What is E-A-T and why is it important for your website?

Did somebody say (Just) E-A-T? (again). What the hell is this and why do i keep hearing about it? You may well ask dear reader… E-A-T stands for Expertise, Authoritativeness and Trustworthiness.

It’s concept introduced by Google in its search quality guidelines (so you really do need to know about it) and it’s a set of criteria that Google’s bots and algorithms use to assess the quality and credibility of your website’s content. Understanding and adhering to E-A-T principles is crucial for website owners and digital marketers because it directly impacts a site’s visibility and rankings on search engine results pages (SERPs).

Here’s a breakdown of each component of E-A-T…

Expertise

Expertise refers to the level of knowledge and skill demonstrated in the content on a website. Google looks for content that is created by individuals or organizations with expertise in the subject matter. This can be demonstrated through the qualifications, experience, and credentials of the content creators.

Authoritativeness

Authoritativeness measures the perceived authority or influence of a website and its content. Google considers the reputation of the website and the individuals or entities responsible for creating the content. High-quality backlinks from reputable sources, mentions in authoritative publications, and positive reviews can contribute to building authoritativeness.

Trustworthiness

Trustworthiness assesses the reliability and credibility of a website and its content. Websites should provide accurate information, and there should be a clear indication that the content is trustworthy. Factors such as transparent authorship, a secure website (using HTTPS), and a privacy policy can contribute to building trust with users and search engines.

Why is E-A-T important to a Website?

Improved Search Rankings

Websites that demonstrate high levels of expertise, authoritativeness, and trustworthiness are more likely to rank higher in search engine results. Google aims to deliver reliable and accurate information to its users, and E-A-T helps identify websites that meet these criteria.

Credibility and User Trust

E-A-T is essential for building credibility and trust with users. Visitors are more likely to engage with and trust content from websites that are recognized as authoritative sources in their respective fields.

Google’s Focus on Quality Content

Google’s algorithms have evolved to prioritise high-quality content that serves the user’s intent. Websites that align with E-A-T principles are more likely to be seen as valuable resources, leading to better visibility in search results.

Elevated User Experience

Websites that prioritise E-A-T principles often provide a better overall user experience. This includes accurate information, clear navigation, and a sense of reliability, all of which contribute to user satisfaction.

Here’s that in bite-size

Focusing on E-A-T principles is not only important for SEO but also for building a reputable and trustworthy online presence. It’s an approach that has the goal of delivering valuable and reliable information to users, which ultimately benefits both the website and its audience… Pass the ketchup.