Just like some of the more unpleasant people you’ve encountered in everyday life — Google loves to judge…
The company’s highly complex, deeply mysterious search algorithm has all sorts of ways of determining whether a website is worthy of climbing up to the top of the results page, but thankfully, not all of these factors are kept secret.
E-E-A-T makes up part of Google’s Search Quality Rater Guidelines, a handbook that the company’s Quality Raters — trained professionals employed by the tech giant — use to evaluate the quality of search results. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness; the four qualities your website needs to demonstrate if it’s to do well on the world’s most popular search engine.
E-E-A-T isn’t a direct ranking factor, but it’s still crucial from an SEO perspective because it’s a measurement of how your content is perceived by humans, not just algorithms. Think of it as an ideal standard; a Google-approved benchmark to which all content should (in a perfect world, at least) adhere.
One of the best ways to build a site’s E-E-A-T? Digital PR. And given that Seeker Digital is one of the best digital marketing agencies in the UK, we’re well-positioned to explain how!
What is E-E-A-T?
For those of you who skipped the introduction and are still unaware, E-E-A-T isn’t the name of a new-fangled vegan restaurant (although an SEO-themed cafe could be fun… Keyword cappuccino, anyone?). We’re sorry to disappoint.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — the four metaphorical pillars that prop your site up in the eyes of Google’s Quality Raters.
Experience — Google needs to know that the information on your website is derived from first-hand experience. This is why, in e-commerce, for example, it’s crucial to gather reviews from genuine customers. ‘Experience’ is a recent addition to Google’s Quality Rater Guidelines, added in December 2022. But while it’s still a relatively fresh SEO concept, this factor shouldn’t be overlooked, as just 14% of consumers trust what brands say about themselves as much as they trust user reviews. Social proof is so important!
Expertise — Google prefers content that comes from experts in the field. If you can demonstrate that your content is coming from a qualified expert, will build E-E-A-T. Websites within ‘Your Money or Your Life’ (YMYL) sectors are thought to be most impacted by it.
Authoritativeness — Websites and content creators that are already well-respected within their niche are viewed by Google as authoritative. One of the most popular ways to build authority is by earning backlinks from authoritative sources.
Trustworthiness — How reliable is your site? Websites demonstrating transparency and accuracy, and are run ethically are deemed more trustworthy — and therefore favoured by Google’s Quality Raters.
How to build E-E-A-T with digital PR
Here at Seeker, we kind of love digital PR; the rather ingenious tactic of harnessing the power of media coverage to boost SEO. For the full load down, check out our What is Digital PR Guide!
By creating content that’s both newsworthy and aligns with your specific niche, you stand the chance of winning links in highly authoritative sources: great news for your business.
As you might expect, links from The Metro, The Daily Mail, and The Express hold far more value than your average blog, but it’s not just about raw SEO-potency, because digital PR also contributes towards a healthy E-E-A-T profile, too.
Experience
What Google says: Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?
What we say: One of the best ways to demonstrate experience? Produce thought-leadership materials — feature on podcasts, host webinars, and demonstrate your experience on the topic at hand. If you’re running an SEO agency, for example, you might apply to host a talk at brightonSEO.
Inclusion in top-10 roundups and best-of lists is another potent experience signal, too. High-tier publications such as Good Housekeeping or Which? are the gold standards in this regard, as they can provide potent third-party validation from people who’ve experienced your brand first-hand.
Expertise
What Google says: Consider the extent to which the content creator has the necessary knowledge or skill for the topic. Different topics require different levels and types of expertise to be trustworthy. For example, which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?
What we say: To showcase your expertise, focus on creating content that demonstrates a deep understanding of your niche. This could involve publishing in-depth articles, whitepapers, or case studies that showcase your knowledge and authority in a particular subject area. If you’re able to establish yourself as a leading voice within your niche, even better.
Similarly, collaborating with industry influencers, experts, or renowned figures in your field can boost your own profile — it’s the internet equivalent of being seen with the right people. If these collaborations are featured in reputable publications or platforms, it’ll boost your E-E-A-T considerably.
Authoritativeness
What Google says: Consider the extent to which the content creator or the website is known as a go-to source for the topic. While most topics do not have one official, Authoritative website or content creator, when they do, that website or content creator is often among the most reliable and trustworthy sources.
For example, a local business profile page on social media may be the authoritative and trusted source for what is on sale now. The official government page for getting a passport is the unique, official, and authoritative source for passport renewal
What we say: Always aim for coverage in well-respected publications, industry journals, or websites known for their reliability. When your brand is consistently featured in authoritative sources, it signals to both search engines and users that your content is trustworthy.
If your brand is one of the first names associated with a breaking narrative within your industry, there’s a strong chance you’ll emerge as the leading voice on the topic, too. Consider this E-E-A-T gold dust.
Trustworthiness
What Google says: Consider the extent to which the page is accurate, honest, safe, and reliable. The type and amount of Trust needed depends on the page, for example:
- Online stores need secure online payment systems and reliable customer service.
- Product reviews should be honest and written to help others make informed purchasing decisions (rather than solely to sell the product).
- Informational pages on clear YMYL topics must be accurate to prevent harm to people and society.
What we say: Features in reputable publications build trust much in the same way they do authority. As you might expect, once you’ve secured coverage in one high-profile publication, more will likely follow. This coverage also gives you the ability to use publication logos, too — popping an ‘as featured in’ or ‘as seen on’ section on your website can send powerful social proof signals to any visitors.
Top E-E-A-T Tips for Digital PR
Let’s dig into some specific digital PR tactics you can use to boost your E-E-A-T standing.
Use existing site content
For the purposes of this article, we’ll assume that your site is already a goldmine of expertise, knowledge, and industry-specific insights. If that isn’t the case, consider getting in touch — our content experts can help!
Anyway, back to the matter at hand…
By strategically repurposing and promoting your existing content, you’ll reinforce your site’s topical expertise and authority, and expend minimal effort while doing so. Trawl your blog for articles containing information that could potentially be pitched out to journalists and used as a base for their articles. Similarly, if you’re running an e-commerce site, gaining coverage could be as simple as pitching one of your products as part of a wider ‘top 10’ or ‘best of’ piece. Essentially, don’t work harder, work smarter.
Pitch expert insights (proactively and reactively)
From seasonal, evergreen tips and tricks, to up-to-the-minute takes on the hottest topics — by providing your expert insights to journalists, you’re doing their work for them.
If you’re running a furniture business and you’re looking to win some links over the festive period, for example, you might craft a press release titled “5 Festive Decor Mistakes You NEED to Avoid This Xmas”. It’s a basic idea, but we’re sure you get the jist. The key is to make sure you’re adding real value. Don’t attempt to hop onto any old topic just because you’re desperate for links. Journalists know the game, and believe me — they can afford to be picky.
Pitching cold is perfectly acceptable, but it’s worth signing up for HARO (Help A Reporter Out), too. This service notifies you whenever a journalist requires expert commentary on a particular topic. You’ll have to be fast to win these opportunities though, which is why it’s also a good idea to keep a document full of media-friendly quotes, this way you’re primed and ready as soon as a chance pops up!
Link to your author profile
These links are vital and establish a direct connection between your identity and the wealth of knowledge you’re contributing, so don’t leave them out! Aside from the lovely link juice they provide, they also give journalists a quick and reliable way to verify your credentials, making their jobs that little bit easier.
If an authoritative, high-DR website points to your profile, this sends Google a strong signal that you’re a trusted voice within your niche. This small addition to your pitch can make a substantial difference in how journalists perceive your authority and, subsequently, influence your site’s overall E-E-A-T score.
Pitch out brand announcements
Don’t be afraid to boast about your business. By sharing noteworthy updates about your brand, such as product launches or partnerships, you not only generate valuable media coverage but also reinforce your authority within your industry.
Of course, the national press won’t give two hoots about these sorts of stories, but your local newspaper most likely will, and these links still hold plenty of sway! Brand PR at a local level is relatively easy to land and will allow you to win some coverage focusing pretty much exclusively on your brand. As far as E-E-A-T goes, you couldn’t really ask for much more!
Create campaigns that position you as a leading voice in your sector
Creating bespoke marketing campaigns may take time (and that’s after you’ve generated the initial idea — often a lengthy process in and of itself) but all that effort will pay dividends.
Data-driven campaigns, for example, are a brilliant way of positioning yourself as a leading voice within your niche. They’ve got to be relevant to your business of course — there’s no use commissioning a study on ice cream flavours if you’re selling cybersecurity packages — but a little creativity can go a long way, and off-the-wall concepts often work well. The trick is to come up with a campaign that gets the press talking, and audiences sharing. Pull it off, and you’ll bag plenty of high-authority links, boosting your SEO and E-E-A-T in one fell swoop.
Building E-E-A-T may not drive a direct increase in your site’s SERP positioning today, but as Google’s algorithm gets smarter — and AI-generated content becomes more common — the future of SEO will likely be heavily influenced by Google’s Search Quality Rater Guidelines. Yes, link building still forms the bedrock of search marketing, but it’s crucial not to develop SEO tunnel vision. It’s why here at Seeker, we pride ourselves on our full-spectrum approach to marketing — get in touch today to see how we could help your business.
