Google EEAT Update: How Adding Experience Can Help Your SEO for Better Rankings

You’re probably aware of the Google EAT update, which emphasizes expertise, authoritativeness, and trustworthiness for SEO success. But there’s a new addition to Google’s algorithm that has quietly revolutionized the game: Experience.


In this blog post, we explore the significant impact of the “Double E” update on SEO. Google now places immense value on the author’s and the website’s experience in the subject matter, directly affecting the perceived trustworthiness of the content.


Gone are the days when expertise alone would suffice. Today, users seek authenticity and genuine insights from those who have firsthand knowledge. We’ll unravel the implications of this update and equip you with practical strategies to optimize your website accordingly.


A featured image of google search results.


Double EAT: How Important is Experience?

When it comes to Google’s original EAT update, nothing major has changed. Expertise, authoritativeness, and trustworthiness remain crucial factors. However, what has evolved is the recognition that the experience of the author and the website plays a significant role in determining the overall trustworthiness and value of the content.


To illustrate, let’s consider a scenario where two articles provide tips for healthy eating:

  • Article A is written by a certified nutritionist with years of experience in the field
  • Article B is authored by an amateur blogger without any relevant background


Although both articles may contain similar information, users are likely to place greater trust in Article A due to the author’s experience and qualifications.


Prior to this update, the content itself solely held the utmost importance. But now, the messenger has stepped into the spotlight alongside the message. The experience and expertise of the author and the website contribute to the credibility and reliability of the information they present—which is what Google is trying to aim for.


Unpacking the Components of EEAT

Before delving into the latest addition to the EAT concept, let’s first explore the fundamental aspects of EAT and understand their distinctions.


Expertise (E)

In the context of Google’s EEAT update, expertise involves demonstrating adequate knowledge or skills in a specific field. This requirement is not limited to credentialed professionals or academics. It also extends to individuals with real-life experience, including personal experiences.


Example: A restaurant review written by a food blogger, based on their actual dining experience, would be considered as having expertise in this context.


Authoritativeness (A)

Authoritativeness refers to the site’s or content creator’s reputation as a reliable, trustworthy source in their field.


Google evaluates this aspect by looking at the content creator’s credentials, recognition from peers, the quality of their content, and references from other authoritative websites. High-quality backlinks, positive reviews on third-party review sites, and positive interactions on social media platforms are a few examples that can boost a site’s authority.


Example: A blog post about healthy eating by a registered dietitian with a master’s degree in nutrition, recognized by reputable health publications, and supported by credible sources, reviews, and positive reader interactions, showcases authoritativeness in their content.


Trustworthiness (T)

The final component of EEAT, Trustworthiness, is considered the most critical component of the update. It indicates how trustworthy and reliable the content, the content creator, and the website are. The website owner must ensure the site is secure, easy to navigate, doesn’t have broken links, and provides a positive user experience.


Example: online stores that ensure safe transactions or tax form downloads provided by an authoritative government website would be considered trustworthy sources.


And now, Experience

This is the newest addition to Google’s EEAT update. It recognizes that a content creator’s personal or life experience can add valuable context to the information they provide.


Example: A cooking website created by a home chef sharing their personal recipes, cooking tips, and experiences would be considered to have this element.


Is Experience now the major driver of your content’s value?

The quick answer is no. Experience is not the sole driver nor the direct ranking factor of your content’s value.


According to Google’s quality rater guidelines, the core driver remains the trustworthiness of your content, represented by the “T” in the EAT framework. However, experience plays a crucial role in enhancing the overall trustworthiness and quality of your content.

Experience, Expertise, Authoritativeness and Trust (E-E-A-T) are all important considerations in PQ rating. The most important member at the center of the E-E-A-T family is Trust.

To better understand this, let’s use an analogy. Imagine you’re seeking advice on a complex medical condition. As per search quality guidelines, the trustworthiness of the information you receive is paramount. The “T” factor ensures that the content is accurate, reliable, and backed by reputable sources.


Trust and Different Types of Content

The amount of trust varies from different websites. These are the types of trust to keep in mind:

  • Security Trust: This type of trust is crucial for online stores and websites handling sensitive information, ensuring the implementation of secure online payment systems, robust data protection measures, and reliable customer service to create a safe and protected environment for users.
  • Information Trust: Trust in informational pages, especially those addressing Your Money or Your Life (YMYL) topics, is based on providing accurate and reliable information that is well-researched, fact-checked, and sourced from reputable sources, aiming to prevent potential harm to individuals and society.
  • Review Trust: Trust in product reviews is built through honesty and transparency, focusing on helping others make informed purchasing decisions rather than solely promoting the product, with genuine user experiences and unbiased assessments contributing to building trust.
  • Social Trust: In the realm of social media, trust requirements may vary, with non-YMYL topics like entertainment or humor prioritizing engaging and entertaining the audience, without necessarily needing a high level of factual accuracy, relying on delivering content that aligns with audience expectations and avoiding potential harm.


Experience, in conjunction with expertise and authoritativeness, reinforces the trustworthiness of the information you provide. It adds depth, real-world insights, and a practical perspective, elevating the value and reliability of your content.


For instance, consider a blog post about home renovation tips. While trustworthiness ensures the content is well-researched and accurate, the experience can be showcased by the author sharing personal anecdotes, lessons learned, and specific challenges they faced during their own renovation projects. This not only enhances the trustworthiness of the content but also provides valuable insights that resonate with readers.


Conflict of Interest

When assessing the trustworthiness of a website or content creator, it’s important to consider potential conflicts of interest that could compromise objectivity.


Let’s consider the example of travel reviews:

  • Travelers who share their experiences based on personal trips and unbiased perspectives can offer valuable insights and trustworthy information to others seeking similar experiences.
  • On the other hand, reviews originating from the travel service provider or accommodation owner themselves may present a conflict of interest. Naturally, they have a vested interest in promoting their services, potentially compromising the objectivity and reliability of their reviews.


Similarly, reviews from influencers who receive compensation or complimentary stays in exchange for promoting specific destinations or accommodations may be biased, as their endorsements are influenced by their financial arrangements.


Impact of Double E-A-T on SEO Strategy

Heard the phrase “Content is king in search engine optimization?” You’ve probably read that from countless sites before, and to their credit, this is true. Better content can lead to improved rankings in search results.


However, the challenge lies in understanding what exactly makes content high quality. In the past, the definition of high-quality content seemed vague and elusive. Everyone tells you to create high-quality content, but the specifics were often left unexplained.


This is where the EEAT update from Google comes into play, providing a valuable guideline for creating exceptional content. Google is offering a clearer framework for evaluating content and determining what constitutes good content in the eyes of the search engine.


According to their EEAT guideline, great content should:

  • Be supported by credible sources, references, and citations to establish trustworthiness.
  • Clearly showcase the author’s qualifications, credentials, and experience in the subject matter.
  • Offer valuable, accurate, and up-to-date information that fulfills the user’s search intent.
  • Reflect a deep understanding of the audience’s needs and address their specific concerns or questions.
  • Encourage positive user interactions, such as comments, social media shares, and backlinks from reputable websites.
  • Regularly update and refresh content to ensure its relevance and maintain its position as a trusted resource.
  • Provide a seamless and user-friendly experience, prioritizing ease of navigation and mobile-friendliness.


Creating high-quality content that aligns with EEAT principles should be at the forefront of any SEO strategy. Websites should strive to create content that reflects the expertise, either through well-established expert consensuses, such as research papers or professional opinions, or through personal experiences that resonate with the target audience.


Best Practices for EEAT Compliance

Adapting to the EEAT update involves more than just fine-tuning existing content. It requires a strategic approach to create content that ticks all the EEAT boxes. Here are a few suggestions:


Introduce the Content Creator

Again, the whole point of the Double EAT update is to incorporate experience in your content, hence, introducing your content creator is a crucial step. But how do you do that?


The best way to effectively introduce the content creator and establish their authority is by including an “About Us” page on your website. The “About Us” page serves as a dedicated space to provide comprehensive information about the content creator, their background, expertise, and qualifications.


  1. Create an “About Us” page: Dedicate a page on your website specifically for introducing your content creators. Label it as “About Us” or “Meet the Team” to provide readers with a centralized place to learn more about the authors.
  2. Include brief info on the “About Us” page: Provide concise and informative summaries of each content creator on the page. This should include their names, professional titles, and a snapshot of their expertise.
  3. Highlight experience, expertise, and credentials: In each content creator’s bio, emphasize their relevant experience, areas of expertise, and notable credentials or qualifications. This can include degrees, certifications, awards, or professional affiliations.
  4. Ensure the author’s name is visible and accurate: Clearly display the name of the content creator at the beginning or end of your blog post, ensuring it is prominent and correctly spelled.


Collaborate with Subject Matter Experts (SMEs)

Engage with SMEs to create or review your content. Their authoritative input can boost the perceived expertise and authority of your content. This approach is particularly critical for YMYL (Your Money Your Life) topics, where providing reliable information is paramount.


  1. Identify relevant SMEs: Look for content creators or influencers in your industry or topic area.
  2. Partner up: Engage in partnerships or seek their input in creating or reviewing your content.
  3. Share their expertise: Incorporate their insights, expertise, and contributions to enhance the perceived authority and expertise of your content.


Ensure a Positive Online Reputation

Your online reputation, both for the content creator and the website, matters to Google. Positive reviews, high-quality backlinks, and positive mentions across different websites, including social media and review sites, contribute to your authority score.


  1. Encourage reviews: Encourage satisfied users and customers to leave positive reviews and testimonials on various platforms.
  2. Build links: Build high-quality backlinks from reputable websites through guest blogging, partnerships, or content collaborations.
  3. Engage in social media: Engage with your audience on social media and actively respond to inquiries, comments, and feedback.
  4. Mitigate negative reviews: Monitor and address any negative reviews or mentions promptly to maintain a positive online reputation.


Fact-Check User-Generated Content

With the increasing emphasis on user-generated content, it’s essential to fact-check and monitor content created by users to ensure it’s accurate and reliable.


  1. Create a clear UGC process: Implement systems or processes to review and verify user-generated content before it is published on your website or platform.
  2. Have fact-checking guidelines: Establish clear guidelines for user-generated content, including accuracy, relevance, and reliability.
  3. Monitor consistently: Regularly monitor and moderate user-generated content to ensure compliance with your guidelines and maintain the overall quality and trustworthiness of the content.


Keep an Eye on Technical SEO

Even as you focus on the EEAT principles, don’t neglect other aspects of SEO. Ensure your website is user-friendly, secure, free from broken links, and fast-loading.


  1. Prioritize website usability: Ensure your website is user-friendly, with intuitive navigation, clear site structure, and easy access to relevant information. Optimize for mobile devices and provide a seamless browsing experience.
  2. Enhance website security: Implement necessary security measures such as SSL certificates to establish a secure connection and protect user data. Regularly update security plugins or software to address any vulnerabilities.
  3. Optimize page load speed: Improve your website’s loading time by optimizing images, enabling browser caching, and minimizing code. Consider using tools like Google PageSpeed Insights to identify areas for improvement and make necessary optimizations.


The Key to Quality Content is Through E-E-A-T

To sum up, Google’s EEAT update underscores your brand’s commitment to promoting high-quality content that offers value to users.


However, while EEAT is crucial, don’t overlook other technical aspects of SEO. Ensure your website is user-friendly, secure, and optimized for speed. By keeping an eye on technical SEO, you create a solid foundation for delivering an exceptional user experience.