Why Creating User-first Content Matters for Your Business

AI is rapidly changing the search engine landscape, but the need for helpful, reliable, user-first website content remains an essential priority. Help your business grow by creating online content that utilizes EEAT guidelines to increase website visitors and generate quality website leads. Here’s what you need to know about EEAT and how to use it for your business.

What is EEAT?

EEAT stands for experience, expertise, authoritativeness, and trust. It is the latest evolution of Google’s Search Quality Evaluator Guidelines for websites that influence how the Google algorithm ranks organic content. These are guiding principles for creating content to ensure your writing provides value for readers and isn’t fluff or keyword soup that generates low-quality traffic for your business.

Trust

Trust is at the center of EEAT. The accuracy, safety, and reliability of a web page are the most important, though experience, expertise, and authoritativeness can support the trustworthiness of your content. Examples of trust on your website include:

• Secure payment systems on your website
• Reliable customer service
• Honest and helpful product reviews
• Information regarding health, finance, and safety-related topics

Experience

Google doesn’t want to provide its users with content regurgitated from the same information on another website. Build trust with your audience by demonstrating your knowledge through first-hand anecdotes and informed opinions.

Expertise

Expertise reinforces the reliability of the information on your website. Would you take car recommendations from a bicycle enthusiast? Consider whether the authors of your content have the knowledge, qualifications, and or credentials to dispense advice on your topic.

Authoritativeness

Do you want your website to be the go-to resource within your industry? Websites with high levels of authority demonstrate their reliability and trustworthiness through the expertise of their content creators, the pieces of content, and the website as a whole. It reinforces user confidence in your subject matter and increases the likelihood of others linking to your website and boosting your SEO.

What does this mean for AI-powered content?

Google is clear that demonstrating first-hand, human knowledge is vital to ranking organically — so how does AI-created content affect your ranking? AI-powered content is a tempting option to increase your content production with minimal effort, but be careful that you aren’t losing all of the benefits along the way. If you are planning on creating content with AI, there are quality assurance measures you want to execute.

Trust: AI-generated writing produces content by leveraging existing text it digested across the web. These writing tools fulfill the user prompt with plausible, but not always accurate copy. It is critical that you fact-check AI-created content. 

Experience: AI can’t provide first-hand examples or opinions informed by long-term exposure to a topic. Take any AI-created content and sprinkle in real-world examples to contextualize the subject matter for your audience.

Expertise: AI is not an expert on any subject. In addition to the accuracy of the information, you want to demonstrate a depth of knowledge on the subject. Boost the credibility of your content by leveraging your organization’s subject matter experts and first-party data.

Authoritativeness: The combined quality of your website content determines the overall authority of your website within your industry. Make sure your content is not only helpful and reliable at the individual content level but also reinforces the primary focus of your website.

Looking for a partner to take your website content to the next level?

We’ll start with a free digital analysis to assess the opportunity in your market and determine how effective content can move the conversation forward for your target audiences.

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