24 Nov 2021

Google's E.A.T. and SEO: The Ultimate Guide | SmallSEOTools

E.A.T. is all about Expertise, Authoritativeness, and Trustworthiness. SEO's are indeed well-versed about the E.A.T. Since the onset of this prime update, or what you can say, a minor tweak has undoubtedly altered the entire SEO strategy. The major update comes in alignment with the search queries by the users. The update is influencing the search results based upon the questions of the users. Suppose you are searching for cute cat images, then E.A.T. probably won't impact the search results. Therefore, the effectiveness of this update is subjective, and there are cases where you might not come across an image of cute cats. However, the search results against the query for the correct dose of paracetamol will be stimulated by E.A.T. Google won't surface results of the website, which doesn't have any authority over the subject. In addition to that, the E.A.T. update is also quite relevant for search queries like "How to check the validity of a credit card?" Here, an unauthorised source would be unlikely to be credible and legitimate. Let's grab an eye on how E.A.T. is evaluated?

 

The Evaluation of E.A.T.

 

There is little to no difference between expertise, authoritativeness, and trustworthiness. However, they aren't identical, and for that reason, a different set of criteria is deployed for evaluating them. So let's discuss each of them separately.

 

 

1. Expertise

The expertise over here means that you are highly skilled or possess enough knowledge about a particular subject. The evaluation of expertise is usually conducted on the basis of content, and the website's authority doesn't influence it at all. Google tries to rank web pages that subject experts write. Education, qualification, and expertise matter a lot in this regard. It could be understood with a simple example; a nutritionist can write more effectively on a diet plan instead of someone who has just read a few blog posts. Therefore, legal expertise is the baseline, and topics like medical, finance and legal advice fall into this category.

However, there could also be a case where you need to demonstrate real-life experience to show you possess enough knowledge of the subject. Some topics don’t require any formal knowledge base, and anyone experiencing it in everyday life can work on it. Google won't penalise such a person, or website and they can work on that particular niche or topic. In this regard, everyday expertise is considered valuable. 

 

2. Authoritativeness

The authority of a website is all about reputation. The domain authority(DA) is determined by comparing it with other influencers and experts in the industry. Whenever an individual or a group uses a website as a go-to resource for information about a particular subject, it is considered an authority. The raters measure the domain authority by looking into insights and the reputation of an individual or website. They dig it out by looking at the opinion of other experts about a website. It works in a way by analysing review articles, references, and other credible information written about a website. 

The raters rely on independent sources for conducting the research. They also try to find links that indicate that the review articles and information aren't published by the website itself on other platforms. According to Google, for getting good and reliable information, Wikipedia is a credible source. Therefore, the authority of Google couldn't be questioned at all. However, it also needs to bear in mind that authority is a relative concept. You can refer to Tesla and Elon Musk as an authoritative source of information when it comes to electric vehicles, but they surely have no authority when it comes to trending fashion or anything similar to it. In this regard, building up authority on the subject is quite tough and takes time. 

 

3. Trustworthiness

Trustworthiness is established through the accuracy, legitimacy, and transparency of the content published on a website. The trustworthiness is evaluated by examining a number of factors. First, it is determined by looking at who has published the content. The websites working on the niches that have a significant impact on the user's action fall in this category. The websites working on niches that can influence the user requires to have a high degree of trust. The online stores fall in this category, and they need to provide sufficient information in this regard for getting ranking on the search engine result page.

They need to check keyword positions regularly. You can understand this phenomenon through an example; if a website has only financial transaction-related content that has only email and physical addresses, then it will not be considered to be trustworthy because if the user faces any issues related to a transaction, then they will not be able to get help immediately. 

In addition to that, content accuracy is also taken into account from this perspective. You would also need to cite trustworthy sources in this regard for making your content trustable. Therefore, accurate information and trustworthy external references like backlinks are needed for building credibility at a wider range. Over here, you need to remember, similar to authoritativeness, trustworthiness is also a relative concept. No website can be regarded as an authority in all areas. For example, SmallSEOTools is trustworthy in the domain of online tools but not nutrition and diet.

 

The Influence of E.A.T On SEO

 

It has always been said that content is king. There is always a need to produce quality content for ranking high on the search engine result page. You might have noticed that the significant Google search core algorithm updates are focused on the recurring theme of constantly enhancing user experience. The search engine giant has long penalised keyword stuffing because it adversely impacts the reading experience. The influx of smartphones also had a detrimental impact because Google wants the websites to be responsive on all the devices. Additionally, Google has also prioritised HTTPS over HTTP because what matters the most for Google is the security check for its users.


Google developed Core Web Vitals because it wants a seamless experience for the users. The E.A.T. update is also an important factor in ranking a website or a webpage. Google wants to deliver what the users really expect from it. The relevancy of search engine results needs to be accurate; that's what Google is continuously working on. E.A.T. helps in determining the credibility of a website. Google always finds relevance between the search query and the content published on a webpage for ranking it in the SERP. Therefore, you need to keep in mind the dimensions of this significant update while drafting your search engine optimisation strategy.

 

 

 

Tactics to Improve E.A.T. SEO

 

E.A.T. has become one of the most discussed Google's core algorithm updates in the past few years. Since the update has rolled out, there has been serious debate over the matter. Digital marketers and search engine optimisers are in the quest to improve their SEO. They want to dig out ways to rank the web pages at the top in the SERP. The algorithm update is sure about all the minor updates, and it is working as a catalyst for the future search engine optimisation spectrum.

The E.A.T. matters a lot, and there are several ways to improve your SEO ranking by working on content and ensuring that the content you create has trust signals for Google and users. Over here, you need to bear in mind that if your site falls under the category of YMYL category, then there is a need to set higher standards.

 

 

 

1. Link from High-Quality Sources

 

The SEO strategy is always formulated on the basis of backlinks. The inbound links need to come from sites that are considered high-rated domains. It will let you exhibit that you are a trusted authority in your niche. For example, suppose you are into providing I.T. consultancy, and getting backlinks from a fashion website will be of no use. The tactic could even harm your reputation, and your site may be penalised for getting such links. The quantity of backlinks doesn't matter a lot; in fact, the relevancy and the domain authority determine what your site is after. Off-page SEO isn't simple, and it needs to be done in the right way. For earning quality backlinks, there is a need to work on high-quality content that people love to interact with. There is a need to position yourself as an authority by investing time and energy. In addition to that, there is also a need to build robust relationships with the right publishers and influencers.

 

2. Produce Fresh and Accurate Content

 

If you are into producing content that never goes through any advancements, then there are pretty chances you won't have to update the content.  However, when dealing with trendy news, and other evolving informative topics, you must provide relevant and up-to-date information. The content also needs to be accurate, and there must be appropriate information for the user. It is more true if you are dealing with sensitive information related to medicine or some general news. , you would have to ensure accuracy when dealing with sensitive information to make your content.

 

3. Flash Your Credentials

 

As per the new update, they are just stating that your writers are professional. It won't be sufficient enough; you would need to provide their detailed expertise. In this regard, there would be a need to verify their credentials and put them on your website. In addition, you can also link their bio pages with the personal websites of the writers. The social media handles of the writers could also be attached to letting Google understand everything about the entities behind the generation of content.

In addition to that, there is also a case where you can list down your experts in the website section where you describe the people who are behind the website. For example, it could be placed in the About us, About Team, and Contributors section. There is no need to feel shy when describing your writers. Along with that, if your writers are the ones with appropriate credentials and accreditations, then you can use it to let the people and Google know about it.

 

4. Formulate an Effective Content Marketing Strategy

 

One of the most recognised ways to establish authority is to create content regularly. You need to be consistent in producing content, be it videos, textual content, or podcasting. Thus, you would be able to demonstrate your knowledge tangibly. There is no doubt that the creation of content with consistency takes a lot of herculean strength. Therefore, a content marketing framework is essential for E.A.T. SEO. There is a need to define your goals and adopt a repeated process that you can utilise to create high-value content consistently.

 

E.A.T. and Future of SEO

 

In the future, E.A.T. is going to have a much broader and more profound impact on SEO. You might remember that Google got the patent for "Speaker Identification," It helps identify speakers through speech recognition technology. It would go for YouTube videos, webinars, and other audio content over the internet. It is just the tip of the iceberg, and there is a need to work in accordance with it. You would agree that the search algorithm will surely evolve. Google will make changes to its broad core update, and adjustments will be carried out at the micro-level. The aim of Google will not change because the search engines want to deliver content that exactly matches the user's search intent. The E.A.T. algorithm update is undoubtedly in alignment with Google's objective. The SEO efforts will only be successful if you make your content according to the search queries. The E.A.T. needs to be your primary focus for achieving the top position on the search engine results page.

 

 

Putting it Together

In the last analysis, E.A.T. is all about satisfying the needs of the users. Therefore, you need to adopt an approach, which can assist in making your content user-friendly, not search-engine friendly. If you are into creating content that has no plagiarism and passes a good value, and for the user, then there are pretty much chances that you will rank high and will be able to attain a prime position in your targeted market.

Moreover, working on E.A.T. needs web admins, digital marketers, and search engine optimisers to conduct extensive and vast research in the niche they are working on. The need to constantly update the strategy with new and innovative ideas has become essential for sustaining the market.