Digital landscapes are ever-evolving. Google's once widely recognized standard E-A-T (Expertise, Authoritativeness, Trustworthiness) has expanded to E-E-A-T. This new standard now considers Engagement a vital aspect along with Expertise, Authoritativeness, and Trustworthiness.

In this article, we'll break down each element of E-E-A-T and explain how you can optimize your website content to meet this new standard.

What is E-E-A-T?

E-E-A-T stands for:

1. Engagement: How users interact with content. This could include metrics like time on the page, bounce rate, comments, and social shares. Google recognizes that content that engages a user likely offers value.

2. Expertise: Knowledge or skill in a particular area. Content creators should display a deep understanding of the topics they cover.

3. Authoritativeness: The credibility or dominance of a website or content in its niche. This can be established through backlinks from reputable sources, recognition by industry leaders, and other indicators of respect within a field.

4. Trustworthiness: How reliable and legitimate a website is. Secure sites (those starting with HTTPS), sites that display contact information, and those with positive user reviews can help establish trust.

Why is E-E-A-T Important?

Google aims to deliver users the most relevant and high-quality results. By adopting the E-E-A-T standard, Google aims to ensure that the content served to users is accurate, insightful, engaging, and reliable.

Incorporating Engagement as a critical factor acknowledges the evolving behavior of internet users. Engaging content is more likely to keep users on the page, encourage them to explore more and drive them to take desired actions.

How to Optimize for E-E-A-T

1. Boost Engagement:

    - Improve Page Load Speed: Users are less likely to engage with slow-loading pages.

    - Engaging Media: Use high-quality images, infographics, and videos.

    - Comments and Community: Encourage discussion and build a community around your content through customer testimonials and reviews. 

2. Showcase Expertise:

    - Detailed Content: Go in-depth on topics, showcasing your comprehensive understanding.

    - Credentials: Highlight the qualifications and experiences of your team.

    - Regular Updates: Make it a point to publish a new blog or post a new video once a month. 

3. Establish Authoritativeness:

    - Backlinks: Earn links from respected websites in your industry.

    - Guest Posting: Write for reputable sites to build your brand and gain recognition.

4. Promote Trustworthiness:

    - HTTPS: Ensure your website uses SSL certificates for secure browsing.

    - Clear Contact Information: Always have a visible and easily accessible Contact Us page.

    - Privacy Policies: Ensure you have transparent privacy policies and terms of service.

Final Thoughts

The E-E-A-T standard reinforces the idea that quality content is multidimensional. While expertise, authority, and Trustworthiness are essential, Engagement is the bridge that connects users to your content, ensuring they find value in what you offer. By focusing on all these aspects, website owners and content creators can aim for higher rankings and, more importantly, provide genuine value to their audience.

About Mulligan Management Group

Established in 2000, we are a digital marketing agency serving the greater Cleveland, Akron, Youngstown, and Stow areas. With over 23 years of marketing experience, our team delivers content to help your business grow in its online presence. Call us at 330-472-7673 to set up a free 15-minute telephone consultation. Let’s discuss your business goals and how we might help you achieve them through blogging or other digital content.