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How to apply E-E-A-T guidelines into your B2B SEO strategy

How to implement E-E-A-T in a B2B SEO Strategy

In the ever-evolving world of search engine optimisation (SEO), Google constantly refines its algorithms to deliver the most relevant and trustworthy results to its users.

One crucial aspect of Google’s current ranking strategy is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

But it wasn’t always E-E-A-T! Back in 2022, it was just E-A-T – Google has added the extra ‘E’ for Experience just recently. Let’s first take a look at what the original E-A-T represented.

What is E-A-T?

E-A-T represents Google’s core principles for evaluating the quality and credibility of websites. It aims to identify websites that provide accurate, reliable, and informative content, ensuring that users receive valuable and trustworthy information.

The Core Principles of E-A-T

Expertise: A website demonstrates expertise by providing in-depth, well-researched, and authoritative content. It showcases the author’s knowledge and experience in the specific subject matter.

Authoritativeness: A website establishes authoritativeness by having a strong reputation within its niche, often through industry recognition or endorsements. It demonstrates a proven track record of publishing high-quality content.

Trustworthiness: A website instils trust by presenting clear and transparent ownership information, maintaining a consistent brand presence, and adhering to ethical practices. It prioritizes user experience and data privacy.

So why the added ‘E’ for ‘Experience?

Google knows that users are more engaged with content that is written by someone who actually has experience in the topic they are writing about. If you can demonstrate that you, as the author, have experience on the topic you have written, Google will reward the pages with higher rankings. This in time will reduce the amount of poor quality, duplicated content on the web as more and more people start to write on subjects that they are truly passionate about, which will naturally improve content quality and engagement.

How Does E-E-A-T Impact SEO?

Google will prioritise websites that adhere to E-E-A-T principles, as they are more likely to provide users with valuable and trustworthy information. By incorporating E-E-A-T into your SEO strategy, you can improve your website’s ranking and attract more organic traffic.

Benefits of Adherence to E-E-A-T Principles

  • Enhanced Search Rankings: Websites that demonstrate E-E-A-T are more likely to rank higher in search results, increasing visibility and attracting more organic traffic.
  • Increased User Trust: By establishing expertise and trustworthiness, you build a loyal following and encourage users to return to your website for valuable information.
  • Strengthened Brand Reputation: Adherence to E-E-A-T enhances your brand’s reputation, making it a trusted source of information in your industry.

Applying E-E-A-T to Fresh Content

As a small business in the UK, incorporating E-E-A-T into your fresh content creation strategy is crucial for long-term SEO success.

Here are some key steps to follow:

  • Target Specific Keywords: Identify relevant keywords that align with your target audience’s search intent.
  • Create High-Quality Content: Produce informative, well-structured, and engaging content that addresses your target audience’s needs.
  • Establish Expertise: Demonstrate your knowledge and experience in your niche through credible sources and data.
  • Build Authority: Collaborate with industry experts, participate in online communities, and seek backlinks from reputable sources.
  • Maintain Transparency: Provide clear ownership information, adhere to ethical practices, and prioritise user privacy.

If you want to read the comprehensive guide created by Google on E-E-A-T Principles, grab a cuppa and invest some time in reading the Quality Raters Guidelineswarning – it’s pretty heavy going!

By following these guidelines, you can create fresh content that aligns with Google’s E-E-A-T principles and enhance your website’s SEO performance, attracting more organic traffic and building a strong online presence for your small business.

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At Whizz Marketing, we provide dedicated, affordable SEO and marketing support to small local businesses.  We also share lots of tips, guidance and resources to help small business owners to better understand SEO and how to apply it.  If you are in need of some extra support, please get in touch.  Call Louise at Whizz on 07814 391221 or visit to find out more about how Whizz can help your business.

If you are eager to get started with learning more about SEO and how to adapt your SEO Strategy to the new AI search landscape, please explore our SEO Hub for Small Businesses.  This is your go-to SEO toolbox!  Here you will find lots of guidance, tips and tools that are bang up-to-date and will give all you need to get started on creating your 2024 SEO Strategy.

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    One crucial aspect of Google's current ranking strategy is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Find out more.
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