Google continually refines its search algorithms to prioritize high-quality content. The E-A-T update significantly altered the landscape, emphasizing content created by experts. Now, Google has introduced an additional “E” to the mix: E-E-A-T, or Double E-A-T. This new “E” represents “Experience,” specifically personal, hands-on experience.
While this change likely improves search results, algorithm updates can be confusing for content creators. How can you maintain your SEO performance? What adjustments are necessary to avoid penalties? Understanding these changes is crucial for adapting your content strategy effectively.
This guide will walk you through the updates and help you master E-E-A-T.
The Evolution to E-E-A-T
E-A-T was first introduced in Google’s Search Quality Rater Guidelines back in 2014. Quality raters were instructed to evaluate sites based on their “Expertise, Authoritativeness, and Trustworthiness.”
As Google refined its search algorithm over time, E-A-T became increasingly important for SEO. A major algorithm update in 2018 further emphasized E-A-T, giving preferential treatment to credible sites with experienced authors and high-quality content.
However, the internet landscape has changed dramatically with the rise of generative AI tools like ChatGPT. While AI can be a valuable assistant, it has also led to an influx of low-quality, AI-generated content across the web.
In response, Google’s algorithm update added the second “E” to E-E-A-T: “Experience.” This requires content creators to demonstrate first-hand, personal experience in their writing.
Many speculate that this change directly addresses AI-generated content, as AI currently lacks the ability to have subjective experiences. However, this update impacts more than just AI-generated content. Even if you don’t use AI at all, it can still affect your website’s performance in search results.
How to Master the First “E” in E-E-A-T
Assuming you don’t rely solely on AI to write your content, your work is already human-created. But that doesn’t mean you don’t need to worry about the new update.
The new “E” in E-E-A-T emphasizes first-hand experience. Have you ever written a sponsored post about a product you didn’t try? A roundup of popular software or services you never actually used? Given instructions or advice without double-checking?
These practices can lead to poor user experiences – instructions that don’t work, accidental misinformation, or recommendations for subpar products.
Google now prioritizes first-hand experiences above all else. Here’s how to incorporate this into your content strategy:
Don’t Use Purely AI-Generated Content
While there’s nothing wrong with using AI as an assistant, readers don’t want content that’s simply copy-pasted from ChatGPT without any human editing or input. Since AI can’t have the “life experiences” Google now prioritizes, overreliance on AI-generated content may negatively impact your search rankings.
Actually Try the Product
This requirement is straightforward but sometimes overlooked by content creators. The new “E” is all about experience, so don’t just write about something – actually use it and demonstrate your “first-hand, life experience.”
In practice, this means:
- When recommending a physical product, software, or service, actually use it before writing about it.
- Instead of copying quotes from another source, conduct your own interviews.
- Visit places you mention, try recipes from cookbooks you recommend, use featured website builders and show the final product, etc.
Give Your Honest Opinion
Honesty is crucial. No product is perfect, and you’ll likely have some criticisms about anything you try. Even sponsored content usually doesn’t require a glowing review without any criticism. They want you to try the product and provide compelling reasons for your recommendation.
Thoughtful reviews that include both pros and cons often carry more weight with consumers than overly positive reviews that could be perceived as inauthentic.
Provide Proof
To truly demonstrate that you’ve tried something you’re recommending, include visual evidence. Take photos of yourself using the product, record videos or GIFs, or for online services and apps, capture plenty of screenshots. This instantly signals to search quality raters that you have the “Experience” they’re looking for.
Conversely, avoid solely using images and screenshots from the product or service’s website.
Cite Your Sources
If you’ve written a well-researched article, you should be able to link to the sources and references you used while working on it. This adds credibility to your content and distinguishes it from AI-generated text, which often struggles with accurate citations.
Put Yourself Out There
This aspect is already a significant part of E-A-T, but it also helps prove there’s a real person behind your articles.
Create a detailed “About” page for your website. Explain why your site exists and what it’s about. Ensure all your writers have comprehensive author bios. Share information about yourself, any relevant qualifications, and what inspired you to start writing or blogging.
Be transparent about who you are and what your website represents. Demonstrating that real people are running your website and creating your content is best practice for excelling at E-E-A-T and building trust online.
The 4 Levels of E-E-A-T
To excel at E-E-A-T, it’s helpful to understand its different levels. E-E-A-T isn’t a binary pass/fail criteria – it’s a spectrum. These levels are defined in Google’s Search Quality Guidelines.
Lowest E-E-A-T
Reserved for websites that are illegal, deceptive, misleading, or provide no value except to scammers. Characteristics include:
- Providing untrustworthy and/or inaccurate information
- Covering medically or financially dangerous YMYL topics without necessary experience or expertise
- Fraudulent, criminal, and/or scammy behavior
- Poor reputation in the community
Lacking E-E-A-T
Low-quality pages are defined as lacking adequate E-E-A-T. Even well-intentioned bloggers could receive this designation if they fail to meet Google’s guidelines. Characteristics include:
- Failing to demonstrate first-hand experience
- Lacking necessary expertise to cover a chosen topic, especially for YMYL subjects
- Not demonstrating authority in the chosen field
- Untrustworthy practices, like an e-commerce store without contact information
High Level of E-E-A-T
Websites that satisfy Google’s requirements will be granted “High” page quality. To achieve this:
- Demonstrate first-hand experience
- Show expertise where necessary
- Establish authority on your topic
- Prove trustworthiness through honest business practices
Very High Level of E-E-A-T
To distinguish yourself further, you need to go above and beyond. Characteristics include:
- Providing an authoritative, “go-to” source on a particular topic
- Demonstrating a high level of expertise and relevant experience
- Creating unique, original, high-quality content with clear effort
- Fully satisfying users’ search intent
- Being fully qualified to advise on covered YMYL topics
Other SEO Considerations
While “Experience” is fairly straightforward, several other factors come into play that can complicate things.
E-A-T: Expertise, Authoritativeness, and Trustworthiness
The original E-A-T is still in effect, and it’s important to demonstrate expertise in your field. Here’s how to do that effectively:
- Create high-quality content that brings value and a unique perspective to your readers
- Demonstrate expertise through qualifications, experience, or awards
- Consult experts if you’re not one yourself
- Build your reputation through mentions, inbound links, and collaborations
- Be transparent about who you are and your sources of information
YMYL (Your Money or Your Life) Content
YMYL content covers topics that could significantly impact a person’s life, health, or finances. Google demands that publishers of YMYL content adhere strictly to E-E-A-T standards. This means:
- Medical information should be written and/or vetted by medically licensed individuals
- Qualified financial advisors should handle sensitive topics like taxes and investments
Some YMYL topics allow for perspectives gained from real-life experience. For example, tips on saving money while on a low income or suggestions for coping with chronic pain are appropriate if you’ve lived through these situations.
The Needs Met Rating
Google’s search quality evaluators also assess pages based on whether they satisfy the user’s search intent – the “Needs Met” rating. To maximize SEO:
- Understand the users’ intent behind the keywords or queries you’re targeting
- Ensure your content fully satisfies that intent
What Makes a Low Quality Page
Page Quality is another important ranking factor separate from Needs Met or E-E-A-T. Low or lowest quality pages typically have:
- Lack of E-E-A-T, especially for YMYL topics
- Failure to satisfy search intent
- Factually inaccurate or misleading content
- Disruptive ads or spammy website design
- Plagiarized or copied content
- Deceptive and untrustworthy content (including undisclosed AI-written material)
- Harmful, hateful, and/or dangerous content
- Illegal content, scams, and spam
E-E-A-T: First-Hand Experience Is More Valuable Than Ever
If you’re concerned about the new E-E-A-T guidelines, remember that as long as your articles aren’t low-quality or purely AI-generated, but incorporate your first-hand experiences and opinions, your rankings should remain stable.
Focus on the four tenets of E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness – to meet Google’s quality guidelines and succeed at SEO.
By understanding and implementing these E-E-A-T principles, you can create content that not only ranks well in search results but also provides genuine value to your audience. Remember, the key is to share authentic experiences, demonstrate real expertise, and always prioritize the needs of your readers.