E-E-A-T in practice: How to create content that ranks and convinces

With Google's continued focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), it has become clearer than ever that the quality of your content directly affects your visibility in search engine results. Read on if you want to know what E-E-A-T means for your website, and how you can apply the principles to improve your content – not just to satisfy the algorithms, but also to create a meaningful connection with your audience.

The online universe is teeming with information, and wherever we go, we're bombarded with digital impressions. Therefore, it's crucial for businesses and content creators to stand out - you've certainly heard that spiel before. It's about drowning out the noise.

But how can you practically become the one who shouts the loudest?

There's particularly one strategy that, in the pursuit of visibility and engagement, can be your path to success with SEO. Of course, we're talking about E-E-A-T, which aims to improve the quality of your content. And as SEO has taught us over the years, search engines keep an eye on the quality of our content, how it's interacted with, and how enlightening it is.

One of the primary things we always discuss with our partners is how essential the E-E-A-T principles are for success in Google. It's therefore crucial that they (with our guidance) help themselves by writing content, ensuring that the right experts are actually authoring the content.

Flemming C. Lund,
Head of SEO & B2B Marketing

It's not enough just to produce content in bulk; that content must resonate with depth, precision, and authenticity. And trust and quality also play a significant role.

The 4 principles of E-E-A-T thus form the core of what it means to create content that not only catches but also retains the reader's attention while improving your position in the search results. And that can make the difference between being seen as a leader in your field (and thus one of those who shout the loudest) or just another voice in the crowd of noise.

What is E-E-A-T, and why are the principles important for your SEO efforts?

E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness, and each represents different principles that are core foundations in the creation of valuable content. This refers to content that appeals not only to humans but also to Google's algorithms. Therefore, the four principles collectively can be seen as a guide for strategic content creators who want to develop content that is both informative and reliable - thereby capable of achieving better rankings in various search results.

One of the primary things we always discuss with our partners is how essential the E-E-A-T principles are to achieving success on Google. It is therefore crucial that they (with our advice) are willing to write the content themselves, ensuring that it's the right experts who are actually authoring the content.

Flemming C. Lund,
Head of SEO & B2B Marketing

Experience refers to the practical knowledge that has formed the basis for the creation of any piece of content. And it is not enough to know about a topic; you must be able to demonstrate that you have an in-depth understanding and practical experience within the field.

Expertise reflects the level of skill within a specific area. Those with high expertise in a particular field are better able to create content that is accurate, comprehensive, and of high quality. Google tries to assess whether the content is written by someone with expertise in the area.

Authority is based on the recognition from others within the same area or industry. High authority is achieved when other experts or trustworthy sources refer to or recommend your content. But Google also attempts to decode whether the website/person describing the subject is an authority within its field.

Trustworthiness focuses on the reliability of the content and you as a source. It is something that is built over time, for example, by consistently delivering accurate and honest content. Google tries to assess whether the information on the website is accurate, honest, secure, reliable, and free from conflicts of interest.

Google strives to deliver the most relevant, accurate, and reliable information to users. Websites that demonstrate high E-E-A-T are therefore rewarded with better search engine placements, as they are considered to be more valuable to users.

Experience: Demonstrate your unique value

Experience refers to the practical knowledge or skills a content creator has gained through personal involvement in activities within a specific area. The experience extends beyond mere knowledge, and it's about demonstrating that you have a direct and especially personal understanding of the subject - and this understanding is based on your own experiences, the challenges you have faced, and the solutions you have found.

This aspect of E-E-A-T ensures that the content is not just theoretically correct. It has depth, and it is rooted in real-world applicability and relevance. By sharing your personal experience, you create a stronger connection with your readers, as we are naturally attracted to stories and practical examples we can relate to and learn from.

For example, a blog post about gardening will seem much more valuable and convincing if it is written by an experienced gardener compared to someone without any hands-on experience with the subject.

And then there's the importance of trustworthiness. We immediately believe the gardener a bit more than anyone else when it comes to gardening. And in an era where misinformation can spread more easily than ever, it's important to be a source of reliability.

Experience in E-E-A-T is therefore a strategy for building genuine connections, establishing authority, and highlighting your unique value in a crowded digital world.

Expertise: Highlight your professional proficiency

Expertise reflects your depth of knowledge within a specific subject or field. It is the proof that you have more than just a superficial acquaintance, but a deep understanding that can help illuminate complex topics. And that you have the ability to apply this knowledge in a way that inspires and highlights your professional proficiency, setting you ahead of your competitors.

This can be achieved, for example, through sharing detailed case studies, in-depth analyses, original research findings, or technical guides that demonstrate your depth, understanding, and critical thinking ability.
And you must be able to communicate complex ideas in a clear and understandable manner. The real strength lies not only in your knowledge but also in your ability to make this knowledge accessible and comprehensible to others. This requires effective communication skills and an understanding of your readers' needs and expectations.

Expertise is built through education, research, and prolonged immersion in a subject area. And it is the ability to stay up-to-date with the latest trends and developments in your field, which shows your ongoing commitment to maintaining and expanding your knowledge and understanding.

Websites and content that display high expertise are more likely to be regarded as a reliable source by both users and search engines. And this creates a solid foundation for engagement, loyalty, and in the long term, success in your digital footprint.

Authority: Build and demonstrate your recognition

Building authority (Authoritativeness) involves a continuous process where you establish yourself or your organization as a leading voice within a specific area or industry. It's not only about having extensive knowledge or experience but also about being recognized for this expertise by your target audience and the industry as a whole.
Being cited or mentioned by other recognized experts or authoritative sources is indeed a strong indicator of authority.

For example, a medical post authored by a recognized doctor, which is cited by other leading health websites, would have very high authority.

Authority is often achieved through recognition from other experts or authoritative sources within the same field. And it can be expressed through quality content, professional recognition, references, citations, awards, or perhaps even public acknowledgment. Blogs, podcasts, videos, and e-books are also powerful tools.

Participating in industry-relevant conversations, whether on social media or at conferences, can also increase your visibility and highlight your expertise. And by sharing your knowledge and expertise through workshops, webinars, or guest lectures, you not only help others succeed but also cement your own position. Moreover, it shows a willingness to contribute to the community, the industry, and education.

Trustworthiness: Create trust with your audience

Trustworthiness is perhaps the most critical principle and refers to the reliability and honesty of the content and its source. It is the foundation of any successful relationship between content creators and readers - without trust, even the most informative content will fall flat. Therefore, it's about building a reputation as a reliable and responsible source.

Trustworthiness is built over time by consistently delivering accurate, reliable, and unbiased content. It requires consistency and transparency in your communication, and you should be clear and honest about your sources, methods, and intentions. When presenting data or research, it is important to cite credible sources that your readers can verify. This not only creates a sense of openness regarding your research process but also gives your claims solid ground.

Furthermore, acknowledging and correcting mistakes is a powerful step in building trustworthiness. No one is infallible, and your willingness to correct errors demonstrates a commitment to accuracy and fairness. It strengthens your readers' trust and shows that you value the truth.

Engaging with your audience is another important factor in building trustworthiness. This can include responding to comments, participating in discussions, or even asking for feedback on your work. By actively engaging with your audience, you show that you value their input and perspectives.

It's also worth noting that the trustworthiness aspect can be positively influenced by reviews and user feedback. Reviews, user ratings, and feedback play a significant role in establishing a website's reliability and trustworthiness to both users and Google. However, be aware that Google also attempts to assess the quality and authenticity of these reviews in this process.

In the end, trustworthiness is what makes your content worth reading, sharing, and acting upon. And it is a long-term investment in your relationship with your readers.

Practical tips for E-E-A-T optimization of your content

To optimize your content with E-E-A-T and thus create stronger relationships with your readers and improve your SEO, there are several practical steps you should take. In addition to the methods explained above, there are also very general things you should consider.

Start by reviewing your existing content to ensure it clearly reflects your experience and expertise; this may involve adding personal anecdotes, case studies, or examples that demonstrate your in-depth understanding and practical application of the subject. Also, try out guides and, if possible, collaborate with other professionals in your field.
Consider incorporating quotes and links from recognized experts within your field, or even better - get links from other authoritative websites. This is a strong indicator for Google.

Ensure that your content is always accurate and up-to-date regarding sources and authorship. If you mention research, statistics, or other data, remember to link to or cite the original sources.

Additionally, implementing a clear and professional "About Us" page that highlights the qualifications, experiences, and successes of yourself or your team can contribute to both authority and trustworthiness.

And don't forget about social media. They are valuable resources that are often overlooked in SEO work. Make sure to regularly interact with your followers. You can do this through comments on both your own and their posts and other forms of feedback platforms that show you value others' inputs.
Especially on LinkedIn, you can also try to emerge as a thought leader. It's a process, but gradually you can work your way up to being one of the most knowledgeable individuals within your field.