E-E-A-T / Helpful Content Checklist

Webinar Slide Deck Link: Live Masterclass: Strategies for Scaling Content 6/12/24


Helpful Content: Content & Quality

  • Is anyone self-assessing the content?
  • Is the content primarily made to attract visits from search engines?
  • Are you producing lots of content on many different topics in hopes that some of it might perform well in search results?
  • Are you using extensive automation to produce content on many topics?
  • Are you mainly summarizing what others have to say without adding much value?
  • Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
  • Does your content leave readers feeling like they need to search again to get better information from other sources?
  • Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t.)
  • Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?
  • Does your content promise to answer a question that actually has no answer, such as suggesting there’s a release date for a product, movie, or TV show when one isn’t confirmed?
  • Are you changing the date of pages to make them seem fresh when the content has not substantially changed?
  • Are you adding a lot of new content or removing a lot of older content primarily because you believe it will help your search rankings overall by somehow making your site seem “fresh?” (No, it won’t)
  • Is the content made for people or for search engines?
  • Does the content provide original information, reporting, research, or analysis?
  • Does the content provide a substantial, complete, or comprehensive description of the topic?
  • Does the content provide insightful analysis or interesting information that is beyond the obvious?
  • If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?
  • Does the main heading or page title provide a descriptive, helpful summary of the content?
  • Does the main heading or page title avoid exaggerating or being shocking in nature?
  • Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  • Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book?
  • Does the content provide substantial value when compared to other pages in search results?
  • Does the content have any spelling or stylistic issues?
  • Is the content produced well, or does it appear sloppy or hastily produced?
  • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?



Helpful Content: Expertise

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?
  • If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  • Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?
  • Does the content have any easily-verified factual errors?

Helpful Content: Page / User Experience

  • Do your pages have good Core Web Vitals?
  • Are your pages served in a secure fashion?
  • Does your content display well on mobile devices?
  • Does your content avoid using an excessive amount of ads that distract from or interfere with the main content?
  • Do your pages avoid using intrusive interstitials?
  • Is your page designed so visitors can easily distinguish the main content from other content on your page?


E-E-A-T Tips

  • Is the author of the content known for being a trustworthy expert in their field?
  • Add an author bio that links mentions their credentials and links to proof on high-quality sites
  • Link to highly-recognized sites in your field and / or citations for claims made in the content
  • Make sure to have a contact page
  • Make sure the business address can be found on the site; preferable in the footer
  • Does the content agree with general consensus? Or does it promote something unproven?

See the videos under the “Products to help you improve E-E-A-T” heading here: https://www.mariehaynes.com/resources/eat/

Webpage Elements Checklists: What To Include On Each Page

Use this awesome questionnaire from Phil Rozek to come up with ideas for other location-specific topics you can write about

Unique Content templates For Service, Location & Service-Area Pages

Google Sheets Template: Bulk Content Generator for Scaling Website Content

DOJ Documents: How Google Search Works

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