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What is EAT (Expertise, Authoritativeness, Trustworthiness)?

8 min to read

E-A-T or E-E-A-T is a concept used by Google to measure the credibility and trustworthiness of online content and it stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In simple terms, Google prioritizes ensuring the information it gives to users on sensitive matters such as health, finances, or safety is accurate and truthful.

For Google, the primary objective is to provide users with a positive search experience, which entails high-quality results. Entities with strong E-E-A-T signals have a greater chance of delivering that.

Deep Dive:
Recently, Google has included “E” meaning "Experience" in the term E-A-T to emphasize the need for first-hand experience, for example, in product reviews, skills, and activities.
Invite industry professionals to review your work if you want to improve your E-E-A-T, especially for health-related themes.
Key Takeaways:
  • Optimizing your website’s E-E-A-T influences SEO ranking, as Google gives preference to reliable platforms
  • Credible content matters. Choose and showcase authors with solid credentials
  • Review your content for E-E-A-T problems and identify where there is room for fixes
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What is EAT (Expertise, Authoritativeness, Trustworthiness)?

How does Google Apply E-A-T signals in search?

Google combines algorithms with the aid of human quality raters to evaluate and E-A-T signals. Although the procedure itself is not fully disclosed, it includes:

  • Security measures

  • Website reputation

  • Author credentials

  • Content quality

This diverse approach allows Google to gain insight into the trustworthiness and credibility of a website as a whole.

Deep Dive:
If you are looking for more information, you can use the link below and learn more about Google Search Quality Rater Guidelines: https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t
Pro Tip:
Focus on “Page quality” in the guidelines and learn what Google expects from a high-quality webpage.

Why Is E-E-A-T Important for SEO?

SEO is heavily dependent on E-E-A-T because it affects how Google assesses your website’s quality and trust. Websites with stronger E-E-A-T are more likely to rank higher, receive larger volumes of organic traffic, and enhance their online visibility. Google favors websites that showcase expertise and authoritativeness as they are more likely to provide high quality information for users.

Pro Tip: 
Monitor your website’s backlink profile to check if you’re gaining backlinks from relevant and reputed domains.

Is E-E-A-T a ranking factor?

No, E-E-A-T is not a direct ranking factor. Google’s algorithms cannot track it directly, but it strongly affects their use of other ranking factors like content quality or backlinks. Consider E-E-A-T as a strong factor that dictates how Google evaluates a site in terms of quality and relevance.

Deep Dive: 
E-E-A-T may not have a defined metric, but it remains important for achieving SEO success in the long run.

How can I improve my website’s E-A-T?

To improve your website’s E-A-T, make sure to consider the following:

  • Write precise and coherent content with appropriate research.

  • Author expertise: Provide the author’s bio along with their achievements and career history.

  • Online reputation: Backlinks, social media presence, and online reviews can help build a positive reputation.

  • Website security:  Implement security best practices and use HTTPS.

  • Content updates: Make sure that the content you provide is relevant and up-to-date.
Pro Tip: 
For a health website, make sure all articles are written or validated by medical professionals and supported by credible references.

What are some common mistakes that can hurt E-A-T?

Following the E-E-A-T concept can help your website grow as long as you avoid the following mistakes:

  • Publishing false or inaccurate information: Be committed to offering trustful content and become a respected source.

  • Missing author details and qualifications: Provide all the necessary information aiming to foster the bond between your website and the audience.

  • Unsatisfactory user experience (slow loading, confusing layout, etc.): Ensure your visitors can browse your website and experience fast loading times and intuitive layout, for instance.

  • No website security: It is of utmost importance to visit sites using HTTPS encryption to protect your visitor’s data during browsing.

  • Content duplication or plagiarism: Maintain website reputation by ensuring original and fresh content.
Pro Tip: 
Identify poor technical SEO factors that could hinder your site’s UX by using Google Search Console.

Conclusion

By prioritizing high-quality content, demonstrating authorial credibility, and having a strong online reputation, you can foster your website’s E-E-A-T while improving your place among search results. Remember, conducting a website audit for E-E-A-T problems is essential, and assuming corrective actions (if needed) is a must to keep a reliable and credible online standing.

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