EEAT and SEO is changing due to a blend of factors – mostly because of AI generated search summaries and social media search engines.
You see, there used to be two search kings: Yahoo and Google, with Bing tailing along.
Then came along YouTube, then Pinterest.
Now, TikTok, X, Reddit, Quora, and all the rest.
That means SEO isn’t just about Search Engine Optimization anymore.
It’s about Search Everywhere Optimization.
See Also: What is Answer Engine Optimization?
What is Search Everywhere Optimization?
It’s a play on words – SEO = Search Engine Optimization.
But in today’s world people are searching on YouTube, on LinkedIn, on Copilot and TikTok.
They aren’t just using Google.
So the strategy for business is not longer traditional SEO, it’s about showing up in searches everywhere.
Which requires action from Google…
Enter E-E-A-T, Google’s Response
EEAT is one of Google’s answers to the watering down of content on the web.
Resharing, rewriting, and AI-generated content makes it harder to find truly reliable sources.
What is EEAT?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework used by Google to evaluate the quality of content on websites. Originally, it was just E-A-T (Expertise, Authoritativeness, and Trustworthiness), but Google added “Experience” to emphasize the importance of firsthand knowledge and practical insights.
Is E-E-A-T Still Important?
Yes, even more than before. EEAT is still very important. Google continues to emphasize the value of high-quality content, and the principles of Experience, Expertise, Authoritativeness, and Trustworthiness are key factors in determining the quality of that content. Websites and content creators who focus on EEAT are more likely to rank higher in search engine results and build trust with their audience.
What is an Example of E-E-A-T?
To demonstrate Experience and Expertise, Green Acres Landscaping should highlight project galleries (Experience) with before-and-after photos and positive customer testimonials. They should provide detailed descriptions of their services (Expertise), such as lawn care and garden design, and offer educational content like blog posts or guides on topics like lawn health and climate-appropriate plants. This blend of visual proof, social validation, and valuable information will effectively communicate their capabilities to potential customers.
What Are Google’s EEAT Standards?
Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) isn’t a direct ranking factor, but it plays a big role in how Google judges content quality, especially for YMYL (Your Money or Your Life) topics. According to their Search Quality Rater Guidelines (QRG), EEAT helps Google assess if a page offers a good search experience. While human raters use the QRG to check search results, Google’s algorithms focus on finding content that nails these EEAT principles. So, if you want long-term SEO success, it’s essential to create content that embodies these qualities, aligning with Google’s goal of delivering trustworthy and helpful information to searchers.
Social Channels and EEAT
Here’s the modern SEO strategy. It’s not just about posting cute photos of your business/products. It’s not just about posting quotes.
That’s vanilla.
Everybody’s doing it.
In a sea of social media clutter, your brand needs to stand out.
Which, by the way, is the essense of E-E-A-T.
Here’s how…
Use Social Media to Showcase Experience
Strategically targeting keywords (aka topics) in your social channels helps that content to show up in searches.
…and it helps you showcase your experience.
Posting behind-the-scenes content, customer spotlights, project galleries, “day in the life” features, and live Q&A sessions on social media can effectively showcase your brand’s experience.
See Also:
- Boost Your Content Strategy: Creative Ways to Repurpose Content
- How to Deal With Content Decay on a Blog or Website
These types of content humanize your brand, highlight real-world applications, provide visual proof of your work quality, showcase the skills and experience of your team, and allow for real-time interaction with your audience.
Altogether, they help build trust and demonstrate your hands-on experience.
- Behind-the-Scenes Content: Share glimpses into your daily operations, projects in progress, or the process behind your products/services. This gives a humanizing look at your company and demonstrates practical experience.
- Customer Spotlights/Case Studies: Feature satisfied customers and their success stories. Showcasing real-world applications and positive outcomes builds trust and demonstrates your ability to deliver results.
- Project Galleries/Portfolios: Visually showcase past work through photos, videos, or before-and-after comparisons. This provides concrete evidence of your experience and the quality of your work.
- “Day in the Life” Content: Offer a “day in the life” perspective of your team members or specific roles within your company. This helps highlight the skills and experience involved in your operations.
- Live Q&A Sessions: Host live sessions where you answer questions from your audience. This provides real-time interaction and demonstrates your ability to address customer needs and concerns.
Using Social Media to Showcase Expertise
Posting detailed service descriptions, educational blog posts, how-to guides, expert interviews, and industry insights on social media can effectively showcase your brand’s expertise.
These types of content highlight your in-depth knowledge, provide valuable information to your audience, demonstrate thought leadership, and keep your followers informed about industry trends. Altogether, they help position your brand as an authority in your field.
- Educational Content: Share valuable insights, tips, and how-to guides related to your industry. This positions you as a thought leader and provides helpful information to your audience.
- Blog Post/Article Snippets: Share excerpts from your blog posts or articles, linking back to the full content on your website. This drives traffic and establishes your expertise on specific topics.
- Infographics/Data Visualizations: Present complex information in a visually appealing and easy-to-understand format. This demonstrates your knowledge and ability to simplify complex concepts.
- Industry News/Trends: Share and comment on relevant industry news and trends, demonstrating your awareness and understanding of the latest developments.
- Guest Posts/Collaborations: Highlight any guest posts you’ve written for other publications or collaborations with other experts in your field. This builds credibility and showcases your expertise to a wider audience.
- Webinars/Online Workshops: Host webinars or online workshops to share your expertise on specific topics in a more in-depth format. This allows for audience interaction and demonstrates your ability to educate and inform.
How does this impact SEO?
So, how does all this social media stuff actually boost your SEO, or what we like to call “Search Everywhere Optimization“?
Think of it like this:
- Expanding Your Reach: Sharing your awesome content on social media is like casting a wider net. You’re not just talking to the folks who already visit your website; you’re reaching a whole new audience of potential readers and customers.
- Getting People Talking: Social media is all about interaction – likes, shares, comments. These conversations can send even more traffic back to your website, which is great for your SEO.
- Becoming the Go-To Expert: When you consistently share valuable content on social media, you’re building your brand’s reputation as a trusted authority in your field. Search engines notice this kind of thing and often reward it.
- Earning “Street Cred” (Backlinks): If your social media content really hits the mark, other websites are more likely to share it and link back to it. These “backlinks” are like votes of confidence for your website, and search engines love them.
- Boosting Your Local Visibility: For businesses with a physical location, positive reviews and engagement on social media can seriously boost your local search rankings – helping you get found by people in your area.
- Getting to Know Your Audience: Social media metrics are a goldmine of information. They tell you what kind of content your audience loves, which helps you fine-tune your SEO strategy and give people more of what they want.
Bottom line?
Weaving social media into your SEO strategy is a smart move.
It’s all about boosting your brand’s visibility and making genuine connections with the people you’re trying to reach.
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