E-A-T stands for Expertise, Authority, and Trust. Let me tell you that the term EAT used first in the year 2014 edition of the Search Quality Guidelines.
And, I have heard this term over the past few months and started research for EAT and its importance. I am sure you’ve seen the buzzword somewhere in the search engine as “E-A-T” floating around. An experienced search engine optimization service provider can help you to achieve Google based EAT.
E-A-T is based on the three factors that Google uses to measure the trust of your website or a brand. “It is all about to inform search engine users so us to we customers about the best experience.
E-A-T at a Glance
Expertise: Website content should be unique and with high quality. It represents the expertise and knowledge of a particular topic. So, website content must demonstrate knowledge and experience for the subject.
Google says that “everyday expertise” is enough for your website to get YMYL topics. Here, a search engine is looking for the pure content created by the subject expert.
Example: An expert level article or a blog for the health care sector.
Authoritativeness: The authority of the content shows that you have the expertise to create or develop the main(MC). In other words, when some people see a website as the go-to source of information about a topic, so for that individual, its authority.
Now, to evaluate authoritativeness, the reputation of the website matters and google will search the rates and review section for better insights into the website reputation.
Must note: Authority is a relative concept, means some specific topics or subject are uniquely authoritative. Wikipedia is one of the good sources of information as per Google.
Example: Content by an author along with author credentials, bio, and relevant job title.
Trustworthiness: Your website information should be reliable and relevant enough that users can trust while visiting the site. And to demonstrate the trust, you should go with unique and easy to understand the main content.
Google raters go through a list of things when comes to evaluate trustworthiness, including content author or responsible person for published site content.
Additionally, human raters at Google also includes “account content accuracy” to the list.
So, highly qualified content or say the main content should be accurate for any insurance articles, news articles, and other information pages. It should be checked or written by topic experts where such consensus exists.
Example: HTTPS, SSLs, easily visible contact information, professionalism, and more.
Websites or webpages lacking beneficial purpose, naturally experience poor search performance.
To get with EAT SEO, low-quality content or clueless information is not going to work. You need valuable content on your website as per your user’s preference.
E-A-T is essential to solve a query like “how to improve credit score.” To achieve the same, SEO companies help you to have some authorized and valid information through their content specialist and SEO expert. Because unauthorized or clueless information is not going to work or trusted by Google.
Is E-A-T a Ranking Factor?
The very first question that arises in my mind once I have gone through the EAT concept. But, if you thoroughly read the EAT definition, you will find that for creating a good conversation ration in the SEO industry, EAT plays a big role.
It just that we are not aware of the concept of in-depth but unknowingly digital marketers and SEO professionals are following the same for long.
By moving on several articles, I found EAT is easily quantifiable. So, as per search engine results, and incorporating into their algorithmic weighting, E-A-T may not be a ranking factor.
Optimizing for E-A-T
To optimize EAT, the whole you need is to create stuff for your users. Find what your target audience is looking for and draft the same information.
Google mostly runs on an algorithm and some human aspects and to follow that; you have to go with Google guidelines to make your next move.
So, with the same what matters is UpBuild’s collective SEO experience and Google’s information to follow Expertise, Authority, and Trust standards.
An Army of Google EAT Evaluators
We all are following Googles’ algorithm for long as its amazing algorithm known as a search engine for the automation of information evaluation. But you may not believe that Google also employs over 10,000 human evaluators.
Yes, it’s true, this “quality raters,” rates your website and elevates EAT standards. After all algorithms at the back, a human is going to judge your site and have the authority to block invalid content.
Now, ask yourself what users want when they are searching?
Initially, I was thinking to add differently, but it is relevant so let’s see how? When it comes to a search engine, business needs to know the requirements of visitors.
While putting any useful information on the website or blog section, search for the users’need that is the information or blog is what your users need?
Before doing the evaluation of SEO, one thing must be clear is the “intent” behind that.
Why EAT seem difficult to achieve?
It is not difficult if you follow the right practice for your website. Let’s see how.
The problem with the EAT, i.e., expertise, authoritativeness, and trust is the are disabled. You can not find it physically to follow. It purely depends on the website quality and activities you do for your website based on user preference.
Here is Google’s solution to this problem:
First, to improve with search engine ranking, follow algorithm guidelines, and tweaks.
Second, you will find results of Quality Raters with and without the EAT change. Here comes the role of feedback to Google, and they aren’t told which set of results is which.
Third, Google uses those feedbacks to decide whether the proposed tweak had a positive or negative impact on search results. If the results seem positive, the change is implemented.
How to Improve and Demonstrate E‑A-T
First, it’s essential to understand that showing and improving E‑A-T are two different things.
You can’t demonstrate E‑A-T if you don’t have it—and that’s the first hurdle to overcome.
- Up to date content
- Facts based information
- Build more quality links
- Give Contact detail page
- Check reviews often
- Flash your credentials
- Use facts-based external site links
- Professionals can help with the best way
What is EAT and YMYL is Relevant?
YMYL is not a new term; it is the Alphabet Soup of SEO. And SEO professionals are much fond of “Your Money or Your Life.”
Websites related to science, politics, health & fitness, lifestyle, government laws, and more applies YMYL primarily. If any information is invalid or shows negative effect may dissatisfy your user, like :
- A fitness related blog with some health tips
- A financial blog facilitating some legal advice
- A medical health blog providing information about the rare disease
YMYL is a brand booster. As it helps to enhance a brand by increasing brand recognition which, again, should lead to an increase in sales and revenue.
In a Nutshell
As per Google’s saying, a website if found with a lack of E-A-T is enough to give a page a low-quality rating. If your website contains better accuracy, relevant content, more authoritative content, chances of ranking are high and Google will rightly send traffic their way.
I hope this makes sense about the importance of EAT.
And if you think you need to implement all those E-A-T aspects, this is the right time or hire an SEO expert. Do follow Googles’ algorithm, and you’re doing what Google wants.