The landscape of search engine optimisation is an ever-evolving one. Marketers hoping to maintain a strong and steady online presence need to adapt and stay ahead of the curve. Using the double E-A-T model, which stands for Expertise, Authoritativeness, Trustworthiness, and now, Experience, for content is a useful way to positively drive the impact of your content strategy into improving website rankings and user engagement.
Understanding Double E-A-T
Originally coined by Google, E-A-T describes key factors contributing to a webpage’s quality and relevance.
Expertise: How knowledgeable and authoritative is the content creator on the topic?
Authoritativeness: Is the content creator or website considered a trusted source in its field?
Trustworthiness: Can users rely on the information presented, and does the website have a reputation for accurate content?
What is Experience, then?
It refers to the importance of offering users insights based on real-life encounters or personal expertise. As modern-day searchers often seek first-hand information before making purchasing decisions or utilising specific services, this becomes especially crucial in your content.
Here’s how you can incorporate it:
1. Share personal stories
Incorporate relevant personal experiences, case studies, or anecdotes into your content where appropriate.
2. Highlight expertise
Clearly communicate your expertise in a given subject matter, emphasising any firsthand knowledge or encounters. This allows website visitors to grow their confidence in what you’re offering, and trust the content that you bring to them.
3. Balance with research
While personal experience is valuable, supplement it with credible sources and data to provide a comprehensive view.
4. Maintain transparency
Be honest about the sources of your information and provide context for your personal insights.
By embracing the ‘Experience’ element of Double EAT, you not only enhance your website’s SEO but also establish a deeper connection with your audience. Nurture authenticity that impacts user trust in a positive way so that you develop truly organic increments in website traffic borne out of engagement.
