How Do You Create Content That Aligns With Google’s E-A-T Guidelines?

Story Based Question

Imagine you’re managing the blog for a new health startup specializing in meal plans for people with chronic conditions like diabetes. The site is well-designed, but your articles aren’t ranking well for critical keywords like “best meal plans for diabetes.” Competitors with similar content dominate the search results.

After reviewing your strategy, you realize your content lacks the credibility Google prioritizes. There’s no clear evidence of expertise, authority, or trustworthiness. You’re tasked with improving your content to align with Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines.

What steps do you take to create content that meets these standards?

Exact Answer

To align with Google’s E-A-T guidelines, create content by showcasing expertise through qualified authors, building authority with credible references and backlinks, and fostering trust with accurate, well-researched, and transparent information.

Explanation

E-A-T isn’t a direct ranking factor, but it strongly influences how Google evaluates content quality—especially for topics like health, finance, and legal advice (YMYL: Your Money, Your Life content). Here’s how to align your content with these principles:

1. Show Expertise
   Expertise is about the creator’s credentials. For the health blog, have registered dietitians or certified nutritionists write or review articles. Include a brief author bio at the end of each post highlighting their qualifications. If you’re discussing meal plans for diabetes, your audience needs to know the information comes from someone with authority on the topic.
2. Build Authority
   Authority comes from recognition in your field. Link to reputable sources like government health organizations, scientific studies, or well-known experts. For example, cite data from the American Diabetes Association when explaining dietary choices. Accumulating backlinks from authoritative sites also strengthens your credibility.
3. Establish Trust
   Trustworthiness stems from accuracy, transparency, and user-focused content. Make sure your claims are backed by evidence, include disclaimers where needed (e.g., “This is not medical advice”), and keep your site secure with HTTPS. For a health blog, disclosing affiliations with products or services you recommend builds trust.
4. Create High-Quality, User-Centric Content
   Write well-researched, comprehensive, and engaging posts. Add data visuals, case studies, or testimonials to make your content both informative and relatable. Ensure your information is up-to-date by revisiting older articles and updating them with new findings or trends.
5. Optimize for Transparency
   Have a clear “About Us” page that highlights your team’s qualifications, mission, and values. Include a contact page and ensure all your policies, like privacy and terms of use, are easily accessible.

By focusing on these aspects, you can align your content with Google’s E-A-T guidelines and improve its relevance, authority, and user appeal.

Example

Let’s say you write an article titled “5 Best Foods for Managing Diabetes in 2024.” Here’s how you apply E-A-T:

1. Showcase Expertise
   Have a licensed dietitian contribute to or review the article. Include an author bio like:
   “Reviewed by [Name], RD, a certified dietitian specializing in diabetes management.”
2. Build Authority
   Link to studies from PubMed or reputable health organizations to back claims, such as the glycemic index of certain foods. For example, when mentioning whole grains, you might cite:
   “According to a study by the American Diabetes Association, whole grains can improve glycemic control.”
3. Establish Trust
   Include a disclaimer: “This article is for informational purposes only. Consult a healthcare provider for personalized advice.” Add customer testimonials from people who successfully followed the meal plans.
4. Enhance Transparency
   End with a call to action that aligns with the reader’s needs:
   “Explore our professionally designed meal plans for diabetes, tailored to fit your lifestyle. Learn more on our ‘About Us’ page.”

This process ensures the content is credible, trustworthy, and optimized for both users and search engines.