With so many acronyms and buzzwords in online marketing, it’s hard to keep track. Get ready to learn a new one because E-A-T is becoming more and more important in Google’s algorithm. E-A-T stands for expertise, authority, and trustworthiness. These three factors are essential to building your Google Search ranking. It is no longer “if you build it, they will come.” With so much competition online, Google has put more weight on the reliability of the content’s source.
You should be incorporating these tenents into your content strategy if you plan on climbing to the top. Google has emphasized delivering the most relevant content to the search intent, but now is beginning to focus on delivering more accurate content to searchers. With so much misinformation out there, it’s possible for search results to provide inaccurate and potentially harmful information to users searching for health advice. That’s why positioning yourself as a reliable expert in your field will benefit your ranking. E-A-T is how Google plans on enriching the search experience for everyone.
If your website offers psychological, health, or financial advice, E-A-T is essential for you to understand.
One critical criterion Google reviews when looking at a website’s reliability is the credentials of the author of the content. They want to see who wrote the article and it needs to be easy to find. The author of your blog should have a link to their profile using data that tells Google about the author. Make it easy for web crawlers to find the author’s name and information on other websites where they might have other works.
Expertise
Being an expert in your field means that you are incredibly knowledgable in your particular area. Having expertise does not necessarily mean that Google will see you as an expert. You have to prove that through credentials and reputation. Being able to show receipts of your knowledge is what will give you credence and drive traffic to your blog. You not only have to communicate and instruct others based on that knowledge effectively but also know what your audience is precisely searching for and what will help them.
For example, if you’re targetting users who are new to your industry, then your content should not include a lot of technical terms. You should also be incredibly descriptive and instructional, so your new readers can easily understand your content. Consider using visual aids, such as graphics and video, so that your content is easily digested and keeps your audience’s attention. Be prepared to answer further questions that might logically arise after reading your content. A quick link can keep your readers engaged and increase your conversions.
Authority
Expertise is only the beginning. To build domain authority, it takes networking and backlinks to your site from other reputable bloggers. When more people cite you as a source of knowledge, it gives you more authority. Google then views you as having priority over other content providers. Links are fantastic, but mentions can be just as effective. When news outlets or high-quality links mention you in their content, it gives your site more authority.
Shared content is also the sign of a website with increasing authority. When it’s retweeted, followed, and shared authentically, your reach and expertise are recognized as an authority in your industry. The more people search for your particular company, the more the specific keywords you would like to rank for are associated with your company. This will increase your likelihood to rank for those terms.
Trustworthiness
Trustworthiness is the newest trend in Google algorithms. Proving that you’re trustworthy can be difficult. Without it, your rankings will suffer, and you will be heavily penalized by Google. How does Google judge your trustworthiness? Usually by your customer satisfaction. This means your reputation management needs to be on point if you hope to rank highly. When you receive a negative comment online, you should address the situation proactively and hopefully get the feedback removed or managed.
Conversely, receiving positive reviews and comments gives your domain more trustworthiness. Especially when those reviews are on reputable sources from verified customers. Several factors go into your trustworthiness score, including contact information, physical locations, secure domains, clearly defined policies, and conditions, to name a few.
Key factors in maintaining your E-A-T
With specific health-based industries, your E-A-T is essential in ranking on Google. Google doesn’t want to recommend search results that could potentially harm searchers. They have taken the responsibility of providing searchers with accurate information. That’s why following the E-A-T framework will keep your company clean in the eyes of Google and help you rank for quality terms in your industry.
Remember, it’s a marathon, not a sprint to the top. While you may want to quickly rank, it will take dedication and honesty. The days of overnight rankings are long gone, and keyword stuffing will no longer do the trick. Your website is a living breathing thing, and you need to cultivate it if you want it to grow. Putting in hard work will result in stable, reliable rankings that will ensure your placement.
