Using Google’s E-E-A-T guidelines in website copywriting

By Jim Keeble, SEO Account Manager at Extramile Digital.

Since Google added its second E to its E-A-T guidelines, the dependence of working experience, expertise, authoritativeness and trust into your website copy has grown in importance. 

Here, Extramile’s team of SEO specialists use their combined 30+ years of experience to highlight the importance of working E-E-A-T into each web page written for clients. We understand that increasing the quality of content is more valuable than rushed, spammy content or keyword stuffing.

Why is Google pushing E-E-A-T in web content? 

As new technologies are adopted by companies the world over, Google is laying out these guidelines to ensure that people are providing the highest quality of knowledge in their sector to enhance the quality of search. 

Selfishly, Google is protecting itself by laying out these guidelines. Helping to serve the best user experience to searchers reaffirms Google’s place at the top of the search engine providers. 

E-E-A-T improves search quality through accurate and reliable information while protecting users against scams and misinformation.

What is experience in E-E-A-T? 

The newer of the two Es in the acronym, experience helps readers of web content to feel at ease knowing that the author can prove a first-hand account of what they’re discussing. 

When we write our web content, we demonstrate experience by using first hand examples and case studies. This allows our authors to demonstrate to Google that there’s an understanding of real life scenarios. 

By including different elements of experience into an ongoing content SEO writing in a recent project, we helped improve organic brand visibility for our client Instinct Hardware. 

What is expertise in E-E-A-T?

Writing with expertise refers to a website’s connotations of knowledge, understanding and intelligence regarding a topic. The author should not demonstrate a basic understanding but a deeper mastery of the area the website covers. 

It’s important that the knowledge is demonstrated clearly, accurately and in an informative manner, avoiding jargon where possible. 

What is authoritativeness in E-E-A-T?

Authoritativeness is about garnering a reputation for being a high performer in your website’s field. This particular part of the acronym means that you are a reliable source of information making your audience, and Google itself, believe that you are the go-to expert on your subject matter. 

Authoritativeness can be achieved by a number of means including positive reviews, backlinks, domain authority and user trust signals like shares and time on the website. 

What is trust in E-E-A-T?

Trust refers to the established confidence in information presented by a website. This means that it’s imperative for information to be up-to-date with the utmost accuracy amidst any changes to a product or service, for example. Content optimisations help to demonstrate reliability in ongoing content plans.

Improving user experience, privacy and security can also help to enhance trust in an SEO strategy. 

Benefits of using E-E-A-T in copywriting

Improved rankings  

There are a multitude of benefits to using E-E-A-T and SEO guidelines in any search strategy. The first, most obvious one, is an improvement to search engine rankings. Providing users with relevant, well written, informative and powerful content should help to revolutionise your rankings. While ticking each of the E-E-A-T boxes isn’t a direct ranking factor, Google openly states that it is a description of what should aspire you to rank highly. 

Future proofing content

Future proofing your content, as Google moves into a new era of search engine results pages with its new Search Generative Experience (SGE), is another reason to implement these guidelines into all your website content. 

While SGE has been rolled out in the US, the UK is still waiting in the wings. We can’t predict Google algorithms, when they’ll change and what’ll change within them but, what we can predict, is that this SGE project will likely be the catalyst for a big change. The SGE has a snippet of cited AI-generated content atop it. Extracting accurate and trustworthy copy  is what this AI-generated content will favour and it is imperative that your website capitalises on that through strong E-E-A-T adherence. 

Your content SEO partner, Extramile 

At Extramile, our team of SEO experts are adept in writing E-E-A-T friendly content which ranks highly while providing a high quality reading experience.

Whether you’re looking for your website to tick all the Core Web Vital boxes or your content to fit the E-E-A-T guidelines, we are on hand to help your website to SEO supremacy.