What is E-A-T in SEO?
Expertise, Authoritativeness, and Trustworthiness are abbreviated as E-A-T. It is based on the concept of Google’s Search Quality guidelines. E-A-T is one of the factors considered by Google for determining the overall quality of a website.
As we all know, page quality has a substantial impact on where a page ranks in Google’s organic search results. According to Google’s standards, the most essential variables utilised to determine the overall quality of a web page are:
- Is there a good reason for the page to exist?
- Expertise, Authoritativeness, and trustworthiness, as the name suggests, are all important factors to consider.
- Quality and Quantity of Main Content
So, if everything else is equal, the higher a page’s ranking should be, the more it exhibits expertise, authority, and trustworthiness.
Ensuring accurate, truthful, useful information
E-A-T stands for “accurate, truthful, and truthful” and is one of the ways Google seeks to ensure that it offers accurate, truthful, and valuable information to searchers. Anyone can make a website and put anything they want on it. To launch a food recipe website or write about medical concerns, you don’t need to be a chef or have an MBBS degree.
Of course, this is beneficial in certain ways, but this may be an issue for Google. People make significant decisions depending on the answers they find in search results. As a result, Google strives to guarantee that such decisions are based on the most reliable data available.
As a result, Google examines the individual developer of page content, the material itself, and the entire website’s expertise, authoritativeness, and trustworthiness. A substantial medical article from a Clinic’s website written by an expert doctor is far more beneficial to Google than a random blog post offering unconfirmed medical advice.
Is E-A-T a ranking factor?
E-A-T is not a direct Google ranking factor in terms of measurable data. However, there are other ranking indicators that Google utilises to assess competence, authority, and trust.
The importance of E-A-T in Google’s rankings came into the spotlight in February 2019 when they released a paper titled “How Google Fights Disinformation.” Moreover, the current version of Search Quality Rater Guidelines has 137 references regarding E-A-T. Clearly, it is a crucial topic.
However, there is not a specified metric that can be used to determine a Google E-A-T score. Rather, it assesses additional, quantifiable characteristics such as author quality, web page quality, website quality, and brand quality.
The overall procedure works in the following manner. Search quality raters examine and rate the quality of websites, and the feedback is put into the Google algorithm. Google has its own algorithm that can precisely measure the signals that are linked to E-A-T. (e.g., backlinks).
Why is E-A-T essential for your SEO strategy?
If you’ve been paying attention to recent Google search core algorithm adjustments, you’ve probably noticed a common theme: improving the user experience.
Because keyword stuffing affected the reading experience, Google started punishing it a long time ago. When the majority of people began using mobile devices to search the internet, they made mobile responsiveness a ranking feature. Google prefers to rank websites with HTTPS over HTTP because it wanted to give searchers more protection.
E-A-T is a way for Google to give users what they want in the form of a good user experience. E-A-T is a tool for determining credibility. It serves as the foundation for determining if a website and its constituent pages provide real value to the user. Because that’s how it keeps users coming back, Google wants to serve up the pages with the most value regarding a certain search query.
If search engine optimization (SEO) is important for your digital marketing success, E-A-T SEO should be at the forefront of your SEO plan development.
How to improve E-A-T SEO
Let’s talk about some Google E-A-T SEO recommended practices, given how important they are in organic search.
Fortunately, there are a few specific measures you can do to dramatically improve your website’s content and ensure that it transmits the trust signals that Google (and users) desire. Keep in mind that if your site is designated as YMYL, you may expect it to be held to an even higher level.
1. Off-page SEO can help you get the proper backlinks
Backlinks from relevant, high-authority domains are the foundation of a successful SEO plan and one of the most effective ways to establish that you are an industry authority.
It’s unlikely that a hyperlink from a teen fashion website will aid you if you’re in IT consulting. Scaling such types of methods could result in a manual action penalty. This was discovered by one insurance lead generation website after it built hundreds of thousands of low-quality connections on unrelated websites and watched all of its page ranks vanish.
Off-page SEO, on the other hand, isn’t easy to execute.
You must continually generate valuable, original, high-quality content that others want to link to earn them. A 500-word listicle written once a month on your site isn’t going to help you much. Spend effort and money to establish yourself as an authority figure (whatever the subject). After that, establish relationships with the appropriate publishers and influencers. Those valuable backlinks will undoubtedly follow.
2. Get more mentions from trusted sources
Getting mentions from reputable publications, in addition to backlinks, can help you improve your E-A-T credentials. The more your brand/name appears in authoritative sites across the internet, the more Google considers you to be a reliable authority.
“Implied links” — i.e., the plain text uses of your brand name — might be considered a sort of backlink, according to Google Patent 8,682,892. Incoming links are described in the patent as “express links, implied links, or both,” and they can be actual links or plain text. In other words, all inbound links – both express and implied – from reliable websites are taken into account when determining the quality of your page. High-authority website mentions are measured and weighed into ranking decisions.
3. Maintain accurate and up-to-date content.
Unless your site’s content is about something that never develops or changes into something new, there’s a significant possibility you have pages with outdated information.
As much as possible, regularly check your content and keep it updated with the most accurate information. Especially if you have pages with content related to a specific time, such as news. Or, think of a movie review page, where it’s critical to keep the content updated based on the latest upcoming movies and series.
4. Get more testimonials or reviews (and respond to them)
Earning and promoting internet reviews for your products or services is usually an excellent marketing tactic. Those similar reviews aid in increasing your site’s E-A-T in Google’s eyes. A huge number of favourable evaluations across a variety of review sites (Google, Trustpilot, Facebook, Yelp, and so on) suggests that your business is trustworthy in the eyes of customers.
Take the time to respond to all reviews, even the unfavourable ones, as they come in. Responding to your customers’ feedback will increase your credibility as a legitimate company dedicated to client satisfaction.
Google recently released new guidelines regarding product reviews. The new version intends to promote review content that goes beyond the typical templated information available online now. According to Google, these upgraded sorts of product reviews will be prioritised in its search results rankings.
E-A-T and the future of SEO
In the future, E-A-T will likely be used to identify speakers, authors, websites, and businesses in a broader, deeper, and more robust way.
For example, Google was given a patent in 2020 called “Speaker Identification,” which uses speech recognition technology to help identify specific speakers. This might be used in the future with YouTube videos, webinar recordings, and media interviews, for example. This may just be the beginning and there are lot more new upcoming developments.
The search algorithm of Google will continue to evolve with some small or large constant updates. Google’s purpose, on the other hand, remains the same. To that goal, Google’s algorithm continues to improve at determining precisely what people are looking for and delivering the most relevant results.
This objective is precisely aligned with Google’s E-A-T.
Your SEO efforts will be more likely to work if you know what your audience wants and can give it to them in an expert, authoritative, and trustworthy manner. You can easily gain success in SEO if you make a little effort to improve E-A-T for your website.