Back in September 2021, I encountered a landing page that, despite being flawless, was not ranking as it should have been.
Everything about it was top-notch: the writing, the topic coverage, the backlinks, and even a video were all there. It had all the qualities to be at the top of the SERP.
Confounded by the mysterious algorithm that seemed to be blocking my page’s success, I delved into a mission to uncover the truth behind E-A-T (Expertise, Authoritativeness, Trustworthiness). After a year of extensive research, I gathered a wealth of data points.
While I didn’t uncover the secret to E-A-T definitively, I did discover a lot about what factors may contribute to it.
After submitting my study on E-A-T to Moz and Google later introducing a new E for Experience, I was left wondering how this new element would impact the conclusions I had drawn about demonstrating E-A-T.
Baseline: Key E-A-T Factors
Here are the most common factors associated with high E-A-T content:
- Publish original, up-to-date, and relevant content.
- Strengthen off-site presence through directory listings and review sites.
- Be transparent about your content creation process.
- Build connections with other brands.
- Utilize modern technology for user data security and a good user experience.
These were the top 10 features found on Page 1 results:
- HTTPS
- Third-party reviews
- A detailed About Us page
- A Wikipedia mention
- A Wikipedia page
- Reputable partners
- Listing on the BBB site
- Original research on the site
- Recently updated content
- Spam score below 3%
The top 3 results closely mirrored these factors, with only a few variations.
Understanding the E’s
The new E-E-A-T emphasizes Experience, Expertise, Authoritativeness, and Trust, with Trust being the most important. Google’s Search Quality Evaluator Guidelines provide insights on differentiating between these elements.
While the addition of Experience didn’t negate the importance of the previous E-A-T factors, it prompted a reframing of how to demonstrate Expertise and Experience in content.
Implications of Double-E-A-T
If you were already excelling in your E-A-T efforts, the addition of Experience might not require significant changes. Google hasn’t introduced new metrics; instead, it emphasizes the importance of a strong brand in all E-A-T areas.
The new E-E-A-T serves as a reminder to rethink how Experience and Expertise are represented in content, rather than introducing entirely new concepts.
Ways to Demonstrate Expertise
- Have real experts write content.
- Ask experts to proofread content.
- Create a page highlighting experts.
- Attribute authors and publish bios.
- Publish in-depth, original content.
Ways to Demonstrate Experience
- Encourage user-generated content.
- Launch influencer campaigns.
- Invite guest bloggers.
- Publish original content with real experiences.
Adapting to E-E-A-T
Despite the introduction of Experience in the E-A-T framework, the core goal remains the same: providing high-quality, relevant content for searchers. Content marketers must continue creating valuable content that aligns with audience needs.
The post Considering ‘Experience’ in a Post-E-A-T World (Updated Study for E-E-A-T) appeared first on brafton.
