Find out what you can do to identify EAT related facets of your site that could be holding you back, and how to formalize an audit process to identify and remedy this.

1. @Jessica_James01
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2. @Jessica_James01
A Process Driven Approach to Audit & Improve
Your Site’s Expertise, Authority & Trust
All You Can EAT

3. @Jessica_James01
Introduction

4. @Jessica_James01
• Off-site reputation signals
• On-site reputation signals
• Related Entities
• Entity Recognition
• Ads
• Content
• Compliance & safety
• Qualifications and awards
We will cover…

5. @Jessica_James01
• Quality Raters’ Guidelines
• Ranking Factors?
• Benefit Beyond EAT
The QRG
gives a great
indication of
Google’s
intent.
Why EAT Audit?

6. @Jessica_James01
• View the Business as an Entity
• View EAT Signals Objectively
Even if you
believe the
business has
EAT, make sure
its online entity
reflects that.
Why EAT Audit?

7. @Jessica_James01
• Online recommendations
• Online press
• Online mentions
Pay attention to
quality of
source,
positivity and
sentiment!
Off-Site Signals

8. @Jessica_James01
• Third party review sites
• Wikipedia
Wikipedia still
matters! More
on why later…
Off-Site Signals

9. @Jessica_James01
• Social media
Consistency is
key here. URL
brand identity
and
description.
Off-Site Signals

10. @Jessica_James01
• Link quality Without a link
audit there is
no EAT audit!
Off-Site Signals

11. @Jessica_James01
• Professional credits
• On-site reviews
Check image
sizes for 3rd
party credits.
Some are so
big as to slow
your site down!
On-Site Signals

12. @Jessica_James01
• Links to experts
• Links to research or cited
source materials
PageRank
sculpting
should be
avoided. It can
negatively
impact your
site.
On-Site Signals

13. @Jessica_James01
• About us
• Proof
Having clear
transparent
company
details can also
help
conversion.
On-Site Signals

14. @Jessica_James01
• Authors
• Profiles
• Qualifications
• Structured data
Quality content
should be
written by
subject matter
experts.
Related Entities

15. @Jessica_James01
• Knowledge panel
• Social graph
• Wikidata (and Crunchbase)
Wikidata and
Crunchbase are
used as
recognised
entity
verification
sources.
Entity Recognition

16. @Jessica_James01
• Pop-ups
• Ad quality/amount ATF
Mobile phone is
the first place
you might be
coming unstuck
here!
Ads

17. @Jessica_James01
• Purpose
• Accuracy
• References
Mistakes and
poor sentence
structure could
raise a red
flag/bot-like!
Content

18. @Jessica_James01
• Readability
• Freshness
Diarise a
content refresh
to prevent rank-
decay over
time.
Content

19. @Jessica_James01
• Misleading content
• Title suitability
Clickbait may
grab social
views, but isn’t
a good brand
strategy overall.
Content

20. @Jessica_James01
• Policies
• Protocol
• Security
Don’t wait for
Search Console
to tell you your
site has been
hacked!
Compliance & Safety

21. @Jessica_James01
SEE YOU AT THE NEXT SMX!
THANK YOU!
Contact Me: Jessica.james@erudite.agency
Erudite: https://erudite.agency