Search Engine Optimisation (SEO)
Let’s talk about E-A-T.
This is a hugely important topic in SEO, often mentioned, yet many are still in the dark about what this acronym is all about.
The fact is: it’s centred around rankings and getting those top spots.
Time to delve into more depth.
E-A-T: Expertise, Authoritativeness and Trustworthiness.
It might sound like nothing more than marketing jargon, but it’s pivotal when it comes to Google’s Quality Raters Guidelines.
Highest ‘quality’ pages and websites are determined by Google in terms of high expertise, authority and trustworthiness.
If you’re wondering why you should care, it’s because quality is vital for ranking well on Google. Creators need to be aware that in order to perform, content needs to prove it can demonstrate these 3 factors.
It’s not just about a specific piece of content alone, but the website as a whole.
Particularly when it comes to industries like the finance and health sectors, E-A-T is hugely significant.
Here’s an overview of the three ingredients Google uses to determine quality:
The more you can show you’re an expert in your field, the better. This doesn’t necessarily mean you need to have famous names or authors attached to your content. But, you do need to ensure it’s useful and relevant to the user.
Tips for showing expertise include:
Your site needs to demonstrate authority in your particular field. Credentials and certifications are key for this, as is the expertise of those writing the content.
Here’s some advice:
Particularly for eCommerce websites, proving trustworthiness is vital. Users need to know their card details and information is safe.
However, it’s important for all sites, especially when asking for people’s data.
Ensure users feel safe at all times when using your website.
Here are some top tips:
Essentially, E-A-T is all about the user. But, you need to follow Google’s rules.
Having to demonstrate factors like ‘expertise’ might sound daunting. However, it’s easier than you may think.
You’re likely already doing many things that give you a good quality score without even realising.