How to Nail the “Experience” Piece of E-E-A-T

Readers of the JDM blog know full well our perspective on E-E-A-T: it might not be an official ranking factor in 2024, but it’s a fundamental component of successful organic campaigns (as we explain in E-E-A-T in 2024: A Comprehensive Guide to the Foundation of SEO).

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In today’s post, we’ll put “Expertise” (which Google tacked onto the original E-A-T in late 2022) under the microscope. As AI-produced content and SGE continue to proliferate, we believe it’ll be more and more important to show that there are actual humans, with actual experiences, behind the content you’re putting into the world.

That doesn’t mean you have to write from first-party perspectives at all times; your content simply needs to relate something that’s informed by real life, with the author’s voice and identity clear.

This could look like:

  • Brand/expert POVs
  • Real-world use cases
  • Predictions
  • Customer stories and case studies (reviews, testimonials, social feedback)
  • Internal reports, surveys, and data collection and interpretation
  • Third-hand user experience (product demos, use cases – e.g. How [Audience/Company/Industry] uses [Brand/Feature/Service/Product])
  • UGC

testimonial example

That’s by no means a comprehensive list, but it’s a starting point and should give you plenty of ideas for forms of content to include in your organic campaigns.

Important: don’t just stick to the right formats – make sure your authors and contributors are real, verifiable people with experience using the product or service in question, and make sure you’re communicating their identities and backgrounds to your readers.

If you missed my posts on the importance of E-E-A-T in 2024 and the tips to optimize each of its pillars, go back and check them out! Or you can download our full guide to E-E-A-T for a comprehensive look at one of 2024’s most important organic initiatives.

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