Introduction
In November of 2022, the introduction of ChatGPT and, a month later, the introduction of the Google core update in December of 2022 changed everything for me. I quickly began teaching how to use AI for digital marketing in all of my Northwestern University graduate and undergraduate classes and reviewed the training documents Google used to develop its new Google Page Ranking algorithm called Double E-A-T. As I evolved my digital marketing classes and worked with many clients, I developed the methodology to use AI to get to – what I call – the 85% solution. What is the other 15%? It is using the Google Core Update called Double E-A-T. Today, success is using AI as an accelerator for your marketing efforts and then editing them to maximize your SERP ranking and Google search rankings.
Why is this important?
If Google’s Page Ranking algorithm considers your content AI-only generated, it will significantly reduce your SERP score which, in turn, reduces organic traffic to your site. Here are several examples of the positive impact using Double E-A-T has on a company’s search engine optimization scores:
Health and Wellness Ecommerce Site 2024
The Challenge: A health and wellness eCommerce site needed to establish itself as a trustworthy, authoritative source to compete in a space where Google scrutinizes medical content.
The Strategy:
· Updated top-performing content to add more detailed, accurate, and helpful information.
· Added authoritative external links to back up medical claims.
· Focused on content written or reviewed by credentialed experts.
The Results:
· 279.5% increase in organic users
· 295% increase in clicks
· 375% increase in organic impressions
· 300% increase in organic revenue
Key Takeaway: By focusing on trustworthy, experience-driven content and expert validation, the site not only recovered but soared in rankings and revenue. https://www.goinflow.com/blog/eat-seo/
B2B Saas Messente’s 246% Lead Growth
The Challenge: Messente, a business SMS provider, struggled to stand out in a crowded market and convert traffic into leads.
· Conducted a comprehensive content audit.
· Refreshed 28 underperforming articles with more authoritative, experience-based content.
· Focused on building high-quality backlinks and targeting “money” keywords with clear commercial intent.
· 246.88% increase in organic lead generation
· 269% increase in organic traffic
· Doubled traffic for many refreshed articles
Key Takeaway: Improving content authority and relevance, and demonstrating real expertise, led to massive gains in both traffic and conversions—even in a highly competitive niche. https://inblog.ai/blog/seo-case-studies
Today, I never discuss using AI for content creation without discussing Google and its Double E-A-T algorithm. The adverse impact ignoring it will have on your organic traffic, overall Google search results and website visibility makes it critical to consider the Google Core algorithm each time you create new content. It must be a core part of the SEO strategy.
What you don’t know WILL hurt you
The change in Google’s algorithm in December of 2022 was a direct result of the introduction of ChatGPT one month earlier. Google knew that the release of ChatGPT and similar AI systems would result in a flood of AI-generated blogs, articles, and web pages. These would, in turn, impact search engine results and where your website would rank for the keywords used in these AI-generated articles. And this impact would be substantial.
The problem they faced was that AI-generated articles don’t really represent who you are. The content doesn’t show your expertise on the topic or the experiences you have had. It also doesn’t adequately show the authority you have developed on the topic. To address these issues, Google changed its algorithm in significant ways.
Google used the ability of AI systems to read, listen to, and view video content placed on your website. In the past, Google would use keyword or tag tables to determine the topics contained in the content. With the new AI’s capabilities, they now process each content item and, by “reading” it, they can determine the keywords associated with the content. As a result, you need to ensure your new and existing content contains all the important keywords.
Google move to Double E-A-T
To determine the “humanness” of your content and ensure its authenticity, Google changed its ranking criteria from E-A-T to Double E-A-T. Double E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of criteria that Google uses to determine the quality of a webpage when deciding how to rank content on its search results pages. It's a crucial element in Google's Quality Rater Guidelines, a guide given to human evaluators to train the Google algorithm to assess the quality and keywords associated with each of your web pages. This, in turn, determines where you will rank in organic search.
The result is dramatic and is impacting companies today. In discussing the changes in its “core algorithm”, Google’s developers explained “Google's automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top Search results.” They are looking to see if your content meets the Double E-A-T criteria and is genuinely helping others in a “human” way.
The result is clear. If you want to optimize SEO, rank high on the keywords you want to develop and establish your topic authority, you need to understand and begin using the Double E-A-T criteria in Google’s new algorithm. To help you, I want to look at each element in Double E-A-T, show you what Google is searching for [in their words], and then provide you some marketing tips to help you maximize your SEO impact and the authenticity of your content.
Experience
Experience in the Double EAT system is the extent to which the content creator has the necessary first-hand or life experience for the topic. It is one of the criteria that Google uses to evaluate the quality and trustworthiness of web content. Experience can be demonstrated by:
1. Prove Your Expertise – Provide evidence such as visuals, audio, or other links of your own experience with the product, service, or topic, to support your expertise and reinforce the authenticity of your review.
2. Show Your Proof – Provide a narrative with photos that show how you used or interacted with the product, service, or topic, and what benefits or challenges you encountered.
3. Use Your Logos – Show off logos or icons that represent your skills, achievements, certifications, or affiliations related to the topic.
4. Use Relevant Graphics – Share information with charts or infographics that illustrate your data, insights, or results on the topic.
5. Structure Your Content – Use smart typography that highlights your key points, quotes, or testimonials on the topic.
Demonstrating your experience in your web content can improve your Double E-A-T score and rank higher on Google’s search results page. This can help you attract more traffic, generate more leads, and increase your conversions.
Marketing Tip: In my experience working with nonprofits and startups, this criterion is where storytelling is an essential skill to have. For every content item you create, you need to relate stories and examples to illustrate key points in the topic. If possible, include a quote from your client about the topic being discussed. The more you can show the audience you have “first-hand” experience with the topic, the stronger your experience score.
Expertise
In the Double EAT system, Expertise is the level of knowledge and skill that the content creator has on the topic. It is one of the criteria that Google uses to evaluate the quality and trustworthiness of web content. Expertise can be demonstrated by:
1. Accurate and Relevant Content – Provide clear and accurate information on the topic, using relevant keywords, headings, and subheadings.
2. Include Your Bio – Provide an author biography and byline with your blog post, explaining your qualifications, credentials, and experience on the topic.
3. Answer Your Audience – Provide helpful, relevant answers to the questions that your audience may have on the topic, providing high-quality content that is well-written, well-structured, well-researched, and well-edited.
4. Cite Experts – Show that you have done your research by citing expert sources, providing references, and linking to authoritative websites.
5. Request Feedback – Ask for feedback from your audience and updating your content based on their suggestions and comments.
6. Keep Current – Keep your content up to date with the latest information and trends on the topic.
By demonstrating your expertise in your web content, you can improve your Double E-A-T score and rank higher on Google’s search results page.
Marketing Tip: In my Northwestern classes, I discuss the importance of links and backlinks. When you are writing a blog, consider asking one or two experts to provide a quote. When they do, create three backlinks to increase your SEO firepower:
1. Create one link to their LinkedIn page or Bio page to show their expertise
2. One to their company’s website to establish their authenticity
3. One to the article or video they are referencing to show relevancy.
Marketing Tip 2: Because keywords now need to be embedded into your content, I teach my classes and clients to do the following:
1. Pre-train your preferred AI on your company. I have a blog and videos on how to do this if you don’t know.
2. Create your content and, if needed, copy it into your preferred AI system like ChatGPT
3. Ask the AI to develop a list of 10 – 20 keywords relevant to your target markets and the topic being discussed
4. Ask the AI to rewrite the article and use the keywords wherever possible.
Remember that keyword density is critical for your success today. The Google Algorithm uses keyword density to gauge your expertise. Where possible, use the same keywords in multiple articles, videos, and podcasts. The more you use it, the higher Google ranks your content. Identify the best keywords for EVERY content element you create. Keyword density increases your expertise and, ultimately, your Google search score resulting in more traffic to your site!
Authoritativeness
Authoritativeness in the Double EAT system is the reputation and credibility that the content creator, the content itself, and the website have among the relevant audience. It is one of the criteria that Google uses to evaluate the quality and trustworthiness of web content. Your personal or business authority will be enhanced by:
1. Originality is Important – Build authority with lots of original, high-quality pages on a particular topic. The more content you have on a specific topic, the more likely you are to be seen as an expert and a reliable source by Google and your users.
2. Strive for Backlinks – Get others to refer to you by earning backlinks from authoritative websites. Backlinks are links from other websites that point to your pages. They signal to Google that your content is valuable and trustworthy, and they can boost your rankings and traffic.
3. Join Organizations – Show official affiliations with recognized organizations, institutions, or entities that are relevant to your topic. For example, you can display logos, badges, certificates, or memberships that prove your credentials and qualifications.
4. Use Schema Markup – Using Schema markup to add structured data to your pages. Schema markup is a code that helps Google understand what your content is about and displays rich snippets in the search results. Rich snippets can enhance your visibility and click-through rate, and they can also show your authoritativeness by displaying information such as ratings, reviews, awards, or author bios. Here is a useful video on Schema Markups for your website https://youtu.be/vJEygBWs80A?si=CqVBF_Oud5vW4gJM
By demonstrating your authoritativeness in your web content, you can improve your E-A-T score and rank higher on Google’s search results page.
Marketing Tip: In my experience, this criterion underscores the importance of developing a network of experts and using them in developing your content. Backlinks to authoritative sources, expert quotes, and getting others to refer to you all enhance your authority scores. You need to be sure your website notes your affiliations and you use these sources where possible to build your authority.
Trustworthiness
Trustworthiness in the Double EAT system is the accuracy, honesty, and transparency of the content creator, the content itself, and the website. It is one of the criteria that Google uses to evaluate the quality and trustworthiness of web content. Trustworthiness can be demonstrated by:
1. Structure Your Content – Provide clear and accurate information on the topic, using relevant keywords, headings, and subheadings.
2. Develop FAQs – Develop a useful set of frequently asked questions (FAQ) and answers.
3. Links are Important – Provide links to outside sources and materials. Also, ensure your site is frequently linked to by other credible sites.
4. Be Transparent – Disclosing the sources, affiliations, and motives of the content creator, the content itself, and the website.
5. User Privacy is Critical – Protect user privacy and security by using secure protocols, encryption, and authentication.
6. Earn Your Authority – Get others to refer to you by earning backlinks from authoritative websites.
By demonstrating your trustworthiness in your web content, you can improve your E-A-T score and rank higher on Google’s search results page. This can help you attract more traffic, generate more leads, and increase your conversions.
Marketing Tip: In my Northwestern digital marketing classes, I emphasize the importance of focusing on keywords, structuring your content for easy “consumption” with headings and bullet points, creating internal links using Topic Hubs, using experts for external backlinks, and creating FAQs. This last point is called Help Content in Google’s Hero – Hub – Help strategy that I teach. EVERY one of your content offerings should be developed to add to your company’s authority.
The New Google Page Ranking Algorithm in Action
Let's take an example to understand how E-A-T can influence your website's rankings.
Imagine you run a fitness blog, providing tips and guides on workout routines. Your content, while useful, is created based on your personal experiences and knowledge acquired from various sources. Now, consider a competing blog run by a certified fitness trainer who uses their professional knowledge and experience to create content.
According to Google's Double E-A-T guidelines, the fitness trainer's blog has more expertise, experience and authoritativeness, and therefore, it's likely to rank higher in search results for fitness-related queries.
Implementing Double E-A-T in Your Strategy
Understanding Double E-A-T is one thing, but how do you incorporate it into your SEO strategy? Here are three actionable steps to get you started:
Demonstrate your Experience – Your target audiences want to know you have skills and experiences to help them succeed. Show them with examples and relevant stories. It makes your skills real and believable. Show Your Expertise: Highlight your qualifications, certifications, and experience related to your field. Add a bio to each blog post showcasing your credentials. If you're not an expert, consider hiring or collaborating with experts to create content. Build Your Authoritativeness: Create high-quality, accurate content consistently. Encourage other authoritative websites to link to your content. Guest posting, social media engagement, and collaborations can help you achieve this. Establish Trust: Ensure your website is secure (HTTPS) and user-friendly. Have clear and easily accessible privacy policies and disclaimers. Make sure any claims you make are substantiated and be transparent about your business and content creators.
SEO Optimization Checklist
This is a useful checklist to ensure you are maximizing the impact of each new content item you develop. With the new Google core update, you need to avoid missing areas important to their new algorithm. Review the checklist here and then you can download it below for all of your multimedia projects.
Google Core Double E-A-T Development Checklist
Project: _________________________________________
Assigned: ________________________________________
Due Date: ________________________________________
Title: ____________________________________________
The Google Core Update in 2022 changed its algorithm to look for Double EAT characteristics. This checklist is designed to let you check each piece of content you develop to ensure it maximizes its impact on organic traffic and drives your search engine optimization [SEO] to new levels of engagement. Use this checklist in each of your content development efforts.
Use at least one of these indicators of your experience with the themes and topics covered in your content. In my experience, I try for 2 – 3 stories showing my work with clients and students. If possible, add some results to show the effectiveness of your work. Experience is an important way to both show your results as well as reinforce your topic authority.
☐ Provides evidence such as visuals, audio, or other links of your own experience with the product, service, or topic, to support your expertise and reinforce the authenticity of your review.
Example 1: _____________________________________________________
Example 2: _____________________________________________________
☐ Provides a narrative with photos that show how you used or interacted with the product, service, or topic, and what benefits or challenges you encountered.
☐ Shows off logos or icons that represent your skills, achievements, certifications, or affiliations related to the topic.
☐ Shares information with charts or infographics that illustrate your data, insights, or results on the topic.
The Google core update wants to see you establish your expertise in your content. In your content, it wants you to present clear, up-to-date and relevant information for your reader, listener, or viewer. One great way to establish your expertise is to quote other experts [with their permission] and include links to their web and social sites. In my experience, I try for 1 – 2 relevant quotes per article. Also, be sure to keep your content updated. Old content should be revised or removed.
☐ Provides clear and accurate information on the topic, using relevant keywords, headings, and subheadings.
☐ Provides an author biography and byline with your blog post, explaining your qualifications, credentials, and experience on the topic.
☐ Provides helpful, relevant answers to the questions that your audience may have on the topic, providing high-quality content that is well-written, well-structured, well-researched, and well-edited.
☐ Shows that you have done your research by citing expert sources, providing references, and linking to authoritative websites.
☐ Asks for feedback from your audience and updating your content based on their suggestions and comments.
☐ Keeps your content up to date with the latest information and trends on the topic.
Authority
Establishing your topic and pillar authority is critical to your search engine and keyword optimization strategies. By repeatedly publishing on topics of importance to your target audience, you establish your expertise and experience as well as demonstrate the importance of the topic for them. In my classes at Northwestern University, I spend a great deal of time discussing how to identify key topics of interest to an audience and then building a multimedia publishing strategy and use it to better establish the authority of the organization.
☐ Builds authority with lots of original, high-quality pages on a particular topic. The more content you have on a specific topic, the more likely you are to be seen as an expert and a reliable source by Google and your users.
☐ Gets others to refer to you by earning backlinks from authoritative websites. Backlinks are links from other websites that point to your pages. They signal to Google that your content is valuable and trustworthy, and they can boost your rankings and traffic.
☐ Shows official affiliations with recognized organizations, institutions, or entities that are relevant to your topic. For example, you can display logos, badges, certificates, or memberships that prove your credentials and qualifications.
Trustworthiness is more of a system design issue rather than a digital marketing issue. However, you need to have your website meet these criteria to avoid losing your Google ranking factors scores. Failure to protect your customers’ data and build your website correctly will damage your SERP rankings, lower your website visibility, and lower your SEO page ranking scores.
☐ Provides a useful set of frequently asked questions (FAQ) and answers.
☐ Providing links to outside sources and materials.
☐ Ensures the site is frequently linked to by other credible sites.
☐ Discloses the sources, affiliations, and motives of the content creator, the content itself, and the website.
☐ Protects user privacy and security by using secure protocols, encryption, and authentication.
☐ Provides information about the website that relates to the context in which it was created and used.
☐ Gets others to refer to you by earning backlinks from authoritative websites.
To download this file, go to Downloads
Conclusion
To get started, here is a suggested timeline that I use with my clients to evaluate their use of the Google Double E-A-T criteria in their current and future offerings:
· Week 1 – Audit recent content to ensure it is relevant and uses Google’s Core criteria
· Week 2 – Add author bios, professional organizations, and credentials
· Week 3 – Identify potential experts to quote and contact them to see if they will publish your content to create both links and backlinks
· Ongoing – Use the checklist for each new content item you are developing to ensure you are maximizing your SEO results
In an era where information is aplenty, the Double E-A-T principle serves as a guideline for providing reliable, trustworthy, and high-quality information to users. By understanding and implementing Double E-A-T in your SEO strategy, you're not just improving your chances of ranking better on Google, but you're also enhancing the overall credibility of your brand.
Randy Hlavac
CEO Marketing Synergy