Mastering Google’s E-E-A-T Criteria in 2023

When it comes to SEO in 2023, there’s one acronym that’s worth its weight in gold: Google’s E-E-A-T. Let’s dive into it!


In today’s dynamic and highly competitive digital landscape, where algorithms change as swiftly as the wind blows, Google’s E-E-A-T criteria have solidified their position as the bedrock upon which a website’s search engine reliability is built. Essentially, the criteria encompass four cardinal pillars—Experience, Expertise, Authoritativeness, and Trustworthiness—that are absolutely pivotal for any website that has aspirations of not just making it to the top of Google’s coveted search rankings, but also staying there for the long haul.


Yet, navigating the labyrinth of Google’s E-E-A-T guidelines is often akin to traversing a minefield: perilous, enigmatic, and rife with ambiguity. Despite the overarching importance of E-E-A-T, many in the industry find its guidelines to be couched in rather vague terms, leaving much room for interpretation. Renowned experts like Kyle Roof have ventured deep into the theoretical nuances of E-E-A-T, demystifying some of its complex layers. Nevertheless, a gaping hole exists when it comes to its practical implementation, especially for businesses that lack the resources to employ a full-time SEO expert.


Therefore, this article aspires to fill that void by offering actionable, easy-to-implement advice aimed at mastering the art and science of E-E-A-T in the SEO realm for the year 2023. With an eye on providing value to both novices and seasoned professionals, this guide serves as your roadmap through the challenging yet rewarding journey of optimizing your website according to E-E-A-T principles.


What To Expect In This Guide

This guide serves as your comprehensive go-to resource for elevating all facets of your website’s Experience, Expertise, Authoritativeness, and Trustworthiness, collectively known as E-E-A-T. Designed to cater to both the seasoned Content Creator and those who are just embarking on their digital journey, this manual is filled with insights, tips, and techniques that aim to empower you to ascend Google’s increasingly competitive ranking ladder. Navigate through the guide for actionable recommendations that you can immediately implement and see tangible results.


A Necessary Shift in Perspective

It’s crucial to understand that Google has evolved its approach towards website evaluation. You are no longer perceived merely as a website owner but also as a business operator in the digital space. This shift in perspective is vital because demonstrating your legitimacy and credibility to Google has a far-reaching impact on your website’s ranking. It’s important to note that mastering E-E-A-T isn’t an all-or-nothing game; rather, it’s about strategically accumulating points across these multifaceted criteria to present a comprehensive package that Google finds compelling.



The Art of Showcasing Experience

Noted expert Kyle Roof has pointed out that the specific wording and phrasing employed on your site play a significant role in shaping Google’s perception of your first-hand experience. To positively enhance this perception, it’s advisable to use time-referencing phrases and first-person pronouns in order to share personal insights that resonate with both Google and your audience.

How To Amp Up Your Experience

To illustrate your wealth of experience, incorporate time-referencing phrases like “over the years,” “in recent months,” or “during my time at X company” to establish a timeline that lends credibility to your content. Also, make judicious use of first-person pronouns such as ‘I,’ ‘we,’ and ‘my,’ when sharing personal anecdotes, stories, or practical examples that bring an added layer of authenticity and relatability to your content.


What Defines Expertise?

When it comes to Expertise, it’s worth noting that for non-YMYL (Your Money, Your Life) pages, holding an exhaustive academic background or a plethora of certifications isn’t an absolute necessity. However, expertise is still a vital attribute that can distinguish you from the multitude of content creators vying for Google’s attention. Showcasing relevant expertise, even if it is built on years of practical experience rather than formal education, can make all the difference in how you’re perceived in your field.


Techniques for Demonstrating Expertise

Create Author Bio Pages: Crafting an in-depth author bio page is a golden opportunity to detail your professional experience, qualifications, and any notable publications. Not only does this bolster your credibility, but it also provides Google with the substantive proof it seeks when assessing expertise.


Visual Proof: Accompany your content with photographs or videos that capture you actively participating in events, seminars, or activities directly related to your niche. This visual evidence serves as an additional layer of proof that substantiates your claims of expertise and adds an element of engagement for your audience.


Technical Implementations for Expertise

The Schema Factor

Person Schema markup in HTML doesn’t just add a layer of sophistication to your site; it serves as an invaluable tool for providing Google with essential E-E-A-T information about you or the subject-matter experts contributing to your website. Plugins like RankMath, AIOSEO, and Schema Pro have become instrumental in today’s SEO world for this very reason. They offer user-friendly interfaces and step-by-step guides that make the technical task of implementing schema remarkably easy, even for those who may not have a strong background in coding.

Additional SEO Techniques

The Power of User-Generated Content

User-Generated Content (UGC), particularly in the form of comments and community discussion, can serve as a rich source of additional insights and engagement that are invaluable for your SEO strategy. Contrary to the advice given by some SEO professionals, who recommend disabling comments to improve website speed or manage spam, Google actually encourages the enabling of comments. This facilitates a richer user experience and can provide a window into the interests and concerns of your audience, further refining your content strategy.



How to Build Topical Authority

Achieving topical authority is not a feat accomplished by a single article, no matter how comprehensive or well-crafted it may be. To be recognized as an authority in your chosen field, your entire website should serve as a well-curated repository that echoes both the breadth and depth of your subject matter. Consistently producing content that is thoroughly researched, backed by credible sources, and covering a range of related topics will contribute to the construction of an authoritative digital presence.



The Essence of Being Trustworthy

Achieving the perception of trustworthiness in the eyes of Google is a nuanced endeavor involving multiple factors. One key factor that can’t be overlooked is the display of a unique business address and phone number on your website. This lends credence to the notion that your operation is legitimate and provides a layer of transparency that Google values highly when determining E-E-A-T scores.


Tips for Boosting Trustworthiness

Make your business address and phone number public: This straightforward step not only instills confidence among your users but also provides Google’s algorithms with the clarity needed to assess your business’s legitimacy.


Include multiple company email addresses: Offer several avenues of contact by displaying different company email addresses—like customer support, inquiries, and feedback. This multi-faceted approach to communication demonstrates professionalism and boosts your credibility.


Always include a copyright message in the footer: A copyright message in the footer of your website serves as a badge of authenticity. It’s a subtle yet impactful way of conveying that the content belongs to a verified source and is protected by law.


Final Words

Mastering the realm of high E-E-A-T scores is not a one-time task but an ongoing process that evolves along with Google’s algorithms. This guide serves as your foundational springboard for not just understanding but also proficiently implementing Google’s E-E-A-T criteria in a dynamic digital landscape. So, as you contemplate your website’s SEO strategies for the upcoming year 2023, engrain this simple but powerful acronym into your planning. Make it your strategic goal to E-E-A-T your way to the pinnacle of Google’s search rankings.