Adding Search Engine Optimization (SEO) to your online marketing strategy can help you and your business build significantly better connections with your target audience. Simultaneously, it may help you enhance your brand’s customer experience while making you a more reliable source of information.
For major search engines such as Google, algorithms are often updated to ensure users get the most accurate and relevant results for the keywords they look up. Since 2014, Google has rolled out a new update called EAT, which is a part of their Search Quality Evaluator Guideline.
The acronym stands for Expertise, Authority, and Trustworthiness. These three factors refer to the top three considerations that Google uses to determine the quality of online or blog content. Since its release, Google has used these factors as a benchmark whenever they make new changes and improvements to their algorithm.
So, what does this mean for your business? Digital marketers can stay competitive with other brands by considering the same factors and qualities that Google does. This means creating quality content that presents expertise, authority, and trustworthiness that the search engine wants to see and lead its users to.
Users will typically rely on content that is on an expert level regarding the subject of their search. These pages should help users answer the questions they may have and give them any other information that is honest, relevant, and accurate.
The more users find your content valuable and trustworthy, the more likely it is to rank higher than other similar web pages or your competitors. Simultaneously, as you get more clicks and recommendations, your pages will also allow your business to make more profit.
Today, there are several SEO tools you can rely on to determine which keywords your content should use. Additionally, these tools may help you look for potential gaps that have yet to be filled by your competitors, which you can take advantage of.
Google EAT matters because it can help you find easy methods to compete against your company’s biggest rivals and outrank them with SEO in the process. To learn more about EAT and how to use it, refer to the infographic below.