Search Engine Optimization (SEO) is a dynamic field, constantly adapting to the changing algorithms of search engines. In 2023, a noteworthy factor that's capturing the attention of SEO professionals worldwide is Google's E-E-A-T framework. E-E-A-T, an acronym for Experience, Expertise, Authority, and Trust, is at the center of SEO discussions, primarily due to its significant references in Google's Quality Rater Guidelines.
Decoding E-E-A-T
Within the realm of SEO, the E-E-A-T framework is commonly perceived as the most influential ranking factor, given its 126 mentions in Google's quality rater guidelines. However, a common misconception is that E-E-A-T's primary focus is the content's authors. In contrast, the guidelines specify that high E-E-A-T content must be created by individuals or organizations possessing the appropriate level of experience or accreditation in the relevant field.
Establishing Trust: The Role of Link-Building
Google's Gary Illyes has clarified that E-E-A-T's foundation is largely built upon links and mentions from authoritative sites. This insight underscores the critical role that link-building plays in establishing a website's trustworthiness. Indeed, link building offers three key ranking factors: power, relevance, and trust, with trust being the most vital for strengthening E-E-A-T.
So, how does one procure links from reputable websites? A crucial step is to understand the concept of seed sites - these are manually curated sites that Google regards as highly trustworthy. Effective techniques to earn high-quality backlinks include using platforms like Help a Reporter Out (HARO), implementing digital PR strategies, and actively responding to email outreach.
Emphasizing Transparency and Credibility
A significant aspect of Google's Quality Rater Guidelines is the emphasis placed on transparency, particularly regarding website ownership, and comprehensive information about the website creators and contact details. These factors are instrumental in evaluating a website's E-E-A-T score. Having a well-detailed 'About Us' page and a comprehensive 'Contact Us' page can future-proof your website against algorithmic updates and bolster its E-E-A-T status.
Wrapping Up
In 2023's SEO landscape, E-E-A-T is a key component. But it's important to remember that it's not just about the content's authors. Establishing trust through robust link-building efforts and ensuring transparent ownership and complete information about the website creators are vital to boosting your site's E-E-A-T score. By concentrating on these areas, you'll enhance your chances of ascending the ranks in Google's search results and making a lasting digital impact.
