The Google algorithm determines website rankings inside the Google search engine. Google often makes changes to its algorithm to ensure that only relevant and high-quality websites are displayed in the results of user queries. E-A-T has been a part of Google’s algorithm for a while and has been receiving more and more attention each year. This blog will give you detailed information on what is E-A-T and the reasons for E-A-T’s importance in SEO.
What is E-A-T?
E-A-T stands for knowledge, authority, and reliability. It makes the value of the primary content on your website easier for Quality Raters to study and evaluate.
This means that Google’s algorithm is designed to identify specific signals within a website that recognises the site and its content according to E-A-T and then rank sites accordingly along with other components of its algorithm.
Although it isn’t a ranking criterion per se, it can play a significant role in how well your site’s pages are evaluated, which can significantly affect how visible you are on the internet.
Along with E-A-T, Google’s rules include other evaluation criteria, including YMYL (“your money or your life”) and Needs Met. However, E-A-T is thought to be particularly significant in search ranks.
The definition of expertise has expert knowledge or skill in a particular topic. For example, you might be considered an expert if you offer a service or sell a good that you are very knowledgeable about.
However, genuine expertise is challenging to pass off, especially if you hold a valid certification or are frequently referred to as an authority by other parties. Google now favours a new type of Authorship to determine who is the actual author of a piece of material and whether or not they are experts in that field.
So, for example, if the author is a licenced medical practitioner, your article would be highly scored for EAT if you were in the healthcare sector.
Google’s ranking criteria will consider a website more trustworthy if the author is recognised as a genuine and reliable professional. Giving readers quick access to the author’s bio by including a summary at the foot of the page and routinely making contributions to trade magazines are two effective ways to achieve this.
A website will be rated as more authority if it makes it apparent who or what group runs it, and all blog posts list the authors and the qualifications they have to be writing about this topic.
Additionally, Google assesses authoritativeness more favourably when external websites connect to this site repeatedly over the previous few years and recognise it as the thought leader in this particular area. Google won’t assess the accuracy of the information on your blogs or websites.
Because of this, Google verifies the author’s identity and offers writers with expertise in the subject matter a higher rating to prevent fraudulent content from being displayed at the top of SERPs.
T – Trustworthiness
As you might expect, a website’s credibility and content are used to determine trustworthiness. For instance, websites of significant organisations, official government websites, or medical facilities are all regarded as being quite credible.
To elaborate, customer evaluations can help a business achieve a good rating, but the influence differs depending on whether the person submits the review themselves or not and whether they use their real name or remain anonymous. Furthermore, it can increase overall credibility when blog writers link to their business profiles.
Why is E-A-T essential?
Google only promotes websites that exhibit these attributes; therefore, domains with the finest demonstration of competence, authority, and trust are chosen by Google. Because of this, EAT is often cited as a key ranking criterion. Therefore, EAT must sometimes have a significant influence.
For instance, as EAT is a debatable subject, it can be disregarded if you’re looking for images of parrots. However, EAT becomes crucial if you’re looking for the COVID vaccination, much like in recent years. This is due to the fact that if the published content is unreliable, lacking in authority and knowledge, it is deceptive and may have poor safety measures in this case.
How Does E-A-T impacts SEO?
Actionable SEO advice is primarily connected with E-A-T SEO. Following the E-A-T criteria only enhances the need to provide great content, which has always been a key component of Search Engine Optimisation.
Building links and favouring high-quality links over low-quality ones is another crucial factor. More external links from reputable websites improve your SEO performance and help with the authority component of E-A-T.
Additionally, referring to reliable sites increases the likelihood that an authoritative website will link to your website.
High-authority referring sites can build your backlink profile and increase your domain authority, both of which are essential for SEO.
For better E-A-T SEO, quality is always preferred over quantity. Therefore, avoid link farms since they are a destructive SEO strategy that can undo all your SEO work.
Does E-A-T Affect Ranking?
Knowledge, authority, and reliability are all human ideas. Therefore, a computer needs help to determine if a website has a high or low degree of E-A-T. Therefore, E-A-T is unable to affect Google’s algorithm directly.
However, E-A-T aids in determining trustworthiness, and Google can further assess if a website offers genuine value to users by compiling the input from Quality Raters. Therefore, you should adhere to the E-A-T guidelines to produce quality content essential for your Google ranking.
Generally speaking, E-A-T is an additional method for delivering better UX on search engines, and Google is continually working to improve this. For a quicker and more streamlined UX, they created Core Web Vitals, for instance.
According to Google’s most recent updates to its quality rating standards, knowledge, credibility, and trustworthiness are now considerably more essential factors in rankings than previously.
EAT helps websites stay focused on offering accurate information while preventing unrelated content from rising to the top, which could harm the user experience. Rankings are important for traffic, visibility, and awareness.
Fewer users viewing your material means lower chances of generating revenue, which could be the end of your company if you have low rankings. The best way to attract the traffic you desire is to have a higher EAT, which you can only achieve by producing content that makes your audience happy.