Skip to main content

seo-ranking-algos

Google's E-E-A-T is a framework that Google's quality raters use to evaluate the helpfulness and reliability of a website's content. While not a direct ranking factor itself, it's a critical set of principles that Google's algorithms are designed to identify and reward. The acronym stands for:

  • Experience: This is the most recent addition to the framework. It emphasizes the value of content created by someone with actual, first-hand experience on the topic. For example, a product review is considered more trustworthy and helpful if the author has personally used the product and can share unique insights, photos, or case studies.

  • Expertise: This refers to the knowledge and skill of the content creator. For many topics, this means having formal qualifications, professional credentials, or a deep understanding of a subject. For "Your Money or Your Life" (YMYL) topics like health or finance, this is especially important.

  • Authoritativeness: This is about the reputation of the website or content creator as a go-to source in their field. A website's authority is often demonstrated by backlinks from other reputable sites, mentions in the media, and positive reviews from industry leaders.

  • Trustworthiness: This is the most important element, as it's the foundation of the other three. It's about ensuring the content is accurate, honest, and safe for users. This includes having a secure website (HTTPS), clear contact information, transparent policies, and verifiable facts.

How E-E-A-T Influences Search Rankings​

Google's algorithms don't have a simple E-E-A-T "score" to rank websites. Instead, they use a mix of signals that correlate with these principles. For a freelance software engineer like yourself, running a marketing agency, this means that while you're focused on web and app development, UX design, and digital marketing, you need to ensure your content demonstrates these qualities to rank well.

Here's how you can apply E-E-A-T to your business's content strategy, aligning it with your use of Agile principles for business operations:

  • Showcase First-Hand Experience: When writing about web development or UX design, use real-life case studies from your agency. Instead of just describing what you do, show it. Use your SCRUM and SAFe expertise to create content that explains the practical application of these principles in a web development project, sharing lessons learned and results achieved. This demonstrates your "Experience."

  • Highlight Expertise: Make sure your team's professional bios are prominently displayed. If you have designers with specific certifications or developers with deep knowledge of a particular programming language, showcase it. This proves your "Expertise."

  • Build Authority: Actively seek out mentions and links from other authoritative sources in the tech and marketing industries. This could involve guest blogging, getting featured on industry-specific podcasts, or publishing original research on web development trends. This builds your "Authoritativeness."

  • Establish Trustworthiness: Ensure your website is secure and has a clear "About Us" page with your business's history, mission, and team members. Encourage and display genuine client testimonials and case studies to build a public record of your reliability. This is the cornerstone of "Trustworthiness."

By focusing on creating high-quality, people-first content that clearly demonstrates these four elements, you're not just trying to trick an algorithm—you're genuinely providing value to your audience, which is what Google's ranking systems are designed to reward. For your marketing agency, which specializes in web and app development, UX design, and digital marketing, the "Trustworthiness" component of Google's E-E-A-T framework is a critical requirement for a high search ranking. Trustworthiness is a foundational element that underpins the other three factors (Experience, Expertise, and Authoritativeness), and it's heavily influenced by your visible policies and other on-site signals.

Key Visible Policies and Trust Signals​

To meet Google's trustworthiness requirements, your website needs to be transparent and demonstrate that it is a safe and reliable business. The most important visible policies and trust signals include:

  1. Privacy Policy: This is non-negotiable, especially with global data privacy regulations like GDPR and CCPA. A clear, easy-to-understand privacy policy explains to users what data you collect, why you collect it, how you use it, and how you protect it. This builds user trust by showing you are transparent and responsible with their personal information.

  2. Terms of Service/Terms and Conditions: This policy outlines the rules for using your website and services. For a web and app development agency, this might include details about service agreements, intellectual property rights, and disclaimers. It demonstrates that you operate in a professional and legally compliant manner.

  3. Contact Information: A clear and accessible "Contact Us" page is a major trust signal. It should include multiple ways for users to get in touch, such as a physical address, a phone number, an email address, and a contact form. This shows that you are a real, reachable business and not a fly-by-night operation.

  4. About Us Page: While not a "policy" in the legal sense, an "About Us" page is a powerful tool for building trust. This is where you can tell your agency's story, introduce your team, and highlight your mission and values. It's a prime opportunity to demonstrate the "who" behind your content, which is a key part of E-E-A-T. As the owner of the business and a freelance software engineer proficient in SCRUM and SAFe, this page is where you can showcase your unique expertise and experience to build credibility.

  5. Secure Website (HTTPS): Using HTTPS encryption is a basic requirement. It ensures a secure connection between a user's browser and your website, protecting their data. Google's algorithms have long considered this a ranking factor.

Other On-Site Trust Signals​

Beyond the explicit policies, you can enhance your agency's trustworthiness by implementing these on-site elements:

  • Case Studies and Portfolio: Showcasing successful projects with clear results and client testimonials is a powerful way to demonstrate that you can deliver on your promises. This is particularly relevant for your business, as it provides concrete evidence of your web and app development capabilities and your ability to manage projects using agile principles.
  • Customer Reviews and Testimonials: Displaying genuine, verifiable reviews from past clients builds social proof. Third-party review sites like Google Business Profile, Clutch, or Yelp are also heavily considered by Google's algorithms when assessing trustworthiness.
  • Clear Disclosures: If you use affiliate links or sponsored content, be transparent about it. Hiding these relationships can be seen as deceptive and harm your trustworthiness.
  • Awards and Certifications: If your agency or team members have received any industry awards or certifications, display them prominently. This serves as third-party validation of your expertise and professionalism.
  • High-Quality, Error-Free Content: Simple but effective. Grammatical errors, broken links, and misinformation can erode user trust. Consistently publishing well-researched and proofread content signals that you are a reliable source of information.

By ensuring these policies and signals are not only present but also easily visible and well-maintained on your website, you are aligning your business with Google's core goal of providing users with the most reliable and trustworthy information on the web.