EAT refers to expertise, authoritativeness, and trustworthiness, which Google uses to evaluate search results. Websites should demonstrate the expertise of their content creators through in-depth knowledge on their topic. They should also establish authority by gaining high-quality backlinks and social proof from other authoritative sources. Finally, trustworthiness involves maintaining accurate, credible information and prioritizing user privacy, security, and transparency. Optimizing a website for EAT requires developing expertise through quality content while building authority and trustworthiness over time.
4. • EAT is the acronym of expertise, authoritativeness, and trustworthiness.
• It comes from Google’s Search Quality Rater Guidelines.
• Google published this document online in 2013 to “help webmasters.
understand what Google looks for in a web page.”
• Google introduces E-E-A-T, adding an extra “E” for “Experience” in 2022.
Introduction
5. • E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.
• Part of Google’s algorithm and baked into Google’s Search Quality Evaluator Guidelines.
• Google search quality evaluators were instructed to pay attention to:
⚬ The expertise of the creator of the content.
⚬ The authoritativeness of the creator of the content, the content itself, and the
website.
⚬ The trustworthiness of the creator of the content, the content itself, and the
website.
What is E-A-T ?
6. Putting this high-level content on your website can result in the following benefits:
• Higher search engine rankings
• Increased behavioral metrics
• Increased social shares and backlinks
• More featured snippets
• Build trust
• Overall increase Conversion
Importance of E-A-T
7. Expertise refers to the level of knowledge, skill, and proficiency that a website or content
creator possesses in a specific subject or industry.
• Deep understanding of the topic
• Accurate
• Reliable
• Valuable information
For example, Seven Boats , a Digital Marketing Institute posted content related to Digital
Marketing as they have their expertise in that field. They can determine exactly what their
audience needs to know by analyzing data pulled from users’ search intent.
Expertise:
8. • Authority refers to the recognition and reputation a website or individual has within a
specific industry or niche.
• High-quality backlinks
• Social Proof
• Professional Credentials
• Citations and Mentions
• Increased trust from users
• Example, a website that provides comprehensive information about nutrition and
healthy living. If this website has articles or resources that are referenced or linked to
by authoritative sources like the Mayo Clinic, WebMD, Harvard Health, or well-known
nutritionists, it demonstrates the website's authority in the field of nutrition and health.
Authority:
9. • Trustworthiness refers to the credibility and reliability of a website or source of
information.
• Accuracy and Credibility
• User Experience and Transparency
• Privacy and Security
• Reviews and Testimonials
• Ethical Practices
• For instance, a website that provides financial advice and offers services related to
investments and retirement planning. The website owner maintain Privacy Policy,
Secure Connections, Trust Seals and Certifications to establish trustworthiness.
Trustworthiness:
10. • It involves implementing various strategies to enhance these factors and improve
your website's overall credibility and search engine rankings.
• Expertise Optimization
⚬ Create high-quality content
⚬ Highlight credentials and expertise
• Authority Optimization
⚬ Build a strong backlink profile
⚬ Collaborate with influencers
• Trustworthiness Optimization
⚬ Provide transparent information
⚬ Optimize website security
Optimizing Your Website for E-A-T
11. • Creating content rich in E-A-T is a detailed, site-wide strategy.
• There are no shortcuts to developing expertise, authoritativeness, and
trustworthiness.
• Your goal is to maintain an organically growing brand with a positive online
presence.
• Put the tips I mentioned into action so your site is set up to perform well in SERPs.
• Remember that Google analyzes both the big picture and fine details.
Conclusion
