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Google’s emphasis on high-quality content has evolved over the years, and one of the most significant updates to its ranking criteria is the E-A-T framework, now known as E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This underscores the importance of firsthand knowledge, making authentic, experience-driven content more valuable than ever for users and search engines.
The Rise of Experience in Content Ranking
Google’s Search Quality Raters assess content quality based on a range of factors, including the author’s real-world experience. This means that content written by someone with direct, hands-on knowledge of a subject is considered much more credible and useful than generic, repurposed information that’s already out there everywhere else.
For example, an article about financial planning written by an actual certified financial advisor with their advice, experience and tips added in carries more weight than a blog created by a general content writer who is just pulling information from multiple sources online to create the blog. The same applies across industries—Google values content backed by direct experience, whether it’s medical advice, home improvement tips, or technical product reviews.
How to Showcase Experience in Your Content
If you want your content to align with Google’s evolving standards, consider these strategies:
- Highlight Author Credentials
Establish credibility for posts by showcasing the expertise of your content creator. Develop author bio pages that detail their background, certifications, industry experience, and previously published work. This not only enhances trust but also helps readers understand why the information is reliable. - Incorporate Real-World Insights
Instead of regurgitating widely available information, provide unique perspectives and case studies that add more layers and context and demonstrate direct experience. Share things like real-life success stories, challenges, and lessons learned to add depth to your content. - Expert Review for Accuracy
Especially for Your Money or Your Life (YMYL) topics—such as finance, health, and law—having subject matter experts review your content can also increase its credibility. A simple “Reviewed by” section with the expert’s credentials can reinforce the trustworthiness of the content you’ve posted. - Use Original Data and Research
Whenever possible, include firsthand research, surveys, or proprietary data to back up claims. Google favors content that offers fresh, valuable insights rather than repackaged information with no data to back it up.
Google’s focus on experience means businesses must rethink their content strategies. Prioritizing firsthand expertise, author credibility, and real-world examples can help improve rankings and build audience trust. By adapting to this trend, your content will not only meet Google’s expectations but also provide more meaningful value to your readers.
