E-E-A-T: Why It's Not Just an SEO's Problem

E-E-A-T: Why It’s Not Just an SEO’s Problem. @oliviaday__ /in/olivia-day-seo/

➔ Digitaloft’s SEO Lead! ➔ I’ve worked pretty much every
digital marketing role you can imagine - both in-house and agency-side across businesses of all shapes and sizes. ➔ Background mainly in content and copywriting. ➔ I get a picture of my cat into every presentation and conference talk I ever do 😻 - including BrightonSEO, Sheﬃeld DM and The Digital PR Summit. But ﬁrst, a quick introduction… @oliviaday__ /in/olivia-day-seo/

But what even is E-E-A-T? @oliviaday__ /in/olivia-day-seo/

E-E-A-T is a core principle of SEO.

• It is a quality signal - not a part
Google’s ranking algorithm, but used by Google’s human quality raters to determine whether Google’s search ranking systems are providing helpful and relevant information to users. E-E-A-T is a core principle of SEO.

Google’s ranking algorithm, but used by Google’s human quality raters to determine whether Google’s search ranking systems are providing helpful and relevant information to users. • 2023’s DOJ trial conﬁrmed Google uses this feedback from raters to its train machine learning systems (like the Helpful Content System). E-E-A-T is a core principle of SEO.

Google’s ranking algorithm, but used by Google’s human quality raters to determine whether Google’s search ranking systems are providing helpful and relevant information to users. • 2023’s DOJ trial conﬁrmed Google uses this feedback from raters to its train machine learning systems (like the Helpful Content System). • Multiple recent Google algorithm updates have focused on sifting through unreliable or unhelpful content, making E-E-A-T increasingly important. E-E-A-T is a core principle of SEO.

Google’s ranking algorithm, but used by Google’s human quality raters to determine whether Google’s search ranking systems are providing helpful and relevant information to users. • 2023’s DOJ trial conﬁrmed Google uses this feedback from raters to its train machine learning systems (like the Helpful Content System). • Multiple recent Google algorithm updates have focused on sifting through unreliable or unhelpful content, making E-E-A-T increasingly important. In an age where fake news, clickbait and AI are becoming more and more prevalent, E-E-A-T is Google’s way of ensuring that it is somewhere that people can continue to come for reliable information. E-E-A-T is a core principle of SEO.

EXPERIENCE The extent to which the author has ﬁrst-hand experience
in the topic being discussed.

EXPERIENCE EXPERTISE The extent to which the author has ﬁrst-hand
experience in the topic being discussed. The author’s level of expertise, skill or knowledge on the subject matter.

EXPERIENCE EXPERTISE AUTHORITATIVENESS The extent to which the author has
ﬁrst-hand experience in the topic being discussed. The reputation of the author or website as a reliable source of truth on a speciﬁc topic. The author’s level of expertise, skill or knowledge on the subject matter.

EXPERIENCE EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS The extent to which the author
has ﬁrst-hand experience in the topic being discussed. The reputation of the author or website as a reliable source of truth on a speciﬁc topic. The author’s level of expertise, skill or knowledge on the subject matter. The accuracy, honesty, safety and reliability of the brand and its content.

E-E-A-T exists at three distinct layers… Content Author Brand How
is your content veriﬁed? Is it of a high quality? What are your sources? Do you quote other experts? Do you use the most up-to-date statistics? Who’s writing your content? Is this information available to users? What qualiﬁcations and experience do they have? Where else have they been cited? What are people saying about your brand? (e.g. TrustPilot) Are other sites linking to your content/expertise? Is there evidence of your brand across the internet? ON-PAGE SIGNALS OFF-PAGE SIGNALS

But don’t just take it from me… GOOGLE’S QUALITY RATER
GUIDELINES

Experience To what extent does the author have ﬁrst-hand experience
of the topic being discussed?

Experience To what extent does the author have first-hand experience
of the topic being discussed? What would you trust more - a blog discussing the best tents for wild camping written… a) By a person who’s been wild camping for 10 years, has tried multiple different tents, and who has images of them using each tent… b) By an anonymous marketing executive who has never been camping before. Experience builds trust. It is also one thing that AI cannot effectively replicate!

Expertise To what extent does the author have the level
of expertise, skill or knowledge on the subject being discussed?

Expertise If you’re going to trust a company with your
money, or to give you advice, you need to know there are experts behind the content you’re reading. This is important for all businesses - particularly in YMYL industries. To what extent does the author have the level of expertise, skill or knowledge on the subject being discussed?

Authoritativeness To what extent is the author or website considered
a reliable source of truth on a speciﬁc topic?

Authoritativeness To what extent is the author or website considered
a reliable source of truth on a speciﬁc topic? As well as providing page-level expertise, it’s important to showcase authority at the brand and author levels. • To what extent are you considered the go-to source of information in your niche? • Do people regularly approach your experts for unique comments and insight?

To what extent does the brand consider the accuracy, honesty,
safety and reliability of the content it produces? Trustworthiness

To what extent does the brand consider the accuracy, honesty,
safety and reliability of the content it produces? Trustworthiness In order for consumers to part with their money, follow your advice, or sign up for your service, they need to trust your brand, your authors and your content. “Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem. For example, a ﬁnancial scam is untrustworthy, even if the content creator is a highly experienced and expert scammer who is considered the go-to on running scams!” - Google Quality Rater Guidelines

And why should we care about E-E-A-T? @oliviaday__ /in/olivia-day-seo/

There are countless benefits of E-E-A-T… Improved brand sentiment &
trust Increased conversion rate & revenue Future-proofing from upcoming algorithm updates Exposure and opportunities for in-house experts Referral traffic from off-page trust signals

…and it’s becoming more and more important.

57% Approximately of the internet is AI-generated https://arxiv.org/pdf/2401.05749

https://ﬁnance.yahoo.com/news/90-of-online-content-could-be-generated-by-ai-by-2025-expert-says-201023872.html 2025 By the end of as much as 90%
of the internet could be AI-generated

https://www.libdems.org.uk/press/release/pound56m-lost-to-online-shopping-fraud-up-20-compared-to-last-year 68,082 In 2024, the UK recorded cases of online
shopping fraud, costing consumers £56 million

https://www.libdems.org.uk/press/release/pound56m-lost-to-online-shopping-fraud-up-20-compared-to-last-year 68,082 In 2024, the UK recorded cases of online
shopping fraud, costing consumers £56 million 20% higher than the previous year

https://apnews.com/article/ustr-notorious-markets-fake-counterfeit-pharmacies-06fe170f49a6105c720dc968e5f814e7 95% Approximately of the world’s online pharmacies are operating
illegally

Getting customers to trust you is harder than ever. @oliviaday__
/in/olivia-day-seo/ (but with good reason)

Put simply, E-E-A-T is your brand’s reputation. @oliviaday__ /in/olivia-day-seo/

@oliviaday__ /in/olivia-day-seo/ Without strong E-E-A-T, you’re unlikely to show up
in AI search. But on the lighter side of AI…

Without strong E-E-A-T, you’re unlikely to show up in AI
search. @oliviaday__ /in/olivia-day-seo/ But on the lighter side of AI…

But E-E-A-T is not just an SEO’s problem. @oliviaday__ /in/olivia-day-seo/

For E-E-A-T to work successfully, it needs collaboration across all
channels. @oliviaday__ /in/olivia-day-seo/

@oliviaday__ /in/olivia-day-seo/ inﬂuencer marketing customer service digital PR public relations
email marketing social media in-store events and promotions UX web design content marketing E-E-A-T isn’t just for SEOs. copywriting

So how do we incorporate E-E-A-T across all channels? @oliviaday__
/in/olivia-day-seo/

Step 1: Identify each channel’s contribution. @oliviaday__ /in/olivia-day-seo/

E-E-A-T and PR. That means those oﬀ-page trust signals, which
include: • Encouraging reviews on trusted review sites (e.g. TrustPilot) • Traditional PR • Digital PR and linkbuilding • Reputation management • Customer relationship building Brand What are people saying about your brand? (e.g. TrustPilot) Are other sites linking to your content/expertise? Is there evidence of your brand across the internet? OFF-PAGE SIGNALS

Digital PR is one of the most eﬀective ways of
building oﬀ-page trust signals. @oliviaday__ /in/olivia-day-seo/

Digital PR is one of the most eﬀective ways of
building oﬀ-page trust signals. @oliviaday__ /in/olivia-day-seo/ Controlling the narrative around your brand Exposure for in house experts Wider organic benefits from high-quality, relevant links Brand awareness

E-E-A-T and content marketing. Taken from Google’s Quality Rater Guidelines:
• Does the content provide a substantial, complete, or comprehensive description of the topic? • Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book? • Does the content provide substantial value when compared to other pages in search results? • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site's About page? • Is the content produced well, or does it appear sloppy or hastily produced? Successful content-level E-E-A-T signals cannot exist without signiﬁcant eﬀort into content quality. ➔ Is it helpful? ➔ Is it unique? ➔ Is it accurate? ➔ Is it easy to read? ➔ Is it up to date?

E-E-A-T and UX. 88% of users are less likely to
return to a website after a poor experience. https://www.toptal.com/designers/ux/ux-statistics-insights-infographic

E-E-A-T and UX. 88% of users are less likely to
return to a website after a poor experience. https://www.toptal.com/designers/ux/ux-statistics-insights-infographic Good UX is essential for E-E-A-T success.

E-E-A-T and UX. This means having a website that:

E-E-A-T and UX. This means having a website that: ➔
Is responsive

Is responsive ➔ Has a usable navigation

Is responsive ➔ Has a usable navigation ➔ Has key company details easily accessible

Is responsive ➔ Has a usable navigation ➔ Has key company details easily accessible ➔ Has the range of products and services the user expects

Is responsive ➔ Has a usable navigation ➔ Has key company details easily accessible ➔ Has the range of products and services the user expects ➔ Isn’t littered with 404 errors

Is responsive ➔ Has a usable navigation ➔ Has key company details easily accessible ➔ Has the range of products and services the user expects ➔ Isn’t littered with 404 errors ➔ Has key pages easily accessible

Is responsive ➔ Has a usable navigation ➔ Has key company details easily accessible ➔ Has the range of products and services the user expects ➔ Isn’t littered with 404 errors ➔ Has key pages easily accessible ➔ Works

And that’s just scratching the surface. @oliviaday__ /in/olivia-day-seo/

Every digital marketing channel contributes to E-E-A-T. Social media builds
community and broadcasts other channels’ eﬀorts.

Every digital marketing channel contributes to E-E-A-T. Social media builds
community and broadcasts other channels’ eﬀorts. Email marketing makes customers feel valued and engaged.

Every digital marketing channel contributes to E-E-A-T. PPC positions brands
front and centre for high-value search terms.

Every digital marketing channel contributes to E-E-A-T. PPC positions brands
front and centre for high-value search terms. Inﬂuencer marketing showcases real-life reactions and uses of products.

Step 2: Establish eﬀective ways of working. @oliviaday__ /in/olivia-day-seo/

Step 3: Analyse, rinse and repeat. @oliviaday__ /in/olivia-day-seo/

What does this collaborative approach look like in practice? @oliviaday__
/in/olivia-day-seo/

Multi-channel, eﬃcient marketing - and a brand people trust. @oliviaday__
/in/olivia-day-seo/

Here are some examples. @oliviaday__ /in/olivia-day-seo/

In-house experts invited to contribute to industry journals. @oliviaday__ /in/olivia-day-seo/

➔ Product and brand teams identify focus topics (i.e. inclusivity).
@oliviaday__ /in/olivia-day-seo/

➔ Product and brand teams identify focus topics (i.e. inclusivity)
➔ SEO identify content gaps with content writers creating informational content. @oliviaday__ /in/olivia-day-seo/

➔ SEO identify content gaps with content writers creating informational content. ➔ Digital PR outreach blog content to industry publications. @oliviaday__ /in/olivia-day-seo/

➔ SEO identify content gaps with content writers creating informational content. ➔ Digital PR outreach blog content to industry publications. ➔ Industry journal requests a guest journal from product expert (with a bit of writing help from the content team). @oliviaday__ /in/olivia-day-seo/

➔ SEO identify content gaps with content writers creating informational content. ➔ Digital PR outreach blog content to industry publications. ➔ Industry journal requests a guest journal from product expert (with a bit of writing help from the content team). ➔ Published journal shared by social media and email teams. @oliviaday__ /in/olivia-day-seo/

(Journalists now regularly approach this author for comment on relevant,
key topics.) @oliviaday__ /in/olivia-day-seo/

And how do you know you’re getting it right? @oliviaday__
/in/olivia-day-seo/

There is no single E-E-A-T metric. @oliviaday__ /in/olivia-day-seo/

There is no single E-E-A-T metric. @oliviaday__ /in/olivia-day-seo/ (It’s very
annoying)

What you can do is audit for E-E-A-T. @oliviaday__ /in/olivia-day-seo/

The Digitaloft website has a free E-E-A-T audit template.

But otherwise, E-E-A-T is going to be just one part
of your wider digital strategy. @oliviaday__ /in/olivia-day-seo/

But otherwise, E-E-A-T is going to be just one part
of your wider digital strategy. @oliviaday__ /in/olivia-day-seo/ So you measure the impact of the collective strategy.

Let’s recap. @oliviaday__ /in/olivia-day-seo/

@oliviaday__ /in/olivia-day-seo/ E-E-A-T is an invaluable part of SEO every
digital marketing strategy

digital marketing strategy It’s your company’s reputation

digital marketing strategy It’s your company’s reputation In our AI world, building consumer trust is how you stand out

Without contribution from other channels, E-E-A-T cannot exist. @oliviaday__ /in/olivia-day-seo/

@oliviaday__ /in/olivia-day-seo/ inﬂuencer marketing customer service digital PR public relations
email marketing social media in-store events and promotions UX web design content marketing E-E-A-T isn’t just for SEOs. copywriting

Thank you! @oliviaday__ /in/olivia-day-seo/ Your free e-e-a-t audit checklist You
can ﬁnd me at:

E-E-A-T: Why It's Not Just an SEO's Problem

E-E-A-T: Why It's Not Just an SEO's Problem

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