What is E-A-T in SEO

Why is it important?

In the SEO universe, E-A-T means – Expertise, Authoritativeness and Trustworthiness and it is very important for your organic reach.

SEO Agencies and SEO Consultants quickly learned that exhibiting a well thought E-A-T on pages can boost domain authority and improve the rankings.

The SEO field is so vast and complex, mosltly due to the fact that no one truly knows how the Google algorithm works. For that reason, SEO is notoriously difficult to understand and apply good practices. So much so, It amounts to modern-day witchcraft.

The concept appeared for the first time in 2013 Google’s Search Quality Rater Guidelines. SEO Agencies and SEO Consultants quickly learned that exhibiting a well thought E-A-T on pages can boost domain authority and potentially help improve Google rankings.

The concept continued to emerge slowly but steadily over the years as a crucial concept in digital marketing, gaining momentum after the Google Algorithm Update in August 2018. 

This update mainly affected YMYL sites and prompted SEO to focus On-Page improvements incorporating the principles of E-A-T more robustly. 

SEO Agencies and SEO Consultants quickly learned that exhibiting a well thought E-A-T on pages can boost domain authority and potentially help improve Google rankings.

witch illustration

What is the meaning of E-A-T?

Expertise

Creating original and in-depth content in your field will help Goole recognise your site as an expert in this particular niche and help you rank higher in search results. 

 Here, the principle of ‘less is more is applicable; it is crucial not to deviate from your field of expertise when choosing topics. For example, if you have a fashion design website, you will be wise not to write a blog about the Keto diet. Established content creators in the health area will rank well above you. Perception is that you have no in-depth knowledge about health as a designer compared to established experts. In this way, you are not improving your E-A-T. Write what you know and aim to present well researched and up-to-date articles. 

Authoritativeness

Displaying your team’s credentials adding short bio listing qualifications will establish authority. By all means, including links from credible sources quality quotes from leading authorities all mount up to a solid display of the site’s power and reputation as a knowledgeable source in your specific industry or field. 

Keep on creating quality content until Google accepts your site as a good source of information; every little helps and adds to optimising your rankings in Google SERP’s.

Trustworthiness

Another key point is that trustworthiness is threefold. It must be remembered that trust refers to the content, the content creator, and the website. It may seem obvious, but it is vital to ensure a safe and secure domain by including an SSL certificate. 

Seeking and displaying customer reviews and feedback is crucial, even more so if reviews are on independent third-party websites such as TrustPilot and Trip Advisor. Every SEO agency will advise you to create clear About Us and Team pages and include team bios and photos; all of these small steps will positively impact your search rankings.

Why is E-A-T important for SEO?

Google is obsessed with offering its users the best possible experience with each search and website visitor. If Google determines that your website, content, and creators are not of a high standard, you will not perform well organically. Showcasing the principles of  E-A-T in your SEO routine helps Google recognise your website as worthy and rank you higher. 

Is E-A-T a ranking factor?

Our digital devices and apps are regularly updated to help them work better. The same thing happens with Google. Google search will update thousand times a year in order to provide the best search experience.

According to Danny Sullivan, Google’s Public Search Liaison:

“By following our core update guidance, businesses, site owners, and content creators can help us better understand when they have the most relevant and helpful content to display. We also recommend sites follow our quality guidelines, implement our optimisation tips, and use the free Search Console tool.”

E-A-T is not a direct ranking factor. There is no score anchored. Google refers to E-A-T 137 times in its Rater Guidelines, indicating it is an important concept.

If you need help navigating the murky waters of SEO – give us a shout – always happy to help. 

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