What is E-E-A-T?
E-E-A-T, or Double-E-A-T, stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of signals that Google Search Quality Raters use to assess the quality of a webpage. These guidelines are outlined in the Search Quality Rater Guidelines.
Role of Search Quality Raters
Search Quality Raters are contractors who evaluate the quality of Google search results pages. Their feedback helps Google improve its algorithms and provide better search experiences to users. However, Google clarifies that their feedback does not directly affect the search results.
Components of E-E-A-T
Let's explore the individual E-E-A-T signals in detail:
Experience
Experience assesses how experienced the content creator is on the subject matter. For example, a product review by someone who has actually used the product indicates a higher level of experience compared to one created by someone who hasn’t used the product.
Expertise
Expertise evaluates the knowledge and know-how of the content creator. For instance, an electrician is more qualified to create content on home wiring than an antique home enthusiast.
Authoritativeness
Authoritativeness considers whether the creator or webpage is recognized as a go-to source for the topic. For example, the official government page for issuing passports is the authoritative source for passport issuance and renewals.
Trustworthiness
Trustworthiness is determined by assessing the accuracy, honesty, reliability, and safety displayed by the site. It is the most important of all four E-E-A-T factors. Sites with low trust will have low E-E-A-T scores, even if their experience, expertise, and authoritativeness signals are high.
Determining Trust
The method of determining trust can differ from site to site. For example:
- eCommerce Store: Trust is assessed by evaluating payment systems and customer service.
- Product Review Page: Trust is determined by evaluating whether the content is written to sell the product or to help the audience make an informed decision.
Conclusion
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is crucial for assessing the quality of a webpage. By understanding and improving these factors, content creators can enhance their content's credibility and reliability, ultimately leading to better user experiences and potentially higher search rankings.
