What Exactly Is E-A-T & Why Does Google Care?

What Is E-A-T

Written by Jeremy Earle, JD

January 17, 2022

The acronym E-A-T is a critical marketing principle that all companies should be familiar with. It’s time to find out precisely what the acronym “E-E-A-T” stands for.

In Google’s algorithm and Google’s Search Quality Evaluator Guidelines, E-A-T is a portion of the search results.

“E-A-T” is “extremely critical,” according to Google.

To be clear, “eat” and the food we put in our mouths are not the same thing as “E-A-T.” However, I must confess that I’m now yearning for a burrito.

E-A-T is a term that you’ve certainly come across quite a bit if you’re in the SEO industry.

But, just what is E-A-T, exactly? Are we looking at a massive overhaul or a little tweak? Is it necessary to overhaul your whole SEO strategy? What if it’s like that half-eaten taco from last weekend that’s still in the fridge?

Throughout this article, I’ll precisely describe what “E-A-T” is, why it matters, and how to feed your site E-A-T-style material to improve its search engine rankings.

Other SEO marketers that contributed to the book include Dave Davies, Lily Ray, Kevin Rowe, and Roger Montti. The guide is available for free download here.

The following is a rundown of what to expect:

Google’s E-A-T: Busting 10 of the Biggest Myths

  • Chapter 2: Google’s Search Quality Raters Guidelines: A Guide for SEO Beginners
  • Chapter 3: How to Use Structured Data to Support E-A-T
  • Chapter 4: E-A-T & Link Building: A Guide to Evaluating Prospects

What Does E-A-T Stand For?

The E-A-T algorithm is one of several used by Google to decide whether or not a piece of material is worthwhile to readers and, thus, deserves high placement in search results.

In 2014, Google introduced the term “E-A-T” to its Search Quality Guidelines.

Evaluators were told to look for: • Expertise of the author; • Authoritativeness of the author; • Trustworthiness of author; and • Credibility of website.

For the most part, the E-A-T symbol denotes that a page is of high quality and hence beneficial to its visitors.

To illustrate what they mean by E-A-T, here’s an illustration from Google:

Professional journalism is essential to creating high-quality news pieces; they must convey factually correct information in a manner that helps readers make sense of what is happening. News organizations with high editorial standards and rigorous peer review procedures are known as “high E-A-T news sources.”

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Is E-A-T an SEO Ranking Factor?

Not exactly; however, your content’s rank may be affected by E-A-T.

I know, it’s nearly as perplexing as the Whopperito from Burger King.

As part of its search algorithm, Google employs E-A-T as a guideline to decide whether the information is of the highest quality and should be listed higher. As a result, even if it isn’t a direct ranking criterion, it might influence your total search ranks.

SEO gurus argue that it is more significant than others, but I disagree.

Gary Illyes, a Google employee, has said that the E-A-T fad is exaggerated and seldom discussed within.

There will be no food. It’s spoken about much more often in public than in private.

Yes, Gary (@methode) May 13, 2020

SEO relies heavily on the importance of E-A-T.

The concept “content is king” may be new to you. Is that what you mean by “simply produce high-quality material?”

Don’t respond because you have, of course. SEO experts have made repeated calls for greater content.

Even though these expressions are well-intentioned, they make my eyes roll since they don’t truly inform us anything about what constitutes high-quality material.

Is there anything more you would want to see? If so, what kind? There are so many alternative words? Is there a better meta? Perhaps no one will ever find out.

Now that Google is revealing a little more about what they consider high-quality material, content marketing, and SEO practitioners might have a lot to think about.

The E-A-T standards notify human reviewers precisely what sort of material Google deems high-quality content for the hundreds of websites that Google reviews.

Great content, in their opinion, should meet the following criteria:

  • Help users;
  • Be generated by an expert.
  • Appears on a reputable website.
  • Be a reliable ally.
  • Make sure you’re always up to date.

Content should be developed by persons with a high degree of skill, but “everyday expertise” from people with real-life experience is acceptable when necessary.

Pages that propagate hatred, injure, misinform, or mislead people may be penalized by search engines.

Listed below are seven methods for enhancing the E-A-T of your website.

Your mom’s lasagna has nothing to do with the acronym E-A-T, and it’s all because of Google. You’re aware of the significance and the ensuing hysteria amongst SEO experts.

In terms of your website, what does this mean? It’s time to step up your content production.

This seven-step guide will assist you in enhancing the authority and trustworthiness of your website.

1. Introduce Yourself to Visitors

It’s clear that Google wants to know who provides material and if that person or website is a credible source for that information. The E-A-T rules have three prongs.

We recommend creating an About Us or Team page to explain who your team is and your content producers are if you don’t already have one.

Your team’s knowledge, authority, and credibility may be easily established via author pages.

2. Hire Professionals to Write Your Content

People who know what they’re talking about are what Google is looking for in content.

Hire specialists to develop material Google will trust rather than ghostwriters to produce half-baked content on high-click keywords.

A scientific interview, expert guest article, or collaboration with another organization to publish top-notch findings are all possibilities.

3. Clearly State Your Content’s Goals

What are you trying to say with this piece?

Is the purpose of your writing to educate or persuade?

Use headers and headings that make your content’s goal crystal apparent, and use simple language to convey that reason.

When you read these blogs, you can be certain that all of your queries concerning E-A-T will be addressed.

Avoid writing information that rambles on and on. Get right to the point and cover the subject matter as extensively and clearly as you can.

4. Consistently Update Your Content

A staggering quantity of data is generated each day by our company.

We’ll generate an average of 463 billion gigabytes of data each day by 2025. This signifies that material is out-of-date in a short period.

Sites are taken down, workers are given new responsibilities, and Google’s algorithm is tweaked.

Content on the internet has an average life of two years, depending on the subject matter and the sector.

Your SEO plan should include content upgrades to ensure that your information is correct and up to date.

Every few years, especially for high-ranking material, you should check for dead links, update statistics, and follow best practices.

5. Link to high-quality sources

Use genuine data if you want to be taken seriously as an expert.

Show that you know what you’re talking about by citing authoritative sources like studies and research papers.

When looking for research to support your claims, turn to reliable resources like NCBI and J.S.T.O.R.

As an alternative, you may point readers to relevant articles, papers, or studies written by industry experts. Gary IIlyes, a Google employee, made remarks regarding E-A-T in this article, therefore thus can be regarded as an authority on Google.

6.VConsider Various Points of View

As a rule of thumb, the material should investigate issues from different perspectives and consider how each perspective adds to the larger discourse.

If, for example, you’re writing about the finest ice cream flavors to try, likely, one flavor won’t be ideal for everyone.

This “Not Fried Chicken Ice Cream Bucket” ice cream is prepared using locally sourced eggs. OddFellows Ice Cream’s The Boozy Capsule collection is a great option for those who can’t decide between ice cream and a drink. Or ice cream with a B.B.Q. Taste.

There is no limit to what may be achieved. However, the idea is to create trust with your audience and seem to be an expert by presenting various opinions on a certain issue.

7. Maintaining a Positive Online Presence Is Essential

Your website’s and its content’s reliability might be affected by your internet reputation.

Keep an eye out for unfavorable publicity and reply quickly to poor reviews to protect your brand’s image.

Ensure that all of your social media accounts are branded with your company name, and encourage consumers to submit favorable reviews.

Even if you don’t need to establish a large brand for your firm, ensure that your good name doesn’t get tarnished by bad publicity.

Doughnut E-A-T Should Be Approached With Caution

When Google does anything new, some SEOs fear it’s a harbinger of the Apocalypse, much like the 2012 Twinkie shortages.

Fortunately, Google has said that E-A-T isn’t a major shift that will hurt search ranks.

Instead, it is an internal criterion used by Google to decide whether a piece of information is of high quality or not.

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