EEAT Google: definition and impact on content creation

Through our SEO Agency Optimize 360

In the digital age, the quality of content has become an essential factor in a company's visibility on search engines.

This requirement has been reinforced by the introduction of theE-E-A-T ( Experience, Expertise, Authoritativenessand Trustworthiness ) by Google from 2014.

Let's find out what this means and what it means for content creation.

What is E-E-A-T?

EEAT, which stands for Expertise, Expertise and Trust, is a concept introduced by Google to assess the quality of content offered on the Internet. This concept is based on three main criteria:

• Experience Experience of the content creator on the subject in question (Id: how legitimate is the content creator to speak in view of his/her experience and status).
• Expertise: This reflects the author's level of knowledge and skill in his or her field of activity. It also reflects the relevance and accuracy of the information provided.
• Authority: it concerns the reputation and credibility of both the author and the source of the information. The more a person or company is recognised as a reference in its sector, the more authoritative it will be considered to be.
• Confidence : This refers to the ability to produce content that is reliable, transparent and free from any malicious intent. It also includes the security and confidentiality of the websites that host this information.

To evaluate a website and its content according to E-E-A-T, Google provides recommendations based on the Quality Raters Guidelines (QRG). These are rules followed by a team of human evaluators when examining the quality of pages indexed by the search engine.

Impact of the EEAT on content creation

With the introduction of this concept, Google now places particular emphasis on the quality and relevance of information provided by companies. As a result, content creation requirements have risen. Here are a few key points to bear in mind in order to meet these expectations:

• Level of expertise : ensure that your authors are qualified in their field of activity and capable of producing relevant and accurate content.
• Site authority : work on your company's reputation and credibility, in particular by obtaining external links from trusted sites.
• Security and confidentiality : ensure that your website is secure and complies with data protection and user privacy standards.
• Regular updates : remember to maintain and update your content regularly to keep it relevant and avoid it becoming obsolete.

Conversational AI and EEAT: how do you combine the two to produce quality content?

In this context, artificial intelligence (IA) can be used as an aid to content creation while meeting the requirements of E-E-A-T.

Thanks to tools such as Chat GPT (Generative Pre-trained Transformer), an AI that automatically generates end-to-end content, it is possible to take advantage of automation without sacrificing the human experience.

The arrival of Bard will undoubtedly add another layer and reshuffle the cards, especially as Google is becoming "judge and jury" on the relevance of the content proposed...

Here are a few best practices for making the most of conversational AI and complying with E-E-A-T criteria:

• Collaboration between humans and AI : don't let AI create the content on its own. Humans need to supervise and adjust the output produced by the AI to ensure it is relevant and accurate.
• Selecting a high-performance tool : choose text generators with sufficient capacity to understand and reproduce the nuances and subtleties of the French language and the sector of activity concerned.
• Management of generated content : make sure you organise and structure the data processed by the AI, to avoid repetition, inconsistencies and duplication problems.

All in all, the impact of the TEEA on content creation is to make it essential to adopt a rigorous and demanding approach that takes into account the dimensions of expertise, authority and trust.

In this context, conversational AI offers opportunities for optimisation and automation which, if properly mastered, can help businesses to meet growing expectations in terms of content quality and relevance.