As a content creator or website owner, you’re probably familiar with Google’s E-A-T guidelines for quality content. But now, Google has added a new “E” to the mix, changing the acronym to E-A-T-E. What does this additional E stand for and what does it mean for your content strategy going forward? Read on to find out.

Refreshing E-A-T 

First, let’s recap what E-A-T stands for. This set of guidelines helps Google’s quality raters assess the overall authority, trustworthiness, and expertise of a website or page.

E – Expertise: Does the content demonstrate in-depth knowledge and expertise on the topic?

A – Authoritativeness: Is the site/page seen as authoritative by users and other experts?

T – Trustworthiness: Is the content truthful, transparent, and unaimed at solely maximizing profits?

Sites that adhere to E-A-T principles tend to rank better in search results because they provide a good user experience.

Introducing the New “E” – E-E-A-T

So what does the additional “E” in E-E-A-T- represent? This stands for:

Experience – Providing a satisfying, enjoyable experience for users.

Google wants to see that your content not only informs users but also engages and delights them. Your pages should be easy to navigate, readable, and provide value. Don’t just focus on packing in keywords – create content your audience genuinely enjoys consuming.

Here are some ways to improve the experience of your content:

• Write in a conversational, engaging tone using simple language. Avoid jargon.
• Break up long paragraphs into shorter ones with useful headers and bulleted lists.
• Include images, videos, charts, quizzes, or other multimedia to bring your content to life. 
• Use descriptive links so users know where they’ll end up when clicking.
• Check that pages load quickly and display properly on mobile devices.
• Include social sharing buttons so readers can easily distribute your content.
• Provide ways to comment or ask questions to foster interaction. 

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Aiming for E-E-A-T

Now that Google is officially including “Experience” in its quality rater guidelines, it’s more important than ever to build content that engages users while also demonstrating expertise, authoritativeness, and trust.

Here are some tips for hitting all the letters in E-E-A-T:

Tap into your expertise. Develop content around topics you have extensive knowledge about. If guest posting, stick to sites related to your niche.

• Back up claims with credible external sources like expert interviews, research studies, and reputable publications. 
• Clearly disclose if the content contains paid promotions or affiliate links. Don’t hide biased agendas.
• Use descriptive headers, bulleted lists, and bold text to allow easy skimming.
• Insert relevant high-quality images, screen captures, graphics, and videos to reinforce your content.
• Spend time crafting compelling headlines that make readers want to click and share your articles.
• Invite comments, user-generated content, and social shares to get readers involved.
• Check content on phones to ensure fast load times and easy readability on small screens. 
• Use Google Analytics to see which posts resonate most with your audience and improve based on insights.
• Audit existing pages to identify areas for improvement per the new E-A-T-E standards. 

E-A-T-E in Action

To make E-A-T-E more concrete, let’s look at an example:

Imagine you run a health and nutrition website. You publish a post about “10 Best Foods for Heart Health.” 

To satisfy E-E-A-T, this content should:

Highlight your expertise – Mention your credentials like “As a certified nutritionist…” 

• Cite scientific research about heart-healthy foods.
• Be transparent about any products or brands mentioned.
• Use an engaging headline and intro image of vibrant foods. 
• Break content into bite-sized paragraphs with numbered lists and photos.
• Include a summary section with share buttons.
• Invite readers to comment on their favorite heart-healthy meals. 

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