EEAT: How to rank first on Google

Search engines, such as Facebook, Instagram, TikTok, Bing, Google, etc., all seek the same goal, which is to offer the best content to their users. The best content is content that users trust and engage with. Therefore, they end up asking questions like the one below, and there are many ways to answer them.

The answer is... er, is there a right answer? Well, there must be an answer that everyone likes, right? Einstein knows a lot about physics, he must fix the sink. But your Joe is trustworthy and won't have any problems when he comes into your house. Your friend Enzo is experienced, isn't he better? Mario, then, does everything.

Note that the dilemma above is the same dilemma that all companies face, because Google search is nothing more than Google selecting what it thinks is the best answer for you. In other words, the best answer comes first and so on. It calculates points for each answer, orders them and brings you this order ready so that you trust and usually click on the first one.

Google uses a scoring system called E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness, and has emerged as a crucial concept in the world of search engine optimization (SEO) since the mid-2010s. First introduced in Google’s quality guidance document for search evaluators, E-A-T has become a fundamental part of Google’s ranking algorithms. It focuses on assessing the quality and credibility of online content, especially in niches where accuracy and reliability are paramount, such as healthcare, finance, and law.

Expertise

Expertise, as part of EAT, refers to the skill and specialized knowledge that an author or website possesses on a particular topic. In the context of Google, this means that the search engine values ​​content produced by individuals or organizations that demonstrate a high level of proficiency and understanding in their respective fields. For example, a health website that is managed by qualified doctors and health experts is more likely to be considered as having expertise compared to a personal health blog written by an amateur.

In our example above, Mario, the handyman, would be an example of an Expertise-focused answer. Since he is a well-known person who works in the field, the best answer would be to focus on this topic.

Example of Expertise

Consider a website dedicated to astrophysics. The articles and resources provided on this site are written by renowned researchers, university professors, and professionals in the field. They cover complex topics such as the theory of relativity, quantum mechanics, and black holes with technical detail and scientific accuracy. In addition, the site provides citations and references from peer-reviewed academic studies to support its claims. This type of content is highly valued by Google because it clearly demonstrates expertise, which increases your chances of ranking higher in astrophysics-related search results.

Authority

Authority, as part of E-A-T, refers to the credibility and recognition of an author, website, or domain in a given field or industry. In the context of Google, this means that the search engine values ​​content produced by reputable sources that are recognized as thought leaders in their respective fields. Authority is built over time through a combination of factors such as popularity, brand recognition, quality backlinks, and community recognition. Websites with authority are more likely to rank higher in Google search results.

In our example, Einstein would be an authority-focused answer. After all, betting on the greatest physicist in the world wouldn't go wrong, right?

Example of Authority

Consider a food blog run by an internationally renowned chef whose recipes have been featured on television shows, won awards, and been praised by food critics. This blog not only offers delicious and unique recipes, but also shares valuable insights into cooking techniques, ingredients, and regional traditions. In addition, the blog is regularly featured in reputable publications, receives backlinks from other reputable food websites, and has a strong social media presence with thousands of engaged followers. As a result of its established authority in the culinary field, this blog has a high probability of ranking at the top of search results related to recipes and food.

Reliability

Trustworthiness, as part of EAT, refers to the perceived credibility and trustworthiness of a user when interacting with an author, website, or online content. In the context of Google, this means that the search engine values ​​content that is accurate, unbiased, and free from misinformation or misleading information. Trustworthiness is essential to ensuring that users trust the information provided and feel safe using online resources. Websites and authors that demonstrate high standards of accuracy and integrity are more likely to rank higher in Google search results.

In our case, Reliability would be calling the doorman Zé to fix it. You know he wouldn't harm your house, so why not let him take a look before the others?

Example of Reliability

Imagine an internationally recognized news website known for its impartiality, journalistic accuracy, and rigorous fact-checking. This website has a team of experienced and well-trained journalists who adhere to strict ethical and professional standards when reporting news. In addition, the website has transparent policies for correcting errors and retractions if inaccurate information comes to light. The sources cited are always verified and reliable, and articles are reviewed by experienced editors before being published. Due to its established reputation for reliability and integrity, this news website is favored by Google and tends to rank higher in search results related to news and current events.

TikTok, unlike other social networks, decided to focus its search in a different way. Authority became less relevant, and instead became just user experience. This opened up a new topic in searches and a new letter in Google's system. The famous EAT became EEAT!

The shift from EAT to EEAT, which stands for Expertise, Authoritativeness, Trustworthiness and Experience, reflects an expansion in Google’s approach to assessing the quality of online content. EEAT recognizes the importance of not only the author’s expertise and authority, but also the user’s experience of consuming the content. This evolution highlights the crucial role that user experience plays in determining the quality and relevance of a page to search queries.

Experience

Experience, as part of EEAT, goes beyond the technical functionality of a website or online content. It extends to the ability to provide users with an engaging and authentic experience, showing the reality and practical application of a product or service. In the context of Google, user experience plays a crucial role in determining ranking in search results, as the search engine prioritizes websites that provide a positive and satisfying experience to users.

In our example, Your friend Enzo would be the answer most linked to Experience. You SAW him fixing it before, didn't you? So what's stopping him from fixing it again?

Example Experience

Imagine a website that sells sports equipment. In addition to providing detailed product descriptions, this website also includes videos of real people using the equipment in various sports activities. These videos not only demonstrate the functionality of the products, but also show the real-life experience of using them, increasing user engagement and emotional connection with the products. Users can see how the products behave in real life, which helps validate their quality and usefulness. As a result, this website provides a richer and more engaging experience, which can lead to higher user retention and better rankings in Google search results.

While the creators of Google/Instagram/Tiktok have the best of intentions with EEAT, in the end, they do not curate every post on their networks with a human. Unfortunately, they are forced to interpret signals that they believe are linked to EEAT to classify whether your site/post/page/user has the necessary qualities.

Google uses automated crawlers, known as “spiders” or “bots,” to crawl the web and index millions of pages. These bots analyze not only the content of the pages, but also factors such as the quality of links, the speed at which the content is loaded, the relevance of the content to search queries, and the user experience. Google assigns different weights to each of these variables, based on mathematical models and statistical analysis.

There is no single "score" that determines the top spot in search results. Instead, Google generates a ranked list of pages based on a combination of factors, and the site that best meets the criteria of relevance, quality, and user experience usually appears at the top.

In short, Google uses sophisticated algorithms to evaluate and rank online content based on a wide range of factors that attempt to translate the concept of EEAT.

This imperfection of Google should also be taken into account when trying to get to the top position. In the past, Google considered Experience to be someone with many search tags. For example, several times in the description of the video "sink repair" so that when someone searches for sink repair, your result appears. This type of approach is called "black SEO" and should be taken with caution since overnight Google could make an update that recognizes what is happening.

In the end, they are all similar, the only difference is the variables they collect due to the medium they are in. Instagram and YouTube will recommend topics from people with expertise, authority, reliability and experience in the topic. Look at it from the user's perspective and not yours. If you like a topic, let's say movies, what post would they recommend to you? Ideally, they should be from places with a strong EEAT, thus ensuring user satisfaction and that they stay on the app.