Google’s E.A.T. criteria and your online business.
E.A.T. is one of the many criteria that Google has set to ensure that they share only the highest quality content with their users. E.A.T. stands for Expertise, Authority, and Trustworthiness.
Expertise
Google wants you to be an expert in the topics that you are discussing. This doesn’t mean that you must have a degree, you can have valid life experience that makes you an expert.
Whether you create your content or share content written by experts in the field, you should ensure that you provide evidence to support your claims and statements.
Your content must also be accurate, up to date, and comprehensive.
To meet the expertise portion of Google’s E.A.T criteria, demonstrate a deep understanding of the topic that you are covering in your article, page, or blog post.
Authority
It is important that you are seen as an authority in your industry. Google doesn’t want to share something that you create just because you say it has value. It wants to know that other people agree that you are an expert.
You build up authority by making sure that your content is published on a reputable website. Make sure that your site is structured in a way that ensures a good user experience which can in turn help to ensure that it has a good online reputation.
Google will also consider you an authority under their E.A.T. criteria if…
- you have created a strong online presence and following in your niche,
- you have received recognition or awards for your expertise, or
- you have other reputable websites linking back to your content.
Trustworthy
The final piece of Google’s E.A.T. criteria is that you are trustworthy. They want to be sure that the content that you share isn’t going to harm the reader.
You can ensure this by making sure that you have a clear and transparent website with a privacy policy and terms of service. Make sure that you have an SSL certificate in place.
Finally create content and provide services that people value. This will ensure a lower bounce rate and provide you with positive reviews that will bolster your trustworthiness.
How can you create content that meets Google’s E.A.T. criteria?
Make sure that you have a good “About” you page. Let people know who you are and why you are an expert in this topic.
If you are not the expert in this topic, find others who are and have them create content for you. It will provide them with valuable backlinks and will help to increase your authority level.
Use a strong keyword and properly structure your content around that keyword so that the purpose of your content is clear.
Opinions change, products are updated, knowledge grows. Make sure that your content reflects this. Go into your website on a regular basis and make sure that your content is still relevant and up to date.
Read more about auditing the content on your website by clicking the article link below.
You must also show that your points are now just conjecture from your mind but are based on facts. This is done by linking your content to high-quality sources and offering multiple views on the topic.
Finally, make sure that you are paying attention to your online reputation through things like checking your domain authority and monitoring conversations about you or your business through things like Google alerts.
Why do we care about EAT?
As I said, EAT is one of the many criteria that Google uses when deciding on if they will share your content with its users.
You would not want Google to send you to a site that was difficult to navigate, filled with malware, and sharing information that wasn’t true. To help avoid this from happening, top ranking websites and pages tend to be ones that come from those who are authorities in their field who are offering expert advice on a trustworthy platform.
Does following the EAT principles ensure that we reach the top of a SERP?
Meeting these guidelines is not a guarantee of high search rankings. It can, however, help to establish your website as a trustworthy source of information. As you are seen as more trustworthy, you will be seen as a greater expert, and Google will feel more confident in pushing your content in front of those who are looking for what you offer.
