Unlocking content growth potential with E-E-A-T principles

Written by Deidre Olsen

The updated E-E-A-T guidelines — what they are and why they matter

Creating exceptional content relies on adhering to the E-E-A-T principles set by Google. So, when brands create relevant, valuable content that provides a positive user experience, they’re rewarded through increased online visibility. Users get the information they need and the search ecosystem becomes more rich and diverse.

Executive summary

CMOs know how challenging it can be to overcome the growth bottleneck of content.  E-E-A-T can help you break through and unlock your growth potential. Succeeding in this approach requires top-tier content creation and the capacity to produce sufficient engaging material for customer conversion across all buyer journey stages. This is not easy when you already have a lengthy to-do list and a team and department to manage.

This report explores how Google’s E-E-A-T principles — Experience, Expertise, Authority, and Trustworthiness — boost online visibility and cultivate lasting growth. We’ll unpack the challenges around scaling content while staying true to these principles, and show how striking the right balance between AI tools and human creativity can optimise workflows, identify opportunities and amplify your online presence.

Key takeaways

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Merely churning out articles won't cut it; they need to be grounded in factual accuracy, supported by authoritative references, and be transparent in their intent to build trust with readers.

Let’s look at each of the E-E-A-T principles in turn

Experience

Experience is the newest kid on the E-E-A-T block, underscoring the importance of individual user experience when accessing information. If you’re a smaller brand, this is a great opportunity to compete with the major players and provide your customers with original, genuinely useful content that resonates at the right stages of the buyer journey.

Expertise

Great content is all about sharing relevant expertise and knowledge. If your CTO is a whizz on AI get their input for a blog or video series. If your product manager has a passion for a particular material, technology, range, or service let them shout it from the rooftops (with a healthy dose of curation from marketing, of course!).

Authority

Demonstrating authority on a subject means sharing that all-important expertise and experience in a meaningful and credible way. Content must be meticulously researched and factually accurate, including backlinks and citations from authoritative sources. Adriana Stein, CEO and Founder at AS Marketing explains; “The brands that put in the effort to include things like original data, quotes from industry experts, and brand-specific examples will have the best chance of success, both with search engines and customers.”

Trustworthiness

Trust is the glue that binds it all together and ensures your brand sticks in the hearts and minds of your audience. As Paul DeMott, Chief Technology Officer at Helium SEO, explains in our 2024 SEO Outlook Report;1 “Merely churning out articles won't cut it; they need to be grounded in factual accuracy, supported by authoritative references, and be transparent in their intent to build trust with readers. While algorithms and AI can optimise search results and even generate content, the human touch of expertise and genuine trustworthiness can't be easily replicated.”

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Brands must go above and beyond. People have higher standards when it comes to what they consume. And if you aren’t serving it up, they’ll find it elsewhere.