What is the EEAT? Its impact on SEO

by Moises Hamui July 29, 2024

The increasing complexity of Google's algorithm has led to the creation of the EEAT concept, which is an evolution of the well-known EAT.

This term is crucial for SEO in 2024 and represents the pillars of Expertise, Authoritativeness, and Trustworthiness, with the recent addition of Experience.

What is the EEAT and why is it important?

EEAT is an acronym that Google uses to evaluate the quality of a website and its content. Each of the EEAT components plays an essential role in how Google determines the relevance and quality of a web page. Here is a breakdown of each component:

Expertise: Evaluates the author's level of knowledge on the specific topic.
Authoritativeness: Measures the credibility of the author or website in the industry.
Trustworthiness: Determines the reliability of the content provided and the ability to meet user expectations.
Experience: Recently added, this refers to the author's personal and professional experience, ensuring that they have a deep and practical knowledge of the topic.

How does EEAT influence SEO?

The EEAT directly affects how Google ranks web pages in its search results. Below are some of the main impacts of EEAT on SEO:

Content Relevance: Google prioritizes content that is useful and relevant to users. It uses technologies such as natural language processing and machine learning to analyze and rank content based on relevance and quality.
Content Quality: Quality is evaluated not only at the individual page level, but also at the domain level. This means that the entire site must maintain a high standard of accuracy, timeliness and clarity.
Visibility in Search Results: A high EEAT score can increase visibility in SERPs (search engine results pages), including snippets, Google Discover, and other rich results.
Holistic Evaluation: Google applies EEAT holistically, evaluating both specific content and the entire domain. This comprehensive evaluation can determine the site's overall position in search results.

Factors that influence the EEAT

There is no exact score for the EEAT, but several factors can contribute to a positive evaluation:

References and Citations: The quantity and quality of links that point to your content.
Evaluations and Ratings: Positive opinions and ratings from users and experts.
Site Security: Use of secure protocols such as HTTPS.
Transparency: Clear and accessible information about the authors and the website.

EEAT in practice: How to improve your EEAT?

To improve your website's EEAT, consider the following practices:

Publish High-Quality Content: Make sure your content is accurate, detailed and relevant to your audience.
Demonstrate your Experience and Authority: Include author biographies with their credentials and relevant experience.
Increases Reliability: Provide verifiable data and references to reliable sources. Maintain a clear privacy policy and display certifications if applicable.
Optimize User Experience: Make sure your website is easy to navigate, fast and secure.

Final Considerations on the EEAT and SEO

The EEAT is a fundamental component in the modern SEO strategy. Understanding and applying these principles can significantly improve the visibility and credibility of your website.

In a competitive digital environment, a high EEAT score not only helps in positioning, but also builds trust and loyalty among your users.

Applying these principles in your SEO strategy will not only help you improve your position on Google, but will also ensure that your content is seen as a reliable and valuable source by your readers.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.