As E-A-T advances, it is likely to identify authors, websites, and brands in a broader, deeper, and more robust way. Micro adjustments and broad core updates will continue to evolve the Search algorithm. Nevertheless, Google’s goal remains the same. To that end, Google adapts its algorithm to give people more relevant results based on what they search for.
There has been a lot of buzz around the acronym “E-A-T” over the last few months. SEOs have been using this term for a while now, but since Google’s algorithm update in August 2018 (also known as “the medic update”) has cast much light on the E-A-T term, many SEOs still speak about it regularly. A brand’s expertise, authority, and trustworthiness will help it rank well on Google, which is what E-A-T stands for! Let’s check that.
E.A.T.
Expertise, Authoritativeness, and Trustworthiness form the three building blocks of SEO. E-A-T is crucial to most websites. The ability to showcase good E-A-T both on and off your website can help Google rank your website higher. There is, however, some disagreement regarding E-A-T’s relevance to ranking factors. Research indicates that a few sites have significantly suffered from Google Quality updates due to a lack of E-A-T.
What are the parameters for E.A.T.?
The quality raters assign three levels to the content on a website: lowest, medium, and highest. A page has a low, medium, or high E-A-T level. There is no E-A-T score.
What are the implications of each principle?
Expertise
Search engines look for content generated by subject-matter experts. How much experience does its creator have in writing about the topics? To be an expert in a particular field means to possess a high level of knowledge or skill. Rather than evaluating the website or organizational level, it is assessed primarily at the content level.
Authoritativeness
Are the leading creators of the content recognized in their field?
An authoritative website possesses the reputation of being a reliable source. Experts regard it with high regard. Finance news sites, for instance, would have a high level of authority if they publish Pulitzer-winning articles. Authority is a relative concept, however. Musk and Tesla are not considered authoritative sources for search engine optimization despite being authoritative sources about electric vehicles.
Trustworthiness
How accurate is the information provided by the author? Quality raters also consider the transparency and legitimacy of the content when evaluating the trustworthiness of a page. Trust is a critical component of websites that offer medical advice, finance information, or scientific information. Online transactions, however, also call for proving trustworthiness for ecommerce brands. Rating quality considers the main content of the page and the website and the creator.
E-A-T SEO: How to improve it?
In light of how important it is for organic search, let’s take a look at Google E-A-T SEO best practices. Google (and users) want your content to convey trust signals, and there are specific steps you can take to accomplish this.
1. Use off-page SEO to build quality backlinks
In an effective SEO campaign, quality links from relevant, high-authority sites serve as the foundation, demonstrating that your company is a credible authority in your field. Creating unique, high-quality content and creating valuable links are essential to earning them.
2. Obtain more mentions from trustworthy sources
Your E-A-T credentials will be improved if you receive mentions from trusted sources in addition to backlinks. Google is more likely to trust your authority if it sees your brand/name mentioned in authoritative sources around the web.
3. Maintain accurate and up-to-date content
If you don’t have content that never changes on your site, there’s a good chance that some of the information on your site is either outdated or obsolete. Stay as up-to-date and accurate with all your content, particularly if your site contains news or other discoveries, time-sensitive information.
4. Increase the number of reviews (and respond to them)
Earning and promoting online reviews is always a good business strategy. Google considers reviews as part of evaluating your site’s E-A-T. If your site has many positive reviews across multiple review sites, then consumers perceive your company as trustworthy. When you receive reviews, take the time to respond – even to the negative ones. Responding to your feedback can boost your reputation as a reputable, customer-focused brand that cares about its customers.
5. Make your credentials visible
Make sure you prove the level of expertise of your authors before calling them, professionals. Check and post their credentials along with their content on your website. To help Google understand who is behind the content, including links to the authors’ websites and their social handles works wonders.
6. Conduct a content audit
Likely, your website has already published some content, such as blog posts, datasheets, reports, articles, case studies, white papers, lookbooks, etc. Audit all of your content to ensure it meets E.A.T. standards.
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