Product Knowledge Graph and E-E-A-T: How to Use Experience, Expertise, Authority & Trust Combined to Improve Your SEO

Table of contents:

1. What is E-E-A-T , 2E-A-T or double E-A-T?
2. How can we combine a product knowledge graph and E-E-A-T?
3. Summary

Want to increase your online search visibility to reach a global audience? Search Engine Optimization (SEO) is key to achieving this goal and standing out in the digital marketing landscape. One of the most effective ways to improve your SEO is to leverage the combined power of product knowledge graphs and E-E-A-T (Experience, Expertise, Authority, and Trust).

That’s why in today’s post, I’ll show you how to leverage the power of Product Knowledge Graphs and E-E-A-T together to establish yourself as a search leader in your industry.

You’ll learn how to use these strategies to create authoritative and trustworthy content that sets you apart from the competition. So, hang on, look cheerful, and get ready for a great, informative ride! Let us go! 🙂

What Is E-E-A-T, 2E-A-T Or Double E-A-T?

E-E-A-T stands for Experience, Expertise, Authority, and Trust. It used to be just E-A-T (expertise, authority and trustworthiness), but now it’s a more complex Google factor that adds the experience component to it. It is a set of criteria that Google uses to evaluate the quality and trustworthiness of content on websites. The goal of E-E-A-T is to ensure that users are presented with only high-quality and trustworthy information when they make a search query and look for answers to their problems online.

The experience part refers to the authority of the author or organization creating the content. Search engines like Google want to see that the author has a proven track record of creating quality content in the subject area in which they are writing, and believe us, that is not easy to achieve.

The second E part, the Expertise one, refers to the author’s level of knowledge and understanding of the topic he or she is writing about. This can be evidenced by personal education, certificates, professional experience, awards – anything that shows someone to be an authority. So basically, it’s about the depth of knowledge that the author can demonstrate in the industry in question compared to other authors working in that online field.

At the same time, authority refers to how well established and respected the author or organization is in the field. The author may achieve this through practical examples, such as mentions in respected publications, awards, or other forms of recognition.

Finally, the last letter of the acronym stands for trust and refers to the credibility of the author or organization of interest. Trust can be demonstrated through transparency, privacy policies, and a clear reputation for providing accurate and unbiased information from both the author and the organization itself. It is important that they are known as reliable sources of trustworthy information that people can find and use online to solve their pressing needs.

How Can We Combine E-E-A-T And Product Knowledge Graphs?

In summary, experience, expertise, authoritativeness and trustworthiness is a concept used by the Google search algorithm to determine “OK, that looks legitimate, is reliable, and can help my users.” Product knowledge graphs and structured data provide detailed information about products, their features, specifications and also relationships to other products in their or similar verticals.

To combine E-E-A-T and product knowledge graphs, one way would be to use the Product Knowledge Graph (PKG) to provide detailed information about the products discussed on a particular website, and then use those E-E-A-T principles to assess the credibility of that website, the people on the website, and the organization behind that information.

Suppose a website offers detailed product reviews and comparisons. In this case, the website can leverage the power of a product knowledge graph to provide detailed information about the product being reviewed and compared. It can harness the power of 2E-A-T principles to prove the credibility and trustworthiness of its reviewers.

Doing this right is not a trivial task when you go it alone, but with the right tool like our Product Knowledge Graph Builder, you can solve this in seconds and help your users make better-informed buying decisions. Be a credible and reliable online source of information and people will reward you with their trust, engagement and most importantly, a purchase. Sometimes it’s easier than usual. People will always reward companies that solve their problems in a safe and reliable way.

To be more precise, you need to learn how to engineer a proper entity-development strategy. Having an entity for each product means:

• You bring all these information and put inside a box encapsulated as an entity;
• In the knowledge graph, the product will have its own persistent URI that Google can crawl with schema:url that points to the page on the website;
• This contributes to proper intent understanding for each topic and query that you are going to optimize for. This is a great opportunity for any e-commerce website!

The Product Knowledge Graph (PKG) builder is developed for this purpose. In just a few steps, you can build your PKG easily, starting from your merchant feed. “The key advantage to remember here is that enabling this feature will help you get your product distributed more intelligently into the Google Shopping Graph and all complementary Google’s products.”

Read our e-commerce SEO case study to learn more about the results you can achieve by building a Product Knowledge Graph for your website.

Summary

A product knowledge graph can also aid you to improve the search and navigation experience on your website, so that it is easier for your customers to find the products that they are looking for. Use the product knowledge graph builder and E-E-A-T combined together to ensure that you won’t experience a bummer in your e-commerce SEO strategy.