E-A-T has been making buzz since August 2018, and three years since then, it has been mentioned in hundreds of SEO articles. In this blog, we will discuss all the necessary aspects of E-A-T from the scratch and how it is essential in SEO.

Understanding EAT

Before jumping onto any other thing, let us first understand EAT’s concept. EAT stands for expertise, authoritativeness, and trustworthiness. It holds its roots in Google’s search quality rater guidelines, which is a 168-page document used by the quality raters to assess Google’s search result quality.

EAT Google uses different metrics to figure out the expertise, authoritativeness, and adherence of a website on a URL basis. Moving ahead, let us understand the concept of Expertise, Authoritativeness, and Trustworthiness separately.

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Expertise: When it comes to generating quality content, it is important to know that the writer should be an expert in writing a concerned field or topic.- This doesn’t mean that he/she should have a formal qualification. Even practical experience would work well.
Authoritativeness: The writer should showcase their previous works in their field. As per Google, it doesn’t mean that the writer should have thousands of followers on the Social Media platforms, but it means the writer must have an authority publication.
Trustworthiness: To measure the trustworthiness of a website, the quality raters generally view your whole website. They will look into the security updates, privacy policies, and editorial policies.

How does Google determine the principles of EAT?

Google EAT update first came into the limelight in 2019 when Google accepted the fact that factors including expertise, authority, and trustworthiness are a part of their algorithm. However, even at that time, it did not explain the exact ranking factors of EAT. Quality raters, however, ensure if a website is sticking to the EAT guidelines or not.

How beneficial is EAT?

EAT holds prominence for all queries, but for some, it is more so than others. EAT is beneficial for the less subjective topics. Let us understand this with an example.

If you are looking for pictures of a cute pup, then EAT probably won’t matter much. It is because the topic is subjective, and it’s no big deal if you see a puppy and don’t think it’s cute. On the other hand, if you are looking for the correct dosage of paracetamol, then EAT is undoubtedly essential. If Google surfaces the content on this topic written by an amateur and clueless writer, published on an untrustworthy website that lacks authority, then the chances of that content being misleading or inappropriate are higher. The nature of the information here is not just mildly inconvenient but potentially life-threatening.

Google EAT also looks forward to queries like “how to improve credit score.” Here, whatever advice is surfaced from the clueless and unauthoritative is not expected to be legit and should not be trusted. Ironically, Google refers to these kinds of topics as YMYL (Your Money or Your Life). Therefore, if your site is built around the YMYL topic, then EAT is imperative.

How to make improvements and manifest EAT?

Now, when you have understood the concept and importance of EAT, the next thing is to know how to improve and demonstrate EAT. Here are some ways to improve and indicates EAT in the most organized ways.

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EAT is majorly based on links and mentions from authoritative sites, states Gary Illyes, a Google Webmaster Trends Analyst. He further added that Google is good at understanding what links count so as to ensure you are prioritizing building high-quality links over the low-quality ones.

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-> Keep your content updated

If you are covering YMYL topics like medical or financial advice, it is imperative to keep your content updated. Doing this will also help you in demonstrating EAT. The high-end EAT financial advice, legal advice, tax advice, etc. should be coming from trustworthy sources and updated regularly. But what about non-YMYL topics? The QRGs don’t talk anything specific about this, but it still remains essential

Also, Read – 7 Different ways to optimize Google My Business

-> Get more Reviews

EAT Google also talks about quality raters using online reviews as a source of reputation information about multiple businesses that relate to trust and authority. A business thrives for its reputation, and reviews are one such thing that helps in building a business’s reputation. Reviews help new users to fall into your website and get into the mix of things.

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What makes EAT Important for your business?

The trio of Expertise, Authority, and Trust holds great significance. When the quality raters look into any of your pages and witness that these three things lack in your website, they will jump into any other website that contains all of it. EAT takes into the business domains and the web pages that are capable of building the trust of the Google Algorithm.

If you are unable to fulfill these requirements, Google will hop into another domain or page that provides a better customer experience than what your web page offers. Remember that there is no alternative to SEO, and therefore, you should not have any doubts about including it.

Time to wrap up: 

EAT holds prominence for SEO, and it is something that you should be working upon to improve, especially if you cover YMYL topics. This blog talks about EAT from the outset, and we hope you must have understood the concept to some extent. Have questions or Ideas? Mention in the comments section below.

Vinay Kumar

He is tech-savvy and loves to learn about new trends in industry. A voracious reader who loves to share his thoughts and ideas.

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