rience and expertise as a content advantage

Google won’t tell us exactly how its algorithms are designed, but it will give us a few clues.

Google’s Search Quality Rater Guidelines mention E.E.A.T (experience expertise authority and trustworthiness), 126 times. This is a big indicator, says Melissa Fac, Lead SEO Content Manager at Kelley Blue Book & Autotrader.

She explained that if you use the right tools, making sure your content is E-E.A.T can boost your SEO.

This presentation by Fach from Advanced shows you how to use your experience and expertise as a content advantage.

Experience is the priority

Google updated their E-A-T guidelines in December 2022 by adding an extra “e” which stands for Experience. This is a factor that all SEOs need to prioritize when developing a content strategy. Fach explained:

• “The experience element is great, because anyone can write about any subject – but only an experienced writer can give the insight people need to make decisions that can impact their lives. Whether it’s health or finances or just what to eat for dinner.
• Does your content show that it was created with experience? For example, did you use the product in question?” Or has the author actually been to a location they are discussing?”
• In some cases, you will find that the best content is created by people who have first-hand experience.

Showcase your expertise

It is important to consider the level of expertise in your content, as it can help Google understand its quality.

• In August 2022, Google released its first helpful update, and asked if your content demonstrated firsthand expertise with a depth knowledge.
• Please read the instructions on that. Add value as soon as possible to be helpful. Consensus is important because accuracy requires a lot of effort. Google will determine whether your content was created by humans or AI based on the level of effort.
• “I suggest that you also have a detailed strategy to win. With each piece of content you create, you should prove that you’re a true specialist. Experts are knowledgeable and have experience in the field. You will have to show that in your content by using new methods.”

Consider the idea of authority

Authoritativeness plays a vital role in E-E.A.T. It establishes trust and credibility, and ensures that the content is valuable and reliable for users. According to Fach, this leads to better search rankings and increased user satisfaction.

• It’s important to consider how you can always be the voice of authority in your area. “Think about what will make you the most authoritative voice in your field.”

Trust is essential

Google’s latest guidelines mention the word “trust” 213 times, so SEOs need to pay attention.

• Google says trust is the most crucial member of the E E A T family. Untrustworthy pages will have low E E A T, no matter how expert, experienced or authoritative they appear to be. It doesn’t matter if you have an excellent writer – if the trust factor is lacking, then it will be a problem.
• My recommendation is to read Google guidelines. If you haven’t already, please read the guidelines and find out what you can do to ensure that your website and content have this important member of E.E.A.T.

Consensus is key

She noted that Google’s guidelines use the word “consensus”, 32 times in total, to emphasize the importance of SEOs aligning their content with the platform’s quality standards. She explained:

• “There used to be an auto website that was always in the top 10 of car reviews. When the site reviewed this particular vehicle, however, it didn’t rank in the top 10. After becoming accustomed to this ranking of auto sites, I decided to read the reviews to find out what they said. How did they compare to the other sites?
• This vehicle didn’t come with a spare tire because it had many electric batteries at the rear that took up too much space. The vehicle was equipped with run-flat tires, which are a bit more expensive.
• Cost is an important factor when buying a car. Is that a YMYL subject? It could be.
• “However the website stated that the vehicle had a spare wheel. Was it this that caused the site to lose its reputation? I don’t know for sure. I’m not sure how Google’s algorithms work, but as someone that looks at car sites and cars all day, this was an error that could have a negative impact on the buyer or consumer. So it didn’t fit the consensus.

Make an effort

According to Fach, Google’s guidelines mention the importance of content effort 101 times. This is another factor that SEOs should take into account.

• Google’s guidelines state that they consider the amount of effort a person has put in to creating satisfying content. This is a huge statement. ‘A human being’? They knew AI would be coming. They prefer a human to do the work, not an AI.
• They said that the effort, originality and skill or talent that was put into the content could determine the quality. They are looking for original content, not copying content that has been done with little effort, isn’t manually curated, or doesn’t add value to the user.
• The amount of work you put into your content will be a key factor.

Are user needs being met?

Google’s guidelines stress this 119 times. She explained:

• Do you answer someone’s question in your content? Did you answer quickly or did you make them search for the answer? We all know people don’t like to work and won’t work. So meeting their needs is a problem.
• “The second thing I would like to mention is that content doesn’t have to be in a long form. The days of writing 5,000 words to outdo your competitors are over. Needs met doesn’t need 5,000 words. Content in short form works. “Short-form answers help users find the answer quickly.”

YMYL is a serious issue

The phrase “Your money, Your life” was highlighted 120 times in Google’s guidelines, meaning you should pay attention.

• Google says that certain topics are high-risk because the content could have a significant impact on health, financial stability and safety, or welfare. Google does not want to post bad information about these topics.
• Google is committed to the safety, wellbeing and welfare of society.
• If this is your niche you will have to work harder to ensure that your content is accurate than anyone else.

The AI dilemma

Although AI is improving, it still can’t replicate the human experience. For example, it cannot review how a leather sofa feels. In light of this, Fach warned SEOs not to over-rely on this new technology.

• “AI is a time-saving tool but it can’t create an SEO strategy that will outrank a highly ranked, competitive website. A novice SEO might think AI content will suffice, but that’s not the case.
• I’ve seen guides that claim ChatGPT can replace SEO processes. However, they have missed important elements. Don’t rely on them completely. As an SEO, you should always question everything.
• As we emphasize the importance of experience in helpful content, our focus continues to be on information quality, and key attributes such as authority, expertise, and trustworthiness. What I would like to tell businesses who are making the decision is, will we save money if we let writers go and use AI? is not.
• Please do not rely on AI to replace employees.

Takeaways

From Fach:

• Study : “Moving ahead, my recommendation would be to study each SERP change in at least five different industries. You will see changes in the SERPs of other industries and they will affect you.
• test: “Test everything, and then test it again.” Failure is a learning experience.”
• Plan “Plan to Win in 12 to 18 Months.” You may already have a winning content, but you must anticipate what Google and AI will be like in 12 to 18 month’s time.
• Anticipate : “Try and guess what will happen, and where you’ll be when it happens.” You must always consider the evolution of search.”
• Competitor analysis “I am not saying Google is your rival – but, it is!” Google’s SERP will be in competition with you. You need to figure out how to integrate yourself with them. Study them in depth across different industries to get a sense of the direction of the change.

The first time Search engine Land published the post EEAT: Using experience and expertise to your advantage.