<\/a>) to communicate authorship to search engines<\/li>\n\n\n\n<li>Encouraging those who contribute content to your site (freelance writers, for example) to write their own detailed, authoritative bios<\/li>\n<\/ul>\n\n\n\n<p>To see these tips in action, mosey on over to NerdWallet\u2019s site. This behemoth of financial industry news and insights lists not only the writer on each piece, but the editor, too. Each name is linked to a bio page that includes the individual\u2019s title, their areas of focus, a bio highlighting credentials and experience, and the person\u2019s top pics for other authoritative titles. You can also see what that person has written or edited previously, laying out a road map of their expertise for the public to follow.<\/p>\n\n\n\n<p>This isn\u2019t just a Jane Doe, put-a-name-to-AI situation, it\u2019s a real person with real insight. Google loves that, and other real people should love it too.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Recruit_Expert_Contributors\"><\/span><strong>Recruit Expert Contributors<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In-house content creators are nice to have, but with the <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/why-outsourcing-your-blog-writing-is-a-smart-move\/\">benefits of outsourcing content<\/a> consistently mounting, it\u2019s important to know how to make the most of freelance contributions, too.<\/p>\n\n\n\n<p>First, let\u2019s look at what \u201cexpert\u201d really means in ContentLand:<\/p>\n\n\n\n<ul>\n<li>A <strong>literal expert<\/strong> with the credentials and accreditation to back it up, like a Culinary Institute of America graduate writing up recipes or a CPA writing personal finance advice<\/li>\n\n\n\n<li>Someone who has written enough online content in a particular niche to have <strong>Google authority<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The first option is better for projects that demand a high level of verifiable authority, like interpreting medical studies. The second is typically better suited for niches where credentials aren\u2019t as plentiful or necessary, such as gardening tips or parenting blogs.<\/p>\n\n\n\n<p>To ensure your team of contractors is bringing enough to the table:<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.crowdcontent.com\/hire-freelance-writers\/\">Hire freelancer writers<\/a> who have either Google authority or credentials in your field and are willing to use their own names and bios<\/li>\n\n\n\n<li>Contact industry experts who would be willing to participate in guest blogging for your site.<\/li>\n\n\n\n<li>Pepper content created by non-credentialed writers with quotes from experts (you can give them a shout out and a link as a thanks) sourced from:<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>LinkedIn profiles and groups<\/li>\n\n\n\n<li>Industry Facebook groups<\/li>\n\n\n\n<li>Networking Slack groups<\/li>\n\n\n\n<li><a href=\"https:\/\/www.helpareporter.com\/\">Help a Reporter Out<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/app.qwoted.com\/users\/sign_up\">Qwoted<\/a><\/li>\n<\/ul>\n\n\n\n<p>Another pro tip: Try a content roundup (one way to <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/content-repurposing-how-to-make-the-old-new-to-drive-seo\/\">repurpose content<\/a>) that includes quotes and tips from experts to master both the \u201ccomprehensive\u201d and \u201cauthoritative\u201d aspects of Google\u2019s ask.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"E-E-A-T_More_Than_Just_Your_Blog\"><\/span><strong>E-E-A-T More Than Just Your Blog<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Gordon Ramsay wouldn\u2019t have his Michelin stars if he ponied up a mouthwatering main course but totally biffed it on the appetizer, sides and dessert. The entire meal matters, which is why you have to evaluate your entire site through an E-E-A-T lens if you want to win the SERPs.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ace_your_About_Us_page\"><\/span><strong>Ace your About Us page<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>If we had a dime for every time we happened across a weak and emaciated About Us page, we\u2019d be swimming in Franklin D. Roosevelt profiles. For some reason, companies tend to phone it in when it comes to their own people and accomplishments, but that\u2019s the exact wrong approach.<\/p>\n\n\n\n<p>Instead, craft an About Us page that\u2019s packed with:<\/p>\n\n\n\n<ul>\n<li>Company history<\/li>\n\n\n\n<li>Names, titles and backgrounds of your team<\/li>\n\n\n\n<li>Awards and accolades<\/li>\n<\/ul>\n\n\n\n<p>Among the sites that won biggest after the May 2022 Google core update were mega brands Etsy, Instagram, Apple and Wikipedia. All have robust About Us pages \u2014 or in the case of Apple, a group of seven pages under the About Apple umbrella that address everything from company news to ethics and compliance info. <a href=\"https:\/\/www.etsy.com\/about\">Etsy\u2019s About Us<\/a> is the warm and artsy welcome you\u2019d expect from a global marketplace focused on handmade and vintage goods. The brand discusses its mission, describes how the marketplace works and clearly illustrates what they have to offer versus the competition. There are even links to investor relations info and product announcements.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Humanize_your_company_with_team_bios\"><\/span><strong>Humanize your company with team bios<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Team bios are important enough to mention twice. Faceless corporate entities don\u2019t command the same loyalty as brands that showcase team members, putting faces with the names of the powers that be.<\/p>\n\n\n\n<p>Would you be more likely to buy baby blankets from Blankets R Us, which has no About Us page and no clear ownership, or Mama\u2019s Baby Blankets, which shares Mama\u2019s real name and bio along with pics of her knitting those fuzzy covers with her own two hands?<\/p>\n\n\n\n<p>Etsy understands the assignment. Their <a href=\"https:\/\/www.etsy.com\/team\">team page<\/a> kicks off with a sweeping vision statement: \u201cThe people who work at Etsy share the vision and values of community.\u201d We\u2019re already prepped to like these people. Then comes headshots and names, linked to bio pages, for each person on the leadership team. And then, Etsy knocks humanization out of the park by sharing a collage of hundreds of Etsy employees tasked with building and maintaining the site.<\/p>\n\n\n\n<p>It\u2019s practically impossible not to feel connected, because it\u2019s just so easy to believe that all these fine humans are on the same wavelength as the people they\u2019re serving. Apple\u2019s <a href=\"https:\/\/www.apple.com\/leadership\/\">leadership page<\/a> is less cozy knits and garden chats, which is what you\u2019d expect from a tech company. The focus is instead on the titles and credentials of the executive team and those on the board, illustrating how bios and proof of authority can change from niche to niche.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Construct_a_site-wide_content_strategy_using_content_clusters\"><\/span>Construct a site-wide content strategy using content clusters<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>We sound like a bit of a broken record yammering on about the need for comprehensive content, but that\u2019s how important it is to avoid regurgitation and offer a distinct POV. But covering all your bases can quickly turn into content cannibalization if you don\u2019t have a content plan and stick to it.<\/p>\n\n\n\n<p>Start by considering the different content types \u2014 and even sub types, like multiple <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/13-types-of-blog-posts-to-fire-up-your-readers-and-your-editorial-calendar\/\">ways to create and structure blogs<\/a> \u2014 to help vary your approach to each topic. Then map out your topics, using <a href=\"https:\/\/blog.hubspot.com\/news-trends\/topic-clusters-seo\">topic clusters<\/a> to give readers an overall view of a subject as well as an opportunity to deep dive into specifics.<\/p>\n\n\n\n<p>Hubspot has a great <a href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\">example of a topic cluster<\/a> centered on content marketing. A list of relevant topics might include:<\/p>\n\n\n\n<ul>\n<li>Content marketing strategy<\/li>\n\n\n\n<li>Types of posts<\/li>\n\n\n\n<li>Content planning tips<\/li>\n\n\n\n<li>Blogging mistakes<\/li>\n\n\n\n<li>Buyer personas<\/li>\n\n\n\n<li>Buyer\u2019s journal<\/li>\n\n\n\n<li>Approaches to brainstorming<\/li>\n\n\n\n<li>Writing tips<\/li>\n\n\n\n<li>Common grammar errors<\/li>\n\n\n\n<li>Gated content<\/li>\n\n\n\n<li>Benefits of outsourcing<\/li>\n\n\n\n<li>Distribution channels<\/li>\n\n\n\n<li>How to scale<\/li>\n<\/ul>\n\n\n\n<p>The main\/pillar page briefly touches on all of those topics\/keywords, while the spoke pages would go more in depth on each topic or keyword, tackling the ins and outs one blog at a time.<\/p>\n\n\n\n<p>This creates a comprehensive content web that\u2019s packed with opportunities for expert contributions and backlinks galore.<\/p>\n\n\n\n<p>To do this yourself:<\/p>\n\n\n\n<ul>\n<li>Use keyword and topic research tools such as SEMrush and the teams recruited by <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/improve-your-search-visibility-with-seo-content-writing-services\/\">SEO content writing services<\/a> to ideate potential topics<\/li>\n\n\n\n<li>Choose a topic for your pillar page that\u2019s relevant to your brand and interesting enough for your audience to want to follow<\/li>\n\n\n\n<li>Write a pillar post that paints a broad picture of your chosen topic \u2014 and remember that this is <a href=\"https:\/\/www.crowdcontent.com\/blog\/2019\/10\/10\/is-long-form-content-the-way-to-go\/\">long-form content<\/a>, so no need to try to cram everything into a 500-word blog<\/li>\n\n\n\n<li>Follow up with shorter, more in-depth posts that refer back to and build on the pillar content<\/li>\n\n\n\n<li>Link from the pillar posts to the supporting posts and back again, then link from spoke to spoke (or supporting content to supporting content)<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Do all of the above, and your topic cluster will act like a road-side flare, alerting Google that you\u2019re churning out high-quality, E-E-A-T supportive articles that prove you\u2019re an authority worthy of an appropriately high SERP ranking.<\/p>\n\n\n\n<p>ALSO \u2013 <a href=\"https:\/\/www.crowdcontent.com\/blog\/2019\/10\/03\/7-tips-for-how-to-write-seo-content\/\">7 Tips for How to Write SEO Content<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Audit_Your_Site_to_Ensure_Content_is_Google_E-E-A-T_Compliant\"><\/span>How to Audit Your Site to Ensure Content is Google E-E-A-T Compliant<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Chances are you\u2019re not reading this guide to Google E-E-A-T and SEO as you\u2019re about to make your very first website. No, it\u2019s more likely that you already have a website up and running with a decent amount of content published and available for public consumption. So, is it time to go on a deleting rampage and scrap it all?<\/p>\n\n\n\n<p>Thankfully, there\u2019s no need to take the nuclear option here. That\u2019s just a waste of time, money, content and SEO traction. You don\u2019t want to lose whatever organic traffic and site authority you already have, you want to build on it.<\/p>\n\n\n\n<p>Put on your E-E-A-T hat and audit all your existing content (that means web pages too, not just your blogs), flagging the following:<\/p>\n\n\n\n<ul>\n<li>Content with no author name\/byline attached<\/li>\n\n\n\n<li>Author bios that are lackluster or missing altogether<\/li>\n\n\n\n<li>Content that lacks appropriate backlinks, which is a sign that your content is either not visible enough or not viewed as authoritative by others in your niche<\/li>\n\n\n\n<li>Content that isn\u2019t linking out to other authoritative sites and\/or authoritative content on your own site (you should have at least a few of each type)<\/li>\n\n\n\n<li>Pages that aren\u2019t ranking for the right keywords<\/li>\n\n\n\n<li>Accuracy and timeliness \u2014 content that isn\u2019t evergreen may need to be updated or replaced<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lets_Get_Specific_E-E-A-T_Tips_for_Specific_Industries\"><\/span>Let\u2019s Get Specific: E-E-A-T Tips for Specific Industries<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Because this is the ultimate guide to understanding and acting on the intricacies of Google E-E-A-T, we can\u2019t just throw out an answer to \u201cWhat is E-E-A-T in SEO?\u201d and call it a day.<\/p>\n\n\n\n<p>While the tips above will certainly help you kick start your content audit and site refresh in a meaningful way, there are also some insights that can help brands in specific industries tailor their content and overall content marketing strategies even further.<\/p>\n\n\n\n<p>To save you time and tons of clicks, we\u2019ve pored over the Google Search Quality Evaluator Guidelines and put together this must-read cheat sheet, industry by industry.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Health_and_Wellness\"><\/span>Health and Wellness<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Health and wellness is a very broad industry that encompasses everything from yoga poses and personal care products to preventative medicine and public health policy. The market was valued at a whopping <a href=\"https:\/\/www.precedenceresearch.com\/health-and-wellness-market\">$4.8 billion in 2022<\/a>, a number expected to increase by $3 billion by 2030, so it\u2019s no surprise the industry is as crowded as it is competitive.<\/p>\n\n\n\n<p>This might feel daunting, especially if you make the mistake of assuming that all content in this niche has to be written by someone with clinical credentials, like an RN or MD. Luckily, that\u2019s not the case.<\/p>\n\n\n\n<p>Google has spoken up about E-E-A-T adherent medical content, stating: \u201cIt should be written or produced by people or organizations with appropriate medical expertise or accreditation. High E-A-T [<em>now E-E-A-T<\/em>] medical advice or information should be written or produced in a professional style and should be edited, reviewed and updated on a regular basis.\u201d<\/p>\n\n\n\n<p>In practice, \u201cappropriate medical expertise or accreditation\u201d is relative. A blog titled \u201cTop 10 Yoga Poses for Stress Relief\u201d may be best when written by a trained yogi with a decade of teaching experience, while an article discussing research into stem cells is probably better bylined by a research biologist or someone with similar credentials.<\/p>\n\n\n\n<p>Here are some other takeaways for brands in the health and wellness space:<\/p>\n\n\n\n<ul>\n<li>Use bylines and bios for all content creators and contributors (editors and <a href=\"https:\/\/www.crowdcontent.com\/services\/subject-matter-experts\">subject matter experts<\/a> SMEs) included) to create layers of indisputable authority<\/li>\n\n\n\n<li>Prioritize accuracy by requiring proper citations\/sourcing and employing fact checkers to verify research and writer\/editor interpretations of that research<\/li>\n\n\n\n<li>Update regularly to ensure content remains E-E-A-T compliant<\/li>\n<\/ul>\n\n\n\n<p>If you can\u2019t access (or afford) credentialed writers for every piece, try pairing up talented writers who are adept at research and can produce polished content with SMEs that can add authority and check accuracy. It\u2019s often easier and less costly to find an SME who can check content versus one who can produce that content from scratch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FinanceLegal\"><\/span>Finance\/Legal<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Money and legal issues are two things that the average person takes pretty seriously. Google gets this and has laid out guidelines accordingly.<\/p>\n\n\n\n<p>According to E-E-A-T, financial and legal content must:<\/p>\n\n\n\n<ul>\n<li>Come from credible sources, with proof in the form of fleshed-out About Us pages and clear authorship<\/li>\n\n\n\n<li>Be trustworthy, requiring lots of research and fact checking<\/li>\n\n\n\n<li>Be updated regularly, especially if there\u2019s a major change in regulations or another newsworthy event related to the industry<\/li>\n<\/ul>\n\n\n\n<p>Remember Nerd Wallet? They own a lot of the prime real estate for finance-related topics (especially in the personal finance realm). Click on one of their featured snippets or top-ranking articles, like this one on <a href=\"https:\/\/www.nerdwallet.com\/article\/finance\/raise-credit-score-fast\">how to raise your credit score fast<\/a>, and you\u2019ll quickly see why they\u2019re winning the SERPs.<\/p>\n\n\n\n<ul>\n<li>The content has bylines for the writer and editor, and both names are linked to bio pages that list the contributors\u2019 credentials, education and other published work<\/li>\n\n\n\n<li>As of our publish date for this guide, the NW article is listed as \u201cUpdated Nov 1, 2022,\u201d meaning it was written earlier and has been updated at least once to ensure accuracy and timeliness<\/li>\n\n\n\n<li>There are tons of links and even a quote from the senior direct of public education and advocacy at Experian to help drive home key points and increase authority\/ trustworthiness.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Home_Garden_Real_Estate_Hobbies_and_Parenting\"><\/span><strong>Home, Garden, Real Estate, Hobbies and Parenting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Before we dig into this industry, this is a good time to introduce another fun Google acronym: YMYL.<\/p>\n\n\n\n<p>YMYL stands for \u201cyour money or your life,\u201d which sounds like a bad line from a movie about a mugging but is really just what Google calls \u201cpages or topics that could potentially impact a person\u2019s future happiness, health, financial stability, or safety.\u201d<\/p>\n\n\n\n<p>YMYL topics like crocheting or pruning tomato plants might seem \u201csoft,\u201d but they\u2019re still subject to E-E-A-T guidelines. After all, if content is meant to impact future happiness and safety, among other things, expertise definitely matters. But the type of expertise and\/or credentials required change a bit depending on the subject matter.<\/p>\n\n\n\n<p>Google absolutely recognizes informal experience when it\u2019s relevant and appropriate to the topic:<\/p>\n\n\n\n<p><em>Some topics require less formal expertise. . . Many people share tips and life experiences on forums, blogs, etc. These ordinary people may be considered experts in topics where they have life experience. If it seems as if the person creating the content has the type and amount of life experience to make him or her an \u201cexpert\u201d on the topic, we will value this \u201ceveryday expertise\u201d and not penalize the person\/webpage\/website for not having \u201cformal\u201d education or training in the field.<\/em><\/p>\n\n\n\n<p>Here\u2019s an example of credentialed expertise versus less-formal expertise around the same general topic:<\/p>\n\n\n\n<ul>\n<li>Tips for remodeling a home or installing a toilet should probably come from someone with demonstrated expertise in building, plumbing or other relevant trades<\/li>\n\n\n\n<li>Tips for maximalist bathroom d\u00e9cor may rely more on personal experience<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"STEM\"><\/span><strong>STEM<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Google doesn\u2019t typically extend its everyday expertise free pass to science and tech articles, especially when the content claims to present new information or theories. Instead, Google expects these articles to represent and include well-established facts and expert consensus.<\/p>\n\n\n\n<p>To publish STEM content that\u2019s in line with E-E-A-T:<\/p>\n\n\n\n<ul>\n<li>Use expert content creators<\/li>\n\n\n\n<li>Source facts and other info from highly credible sites<\/li>\n\n\n\n<li>Go straight to the primary source for those facts, such as studies published in scientific journals<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Food_Beverage_and_General_Retail_Products\"><\/span><strong>Food, Beverage and General Retail Products<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Everybody eats and everybody has an opinion on food, so it\u2019s not exactly shocking that everyday expertise often comes into play for content in this niche. There\u2019s a lot of common knowledge surrounding cooking, for instance, and content surrounding retail products relies heavily on reviews.<\/p>\n\n\n\n<p>There are some exceptions here. While a layperson could write a blog on favorite Cabernet and cheese pairings, you might want a trained sommelier to weigh in on deep-dive wine topics like vinification techniques. A frequent shopper could offer up tips on extreme couponing, but it would take an expert to confidently espouse on the psychology of retail product pricing.<\/p>\n\n\n\n<p>To know whether you should recruit an expert or if you\u2019re okay with \u201ceveryday expertise,\u201d think about the topic at hand and whether someone would need to study to fully understand and explain the nuances of that topic or if a hobbyist has the chops to cater to search expectations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Final_Word_on_E-E-A-T\"><\/span><strong>The Final Word on E-E-A-T<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There\u2019s no secret handshake or magic potion that will earn you a shortcut to the top of Google\u2019s search results. It\u2019s a level playing field, and the top spot is open to anyone willing to put in the time and effort to meet E-E-A-T expectations.<\/p>\n\n\n\n<p>But the road isn\u2019t always well-paved and hurdles aren\u2019t exactly uncommon \u2014 especially when Google\u2019s averaging over a dozen updates per day. Keeping up with trends and investing in E-E-A-T friendly content is a solid, winning strategy that benefits rankings and readers alike.<\/p>\n\n\n\n<p>Incorporate the tips above and you may soon see:<\/p>\n\n\n\n<ul>\n<li>Better SEO performance<\/li>\n\n\n\n<li>Higher conversion rates<\/li>\n\n\n\n<li>Increased strength in the face of Google\u2019 scrutiny \u2014 no matter what updates are in the offing<\/li>\n<\/ul>\n\n\n\n<p>ALSO \u2013 <a href=\"https:\/\/www.crowdcontent.com\/blog\/2019\/07\/02\/expert-checklist-seo-for-blog-posts\/\">Expert Checklist: SEO for Blog Posts<\/a>If you know you need to do something to improve your SEO and just don\u2019t have the time, knowledge or in-house resources to get it done, we can help. Find out more about <a href=\"https:\/\/www.crowdcontent.com\/\">Crowd Content\u2019s professional writing services<\/a> and how they can help you create E-E-A-T content.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is E-E-A-T in SEO and why should anybody care? The answer to that first question is easy. E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. The answer to the second question is that we all care because Google cares, and if we want our sites to rank, E-E-A-T is the acronym of the day, [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":36106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[5],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mastering Google E-A-T: Your Complete SEO Guide<\/title>\n<meta name=\"description\" content=\"Discover the true ins and outs of E-E-A-T adherent content and explore what happens when Google releases a core update that flips the script on search rankings.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crowdcontent.com\/blog\/seo\/the-complete-guide-to-google-e-a-t-what-is-it-why-is-it-and-how-do-you-create-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Complete Guide to Google E-E-A-T: How to Improve SEO\" \/>\n<meta property=\"og:description\" content=\"Is E-E-A-T really that important? 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