What does the Search Quality acronym E-E-A-T mean in terms of SEO?

Megan Bradbury

Megan Bradbury

The Google Search Quality Evaluator Guidelines are used as a means of PQ (Page Quality) Rating, with the E-E-A-T acronym helping PQ raters to determine and evaluate how well a web page achieves its purpose.

The assessment of a page’s quality is important as it is directly linked with how well a web page ranks on Google, which in turn has an effect on website traffic. Google wishes to promote companies, businesses and individuals that it deems to be the most relevant and accurate source of information, and demote sources of information that could be potentially harmful, such as scams.

The best way to do this is to consider a content creator’s Experience, Expertise, Authoritativeness and Trustworthiness.

The most important and valued member of the E-E-A-T family is Trust. How well can you trust this source of information? How trustworthy is this person? The other elements; experience, expertise, authoritativeness are all ways of assessing a website’s overall trustworthiness and they are used by evaluators to determine a PQ Rating.

What does E-E-A-T stand for?

Experience; This is referring to the content creator, and questions what first-hand or life experiences they have that relates to the topic in which they discuss. Search Quality Evaluators must consider the source of information and decipher whether they have the necessary experience to have a say on their given topic. Who is a more trustworthy review source; someone who has used the product or someone who hasn’t?

Expertise; It is important to consider the content creator’s knowledge and skill in regard to a specific topic. Search quality evaluators will look at the creator to determine whether they have the appropriate accolades to be considered an expert. Who would you trust to provide advice on medical treatments; a trained medical professional or a builder?

Authoritativeness; This looks at how well-known and established a content creator is as a go-to source of information for a given topic. This is slightly harder to distinguish as there are many topics that do not have an official source, but it refers to the most reliable and trustworthy source. For example, the official government page for renewing your driver’s licence would be the most trustworthy source for licence renewal information.

Trust; Trust is the most important component of E-E-A-T because any page that is untrustworthy will have low E-E-A-T and therefore a low rating. It doesn’t matter how experienced or expert or authoritative the source is if they are deemed untrustworthy; for example, if the most experienced and expert scammer created a website offering information on how to scam someone they would be penalised for their untrustworthiness.

What do PQ Ratings mean in terms of SEO?

In simple terms, your PQ Rating determines how well your website ranks on Google. SEO is all about optimising your website so that search engines pull your information to the top of the search page, making it more readily available to your audience.

PQ Ratings put your website into one of 5 categories; Lowest, Low, Medium, High, or Highest. It is up to Google’s contracted evaluators to consider the quality of your website, the purpose of your pages, how well your pages fulfil their purpose and how relevant your pages are to your audience in order to categorise them.

The Highest rated websites will assume priority position, and the Lowest rated websites will be penalised by search engines. This means that E-E-A-T needs to be subject to serious consideration in any SEO strategy.

How can you improve your trustworthiness?

There are many different factors to consider when you look at your website as a whole, from the design, to the content, to the navigation. Your audience wants accurate and relevant information that is easily accessible and understandable.

You need to consider your website in its entirety; from its functionality and URLs behind the scenes, to the written content and imagery that can be seen on your website pages. You can find our blog on High-Quality Content: What is it and why do I need it? which offers a more in depth insight into how to create content that works well for SEO purposes.

Other things that can help to inform search quality evaluators are things such as your About Us page; this allows them to get a feel for the creator/s or company/business and helps them to distinguish your personal experience, expertise, authoritativeness and trustworthiness as a source. They will also take into consideration what other people have to say about you by looking at reviews, comments and any other customer communications.

When it comes to reviews, be aware that evaluators will be looking for conflicts of interest, such as paid influencers, sponsor reviews and even manufacturer reviews as they will be biassed, and therefore an untrustworthy source which could lead to you being penalised.

Evaluators have to pay special attention to any content that could be considered to be YMYL which means “Your Money or Your Life” and makes reference to any content that could potentially influence someone into making a decision that could have harmful repercussions on their physical, mental, emotional or financial well-being.

Make sure that there is nothing attached to you or your company/business that falls into this category as you will immediately be given the lowest PQ rating which will massively affect your Google rankings.

At Browndog we have a dedicated team on hand to talk you through your SEO strategy and offer you advice on the best approach to your websites and content. Get in touch and speak to one of our specialists by emailing [email protected] or call us on 01484 453131.

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How much does a good website cost to build?

  • A brochure site (a place to share information about your products or services) will cost between £6,000-£12,000 depending on the volume of pages, functional elements and any bespoke design requests you may have.
  • An ecommerce website (a place where you can sell your products or services and visitors can complete their transaction online) will cost from £10,000.
  • If you’re looking for completely bespoke design or just a website refresh, we’ll be happy to chat with you and provide a quote for your requirements.

We’ve developed over 200 websites. You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project.

When you work with us, you’ll get that perfect combination of great design and technical development from our whole team, not just one person.

How long does it take to build a website?

Before we start any work, we’ll share a project plan which will include deadlines for providing content, and we’ll keep you updated if the expected times change.

Writing keyword-rich copy will keep visitors on your website and encourage them to work with you. If writing isn’t for you or you just don’t have time, we can produce a content plan on your behalf.

Why you need a website

Most customers will expect you to have a website and may question your legitimacy as a business if they can’t find you online. When a potential customer does find you, what should their first impression be? You want them to be confident when buying from you and to have a good feeling about your brand.

If growing your business is a goal, then having a website is a great place to gain leads. Using the right mix of keywords and a thorough digital marketing plan, you can become good friends with Google! Google will play a significant role in helping your customers find you online and giving you a positive return on investment for the cost of your website and online strategy.

Even the most basic of websites should serve as an informative tool to answer frequently asked customer questions and offer your first port of call for customer service. Your opening times, address and latest news or offers should be easy to find. Ultimately, the better your website is, the easier it will be to find, and a great website will help you to reach more customers.

Being online helps you to reach a much bigger pool of customers than a bricks and mortar store. Your website can be the key to extended success, with no limits on the scope of your customer geography other than your product/service capabilities.

Working with an agency like Browndog will give you a technically sound, fresh and functional website which is responsively designed, and provides consistent brand messaging for your customers. We’ll also take the guess work out of your online strategy and make sure your website is targeting the right customer segments to increase sales opportunities and raise brand awareness.

How much does it cost?

  • A marketing campaign animation or company/product introduction between 90-120 seconds in length will cost between £2,500 and £3,000. This will depend on the length of the video, the content, and any additional options such as a voice over or music. Don’t worry, we can guide you through best practice and find a plan that fits for you.
  • If you’d like us to produce a logo ident or gif animations for you to use on social media and in smaller campaigns, you can expect to pay between £250-£300. This will be a much smaller brief and will take less time than a campaign animation.
  • We’re more than happy to put together a bespoke package for you to include multiple campaign videos, logo idents, voice overs and photography or videography as needed. We do it all!

You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project. 

How long does it take to produce an animation?

But here’s the kind of time you can expect your animation to take:

  • Marketing campaign animations – this will usually take us about three weeks to prepare. We like to allow a week for content and styling, followed by storyboarding and revisions. Finally, we’ll take another week to animate your work. These things are a work of art, you can’t rush them (and we won’t).
  • Logo idents, gifs and short animations – we estimate that this will take up to two weeks.

Are you ready to get started? Send us your brief today or give us a call to talk through your ideas. We’re a friendly bunch!*

*If you visit us, our office dogs may take part in your meeting.

What kind of animations can we help with?

Ideally, your marketing strategy will include a range of media content to achieve the greatest engagement and response from your audience.

We can help with animations and videos that include company and product introductions, as well as content for specific marketing campaigns. These types of animations can showcase who you are, and what you have to offer. Plus, they are an exciting way to launch a new product or service and get your customers on board.

When you work with us on your branding, why not include a logo ident to add that extra bit of personality to your business and content, setting you apart from your competitors.

Another growing area for animated content is social media and your website. We produce gifs, short video clips and motion graphics for use on web pages and in social posts. This is a great way to captivate the viewers’ attention, share your brand values and advertise your latest campaign or event.

Finally, when you work with us on your website, we highly recommend adding a range of graphics, animations and videos to keep visitors on your site and share your messaging in captivating ways. We’ve provided many website banners and short looping animations for our clients.

We will guide you through each of your animation journey, from assessing the content that will work best for you, to how long your animated content should be and where it should be placed.

Why is animation an important element of your content strategy?

Not only is it effective but using animation can be a cost-saving way to grab the attention of your audience and keep them looking at your content for longer. It’s considerably cheaper than producing recorded video footage because it can be easily edited and updated when needed.

Animation is the fastest growing type of content created by marketers for use on websites and social media, so if you’re not doing it yet, now is the time to start…

We understand that sometimes it can be difficult to explain complex ideas, products or services in text form or with images. That’s why many of our clients work with us to produce animations that take the information off the page and jump out at the audience.

Most importantly, animation has been proven to boost conversion rates on your website. Users are significantly more engaged and more likely to spend longer on your site or complete an action, such as filling in a contact form.

How will animation help my marketing strategy?

Animation is a powerful marketing tool and a great way to show some personality in your brand, making you more memorable (think: the Aldi carrot or the Netflix Tudum).

One of the great benefits of animation is that it can help you to share a lot of information in just a few seconds, because sometimes that’s all the time you have to attract a user’s attention.