Google EEAT and SEO: how to improve your web ranking?
Experience, Expertise, Authoritativeness and Trustworthiness: this is the meaning of the acronym Google EEAT, the term Google uses to assess the Experience, Expertise, Authoritativeness and Trustworthiness of a website. But what do these parameters refer to, and what is their impact on SEO? According to the latest data*, there are nearly 2 billion websites on the Internet worldwide, yet fewer than 200 million are actually active. This staggering figure makes it immediately clear that simply building a website is not enough to bring your business online and gain instant visibility. An online presence is built over time, strategically and with careful planning. This is because there are technical timeframes within which search engines index and rank websites, based on constantly updated parameters that continually reshape the SERP. Broadly speaking, we could say that what Google, the most widely used search engine in the world, aims for is quality. That is why, back in 2015, it launched, and has continually improved, Google EEAT, the framework that assesses the quality of web pages in order to deliver search results that are valid, relevant and appreciated. Google EEAT is the acronym for Experience, Expertise, Authoritativeness and Trustworthiness. When a user runs a query and the search engine returns the results in the SERP, these are filtered and assessed on the basis of these parameters. It therefore becomes clear how important it is to understand how they work and their value in order to build a SEO strategy and a digital communication strategy that improves web ranking. It is not enough to write texts that Google likes: rather, it is a complex undertaking to be structured over time, one that requires all the experience of a agency specialised in SEO projects able to compete in the digital world.
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The Google EEAT framework
To fully understand the Google EEAT framework, the key concept is quality. Google itself has stated this principle, providing precise guidelines to its Quality Raters and constantly improving its algorithms in this direction. In this sense, we could say that the quality of website content and pages lies in their usefulness, their purpose, and their ability to genuinely answer users’ questions.Experience and Expertise
The first two elements of the acronym, Experience and Expertise, refer to the relevance of the content. Web content must provide the right answer to the user’s search intent, and therefore must be written clearly and correctly. The assessment of Experience and Expertise depends on the website’s ability to answer users’ questions in a valid and appropriate way.Authoritativeness
By Authoritativeness, on the other hand, Google means the “weight” that a piece of content carries on the site and the value of the domain itself. In particular, Authoritativeness is judged against four parameters that combine individual content with the entire domain: notability, relevance, contribution and awards. An authoritative site is a certified site that has been present on the web for years with valid and correct content, used as a source and cited by other portals. Citations and backlinks increase a site’s Authoritativeness, making it authoritative and valuable in Google’s eyes and, consequently, in the eyes of the user.Trustworthiness
Trustworthiness, meanwhile, is the assessment of the degree of trust that Google, and therefore the user, places in the website. If Authoritativeness relates more to the quantity of citations and links that attest to a site’s quality, Trustworthiness is a more qualitative parameter, one that takes into account links and mentions from sites that are specific and vertical on a given topic. The goal is to provide users with content they can trust, and so the site must be deemed trustworthy.How to improve these parameters? Link building and consistency
To improve your site’s EEAT parameters, the watchword is, once again, quality. The website should be rich in quality content, easy to read and navigate. This means the content should indeed be written with SEO in mind, but always keeping the end user in view, that is, geared towards the human reader. The content, moreover, should be placed within a functional and fast site, responsive or, even better, mobile first, one that has carried out all the updates on the Core Web Vitals and guarantees safe browsing. Therefore, consistency in producing quality content and in maintaining the site is a fundamental aspect. Alongside it, you can introduce a number of digital marketing strategies that can prove useful and effective in improving the site’s EEAT parameters. This means carrying out all those optimisation SEO off page activities that increase not only the site’s authoritativeness and trustworthiness but also its visibility and reputation. For example, a link building strategy that is well thought out and correct, with relevant backlinks placed within quality sites, is a smart idea. As is influencer marketing and digital PR , which increase the site’s mentions and citations across the web by recognised and certified profiles. These activities, in fact, fall among those aspects seemingly external to the site that are nonetheless taken into account by Google’s more than 200 ranking factors. Carrying them out correctly and to a high standard will therefore make it possible to raise the quality of your site, improving its ranking.Google EEAT and SEO to climb the SERP
A complete SEO strategy that improves web ranking, must therefore take this framework into account and act to comply with the EEAT framework. This means carrying out coordinated, synergistic action that encompasses on-site optimisation and, as we have seen, off-page optimisation. In the first case, it means fine-tuning your site in detail, both from a structural and a content standpoint. A fast, high-performing site, with content written with SEO copywriting in mind while also being reader-focused, is essential to ranking properly on the web. At the same time, the site’s structure must be functional and lean, with complete and error-free internal link building, as well as technical aspects that are always kept up to date and well maintained. With off-page SEO, on the other hand, you will increase the site’s reputation while at the same time boosting its authoritativeness and trustworthiness. In this way, a virtuous circle is established whereby the site is increasingly mentioned and taken as a point of reference, because it is deemed to be high quality and relevant to users’ searches. Source: *https://www.internetlivestats.com/total-number-of-websites/Related service: discover SEO Services by ARvis — the agency that scales with you.
