If you’re shopping for a new project management tool or want to know where to invest your money, chances are you’ll search for relevant terms on Google. But how much do you (or should you) trust the information you find? The E-A-T acronym was developed specifically to address this issue, and it’s an important concept that website owners need to understand.

E-A-T, in SEO terms, is part of Google’s guidelines for rating the quality of search results. If you want to develop content that matches your users’ needs for better rankings, it’s worth learning what this concept means and how you can leverage it. 

What Is the E-A-T Acronym in SEO?

The E-A-T acronym stands for expertise, authority/authoritativeness, and trustworthiness. These three factors form the foundation of Google’s evaluation of search results. Although E-A-T isn’t technically a ranking factor (i.e., there isn’t an official score for it), it still has a part in SEO. Essentially, it helps determine the veracity of content, which affects Page Quality.

Google has emphasized the importance of E-A-T in their Search Quality Rater Guidelines. (However, experience is also now a factor.) These guidelines are utilized by real people who make up Google’s search quality rater team. The quality raters evaluate the relevancy of search results and determine if the information provided to web users aligns with their needs.

Here’s what each factor in E-A-T means…

Expertise

Expertise is the first important principle of the E-A-T acronym. Quality raters look at the expertise and professional credentials of the individual writing about a given topic on their website.

But what about those who don’t have professional credentials?

They can still qualify to become labeled as “experts” in a specific industry/niche if they’ve shown that they’re well-versed in it. In such cases, the content is evaluated as “everyday expertise.” Someone can be an “expert” based on their experience and exposure to the topic. 

For example, a food blogger is considered an expert even though they lack a culinary degree. Their opinion and reviews on food quality and restaurants are considered valuable. 

Authority/Authoritativeness

Authority is another crucial factor for evaluating the effectiveness of search results, as it determines whether your content is considered one of the best sources of information on a topic. Quality raters evaluate the authoritativeness of the writer (or website owner) and the website itself.

Specific indicators of authority are used to assess web content's value. For example, a health website managed by a team of doctors or specialists is considered authoritative, given the knowledge and expertise of those who provide the content. These types of websites are industry leaders as they offer valuable, helpful content and are respected by authors.

Trustworthiness

Quality raters also evaluate a website’s trustworthiness when assessing the quality of search results. It encompasses more than just the content of a website, as it is also crucial that a website implements security measures, such as website encryption and an SSL certificate. 

With many data breach incidents nowadays, website owners need to take proactive measures to ensure the security of data collected on their websites. 

Why Is the E-A-T Acronym Important?

As mentioned previously, the E-A-T acronym doesn’t stand as its own ranking factor in Google. But that doesn’t mean it’s not important. It’s critical for evaluating Page Quality so that users can trust the results they get from Google, especially when it comes to YMYL (your money or your life) content. 

Google emphasizes that information collected in search can impact a user’s life, including their happiness, safety, financial stability, or health. In fact, a survey by eligibility.com revealed that 89% of U.S. citizens google their symptoms before consulting a doctor. 

Meanwhile, The Telegraph also reported that 7% of the daily searches on Google are health-related. That’s a total of more than 70,000 search queries daily! 

This means that the E-A-T acronym is vital for every query, but it becomes particularly important when the stakes are high. 

Here are some additional reasons Google has decided to implement this principle for evaluating search results:

• E-A-T determines the overall website value – According to Google, it is a measure of whether your website provides the information the web user is looking for and whether that information offers any value.
• It ensures the safety of those who will be using the information on a website – Whether your website offers health advice, legal advice, or financial tips, it is the website owner’s responsibility to ensure that the information is correct and accurate. Otherwise, users who utilize the information could be at risk. 
• It impacts your ability to get ranked for a given search term – If your website does not offer the same value as your competitors, your ranking position will suffer, leading to lost traffic and revenue. 

Ultimately, E-A-T impacts how Google’s algorithm is developed now and in the future. It will play a vital role in how content is developed for websites, too.

How to Improve E-A-T for SEO

Google uses E-A-T factors to evaluate your site’s importance and value to web users. So, you need to incorporate E-A-T when developing your content and SEO strategy. 

Apply the following tips to improve your use of E-A-T and maximize your search performance…

1) Fill the Knowledge Gap

Obviously, high-quality content matters when you are building an authoritative website. But refrain from posting redundant content already mentioned by thousands of other websites. You won’t be doing yourself or your audience any favors… 

The best way to add value and improve your use of the E-A-T acronym on your website is to seek to fill the knowledge gap. 

• What’s missing from the search results?
• What questions aren’t being answered?
• What problems haven’t been solved?

True expertise is about providing a new perspective on an old topic. Deliver fresh insights or explore new ways of approaching a particular topic. That’s one of the ways you can make your website stand out as an authority on a relevant search term. 

2) Collaborate with Experts

Even if you’re not an expert in your industry, you can boost the E-A-T of your website by working with industry experts. For example, if you run a health and fitness website, invite doctors, nutritionists, and fitness instructors to contribute to your website content or collaborate on a research project.

It’s essential to choose your collaborators carefully. Ensure they are recognized by industry associations, universities, and research groups. If the information you have on your website is verified as true and accurate by real experts, then your users will be more confident with the information provided in your content. 

3) Maintain a Positive Brand

A positive brand reputation is critical to promoting authority and trustworthiness. E-A-T emphasizes the impact your brand has on the perceived value of your content and website.

How do you maintain a positive brand? 

Keep an eye out for negative reviews. If you find any, remedy them and address the issue that resulted in a negative review. The more negative reviews on your website, the more it will negatively impact Google’s assessment of your website’s trustworthiness. When you acquire good reviews, spend time responding to them and building relationships with your audience. 

The feedback on your website matters because it is what shapes people’s perception of your brand.

And, of course, make it your mission to provide your audience with relevant, high-quality information.

4) Use Credible Sources

When citing sources on your website content, verifying them is good practice. Add external links to add credibility to your information, especially if they are direct from the source. 

For example, link to research papers or studies that support the information you mention in your content. If possible, fact-check the information to ensure that no new studies debunk the claims. 

5) Introduce Yourself

Another way to build credibility is to be transparent about who is behind the keyboard. When you publish new content, include information about the author—whether it’s you, a member of your team, or a guest. Share their name, their credentials, and even their photo. This will allow your visitors to get to know the people responsible for your content and help with your site’s authority. 

Takeaway

The E-A-T acronym provides valuable insights into what’s important for Google when evaluating the quality of your website and its content. Consider these factors when creating content for SEO purposes to help your website rank higher than other similar websites. 

If you’re looking to update your website content and SEO strategy to fit the E-A-T guidelines and could use some help, contact us for a free consultation. Leverage the expertise of our marketing experts to formulate a content creation plan that will earn Google’s approval!