Crucial Google Content Update: How To Nail Your Local SEO Strategy With The New E-E-A-T Criteria


If you’ve been following the E-A-T criteria to optimize your content, there’s a new emphasis you need to consider.

Google recently added an extra “E” to the E-A-T acronym, with the word experience joining expertise, authority and trustworthiness as a core part of its algorithm.

This new update is designed to give more weight to first-hand experience in search results.

So, if you want to rank higher in local SEO and reach more potential customers, it’s time to adjust your content strategy to ensure it is backed by real-world experience and proven methods.

Skip To What You Need To Know:

But First, What Exactly Was The E-A-T Criteria Anyway?

E-A-T stood for Expertise, Authority, and Trustworthiness.

Before the December 2022 update, Google judged websites based on these guidelines when determining content rankings. Let’s break down these criteria:

Expertise: Your content should reflect that you are an expert in your field. You have to be able to write clearly and accurately about the topics you are discussing–and provide citations, sources, and relevant data whenever possible.

Authority: You’ll want your content to be a reliable source in the industry. It should be informative and relevant enough for influencers and professionals to share it on their online platforms or social media accounts.

Trustworthiness: You want users to feel confident in the accuracy and reliability of your content – so make sure everything you write is well-researched and up-to-date. Additionally, encourage them to write a google review to bolster your brand’s reputation and trustworthiness too.

For many years, E-A-T helped ensure websites didn’t take advantage of the system by engaging in shady SEO practices or producing low-quality content.

Here’s how the best websites ranked in local SEO with the old E-A-T criteria:

Overall website

  • The website domain was secure
  • It had substantial information in its “About Page”
  • It had a reliable contact information
  • Its “Terms and Conditions” page was accessible to visitors
  • It’s user-friendly and accessible on mobile

Website Content

  • The blog content was for both experts and laypeople in the industry
  • It provided accurate information and authentic interpretations of topics
  • It’s updated regularly and had a healthy mix of quality content

These questions helped a lot of content creators adhere to the E-A-T Criteria

  • Is my content up to date?
  • Do I have data and/or sources to support my claims?
  • Will people trust me as an expert in this field?
  • Am I providing helpful information or just trying to write for SEO

How Can Businesses Rank Higher In Local SEO Now?

With the new update, Google is now considering your level of experience when classifying high-quality content.

For example, if you write a blog post about the latest trends in digital marketing, make sure to write it from a place of experience. Include case studies, insights, and tips you’ve learned along the way.

By writing from a place of experience, your content can help your readers understand the subject better and feel a connection to you as an expert.

How Does The New E-E-A-T Criteria Affect “YMYL” Content Creators?

“YMYL” stands for Your Money or Your Life. It’s a type of content that deals with finance, health, safety, and general well-being.

Google takes extra care to make sure YMYL content is top-notch so users can trust the advice and information they are reading online.

With the new E-E-A-T criteria, websites and businesses will have to be even more careful with the quality of content they write about.

For example, if you’re a driving school instructor who wants to share advice on how to ace your driving test, you can write an article that includes helpful tips and your own experiences on helping learners get their licenses smoothly.

Here are additional examples:

What Does Helpful And High-Quality Content Mean Now?

With the latest changes, it’s clear that Google wants websites to focus on “people-first” content now more than ever. They are now looking to showcase content that’s written with the user in mind instead of just focusing on keywords and SEO tactics.

There’s no sure way on how you can rank higher in your local SEO. But there are several best approaches that you can follow to meet the new content guidelines:

Create Human-Friendly Content

Google is especially strict about AI-generated content. This means businesses that rely heavily on robotic AI content to write articles should be extra careful with the accuracy of their output. You’ll need to ensure your work sounds natural and human from now on!

Write Audience-Focused Material

If you’re catering to a niche market, make sure your content is relevant to the readers. It should be accurate and offer the solutions that your audience is looking for.

Create Engaging And Relevant Content

Your content should be engaging and entertaining to keep your readers interested. Use visuals, videos, and animations to make your content stand out.

Don’t forget to write with authority to capture your audience’s attention.

Show them why they should listen to you and why they can trust your advice. Your content should encourage them to stay and explore your website.

Avoid Misleading and Speculative Titles

Make sure your content is honest. It should not contain any hypothetical information or speculation.

For example, your blog article title should always remain true to its body. Don’t just aim to grab attention but to be informative as well.

Avoid Keyword Stuffing

Don’t bombard your articles or website with keywords. According to Google, you’re only confusing the algorithm by stuffing keywords and stretching your article. It should be written naturally and your keywords should flow in the body without disrupting the writing.

Capture Your Audience’s Attention With Engaging And Truthful Content

Always remember: create content that puts people first and shows what you are about as a brand.

When you’re not in a prime SERP spot, it’s easy to forget that the success of your website is actually in the hands of actual people.

Your goal should be to create content that captivates your readers and that helps their lives in some way.

Write engaging content, encourage your customers to write and leave a Google review, and keep your audience in mind for every piece you write. This is how you’ll rank better in your local SEO from now on!

Doing these simple steps will help you stay ahead of the game and establish yourself as a reliable source of information in your industry!

If you need help growing your online presence or managing your advertising or social media accounts, reach out to us—we’d love to chat!


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