When a surfer makes a Google application, the Googlebot robot shows, in the search results, the web pages that correspond to the application, classified in accordance with its quality level and its relevance. To always improve its results classification system, Google is based on the human skills of its Search for quality evaluators : Research Results Advisors. These employees try the search engine to verify that internet users effectively help. They notice the quality of a page on the basis of the US concept: Experience, experience, authority, trust.

Experience, experience, authority and content reliability are criteria to take into account to increase SEO performance of web pages.

What are Google’s EEAT rules?

The Google EEET rules are the experiences of experience, experience, authority and reliability that are used to evaluate the quality of the web content. The quality level is decisive in the classification in the search results. Therefore, thinking when creating content makes it possible to optimize your SEO.

Experience, experience, authority and trust criteria are defined as follows:

  • Experience : The content creator has Personal experience In the matter.
  • Expertise : The content creator has knowledge EITHER skills necessary to address the subject.
  • Authority : The content creator or the website is reference In your field.
  • Trust : The Creator of Content Public Information Reliable, relevant AND aimAnd the website is sure.

How to use EEAT in your SEO strategy?

  1. Publish personal experience comments.
  2. Call the subject’s experts to be treated.
  3. Increase the authority of the website in your field.
  4. Produce reliable content.

1 – Publish personal experience comments

E for experience : Experience is a criterion to qualify the quality of a web page introduced by Google at the end of 2022. The evaluators verify that the person who produces the content has personal experience in this area. If necessary, the content is valued in the classification of the results.

Example of application criteria for the US conceptual experience: a company markets child care teams. Ask for a person who has children to write blog articles helps improve their natural reference. Adding parents testimonies to the site, who have bought and used child care equipment, is also a good SEO practice.

The feedback of personal experience is considered such in the following conditions:

  • In a blog, its author signs the articles, a brief biography of which it is published.
  • In a frequent question, questions and answers are asked in a conversation language, understandable by the objective.
  • The opinions and testimonies of customers come from reliable and independent platforms.
  • Videos, of the type of tutorial, organizes the product or service in a real use.

Notice and frequent questions: certain types of content that testify the author’s experience stand out particularly in the results, to help Internet users immediately find what they are looking for. Therefore, content can become a Google fragment, visually highlighted. Beyond influencing the classification, the experience is, therefore, a SEO criterion to improve the click rate.

2 – Call the subject’s experts to be treated

E from experience : The experience of content creators is essential to address technical issues. In this sense, companies must ask business experts to write their blog items. Similarly, the US concept requires judging customer service experience to improve a site in Google search results.

To verify the experience of the content, the evaluators are several indices, which inspire good SEO practices.

  • Have a blog. A company’s blog does not directly promote brand products or services: articles are expert content. Among the different criteria to refer to articles, quality occupies a central place. It is necessary to distribute content with high added value and verify the sources to guarantee the accuracy of the information.
  • Publish interviews. In certain particularly technical issues, involving notorious experts is judicious. An interview, in the form of questions and answers, is a good way to demonstrate that the company is making efforts to provide expert resources.
  • Make associations. For companies that market products, it can be interesting to associate with business experts. An electronic commerce site specialized in DIY materials, for example, can be taken to a platform to connect professional artisans; A company that sells accounting software, with the same objective, can redirect a chair of accountants.

3 – increase the authority of the website in your field

A by authority : The EEAT rating system used by Google advisors necessarily classifies the site that is authorized in its field. Whatever the efforts made in SEO, no other business can have priority.

In certain applications, a website undoubtedly makes authority. When a surfer makes an application in a brand, for example, the brand site appears in the first position in Google’s results; Similarly, a surfer who asks about an administrative approach immediately considers the official website of the administration in question.

However, in many applications, in areas widely open to competition, no website is absolutely authorized. In the request for “Sports shoes”for example, Google has no more brand. In this context, it is possible to increase the authority of the website, obtain a better note and improve its SEO performance.

Professionalism is taken into account to evaluate the authority of the US concept. The authority increases with the antiquity and notoriety of the brand, as well as with the traffic generated on the site. In this sense, it is important to bring visitors to their website through effective marketing channels. Posting an optimized technical site is also essential.

  • Email campaigns, social networks and advertising are good means to attract visitors to the website when it still does not appear sufficiently high in the Google classification.
  • Beyond the density of traffic, it must be attentive to its quality. Internet users must find content on the website that corresponds to their research intention. The site, in addition, must be efficient at the technical level, in an UX problem: speed, optimization of SEO images or Netlinking strategy contribute to establishing the reputation of the site.

4 – Produce reliable content

T for trust : Reliability is the main consideration of Google evaluators by pointing out a page on the basis of the US concept. The reliability criterion covers several concepts: the relevance of the content, the accuracy of the information, the objectivity of the content creator or even the security of the website.

In general, a website is reliable if the user can check it with confidence. Depending on the content of the page, Google evaluators focus on different elements to notice the US reliability criteria. Illustrations:

  • Reliability is taken into account to improve the natural reference of the products pages of an electronic commerce site. For this purpose: The online payment system must be safe, customer reviews must be authentic, Internet users must be able to reach a customer service.
  • Reliability is a criterion for the classification of articles in a blog in research results, depending on the nature of published information. If the blog provides advice in the fields of health, finance or even political, the reliability of information is decisive in SEO. This type of content is likely to influence the behavior of Internet users, with potentially harmful consequences. In subjects linked to leisure or entertainment, on the contrary, the level of risk is low: reliability is a less important criterion in the writing of SEO.
  • In an exhibition site, the reliability criteria makes it possible to penalize the attempts to cheat. Legal notices and pages of the type “Who are we?” They are evaluated to verify that the editors of the site are trusted people.

Reliable content production is an essential prerequisite in SEO. Multiplying reliability evidence is a good practice to improve your natural reference. For this purpose, companies have all the interest in requesting the testimonies of external and objective sources. Examples:

  • Encourage the social networks of the brand, to encourage subscribers to interact. Subscriber publications on social networks are reliability indicators.
  • Use a trusted platform to collect customer reviews. It is a guarantee of transparency and reliability.
  • Obtain incoming links and press articles not sponsored from independent web sources.

To go further, discover how to create perfectly optimized content for search engines by downloading the SEO writing verification list or discover the HubSpot SEO tool.