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E-A-T is an acronym that stands for expertise, authoritativeness and trustworthiness and it relates to how Google values a website and how it ranks webpages in its search engine results pages.
Google introduced its E-A-T website quality standards concept in 2018, and it is just as important today as it was then.
This article explores why E-A-T is crucial and gives you some insider tips on how you can build these vital elements into your website and improve your ranking.
Firstly, let’s look at the individual components of E-A-T.
Expertise establishes the credentials of the author of the content and demonstrates that they are an expert in their field. Expertise is a particularly important factor for websites that offer advice that is professional in nature and which could potentially have an impact on a person’s finances, their health and wellbeing or their safety. Such websites are commonly called YMYL (Your Money or Your Life) sites and the scope of their influence includes things like investment planning, financial, legal and medical advice.
Authority demonstrates that the author is highly regarded in their industry and enjoys respect and status.
This is about establishing the trustworthiness and authenticity of your business and of your website. Users need to feel safe and secure when using a site and interacting with a particular business.
Why is E-A-T so crucial for SEO?
When Google itself says that E-A-T is one of its top three considerations in terms of Page Quality, you know they mean business. If your website takes itself seriously, it needs to E-A-T!
Basically, Google rewards high quality, authoritative and reliable content with good rankings. The better your ability to demonstrate E-A-T, the more likely you will appear higher up in the search pages. It’s that’s simple.
Now for some smart ways of building expertise, authority and trust into your website.
Basically, you want to show that the author of the content is legitimately a leader in their field. You can demonstrate this in a number of ways, including:
The goal is to show that the creator of the content commands respect in their industry. Do this by:
Trust is probably the factor which has the greatest influence over whether people buy from your site. Are your visitors comfortable buying from you? How do they feel about making an enquiry?
Here’s how you can inspire trust:
I’ve been in the SEO and digital marketing industry for nearly two decades and have experienced many changes to Google’s algorithms over the years as it strengthens its focus on delivering the best possible search results and search experience to its users. I’ve learnt that for a website to have the best chance of climbing up the rankings, it has to do what Google wants. And Google wants websites to E-A-T!
E-A-T is one of the key focus areas of my new self-managed SEO course, The SEO School, which I designed specially to help business owners take charge of their own search engine optimisation. The course is modular, easy to understand and enables you to implement the key elements of SEO into your own website as you progress through the course. Plus you’ll get some of my tried and tested insider tips and tricks that I’ve gained over the years as an SEO expert in Perth.
If your website could benefit from improved online visibility and increased sales, check out my new online, self-managed course, The SEO School, which takes you through all the key tools and techniques of a successful SEO strategy. The course is great for business owners, website managers and anyone who wants hands-on learning about all the essentials of SEO from an industry expert. Find out more about The SEO School here.
Check out these posts for more info: Six Off-Page SEO Tactics Every Website Should Use and How Businesses Can Improve Their Online User Experience
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