Giving the E in E-A-T a Twist: Google’s Fresh Approach to SEO
Alright, gather ’round, you lot! There’s a wind of change blowin’ through the SEO world, and it’s bringing along quite the twist. Not unlike the double-decker buses taking a sharp turn ’round Trafalgar square… I mean, some square.
Google, our all-knowing overlord of all things internet, has gone and tweaked their Content Rater Guidelines, just when we were all getting comfortable. Perfect timing, really, what with everyone going bonkers about AI content creation and mourning the impending doom of content. Our friendly neighbourhood tech giant always knows when to spice things up a bit, don’t they?
This update isn’t a lone wolf, oh no. It’s part of a pack, trailing along with other updates that Google’s been churning out throughout the year. You’ve got your product review updates, your Helpful Content Updates, all prancing about like they’re new to the party. But our good ol’ friend E-A-T, he’s been hanging around the block for quite some time. Only now, he’s gone and got himself a face lift, a new letter to his name.
Remember when E-A-T first waltzed in, strutting about like it owned the place? It was 2014, and for a while, we SEO folks treated it like the eccentric uncle everyone’s polite to but no one really takes seriously. Fast forward to 2018, it was like he’d won the lottery – everyone was suddenly all ears, cosying up to E-A-T like there’s no tomorrow. All because Google made it official – E-A-T was now part of the Core Algorithm family.
E-A-T stands for Expertise, Authority, Trust. Sounds like a trio of superheroes, doesn’t it? To flaunt your Expertise, your content needs to pack a punch of knowledge about the subject, almost like it has a PhD in it. And Authority, mate, you’ve gotta strut your stuff, show the world you’re the big cheese, the head honcho. And finally, Trust – in a world where any bloke or their nan can spin a tale, you’ve gotta be the real deal, the one your users can bank on.
So now, Google’s thrown in another ‘E’ in the mix. But this one stands for ‘Experience’. Got you curious, haven’t I? Don’t worry, we’re about to jump right into it. Buckle up, folks, cos E-A-T has just become E-E-A-T, and we’re all in for a wild ride.
- Google has updated its Content Rater Guidelines, introducing an additional ‘E’ to the E-A-T concept, standing for ‘Experience’.
This update aligns with the recent trend of prioritising personal experience content, which resonates with consumers. - E-A-T, or Expertise, Authority, Trust, has been a central part of Google’s Core Algorithm since 2018.
- Expertise requires in-depth knowledge and professionalism, Authority demands proof of the author’s credentials, and Trust emphasises the necessity for audience belief.
- The rise of personal experience content is exemplified by platforms such as TikTok and YouTube, where direct feedback about products or services is paramount.
- Readers are increasingly sceptical of content created purely for SEO purposes and prefer genuine, helpful information.
- Google places heavy emphasis on ‘Trust’, highlighting secure payment systems for online stores, honest product reviews, accurate informational pages, and non-harmful social media posts.
- There’s a distinct difference between ‘Experience’ and ‘Expertise’ – Experience refers to the user’s personal encounter, whereas
- Expertise relates to the provider’s professional knowledge.
- An independent piece of content that relays a personal experience with a product can be equally or even more valuable than the product description itself.
- The SEO landscape is changing, with a shift towards Experience, Expertise, Authority, and Trust (E-E-A-T) in content creation, prioritising user experience over purely SEO-driven content.
Google has just flipped the SEO script with an interesting addition to their Content Rater Guidelines, just as the whole world is frothing at the mouth about AI content creation and prophesying about content’s demise. It’s funny how their timing was ‘just right’, innit? Now, this update isn’t just pulling a fast one – it’s part of the grand scheme of things with all those product review updates and helpful content amendments. And of course, our old mate E-A-T is in the mix, only this time with a bit of a twist. So grab a cuppa, because we’re about to dive into the world of E-A-T (Experience, Authority, Trust) and meet its new sibling, E-E-A-T.
THE NOT-SO-NEW CONCEPT OF E-A-T
Any seasoned SEO sailor remembers when E-A-T first made its grand entrance back in 2014. It took a few years for us to stop treating it like a fad and start giving it the attention it deserved, particularly after it was officially crowned as part of Google’s Core Algorithm in 2018.
Google’s E-A-T, broken down for your convenience:
Expertise: If you’re gonna write, you better know your onions. Your content should ooze professionalism and deep understanding of the subject. Example: a certified beauty chemist penning a piece on top-notch hyaluronic acid serums.
Authority: Not just enough to sound professional, mate. You gotta show you’re the bee’s knees on the topic. A bit of author credentials, job title, bio, relevant experience – the whole shebang.
Trust: With every Tom, Dick, and Harry (or even an AI) able to churn out content, you need to make sure your audience trusts you like their favorite cup of tea. Think: LinkedIn bios, visible contact info, or even regular interactions on forums or social media.
WELCOME TO THE WORLD OF E-E-A-T
Lately, Google’s had a bit of a spring in its step with personal experience content. Everything from TikTok videos to first-hand reviews of restaurants and companies are stealing the limelight.
Consumers these days are a savvy lot. They don’t want to be hoodwinked into making purchases or hiring services. They’re also cottoning on to content that’s written purely for “SEO purposes” rather than being genuinely helpful.
So, how do you tackle this? It’s all about authentic content. Information that’s got Experience and Expertise, penned with Authority, and above all, deemed Trustworthy by the users.
Google’s taking Trust very seriously, mate. Here’s how they put it:
Online shops need foolproof payment systems and customer service worth a pat on the back.
Product reviews should be as honest as the day is long, helping folks make sound buying decisions.
Pages on YMYL topics (you know, the ‘Your Money, Your Life’ ones) need to be accurate to prevent causing harm.
Social media posts on non-YMYL topics might not need top-notch Trust, unless they’re about something that could potentially cause harm.
EXPERIENCE vs EXPERTISE: THE SKINNY
Might seem like splitting hairs, but there’s a world of difference between Experience and Expertise. Experience is all about the user or the individual who’s actually used or experienced something. Expertise, on the other hand, is about the folks producing the product or providing the service.
So, for a beauty e-commerce website, you could write till the cows come home about your top-shelf hyaluronic acid serum and its high-quality ingredients, but the real question is – does it work? An independent piece of content that talks about someone’s personal experience with the product can sometimes be more valuable than the product description itself.
Experience. It’s no longer just about the professional wisdom, but also the lived wisdom – the personal, the authentic, the genuine experiences that resonate with the people.
Content written for SEO purposes has had its day in the sun. Now, it’s the turn of authentic, user-focused content to take the stage. And with this shift, we’re ushering in a new era of E-E-A-T: Experience, Expertise, Authority, and Trust.
It’s like what the great Winston Churchill once said, “To improve is to change; to be perfect is to change often.” Well, Google seems to be taking a leaf out of Churchill’s book and evolving with the times. It’s a welcome change, one that promises a future of SEO that’s more focused on the user experience. So, buckle up, ’cause we’re in for an exciting ride.
Let’s talk about how a business nestled in the vibrant city of Bristol can up its SEO game by following the marketing wisdom we’ve just unravelled in this blog post. Get comfy, grab your cuppa, and let’s dive into the 700-word guide.
Bristol’s Charm & Online Potential
First off, Bristol is no ordinary city. With its rich maritime history, iconic Clifton Suspension Bridge, and a buzzing arts scene, Bristol is teeming with stories waiting to be told. But beyond the famous balloons and Banksy murals, there’s a digital landscape brimming with untapped potential. Let’s chat about how our marketing advice can help a Bristolian business stand tall in that digital arena.
The E-E-A-T Advantage
By now, you’ve probably heard the buzzword (or should I say buzz-acronym?) E-E-A-T. This isn’t about tucking into a hearty Bristol pie, though that sounds delightful. No, E-E-A-T stands for Experience, Expertise, Authority, and Trust. If a Bristol business can nail this quartet, they’re already a cut above the rest.
Experience: Businesses in Bristol have a unique edge – the authentic Bristolian experience. Whether it’s a harbourside cafe, an art gallery in Stokes Croft, or a boutique shop in Clifton, they need to capitalise on local experiences. Share tales of local suppliers, the journey of your products, or the history of the building you’re in. Personal experiences resonate with people, and they make for great content.
Expertise: Let’s say you run a cider pub in Bristol (and let’s face it, there’s a good few!). Instead of just listing the ciders you offer, why not delve into the intricacies of cider-making? Share your expertise, perhaps even collaborate with local cider producers for guest blog posts. This not only highlights your deep-rooted knowledge but also fosters community connections.
Authority: Your business isn’t just a spot on the map. It’s a part of Bristol’s fabric. Flaunt your credentials! Awards from the Bristol Life Awards, certifications, partnerships with local organisations – these all add to your online clout. Plus, don’t forget to showcase testimonials from your loyal Bristolian patrons.
Trust: Trust is built brick by brick, much like the historic walls of Bristol. For online trust, this means transparent customer reviews (yes, even the not-so-perfect ones), visible contact info, regular community engagement, and an active online presence.
User-Centric Content is King
But here’s the thing – while E-E-A-T is crucial, at the heart of it all is the user. They’re your audience, your customer, your critic, and your fan. So, cater to them! Use local slang, mention neighbourhood landmarks, and create content that speaks to Bristol’s unique essence.
Moreover, with the rise of platforms like TikTok and YouTube, Bristol businesses can capitalise on the video trend. Film behind-the-scenes looks, create local guides, or even collaborate with Bristol influencers. These platforms allow a business to give real-life insights, enhancing the ‘Experience’ part of E-E-A-T.
Integrate Trust Mechanisms
A crucial point our blog touched on is the importance of trust. And for a business in Bristol, this means a few things. Firstly, secure online payment systems are a must, especially if you’re in e-commerce. Bristolians are tech-savvy; they’ll appreciate the safety.
Then, there’s the matter of reviews. Encourage patrons to leave reviews – not just on your website but on platforms like Google My Business or TripAdvisor. And if you’re a cafe on Gloucester Road getting a rave review, share it everywhere!
Wrapping it Up with Local SEO
Lastly, let’s not forget local SEO. Register your business with Google My Business. Use Bristol-centric keywords. Participate in local events and then blog about them. All these strategies not only boost your online visibility but firmly root you in Bristol’s digital sphere.
In Conclusion:
By integrating our marketing advice tailored to E-E-A-T and centred on user experience, Bristol businesses have a golden opportunity to enhance their online footprint. It’s all about blending the city’s unique vibe with savvy digital strategies. In the world of SEO, it’s not just about being seen; it’s about being remembered. And with Bristol’s spirit and our guidance, any business in this city is on the path to digital stardom. Cheers to that!