Google's algorithm is the mechanism by which websites are ranked within the Google search engine for users. Google often tweaks its algorithm to continue to provide relevant and high-quality websites in the rankings during user searches. E-A-T has been a component in Google's algorithm for several years, and has been getting more and more attention this year after the confirmed major core algorithm update in January and other smaller ranking fluctuations in the months since.
EAT stands for Expertise, Authority, and Trustworthiness. This means that Google's algorithm is devised to detect certain signals within a website that recognizes the site and its content according to EAT and then ranks sites accordingly along with other aspects of its algorithm. It’s not a ranking factor, per se, but it is part of the larger page quality evaluation of your site, and thus can have a big impact on your organic visibility.
Here’s what those initials really mean:
E = Expertise
We all know that expertise is knowledge or skill in a particular area. But for Google to recognize your expertise, you must deliver that knowledge in a simple and easy to read and easy to understand manner for your audience.
A = Authority
If a person calls themselves an expert but no one else agrees, are they really an expert? For Google, the answer is no. And that’s the A in EAT. Authority means that other people agree you are an expert on the subject matter. And they indicate their agreement through links on their (also authoritative) websites, blogs, and social media channels.
T = Trustworthiness
Okay, so you claim you are an expert and others agree, but no one likes you. Will you get rewarded on Google? It’s possible you won’t. Positive reviews and interactions are the base of the Trustworthiness component. Showing that you are reputable, and keeping your customers and others happy makes you a trustworthy site. Repeated negative feedback on the web related to your site and business will drop you in the rankings.
How to Beef Up Your EAT Components
Now that we’ve defined the components of EAT, let’s dig into how you can improve your website’s EAT, and subsequently improve your organic search visibility and Google ranking. The key things to focus on are:
Create an intentional keyword strategy based on topic focus
Find out what your audience is looking for at every stage of their purchase journey, and learn how they search for it using key words and phrases. Then align these keywords with your topical expertise, and create content to engage and provide value to your audience.
Keep content easy to digest
Format content in a way that is easy to read with headers and sub-headers, short paragraphs, and bullet points and/or numbered lists.
Appeal to other experts
Provide high-quality content that will be used by others as expert materials when discussing your subject matter. The more sites that link to your site or mention your business and site name, the higher your authority and thus organic visibility.
Be available to your customers
Respond to reviews even if they are negative. Welcome feedback from your customers through email or messaging and be responsive.
Keep in mind that EAT is not a specific ranking factor like site speed or quality of backlinks. It’s a broader evaluation of your site and page quality. Think of it as a way of life for your website. You must embody the EAT components in everything you do on your site and other digital channels. You gotta eat, breathe and sleep EAT!