What is E-A-T?
E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is a key concept used by Google to evaluate the quality of content and websites in its search results. In essence, E-A-T helps Google determine whether a website or piece of content meets the high standards required to rank well, particularly for topics that can impact a user’s well-being, finances, or safety. These topics are often referred to as Your Money or Your Life (YMYL) topics, and they include areas like medical, financial, legal, and news content.
Understanding E-A-T is crucial for businesses, content creators, and SEO professionals aiming to improve their website rankings, especially in competitive industries or on pages that require high credibility. In this article, we’ll dive into each component of E-A-T, why it matters, and how you can improve your website’s E-A-T to enhance its visibility in search results.
1. Expertise: Knowledge and Skill in the Topic
Expertise refers to the level of knowledge and skill demonstrated in the content. Google wants to prioritize content that is written by experts or individuals with deep knowledge of the subject matter, especially for YMYL topics.
For instance, medical content should be written by healthcare professionals or credible sources, while legal advice should come from qualified lawyers. When evaluating expertise, Google looks at factors such as:
Author credentials: Does the content have clear information about the author’s qualifications or experience in the subject matter? Google values content created by experts or individuals with demonstrable authority in the topic area.
Content depth: How well does the content address the topic? Is it thorough and comprehensive, providing in-depth analysis or covering all aspects of the subject?
Citations and references: Quality content often cites authoritative sources, such as academic studies, industry experts, and other trusted websites. This helps establish the content’s expertise.
For non-YMYL topics (like lifestyle or entertainment content), Google may be less stringent about expertise but still looks for well-researched and factual content.
2. Authoritativeness: Recognized Reputation in the Industry
Authoritativeness refers to the credibility and reputation of the website or author within the field. It’s about how well-respected a source is by others in the industry or niche.
Google determines authority through a variety of signals, including:
Backlinks from reputable websites: High-quality backlinks from other authoritative sites are a strong indication of trust and authority. If respected websites in your industry link to your content, it signals to Google that you are a trusted source.
Brand reputation: The overall reputation of your website and brand matters. If your website has a strong reputation in your industry, with positive mentions from respected entities, Google will see you as more authoritative.
Citations of the author or content: If well-known publications or influencers in the industry cite or reference your content, it signals to Google that you are an authority on the topic.
For example, if you run a financial blog and your articles are cited by financial institutions, government websites, or well-known financial bloggers, Google will consider you an authoritative source.
3. Trustworthiness: Reliability and Safety
Trustworthiness is perhaps the most important aspect of E-A-T, especially when it comes to YMYL content. Google prioritizes trustworthy websites because users rely on search results to find safe, reliable, and truthful information. Trust signals are crucial for building credibility with both Google and users.
Key elements that contribute to trustworthiness include:
Secure website (HTTPS): Websites with HTTPS encryption are considered more secure and trustworthy. Google uses HTTPS as a ranking factor, and it’s important to ensure that your website is safe for users to visit, especially if you handle sensitive information like credit card details or personal data.
Clear and accessible contact information: Trustworthy websites make it easy for users to contact them. Providing a physical address, phone number, and email address adds credibility to your site. This is especially important for local businesses or those in industries like health and finance.
Transparency and privacy policies: Websites that clearly communicate how they handle user data, such as through privacy policies and terms of service, are more trustworthy. This is particularly important for websites handling sensitive information.
User reviews and ratings: Positive reviews from users can be a powerful trust signal. Websites with positive feedback, high ratings, and user-generated content (such as testimonials) are seen as more trustworthy.
Consistent, accurate, and up-to-date content: Trustworthy websites provide accurate and factual information, and they keep their content regularly updated. Outdated or misleading content can harm a website’s trustworthiness.
4. Why is E-A-T Important for SEO?
E-A-T plays a critical role in determining how well your website ranks on Google, especially for YMYL topics. Since Google’s ultimate goal is to serve the most relevant, high-quality, and trustworthy content to its users, websites that demonstrate high levels of E-A-T are more likely to rank higher in search results.
While E-A-T itself is not an explicit ranking factor (Google doesn’t directly use it as a ranking signal), it impacts many of the factors that Google does consider, such as content quality, user engagement, backlinks, and overall reputation.
For example:
YMYL Content: Websites that provide medical, financial, or legal information must have higher levels of E-A-T. Google is particularly cautious with this content, as errors or misinformation can directly impact users' lives.
Content Quality: Websites that demonstrate expertise, authority, and trustworthiness tend to produce high-quality content, which naturally performs better in search results.
Backlinks: Authoritative content is more likely to earn backlinks from other trusted sites. These backlinks, in turn, help improve your site’s E-A-T.
5. How to Improve Your Website’s E-A-T
Improving E-A-T for your website is a long-term process that requires a focus on quality, consistency, and trust-building strategies. Here are some tips for boosting your site’s E-A-T:
Create high-quality content: Focus on producing detailed, well-researched, and informative content. If your content serves to educate or solve a problem, it is more likely to be considered authoritative and trustworthy.
Establish author credentials: If possible, include author bios that showcase the author’s expertise, qualifications, and experience in the subject matter.
Obtain backlinks from authoritative sources: Reach out to reputable websites and industry influencers to earn high-quality backlinks. These links not only boost authority but also drive traffic.
Engage with your audience: Encourage user feedback, reviews, and social media interactions. The more engagement you have with users, the more trust your site can build.
Ensure technical SEO best practices: A well-secured website with HTTPS, a clear privacy policy, and an easy-to-navigate structure improves trustworthiness. Plus, make sure your website is mobile-friendly and loads quickly.
Update content regularly: Keep your content current by reviewing and updating older posts to reflect new information, data, or trends.
Last updated
Was this helpful?