Google E-A-T - Learn It, Live It, Love It

@jonmikelbailey
@tribewellspring
@JonMikelBailey
@TribeWellspring
Google E-A-T
Learn it, live it, love it!
Don’t get eaten by your competition.
See what I did there?

@jonmikelbailey
@tribewellspring
E-A-T and your SEO success
What we’ll discuss…
1. What is Google E-A-T?
2. E-A-T Content and Links
3. Structured Data
4. Why E-A-T Matters!

@jonmikelbailey
@tribewellspring
@JonMikelBailey
@TribeWellspring
What exactly is
Google E-A-T?

@jonmikelbailey
@tribewellspring
What Is Google E-A-T?
E-A-T is an acronym for Expertise,
Authoritativeness, and Trustworthiness. Google
created E-A-T for measuring the quality of
content, particularly for third party raters (QRG)”
Roger Montti
Owner, Martinibuster.com

@jonmikelbailey
@tribewellspring
Quick E-A-T Facts and Definitions
1. E-A-T is mentioned 137 times in the Quality Raters Guideline.
2. E-A-T is NOT an algorithm or ranking factor, it informs them.
3. E-A-T is not directly measurable. Effects are indirect.
4. E-A-T is future proofing your online presence.
5. Core updates and Product Review update were about E-A-T.
6. These updates were continuations of Panda and Penguin.
7. Panda was content related. Penguin was link related.
8. Core algorithm updates always mention E-A-T.

@jonmikelbailey
@tribewellspring
Why Google E-A-T?
“E-A-T is not in and of itself a ranking
factor but rather a framework that
encompasses the many signals Google uses
to evaluate and rank great content.”
Lily Ray
Senior Director, SEO at Amsive Digital
E-A-T Expert and Advocate

@jonmikelbailey
@tribewellspring
@JonMikelBailey
@TribeWellspring
E-A-T Friendly
Content & Links

@jonmikelbailey
@tribewellspring
Expertise in Your Content Marketing
1. Use subject matter experts writing to their expertise level.
2. Expertise shown in byline/page.
3. Highly researched content with verified facts.
4. Edited, reviewed (regularly), and publicly vetted.
5. Case studies, white papers, fact-rich.
6. Be diverse with your content offerings.
7. Offer unique analysis and perspective.

@jonmikelbailey
@tribewellspring
Author Page Tips
1. External links where mentioned and published
2. Link to articles written on website
3. Video, podcasts, images, speaking gigs
4. Tools used, update regularly
5. Treat it like a micro-site for the author
6. Lots of bio detail for guest post sites, social
7. Sync content with schema data, check Knowledge Graph.

@jonmikelbailey
@tribewellspring
Author By-line Examples
Source:
HBR.org
Source:
SearchEngineJournal.com

@jonmikelbailey
@tribewellspring
Author Page Examples
Source:
Source:
MarketingProfs.com

@jonmikelbailey
@tribewellspring
Authority in Your Content Marketing
1. Build proof outside of website. “Vectors” of proof.
2. Guest post on sites with authority.
3. Become a citation on high E-A-T sites.
4. Encourage others to cite your content.
5. Work to get interviews and PR.
6. Be a useful participant in forums like Quora.
7. Make sure your backlink profile supports your E-A-T.

@jonmikelbailey
@tribewellspring
Trust in Your Content Marketing
1. Encourage reviews of site and author.
2. Use citations in your content and schema.
3. Host a safe and secure website.
4. Make contacting you EASY!
5. Use badges and seals like BBB.
6. A trustworthy brand searched for by name!
7. Think and write like a journalist.

@jonmikelbailey
@tribewellspring

@jonmikelbailey
@tribewellspring
Why Google E-A-T?
“E-A-T: Google’s criteria for analyzing the
trustworthiness of content – and the people
who publish it – in order to mitigate the
spread of misinformation.”
Lily Ray
Senior Director, SEO at Amsive Digital
E-A-T Expert and Advocate

@jonmikelbailey
@tribewellspring
Link Building The E-A-T Way
1. Don’t sleep on HARO. Ask podcasters to interview your experts.
2. Integrate PR into your content marketing efforts.
3. Publish your experts on high E-A-T blogs.
4. Seek out interview opportunities.
5. Build author and brand Wikipedia pages.
6. Offer shareable content. Earn your links!
7. Create highly linkable content!

@jonmikelbailey
@tribewellspring
Highly Linkable Content
1. Interviews and podcasts with experts.
2. Infographics, charts, graphs.
3. Use “quotable” language, answer questions.
4. Cite statistics with analysis.
5. Round up posts with experts.
6. Challenge status quo arguing for change.

@jonmikelbailey
@tribewellspring
About This Result
1. Site is secure,
linked-to, and
relevant to query.
2. Many factors are
E-A-T related.
3. “Other websites
with your search
term link to this
result.”

@jonmikelbailey
@tribewellspring
… and STOP Doing These Things!!!
1. Doorway pages are a losing tactic.
2. Posting boring, same-same stuff.
3. Writing articles to rank for keywords.
4. Hiding authors, posting as “staff.”
5. Not fact checking, no clear “editor.”
6. Writing thin, short, or salesy content.
7. Syndicating incorrectly, too much, ignoring rel=canonical.
8. Trying to trick Google, give them better content instead.

@jonmikelbailey
@tribewellspring
E-A-T Your Social Media and Reviews!
1. Include ALL your credentials/affiliations in bio.
2. Build a solid following and follow well.
3. Post E-A-T content and comments.
4. Share other’s E-A-T content.
5. Be consistent, helpful, and responsive.
6. Use a standard image for all channels.
7. Search for your reputation and reviews.

@jonmikelbailey
@tribewellspring
Why Links?
“Your site cannot have E-A-T without a link
and brand mention profile. The key to
building content assets for link building is
creating unique content that no other site
can offer.”
Kevin Rowe
Founder & CEO, PureLinq

@jonmikelbailey
@tribewellspring
@JonMikelBailey
@TribeWellspring
Structured Data
and E-A-T

@jonmikelbailey
@tribewellspring
Google Wants Your Data!
1. Schema is like Meta tags times 10.
2. Gets you into the Knowledge Graph.
3. Check Schema.org for types to use.
4. Reduce ambiguity among entities.
5. Provide additional, SEO-friendly data.
6. Nesting schema is best.
7. More is better, if verified and relevant.

@jonmikelbailey
@tribewellspring
Structured Data/Schema
Structured data adds a level of
preciseness that a search engine needs,
and might not grasp, because it doesn’t
have the common sense of a human.”
Bill Slawski
Director of Search Marketing
Go Fish Digital

@jonmikelbailey
@tribewellspring
Person Schema
1. affiliation
2. alumniOf
3. award
4. hasCredential
5. hasOccupation
6. jobTitle
7. sameAs
Organization Schema
1. address
2. duns
3. founder
4. foundingDate
5. memberOf
6. parentOrganization

@jonmikelbailey
@tribewellspring
Article Schema Examples
● Author (person or org)
● ReviewedBy
● Citations (in article)
● ArticleBody
● ArticleSection
● Audience
● Contributor (2nd author)
● Copyright
● DateCreated
● Editor
● Keywords
● LocatedCreated (local SEO)
● Publisher

@jonmikelbailey
@tribewellspring
JSON Schema Example
Source:
SEMRush.com

@jonmikelbailey
@tribewellspring
Nested Schema Example
Source:
Lily Ray

@jonmikelbailey
@tribewellspring
https://validator.schema.org/

@jonmikelbailey
@tribewellspring
Yoast SEO Schema Enhancements
Source:
Yoast.com
Yoast and other Schema
Plugins support nested Schema.

@jonmikelbailey
@tribewellspring
Schema Tools
● Schema Pro
● All in One Schema Rich Snippets
● Yoast
● WP Review Plugin
● WPSSO Core
● WP SEO Structured Data Schema

@jonmikelbailey
@tribewellspring
@JonMikelBailey
@TribeWellspring
E-A-T Is Your
SEO Future!

@jonmikelbailey
@tribewellspring
E-A-T “Signals”
“It's almost like we look for signals that align
with expertise, authoritativeness and
trustworthiness. We should give that an
acronym like E-A-T and maybe suggest
people aim for this. Oh wait, we did.”
Danny Sullivan
Google’s Public Search Liaison

@jonmikelbailey
@tribewellspring
Why Does E-A-T Matter?
● There are “trust” based ranking signals
● E-A-T signals if a site is “rank-worthy.”
● Your E-A-T is now your website’s brand.
● Websites with E-A-T get links.
● Websites with E-A-T get sales!
● High E-A-T improves ranking chances.

@jonmikelbailey
@tribewellspring
Don’t Believe Me…
“E-A-T is what sets you apart. E-A-T is what
gets you long-term gains in SEO and wins
the trust and business of your audience.”
Karl Hindle
CEO of Wellspring Digital
Two Time US Search Award Judge

@jonmikelbailey
@tribewellspring
Don’t Believe Me…
“Having a website doesn’t necessarily mean
you deserve to rank. If there’s better, more
authoritative content out there, then Google
will, quite rightly, try to send traffic their way,
not yours.”
Joshua Hardwick
Founder of The SEO Project

@jonmikelbailey
@tribewellspring
@jonmikelbailey
@tribewellspring
Thank you...
Suggested resources:
www.wellspringdigital.com/blog
www.searchengineland.com
www.ahrefs.com
www.moz.com
www.semrush.com
www.searchenginejournal.com
Contact me/us:
www.wellspringdigital.com
jon@wellspringdigital.com
@tribewellspring
@jonmikelbailey
Facebook.com/tribewellspring
301.304.9349

Google E-A-T - Learn It, Live It, Love It

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