EAT in SEO and why it is Important

Some marketers strongly believe that E.A.T is a vital SEO success factor today. Others believe that the popularity and importance of the E.A.T. concept are overblown. The conflicting opinions from both sides raise critical questions for both marketers and business owners.

Is E.A.T a direct or indirect ranking factor?

Is it an important factor in Google’s ever-evolving algorithms?

Expertise, Authoritative, and Trustworthiness (E.A.T) became popular following its inclusion in Google’s Search Quality Evaluator Guidelines. The concept comprises three crucial factors that search engines use to determine how much trust they should place on a particular website or brand. Today’s advanced search engine algorithms want to offer consumers the best user experience and this is the reason E.A.T (expertise, authority, and trust) of a website matter.

Companies and domains with a commendable display of expertise in a specific industry, authority, and trust shouldn’t only perceive themselves as promoted by search engines. Instead, they should also correlate with a higher level of trust and relevance to their target consumers.

Expertise, Authority, and Trust (E.A.T) Explained

Each of these terms represents an essential metric of an enterprise’s right to be evaluated and considered a leader in its industry. Google’s ranking algorithm considers the E.A.T metrics to determine the overall value of a brand (or website), its pages, and the content creators.

Expertise (E)

According to the Oxford English Dictionary, expertise refers to knowledge in a specific field or an expert skill. Suppose you provide products or services that you have a wealth of knowledge about. In that case, you could be perceived as an expert in that field, particularly if you can successfully demonstrate that your knowledge exceeds your competitors’.

Suppose you and your competitors were to stand in an identity parade line and physically demonstrate to consumers how in-depth your knowledge is. Could the depth and strength of your insights make you stand out? If you know more about search engine optimization than your competitor, then you have a better chance of outpacing them.

Regardless of the subject, if you can successfully demonstrate that your expertise is higher than that of the other brand or website, search engines and consumers will perceive you as an expert. Your online brand and its webpages are continually being examined by search engines to determine if they demonstrate a deeper level of expertise than other webpages found on the internet.

Authority (A)

Can consumers trust your website to be true, reliable, and accurate? As much as you can demonstrate the expertise in a specific niche, it would be best if you had the authority to reveal how well your business or website and content it offers can stand apart from other available options.

When consumers search the internet, they are simply looking for a trusted and authoritative platform that can provide the reliable answers they seek. They not only need to trust your expertise but they also need to be sure that you are the best person who can address their needs successfully.

This is why Google’s ranking algorithm scrutinizes your website and its current content to determine if it is expertly written, and its authoritativeness matches the evolving consumer needs.


Trust (T)

Man fingers setting trust button on highest position. Concept image for illustration of high confidence level.

Trustworthiness refers to the ability to be depended on, truthful or honest. It is an important metric as it determines how much credence your website and its content have. Just think about it: it is one thing to roll out a lot of articles on the internet, but it’s another thing for that content to be trustworthy.

The advent of the internet and technological advancements have revolutionized consumers’ choices and demands. Today, if a deal seems too good to be true, most consumers will simply lose trust on the website or brand offering it.

For instance, if a travel company is offering consumers a pair of tickets to Costa Rica for 80% of the market price, the consumer assumes that there is a catch, and they are right to feel so because this deal is too good to be true. However, there is a good chance the target customers will lose trust in that offer, and probably the future offers that the company will make to them. The bitter truth is that lost trust is rarely regained.

For many years, the Google rank algorithm has been measuring an online platform’s trust level based on the quality of the backlinks it gets from referring domains. A higher trust level in the referring domain translates to a higher authority that Google puts on your domain.

Google has been expanding this concept much farther than the algorithm science digital marketers used to pay attention to five years ago. It now measures a website’s trust level using various types of factors a real consumer like you would consider. For instance, if a business has repeatedly proved to be trustworthy, you will definitely trust it. Google uses the same concept to determine the trustworthiness of a website or a brand.

Is E.A.T Important?

If your business policy analyst isn’t trustworthy and lacks expertise, you are likely to look around for an expert who can help take your company’s operations to the next level. Today’s consumers or internet users are the same. If they find a page that lacks authority, trust, and expertise, they simply look around for an alternative.

As mentioned earlier, Google’s advanced algorithm continues to analyze these factors and use them as important signals to determine whether they can trust your company’s domain to satisfy consumers’ needs. If your website’s metrics don’t satisfy the matching consumer needs, Google will simply choose another platform that offers answers that match the relevant audience’s needs. Therefore, E.A.T is a key element to the SEO services we provide to our clients, building them up to the be authority within their niche. This is also why a poorly-designed site with spam content is likely to take a backbench in search engine results pages (SERPs).

Do you now know why E.A.T plays a key role in delivering your brand or website to your target audience? Do you now know why it is important to invest in your content marketing strategy and a team that can help build website authority and trust?

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