What Is E-E-A-T? Its Importance in SEO and Practical Implementation Methods

Target Audience

• Web Marketers and Content Creators: Those who want to understand the latest SEO trends and improve search rankings
• Corporate Web Administrators: Those aiming to provide reliable content and strengthen brand value
• Bloggers and Media Operators: Those seeking to create articles that align with Google’s evaluation criteria and gain readers’ trust

1. What Is E-E-A-T?

E-E-A-T stands for four essential elements defined in Google’s Search Quality Evaluator Guidelines. These factors are used to evaluate the quality and reliability of websites and content.

• E = Experience: Does the author incorporate personal experience and firsthand knowledge into the content?
• E = Expertise: Does the author or website demonstrate expertise in the subject?
• A = Authoritativeness: How trustworthy is the author or website in the respective field?
• T = Trustworthiness: Is the content and website accurate and reliable?

In particular, “Experience” was added by Google in 2022, emphasizing the importance of real and practical information for users.

2. Why Is E-E-A-T Important?

① As a Search Engine Evaluation Standard

Google aims to provide users with the most helpful and trustworthy information. Content that meets E-E-A-T criteria receives higher rankings in search results.

② Building Trust With Readers and Enhancing Brand Value

With abundant information online, providing trustworthy content helps gain readers’ trust and boosts brand value. E-E-A-T is especially crucial in YMYL (Your Money or Your Life) fields such as healthcare, finance, and law.

③ Impact on AI-Driven Information Retrieval

Generative AI like ChatGPT and Google Bard generates responses based on online information. Content with strong E-E-A-T is more likely to be recognized and cited by AI, increasing its visibility beyond search engines.

3. Detailed Breakdown of Each Element and Practical Measures

① Experience (E)

Users seek not just knowledge but real, experience-based information.

Practical Measures:

• Incorporate firsthand experiences with products or services into articles
• Provide specific case studies, success stories, and failures
• Include personal impressions and detailed usage experiences in reviews

Examples:

• Bad Example: “This product is high-quality and convenient.” (Generic and vague)
• Good Example: “After using this product for three months, the battery life exceeded my expectations, requiring only one charge per week.” (Specific and experience-based description)

② Expertise (E)

High-expertise content gives users confidence and trust.

Practical Measures:

• Clearly state the author’s qualifications and experience in the subject
• Explain technical terms and concepts in an easy-to-understand way
• Cite reliable sources and reference credible data and statistics

Examples:

• Medical articles should be reviewed by doctors or medical experts
• Financial articles should quote financial planners or tax experts

③ Authoritativeness (A)

Authoritativeness relates to both the content and the overall trustworthiness of the website and its operators.

Practical Measures:

• Create author profile pages that introduce their expertise and career background
• Acquire backlinks from authoritative websites and media (quality and quantity matter)
• Ensure the website’s design and structure convey professionalism

Examples:

• Publish guest articles written by university professors and industry experts
• Obtain endorsements from industry associations and public institutions

④ Trustworthiness (T)

Users seek accurate and reliable information. Ensuring trustworthiness increases repeat visits and shares.

Practical Measures:

• Verify information accuracy and promptly correct any errors
• Display copyright notices and privacy policies, and comply with legal regulations
• Implement SSL certificates to enhance site security

Examples:

• Clearly cite reliable information sources (e.g., “According to a survey by the Ministry of Health, Labour and Welfare…”)
• Display the publication date and last updated date to indicate up-to-date information

4. Specific SEO Measures to Enhance E-E-A-T

① Creating High-Quality Content

• Understand users’ search intent and provide content that meets their needs
• Make long-form articles easier to read by clearly stating key points and using headings and bullet points

② Clearly Stating Author Information

• Include the author’s name in each article and link to their profile page
• Highlight professional qualifications, awards, and achievements

③ Managing External and Backlinks

• Link to authoritative websites to enhance the reliability of your content
• Increase the quality and quantity of backlinks to improve search engine recognition

④ Improving User Experience

• Optimize page loading speed and ensure a mobile-friendly design
• Simplify site navigation so users can quickly find the information they need

5. Success Stories: SEO Strategies Using E-E-A-T

Example 1: SEO Improvement for a Medical Information Website

A medical information website added doctor-reviewed articles and cited medical journals and official guidelines. As a result, its search rankings improved significantly. Displaying the author’s qualifications and background increased user trust, improving page dwell time and reducing bounce rates.

Example 2: Enhancing Authority for a Product Review Website

A product review website published personal testimonials with photos and videos of actual product use. Collecting reviews from other users strengthened its credibility and authority, leading to higher search engine rankings and increased visitor numbers.

6. Conclusion

E-E-A-T is essential in modern SEO, not only for search engines but also for gaining users’ trust. Providing specific, experience-based information, demonstrating expertise and authority, and ensuring content accuracy and reliability can significantly enhance a website’s evaluation. The key to future SEO success is to offer valuable information that meets both search engine criteria and user needs.