Ignoring This Could Destroy Your SEO 💣

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E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is not just another SEO buzzword—it’s a key factor in how Google assesses the quality and credibility of a website. Yet, many continue to ignore it or say it is just a myth.

Here’s the harsh truth: neglecting E-E-A-T isn’t just holding your rankings back—it’s actively destroying your SEO.

Although E-E-A-T isn’t a new concept, Google’s increasing emphasis on it means that you must step up your game if you want to rank better.

E-E-A-T is not a direct ranking factor but heavily guides how Google evaluates content quality. Ignoring or poorly implementing it will hurt your rankings and credibility.

Let’s break down each element of E-E-A-T and, more importantly, actionable steps to perfect it.

1. Experience

What It Means: The new “E” was added in December 2022 (yes, this is not something new, but still relevant). It focuses on the creator’s firsthand experience with the subject. Google wants content that shows the author has been there and done that. Whether it’s a step-by-step DIY guide or a product review, authentic, hands-on experience makes all the difference.

Action Steps:

• Involve subject matter experts in your content creation process. For example, get insights from your developers for SaaS topics or from chefs for food blogs.

• Use personal anecdotes, case studies, or real-life examples to demonstrate practical insights. Authenticity builds trust and signals experience to both readers and Google.

• Include author bios to highlight the qualifications and relevant experience of your writers. Make it clear why this person is the right one to write about the topic.

2. Expertise

What It Means: Expertise is about demonstrating deep knowledge of a subject. This is essential for ranking in competitive niches, particularly in YMYL (Your Money, Your Life) fields like health, finance, or legal. Users and search engines want content they can rely on.

Action Steps:

• Conduct extensive keyword research to pinpoint the questions your audience is asking, then create in-depth content to address those pain points.

• Publish long-form, pillar content designed to deliver greater value and clarity than your competitors.

• Regularly update older posts with new data and insights to maintain relevance and accuracy, especially for fast-changing topics.

• Use research-backed data, statistics, and facts to bolster your claims and establish yourself as the go-to expert in your niche.

3. Authoritativeness

What It Means: Authority is earned when the broader community recognizes you as a credible and reliable source. Backlinks, brand mentions, and social proof all contribute to how authoritative you appear in Google’s eyes.

Action Steps:

• Prioritize high-quality backlinks through outreach, guest blogging, digital PR and collaborations. Focus on earning links from trusted, industry-relevant sites.

• Build credibility with testimonials, case studies, and user reviews that show your value to real customers or clients.

• Position yourself as an industry thought leader by participating in webinars, podcasts, or expert panels and sharing insights across trusted platforms.

4. Trustworthiness

What It Means: Without trust, all the expertise and authority in the world won’t get you anywhere. Google wants to rank content—and websites—that feel safe, transparent, and credible. This is especially critical for e-commerce, SaaS sites and businesses operating in YMYL spaces.

Action Steps:

• Make sure your site uses HTTPS with a valid SSL certificate. Without this, your site’s credibility takes an immediate hit.

• Add transparent Privacy Policies, Terms of Use, and Contact pages to reassure both users and search engines that your site operates in good faith.

• Cite trusted, authoritative sources in your content to give your users confidence in your accuracy.

• Showcase trust badges, verified customer reviews, and secure payment guarantees wherever applicable to instantly boost user confidence.

The Bottom Line

E-E-A-T isn’t optional—it’s the backbone of effective SEO. The addition of “Experience” in December 2022 reinforced Google’s focus on creating a more authentic, user-centric search experience.

By demonstrating Experience, showcasing Expertise, earning Authoritativeness, and prioritizing Trustworthiness, you can ensure your site delivers value that resonates with users and wins over the algorithm.

It’s not about quick hacks—it’s about long-term growth and reputation. So, take a hard look at your current SEO strategy. Are you truly implementing E-E-A-T?

Have any questions? Hit reply and let me know.

Until next time,
Roberto Robles

P.S. Are you a local business that needs help with SEO? Reply to this email. Let’s chat.

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