Google E-E-A-T — what on earth is Double EAT content?

by | Dec 19, 2022 | As It Is, SEO | 0 comments

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I’ll have another ‘E’ please, Bob…

If you’re a content creator (whether a business owner who writes for themselves, a copywriter, an author, or something else entirely), you may have heard of E-A-T.

It’s possible, even probable, that you haven’t. If you are at all interested in ranking on Google, then you should at least have a vague understanding.

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What is E-A-T?

E-A-T is one of the ways that can influence the way that Google evaluates content to ensure that the search engine is providing relevant, helpful information to people searching.

➡ E is for Expertise — Google wants readers that visit your website to find the information that they are looking for. Readers want something that isn’t just the same as they can find anywhere else. Cookie cutter AI content ain’t gonna hit the spot.

➡ A is for Authority — a lot of people will tell you that this is just backlinks, which as a content creator, you can’t influence (much) only by writing. It’s not just backlinks, but that’s an argument for another time.

➡ T is for Trust — there are many ways to show trust within a piece, from linking to authoritative sources, quoting experts, and having good reviews, through to site-wide things such as having a T&C page, referencing a physical address, and having a privacy policy.

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Well, last night Google announced that they’re adding another ‘E’.

➡ E is for Experience. Google says “Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand.”

It’s true that the last one may not be relevant to every piece of content that you create, but to be honest, most of us need all the help we can get with Google right now, so it’s worth bearing it in mind when creating articles, blogs or sales pages for your website, right?

(Apparently we’re calling the whole thing Double E-A-T. I’m not convinced the name will catch on.)

In 2023 Double E-A-T (still not feeling it…) will become more important than ever as you fight to be the one that Google recognises as better than your competitors.

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Get a head start by booking in on my As It Is 1-2-1 session and let’s go over your website, your content, and your copy to make sure you’re the one doing the Double E-A-Ting, not the one being Double E-A-Ten. (Yeah, thanks for that, Google.)

Or grab me on LinkedIn if you’re not sure whether your Business Blog is up to scratch.

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