在內容行銷與 SEO 的領域中，撰寫受搜尋引擎青睞的內容是每位行銷人員的目標。而要寫出 Google 喜歡的內容，必須理解並善用 E-E-A-T 原則，即經驗（Experience）、專業性（Expertise）、權威性（Authoritativeness）、可信度（Trustworthiness）。這四大指標，是 Google 用來評估網站與內容品質的核心依據。
經驗指的是作者是否具備實際操作或親身參與的背景。例如，旅遊文章若由實際造訪該地的人撰寫，內容更具說服力；食譜分享若配上製作過程照片，也更容易獲得用戶與搜尋引擎的信任。這種真實性的展現，有助於提升內容的價值與可信度。
專業性則強調內容的正確性與深度。若能由具備專業知識的人撰寫，並搭配統計數據、業界資訊或研究資料，不僅提升文章品質，也更容易通過 Google 的內容審核標準。
權威性來自作者與網站的聲譽。例如，文章是否署名、作者是否在該領域具備專業資歷、網站是否常被引用或連結，這些都會影響 Google 的判斷。擁有良好聲譽與歷史紀錄的網站，排名自然更穩定。
可信度則涵蓋整體網站的透明度與用戶信任感。包含是否有清楚的聯絡資訊、隱私政策、SSL 安全憑證，以及正面評論與外部評價，這些都是讓使用者感到安心的重要因素。
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