You Are What You EEAT: Four Food Groups for Healthy Websites

Ever wonder why some websites soar to the top of Google search results while others seem to disappear? In March 2024, Google unveiled a significant core algorithm update, and this time, they gave us a powerful clue about their secret recipe for success: EEAT.

This isn't just another techy acronym; it's Google's new north star for evaluating website content. EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Why the big emphasis now? This update arrived right as AI-generated content began flooding the internet, with some amazing and some... not so much. Google's goal is clear: to reward content that truly delivers value, insight, and reliability.

So, if your content is generic, poorly written, or less than truthful, prepare for a penalty. But if your AI-assisted or human-crafted content follows the EEAT diet, you're set for success. Let's dive into how you can make your online content not just good, but EEAT-licious!

Experience: Make Every User's Journey a Great One

Google wants to send users to websites that aren't just informative, but genuinely engaging. When someone clicks on your site from a search result, Google expects them to have a dynamic, positive experience. What can spoil that experience and potentially lead to a penalty?

• Typos & Grammar Slips: No one wants to read a website riddled with spelling and grammatical errors. They're distracting and instantly make your site look less professional. Google notices this lack of care and docks your score accordingly.
  

  • Pro Tip: Always run your copy through spell-check and grammar-check tools. Even better, have a second pair of eyes (or even a third) proofread everything before hitting "publish."
    

• Blurry Pictures: Low-resolution, grainy, or poor-quality images are easy to spot and a red mark against you. You don't need professional photography for every single post, but your visuals should be clear, crisp, and high-quality. Also, never, ever use copyrighted images without permission. That's a legal headache waiting to happen.
  

  • Pro Tip: Invest in stock photos, learn basic photo editing, or even use your smartphone effectively. Visual appeal matters!
    

• Less is More (Sometimes) with Text: While substantial content is good, endless blocks of text without breaks are a turn-off. Aim for a sweet spot, often between 750 and 1,500 words for deeper topics, but always break it up with engaging headers.
  

  • Pro Tip: Use shorter paragraphs, plenty of headings and subheadings, bullet points, and a healthy mix of images, infographics, and white space. Make it easy to scan and digest.
    

• No Copy-Pasting Content: Duplicating content, whether from another page on your own site or from someone else's, is a big red flag for Google. It perceives this as lazy and can't distinguish it from plagiarism, leading to indexing issues that make your site nearly invisible.
  

  • Pro Tip: Every sentence on every page of your website should be uniquely written. Take the time to craft original thoughts and explanations.
    

• Be Original: "The sky is blue." While true, a website filled with obvious, rehashed information that everyone already knows isn't helpful. Your content needs to inform, inspire, and provide fresh perspectives or new data.
  

  • Pro Tip: Offer unique insights, personal anecdotes (where appropriate), or a fresh angle on a common topic. Be the source of something new.
    

• Headlines That Hook Viewers: We've all seen those frustrating click-bait headlines that promise the world but deliver nothing. Don't be that site. But also, avoid bland, boring headlines that fail to grab attention.
  

  • Pro Tip: Craft headlines that are engaging, accurate, and clearly tell the reader what value they'll get from the content.

Expertise: Show What You Know

Google wants to reward content that truly showcases deep knowledge. When you're writing for your site or blog, it’s vital to demonstrate your expertise. Expertise is how you present yourself as a subject matter expert, either as a thought leader in the space with informative blogs or industry knowledge through years of experience and verifiable credentials. 

• Cite Your Sources: If you're using facts or data, back it up. Include citations and links to original sources. This isn't just about avoiding plagiarism; it's about proving you've done your homework.
  

• Flaunt Your Credentials: If you or your team members are experts in a field, make sure it's clear. Include author bios, "About Us" sections, or team pages that highlight backgrounds, education, and experience. This helps visitors understand the credibility behind the content.

Authoritativeness: Be the Go-To Voice

Authoritativeness and expertise go hand-in-hand. While they may be similar, authority refers to your recognition as an expert by others as opposed to the expertise established by yourself and your business. Your website should establish itself as a recognized authority within its industry or on specific topics through domain and page authority, mention of your business on other platforms, and backlinks. 

Getting others to recognize your authority is essential in bringing them and others back to your website consistently. Backlinks are used to easily establish authority by showing that others view you as an expert in your given field. This can be used to augment your website's domain authority, as links to and from your website elevate the strength of individual pages to form a strong net to catch new leads. 

• Lead the Conversation: If you sell clothing, don't just list products. Offer expert style advice, break down seasonal trends, or provide guides on building a capsule wardrobe.
  

• Share Industry Insights: Many leading companies include valuable industry trends, research, and data in their content. Show off your knowledge, but always remember that golden rule: cite your sources.

Trustworthiness: Prove Your Credibility

The internet is a wide ocean of information and not all of it is trustworthy. Google takes this seriously, checking sites to ensure they are legitimate as they claim to be. The best way to build this trust is by showing your work.

This can be done by linking back to reputable sites when referencing data and citing your sources in the text. Additionally, having clear contact information, updated business info, high website security, limited ads, and positive reviews (especially for local businesses) will raise your trustworthiness even higher to ensure Google recommends you more often. 

• Link Back to Reputable Sources: Citing sources and creating backlinks to referenced data is crucial. These links allow users to explore the original information themselves, fostering transparency and trust.
  

• Quality Over Quantity of Sources: While two unique, trustworthy sources per blog are a great goal, focus on the quality of those sources. Examples of highly trusted sources include:
  

  • Reputable online news organizations

  • Government websites (.gov)

  • Recognized medical institutions (.edu, major hospitals)

  • Accredited colleges and universities (.edu)

  • Peer-reviewed research papers and academic journals