SEO is one of the most important factors in digital marketing and particularly in website ranking. In this post, I am going to explain what is E-A-T and why it’s important from an SEO point of view?

Let’s see what is E-A-T?

E-A-T denotes Expertise, Authority, and Trust. These are three important factors that Google takes into consideration while trusting a website.

Google strives to provide the best user experience to its audience. Google works on promoting only trusted websites.

E-A-T can be found in Google’s Search Quality Rater Guidelines; which was published by Google in 2013.

There are methods using which, websites can enhance their presence or ranking with E-A-T i.e., Expertise, Authority, and Trust.

Let’s dive into E-A-T (Expertise, Authority, and Trust) –

Expertise –

You must have enough expertise in the niche you are running your website to convey correct information to the audience.

You don’t need to prove your skillset practically or using a degree but by the content that you present on your website.

This expertise is not considered when presenting, content from humor or entertainment niche but very necessary for the website providing essential information.

The websites that come under this are related to medical, healthcare, finance, law & legal information provider.

It is not hard as it sounds the websites can prove the expertise if they have content that can be trusted and is useful for the audience.

Authority –

You need to show authority with respect to your content. This is easy to achieve by taking the grip over expertise.

The discussions or interactions, taking place on your website also contributes to the expertise and then become evident for authority.

Reviews, comments, and networks may also affect this.

Trust –

The websites & businesses must build a trusted relationship with the audience. Trust can be built by providing useful content to the users.

Businesses especially, with eCommerce websites need to build and maintain a trusted bond. As a reason, the users reveal their credit, debit, ATM, card information for payments.

Your website must portray a safe environment for users when they visit. Make sure your website has got an SSL certificate.

What is the importance of E-A-T?

E-A-T – regulates the value of a website in Google’s sight. Googles quality raters judge the websites and webpages for their offerings based on E-A-T.

They evaluate the quality of user experience and that if it meets the standard or not.

A high degree of E-A-T can be earned by convincing the raters by showing them that the content is worth reading and sharing.

E-A-T can be considered, as a reason to settle for your website against your competition. E-A-T can impact the websites ranking on google.

How does E-A-T influence the visitors to your website?

E-A-T has associated with YMYL i.e., “Your Money Your Life” pages of Google. YMYL pages are related to sensitive niches like medical, legal, finance. And healthcare. This includes anything that influences the audience’s health and wealth positively or negatively.

For example: 

• Ecommerce stores asking for payment details.
• Healthcare websites providing essential information on parental care or pregnancy healthcare tips.
• Legal advice provider or financial advisers.
• Pages from a medical niche providing information on diseases, their symptoms, and treatment.
• A blog giving remedy tips related to healthcare.

YMYL pages that rank on the top searches have received a high level, of E-A-T.

This completely depends on the safety that, the user feels and also, the relevance of the content to their queries.

Websites with a genuine offering of advice and solutions to problems and queries will need it and prove it. Hire a digital marketing agency in the USA to grow your business.

Conclusion –

Just as they say, “you are what you eat,” similarly, “your website is what it serves.” E-A-T works for both the website and the web pages, you just have to make sure that you follow Google’s guidelines and meet its criteria.

This is vital for the pages that fall under YMYL.

To achieve a higher ranking, enhance the quality of your content and its genuineness. The more people will read, share, and recommend the more trust you will gain along with the audience. Trust is the most important thing that any business needs to acquire from its audience with its service.