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EAT: Have We Been Looking At It Backwards

Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.

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E-A-T: Have We Been
Looking At It
Backwards?
Edward Ziubrzynski | Fibre Marketing
SLIDESHARE.NET/USERNAME
@EddieBearZ
2
Who Am I?
Edward Ziubrzynski
3
Who Am I?
Edward Ziubrzynski
Head Of Onsite SEO
4
Who Am I?
Edward Ziubrzynski
Head Of Onsite SEO
Fibre Marketing
5
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EAT: Have We Been Looking At It Backwards

Editor's Notes

  1. The Medic update's purpose was to emphasize and improve the expertise, authority, and trustworthiness (E-A-T) of pages that have the power to affect a person's well-being and happiness. Google punished pages it perceived to have a no or low E-A-T and rewarded website that had a high E-A-T. It’s safe to say, that when Google Search Liaison tweeted this out, there was a collective gasp in the SEO community
  2. I started working in SEO July 2018, two short weeks later, Google blessed us with the Medic Update – at the time the largest algorithm update ever released.
  3. As you can imagine, being in the industry for less than two weeks and seeing arguably the biggest algorithm update to ever hit be rolled out had me panicking to say the least – especially considering websites, such as NHS Wales and Myprotein suffered huge drops in traffic and visibility as a result
  4. Expertise – You need to be an expert in your field. This means you need to show the expertise of the creator for the Main Content (MC) and mention it within your text. Authoritativeness – You need to show that you are an authority, or the authoritativeness of the creator for the main content – this comes from the expertise of your writers or organisation. Trustworthiness – You need to show users they can trust the creator or company of the main content and the website.
  5. August 2018 saw an update to the Google algorithm that affected websites classed as ‘YMYL’. YMYL stands for ‘Your Money or Your Life’ and refers to queries that involve your money, finances and your life, health and well-being. The reason these queries are important for Google to tighten up on, is that they can strongly affect a person’s life. If non-authoritative and non-factual sites are prominent in these kind of queries giving bad advice, then that could be dangerous to the well-being or financial state of that searcher
  6. The mathematical approach
  7. To address levels of EAT on your website, you’d think adding some team member profiles, and reviews would be enough to enough to add that level of trust to your website
  8. What if I told you this was wrong
  9. We adopted a Trust first approach to a YMYL heavy client following the update in 2018, and have recorded demonstratable growth year on year, as we differentiate them from their competitors within the industry
  10. When you develop trust on your website, authority and expertise follow – we implemented this on our clients website and, as Trust levels went up, authority within the industry and perceived expertise followed suit
  11. When discussing Trust, we need to look at the element beyond the realms of EAT. Improving levels of trust on a B2B website, is far different to raising them on a B2C website. Similarly, a service led website requires a different approach to improving trust than an ecomm store does.
  12. We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
  13. It is not enough to just publish a meet the team section, and think that Google is going to reward you with more favourable ranking positions. This section has to mean something. Having your experts appear within this section is a great start, but if they only feature within this section, what’s the point?
  14. For content to be trusted, it has to either be written by experts or authorised by experts within the industry, and follow general consensus We saw websites promoting CBD fall following this update, as at the time, it wasn’t the general consensus within the industry
  15. Showing commitment to providing the best, most factual and up to date content at any time is crucial to search engines and users trusting your content
  16. By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
  17. By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
  18. As the screengrab shows on screen, the top performing result for a generic query, such as “Care in Manchester” shows that public perception of your organisation is crucial to it performing well organically. Here, the top result has a star rating, and is the only result on the SERP to do so. The addition of structured data also allows the website to bring a greater level of information onto the results page before the user even interacts with the with the website. Out of these results, the top result is the one that would get my click, as it has demonstrated that they can be trusted to carry out a service, thanks to the user generated reviews generating the aggrega
  19. We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
  20. As demonstrated on screen, Dr Axe’s traffic plummeted at this time, as his reputation within the industry from a medical and customer service perspective, was poor