What You Need to Know About the Google E-A-T Update in 2023
January 18, 2023 | By Ilfusion Team
In December 2022, Google announced that Google E-A-T (Expertise, Authoritativeness, and Trustworthiness) would be getting an extra E: Experience.
This development is part of its updated Google search rater guidelines, shaping how content will be rated in the coming years. Here’s all you need to know about the Google E-A-T update and how you can prepare your site for it in 2023.
What Is the Goole E-A-T or “Double-E-A-T” Update?
Google has stated that its search engine rating system will now include a new factor, Experience (E).
This means that not only does your content need to be trustworthy, authoritative, and expertly written — it must also demonstrate that you have actual experience in the field you’re writing about.
For example, if you’re writing about graphic design, your article needs to “show,” so to speak, that you are actually an expert in the field and not simply rewriting content from elsewhere.
Another example is creating a product review. Readers would most likely trust a review that is written by a person who has actually tried the product themselves than one who has only read about the product from reviews of other people.
Experience vs. Expertise: What’s the Difference?
In light of this new update, experience and expertise can overlap with one another, but they’re not exactly the same.
Expertise is about having a thorough understanding of a subject, whereas experience is about being able to tell a story that reflects the expertise in a way that readers (and Google) recognize as such.
A doctor, for example, may have a vast amount of knowledge and expertise on a particular medical topic. However, articles about medically safe tips coming from people who have actually faced the struggle of a medical condition can be of greater value and trustworthiness than those who have not.
What Does This Mean for Content Creators?
This comes to the question of whether personal blogs and opinion pieces are considered “better” in light of the new Double-E-A-T update.
The quick answer is that it depends.
Personal blogs are “better,” only if the content is written by someone who has the appropriate experience and knowledge. Content written by industry experts, however, will hold more value than opinion pieces (no matter how well-written), and its value increases even more if personal experience is also included.
For content creators, this means that it’s important to ensure that the written content is accurate and trustworthy. Write with an authoritative voice, demonstrate expertise in your subject matter, and make sure your content is well-researched and fact-checked.
How Can You Prepare for the Google E-A-T Update in 2023?
An important caveat in Google’s announcement is that the E-E-A-T update does not directly influence its ranking decision — it is just among the many guidelines that Google’s search raters use to evaluate content.
However, it is still important for you to prepare your site and content for the new changes. Here are some steps you can take:
1. Improve content quality
The E-E-A-T update places greater emphasis on providing a satisfying user experience. Make sure your content is easy to read, engaging, and not too long-winded — all of which will help readers better engage with your content and signal to Google that your site is of excellent quality.
This factor also means that Google will be looking for a high level of real-world experience from your writers, meaning that having a seasoned staff or freelance roster is now even more important than ever.
2. Ensure transparency and trustworthiness
Google will be looking out for sites that demonstrate trustworthiness. That means your content should always include reliable sources and factual information, be transparent about any endorsements or sponsored content, and make sure your website is secure with an SSL certificate.
Another way to demonstrate your trustworthiness is to include contact information, bios of your team members or contributors, and an explanation of the purpose of your website.
3. Prioritize authenticity and user intent
Although it is important to use keywords in your content, the Double-E-A-T update emphasizes that this should not be done at the expense of authenticity. After all, Google is looking for content that provides real value to its users — not just a piece of content for the sake of content.
You should also ensure that your content is in line with the user’s search intent. In other words, try to provide readers with content that directly answers their questions or provides solutions to their problems.
Optimize Your Content with the Right Strategy
The Google E-E-A-T update is an important development in how content is created and assessed. Content creators should pay attention to the guidelines and strive to create content that is informative, authoritative, and trustworthy.
In addition, utilizing the right optimization strategies can help improve your page’s visibility on Google and make it easier for users to find your content. If you need help with your optimization or with your content creation, Ilfusion can help.
We have a team of experienced content strategists, copywriters, and SEO specialists who can help make sure your website is optimized for success. Get in touch with us today by calling 888-420-5115, or sending us an email at [email protected].
