EAT

Expertise, Authoritativeness, Trustworthiness

A fundamental concept in Google’s Search Quality Evaluator Guidelines. It plays a crucial role in how Google assesses the quality of content, particularly for websites that provide information on sensitive topics such as health, finance, and news. While E-A-T is not a direct ranking factor, it influences how Google evaluates content quality and determines whether a page deserves to rank highly in search results.

Breaking Down E-A-T

• Expertise refers to a content creator’s knowledge of a subject. Google favors content that demonstrates a high level of expertise, mainly when the topic requires specialized knowledge. This is especially important for YMYL (Your Money or Your Life) content, such as medical advice or financial guidance.
• Authoritativeness is about the credibility of the content creator and the website hosting the content. To determine authority, Google considers signals such as professional credentials, industry recognition, and external references (like backlinks from reputable sources).
• Trustworthiness measures the reliability of a website and its content. This includes factors such as transparency, accuracy, and security. Websites that provide clear sourcing, proper citations, and secure browsing (HTTPS) are seen as more trustworthy.

Why E-A-T Matters for SEO

Google’s algorithm updates, particularly those related to core updates, increasingly prioritize high-quality, credible content. Websites that lack E-A-T may struggle to rank well, especially in competitive industries. To enhance E-A-T, website owners and content creators should focus on:

• Publishing content written by qualified experts.
• Citing authoritative sources and providing references.
• Establishing a strong online reputation through quality backlinks and industry recognition.
• Ensuring transparency with author bios, contact details, and an easily accessible privacy policy.

By aligning content with E-A-T principles, websites can improve their credibility, user trust, and search rankings.