What is E-A-T stands for expertise, authoritativeness and trustworthiness. These three factors are the ones Google uses to measure how much trust it should place in your brand or website. And it helps quality raters to analyze and measure the value of the website’s main content. This means that Google Algorithms is devised to detect certain signals within the website that recognizes the site and its content according to E-A-T and then ranks sites accordingly along with other aspects of its algorithms. It’s not a ranking factor, but it is part of the larger page quality evaluation for your site and thus can have a big impact on your organic visibility
Here what’s those initials mean:
- Expertise: means to have a high level of knowledge. The expertise that is reflected in the website you are trying to promote search engines can tell you are an expert on your business or not.
- Authoritativeness: one needs to show that you are an authority or the authoritativeness of the creator of the main content. And you can get this from the expertise of your writers or yourself. Authoritativeness comes from a good reputation in the industry. It is the measure of how people see your website and the content available on it. When someone sees a website as the go-to source for information on a given topic then that’s authority.
- Trustworthiness: You need to show users they can trust the creator of the main content and the website trustworthiness is important for e-commerce websites that ask users for their credit cards information. It’s the final criteria for your customers to believe in your product/services. They should like you, this is often reflected in the customer’s reviews. Google Algorithms have a lot of data on their customers and therefore they know whom the customers trust.
WHY IS E-A-T IMPORTANT
- Use or hire experts
Provides high quality that will be used by others as expert materials when discussing your subject matter. Google loves expert content and especially they reward content that is created by someone with credentials and qualifications. Hiring experts is an essential part of SEO if you want to succeed in the present day competition driven economy. The reason is obvious for this step, without expertise you are missing a crucial piece of E-A-T.
- Keep content up to date
Always keep all your content up to date with the most accurate information. If you are covering topics like YMYL topics like financial advice, medical then keeping content updated is crucial for demonstrating E-A-T this is because they must be maintained, edited, reviewed and updated on regular basis. When you update your content it improves accuracy and relevance.
- Audit your brand
When you audit your brand it establishes a stronger foundation for its trustworthiness. You can start by asking existing customers base, send them a survey or give a call etc. and ask them about their experience with your company or business. Evaluate how your brand positions itself within your industry and look for a specific way to improve that positioning. After the auditing is done and it reveals that there are a few gaps, create a plan on how to strengthen you brand presence.
- Build content creation framework
All your content must be expertly written and should have links to pages that validate the articles subject matter. Consistent content is a perfect way to establish your authority. Effective content creation framework is one of the most important parts of SEO. All content should be created only for the purpose of the customers and if doesn’t match the sale funnel, it probably doesn’t belong to your site.