Google did it again! They added a new E-E-A-T search criteria. Why is this important? This certainly is not breaking news! It’s important because, as a content creator, we want to share some ideas on building this new “E” into our content for ourselves and our clients.

Google’s new E-E-A-T search criteria: Background

In Google’s new E-E-A-T search criteria, “Experience” refers to a writer’s first-hand or life experience on a topic. Google added the “E” in December 2022 to better assess search results. Before this “first E” was added, this formula was simply E-A-T. E-A-T first made an appearance in Google’s Quality Rater Guidelines way back in 2014.

As background, the acronym “E-E-A-T” is used in the context of Google’s local search and the Google Maps pack. In this context, “E-E-A-T” stands for “Experience, Expertise, Authoritativeness, and Trustworthiness,” which are important factors used by Google to evaluate and rank local businesses in search results and the Google 3-pack on Google Maps and Search.

Google uses these four elements to determine if the results it provides its users are relevant and helpful. Google also uses these criteria to assess the quality and credibility of content on websites.

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Here’s a brief explanation of each component:

Experience: The New E-E-A-T Search Criteria

This refers to a writer’s first-hand or life experience on a topic. In other words, use personal experiences. Offer valuable insights from your experience. Google now places more significance than ever on genuine, personal involvement or practical familiarity with the topic covered in a piece of content.

This is because users often seek insights from people with experience on the topic they’re reading about. This is particularly true when a user considers whether to purchase a product or service or seek advice on a specific topic. This implies that Google tends to “reward” articles where the author has experienced the subject they are writing about.

Expertise:

This refers to the knowledge and skill level of the business in its specific industry or field. Google assesses whether the business demonstrates expertise in its products or services. Google expects content to come from individuals with genuine expertise in the topic they’re discussing.

Authoritativeness:

This indicates the level of authority the business has in its industry or local area. This can be influenced by factors such as the business’s reputation, industry awards, certifications, and other forms of recognition. For a site or content creator to be considered authoritative, they must be well-established and respected in their field.

Trustworthiness:

This measures the degree to which the business is considered trustworthy and reliable. Customer reviews, testimonials, and transparent business practices can contribute to trustworthiness. If the content is accurate, well-sourced, and transparent, users and search engines will likely trust it.

Google E-E-A-T – The New E-E-A-T Search Criteria

Google considers trustworthiness to be the most important factor of them all. It uses experience, expertise, and authoritativeness to establish how trustworthy a site is. When Google introduced E-E-A-T, it also emphasized that the “T” is the foundation of E-E-A-T and holds the highest significance.

So, let’s get things rocking… and focus on the new or first “E-Experience.”

So, Google tells us to build our personal or professional experience into the content we create. OK! So, how do we do this? It is all quite simple. What do you do if you sit in your neighbor’s living room and want to explain a unique experience? You tell them a story!

Storytelling in an article or blog post is an excellent way to demonstrate your experience and expertise on a specific topic. Well-crafted stories captivate readers. When you share your experiences, challenges, and insights through storytelling, it keeps the audience engaged.

Instead of just listing facts, storytelling allows you to showcase your depth of understanding. You can explain nuances, share personal anecdotes, and connect with readers on a human level.

Three examples of storytelling in the New E-E-A-T

1. Pay attention to their reviews if you write for a client. Some reviews can be turned into stories.

Our Client’s Story: We just completed a tree trimming project for a lovely lady. The challenge was that one of the trees had a bird’s nest that she asked us not to disturb. Here is what she wrote in a review… “Super efficient and knowledgeable about all the trees on my lot; they even worked around a sensitive area with a bird nest without disturbing them. I would highly recommend Empire Tree.”

2. Use before and after pictures. Pictures help tell a great story.

This is easy to do if you are in the home services industry. For example, if you are a general contractor and one of your services is deck reconditioning, take before and after photos with your phone.

The project – a highly damaged deck (25 years old)

Deck after power washing

A Fully Refurbished Deck

3. Use your phone to shoot a short video and explain what is happening. A video tells a much better story than pictures. Could you limit the video to 30 – 120 seconds in length? Make sure to make the mistake most people make. Your video does not have to look like it was produced at a professional studio. You are just trying to tell a story, not trying to win a video production award.

We do a lot of content marketing for our clients. In other words, we write articles or blog posts for them. We conduct a content marketing strategy meeting with them.

During our strategy meeting, we discuss:

Article Topics.

Assuming they already have a website, we start with their services. What services do they want us to focus on? What keywords should we use? Are these keywords targeted to specific areas they serve? We will then prepare a long-form article, which means the article will have 1,000+ words for our purposes here. In terms of Local SEO, we will first analyze what the local competition is doing. Often, we will find that they still need an article or blog section on their website. If the competition isn’t producing content, our efforts succeed much faster. Or they are only publishing articles monthly. We recommend doing what the competition is either not doing or doing poorly.

We discuss E-E-A-T, focusing on the first “E-Experience.”

We explain how they must provide a story on the topic we cover. We need their experiences on the subject. We find that this is often only possible sometimes. However, we emphasize the importance and give them examples of how they might do it. The easier it is for them to develop a story, our work is more effective.

These factors are essential for businesses seeking to improve their visibility in local search results and the Google Maps 3-Pack. By providing a positive experience, demonstrating expertise, establishing authority, and building trust, businesses can enhance their online presence and improve their chances of being prominently featured in local search results.

It’s important to note that Google’s algorithms and ranking factors evolve, so staying informed about the latest best practices for local search optimization is crucial for businesses looking to improve their online visibility. Put us behind the wheel and let E-Internet Marketing Services steer your optimization efforts and keep you safely on the road toward improving your online visibility in your local market.

Sources:

Understanding & Demonstrating Google E-E-A-T: A Complete Guide

What is Google E-E-A-T? How To Demonstrate First-Hand Experience

Long-Form Content: What Is It and How Does It Impact SEO?