Unless you are a newbie to the world of search marketing, you would have likely heard about Google E.A.T. While this notion has existed since 2014, it’s increasingly becoming one of the most relevant SEO elements.
Unluckily, it’s also one of the most puzzling concepts, even for SEO professionals.
Primarily, a website runs on content. It energises Google to improve your site’s rank by building Expertise, Authoritativeness, and Trustworthiness. And this is what E.A.T stands for. Hence, you need to make every piece of content work.
This article is meant to get you right there.
Read down below and understand various aspects of Google E.A.T and how you can utilize it to make your content worth your efforts.
What does Google E.A.T mean?
Google E.A.T refers to a set of official references for conveying a quality experience online. It emphasizes the content’s quality, the creators of the content, and the website.
In simple words, Google not only wants you to get the relevant search results for your queries, but you get the highest quality ones, with content developed by creators on websites you can rely upon.
To measure the Expertise, Authoritativeness, and Trustworthiness of your website, Google E.A.T breaks the analysis down into three dimensions.
- The website’s quality
- The main content’s quality
- The author’s quality
Importance of Google E.A.T
If Google decides that your website’s quality, content’s quality and creators’ authority are of not high standards, then you are implausible to perform organically well.
Even if you do make clear that the creators of your content are experts in their subject, you can get a low content E.A.T score.
Google E.A.T is the way towards how your Google looks at your website. And if you choose to ignore Google E.A.T, and choose to focus on content and technical SEO only, you are losing a valuable piece of the crucial algorithm puzzle.
Google ensures accuracy, reliability, and usefulness of the information
Fundamentally, Google E.A.T is one way by which a search engine strives to yield accurate, reliable and relevant information to web searchers.
After all, anyone can develop a website and publish whatever they want to. You don’t need to be a professional in a specific niche.
And this presents a major challenge for Google.
In this digital age, most individuals make their lessons in accordance with online search results. Google make sure that those decisions are made on the most reliable information possible.
For instance, in Google’s view, an economic article written by a well-renowned economist is more significant than a random article created by unverified economic guidance.
How to develop content Google wants?
Here are a few tips which you can utilize to develop influencing content.
- Expertise: One needs to know how to communicate knowledge about a subject in a way that people love. It not only means to just have information but also understand what your audience wants.
So to create great and expert content, here are a few tips to follow.
- Find what your audience is searching for, then meet and exceed their expectations. You can start with high-quality keyword research.
- Understand your audience’s intent behind the keywords you have found.
Find at what stages these searchers are in their journey as someone who is getting involved in your niche.
- Format your text so it’s digestible, and utilize visual ads or rich media like video or audio. You would want the consumer to understand the niche by the end, without making it too laborious.
- Think about the next queries for which a searcher might find the content to get the answer. An appropriate supplementary content should be internally linked and easy to access.
- Authority: Curating expert content is awesome, but it’s only the beginning. When other professionals in your industry cite you as a source of information, then you are not only an expert, but you are the authority.
Here are a few indicators you can use to judge your authoritativeness.
- Links from relevant and authoritative websites is crucial for ranking websites.
- If your content is widely shared regularly on social media, it is a sign of growing authority.
- Branded search volume can let you know how your brand authority is doing.
- Having a Wikipedia page for your brand is also a good indication that you are an authority.
- Trustworthiness: Verified trustworthiness is significant. Along with authority and expertise, trustworthiness or its lack can hamper your rankings on Google.
You need to delight your consumers and if you receive any complaints, you should address and solve them before your brand ends up with too much pessimism.
In addition, positive reviews on various online channels such as Quora, Facebook, Google My Business, etc. can really help.
To promote trustworthiness on your website, follow the ways mentioned below.
- Having a vibrant way to make contact with the website owners.
- Mention your website with a physical location such as address.
- Ensure your website’s domain is secure. Implementing HTTPS is critical.
- If you share knowledge, you can include an author biography and cite external sources whenever relevant.
- Include comprehensive specifications of your brand’s product and incorporate any safety advice that may be relevant.
- Include the Terms & Conditions page which should be easily accessible to users.
The future is set to deliver a more robust and broader application of E.A.T to recognize authors, speakers, brands and websites.
Hence, sites that deal with topics that Google clearly mentions in the context of E.A.T should aim to create high-quality content. Also, they need to ensure that their websites appear trustworthy to users.
If not done, then E.A.T can be measured as a ranking factor for sites with sensitive content, as low quality and unreliable content will lead to a website being downgraded.