What is E-A-T? And Why Do You Need It for SE0?

E-A-T & SEO have been interlinked with each other since 2018, when Google coined the term as a part of its Broad Core Algorithm (the medic update).

E-A-T is one of the three pillars of website ranking:

1. Expertise

2. Authoritativeness

3. Trustworthiness

To rank highly on Google, you must have the expertise and content to give the best answers to search queries. Is that enough? Not really! Even now, it's very mysterious how the Google algorithm works after each update.

But Google offers Search Quality Evaluator Guidelines on how they differentiate between content:

1. E-A-T (Experience, Authority, and Trustworthiness)

2. YMYL ("Your Money or Your Life")

Is it relevant?

Multiple algorithms track and assess the E-A-T of the web pages, especially YMYL websites such as medical, legal, or news sites. However, not all rankings depend on E-A-Ts but potentially support the quality rating.

If your site is a financial, legal, or medical site, it will be considered YMYL, which means it helps people make decisions that involve their money and life.

And as we take any site that involves a financial transaction, it is considered to be a YMYL.

Let us say that you want to know more about the "insurance options available." When you run the search query, the first page results are reliable and authoritative content from Google.

Google prioritizes content based on the authenticity and trustworthiness of the information. If not, it would have a negative impact on the user!

As per Google, "It wants to answer every query as best as it can—no matter the topic – so high EAT content matters in every industry. "

You create content to reach your customers and niche audience. However, Google wishes to provide accurate information in response to searches. So it is essential to provide the information through the site.

Important Factors to Consider for Page Quality Rating:

- The page's purpose

- Content quality and amount

- Website reputation

E-A-T is not a ranking factor, though it can impact your rating.

How does E-A-T work?

Expertise: You will have to establish expertise in your field through the content. Your website will reach the ranking level with accurate details and professionalism.

Authoritativeness: Websites should not lack the appropriate level of authority that shows them as a trusted source in a particular field.

Reputation: It depends on the customer reviews and experience. Google goes to external sources like Google My Business for authentic reviews.

Trust: You can work on website optimization for trustworthiness by considering:

1. Secure site 2. Contact info 3. Clear about page 4. External links to credible sources 5. Privacy policies and terms and conditions

Bottom line,

SEO is an ongoing process.

What is the initial step?

Consider your user and provide what your user requires.

What can you do to improve E-A-T SEO?

1. A high quality rating and positive feedback

2. Improve Local SEO

3. Website security

4. Obtain mentions on authoritative websites or in online forums.