In the past year, Google has made many changes to its “Helpful Content Update.” One of the major changes includes expanding its content marketing guidelines. Businesses will be rewarded when following the Google E-E-A-T concept and receive maximum exposure for their blogs on organic search. Here’s what this means for your company.
Google E-E-A-T
Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these terms to determine the credibility of an article, page, company, or website. The search engine is looking for the highest quality content that will deliver users original, helpful, and accurate content that is written by real people.
Experience
This newest addition to the quality content guidelines goes hand-in-hand with your expertise in the industry. This term specifically evaluates the content writers’ experience with the topic they are speaking about. Google is looking for writers’ credentials and years of experience that make them reliable sources.
Expertise
This part of the evaluation process determines expertise based on how well-versed your business is on the topic you’re discussing. Although Google isn’t looking for proof of a doctorate, they are looking for thorough information that could include things like quotes from those in your industry or your organization and the overall sharing of your expert knowledge through online content.
Authority
This focuses on the overall reputation of your business in your industry. Based on your website performance, Google is hoping to see that people know you and look to you as a leader in the industry. You can show this by including things like authors to your content with links to those individuals on your about us page, sharing data-supported facts, and citing information or quotes from industry-trusted, official sources. You can even consider ways to incorporate more user-generated content to help reinforce why new customers should trust you.
Trustworthiness
The content you submit to Google should also show that you are a trustworthy source of real information. This can come in the form of backlinks to your website, mentions in top industry publications from individuals in your organization, and your overall online reputation. Things like ignored reviews, both positive and negative, and bad media can hurt your trustworthiness.
The quality of your organization’s writing based on the Google E-E-A-T concept can either help or hurt your content marketing strategy. The better you answer questions online users are searching for, the more Google will want to show your content in organic search. Writing for this organic audience can help your blogs appear in Google Perspectives, FAQs, and on the very first page of search. Implementing an SEO strategy that includes using correct keywords and relevant information in your content and within your website helps build your overall online authority and credibility as well. All of these work hand-in-hand to show Google you have a great website and content people should see.
51% of content consumption derives from organic search.
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