The E‑A-T acronym stands for Expertise, Authority, and Trustworthiness as it pertains to how Google ranks search results.
The acronym E‑A-T comes from Google’s Search Quality Rating Guidelines, which determines what it takes to build a high-quality website that ranks well.
Let’s discuss what expertise, authority, and trustworthiness really mean.
Expertise refers to the creator of the main content and takes into consideration their credibility. As an example, someone who lacks any healthcare qualifications but blogs on health-related issues is unlikely to rank higher than an established healthcare professional or service provider; expertise indicates if the writer is knowledgeable about the subject matter.
Nevertheless, Google’s guidelines state that expertise can also be shown in less formal ways, such as in detailed reviews or forums – although it depends on the purpose of the content.
Authoritativeness consists of proving that your site is an authority in its field. Building your site up as an authority depends on having backlinks from relevant, authoritative sites. You will improve your authority as search engines will recognize your site as highly recommended and trustworthy.
For example, you run an online fashion retailer and fashion magazines mention your brand in online articles.
A website’s trustworthiness means exactly that – how trustable it is. The best way to demonstrate this is through a secure domain that protects users’ personal information and through positive customer reviews. Search engines will interpret your site as low quality if you receive too many negative reviews, which will negatively impact your position on the SERPs.
E‑A-T why is it important to your business?
Having E-A-T in your business can seriously increase your ranking on the search engine results page. You can see that your website is trusted, recommended, and legitimate by search engines such as Google. Google wishes to prevent internet users from coming across shady websites, which you are likely to have encountered during some of your previous searches.
As an example, it could be risky for an unauthoritative website to rank highly in the SERP if it is providing false information. To prevent user harm, Google will consider the E-A-T of a website.
E‑A-T SEO: How to improve it?
If you understand what your audience really wants and meet their needs, you can improve the expertise of your website. Researching keywords and developing a strong keyword strategy is the first step. It is worth the time and effort to fully understand a user’s intent since you can cater to their needs once you know their motives.
When you know who your target audience is and what their needs are, you can create content that is useful to them. It is a great idea to blog about topics related to your products or business regularly. For example, if you are running a health food store, you might post healthy meal recipes. Additionally, it’s essential to create easily digestible content. For example, if you create recipe-based blogs, you might include video demonstrations or numbering lists to illustrate the process. As a result, you should strive to address as many search queries as possible in your content – demonstrating your brand’s expertise and knowledge.
To improve your website’s authority, you can do a few things, such as:
As an active ranking signal, backlinks are extremely valuable in the world of SEO. It essentially tells search engines that your brand is being recommended and indicates that you have expertise by obtaining links from other relevant websites with authority.
A tool like SEMrush allows you to check your domain’s authority score and even uncover websites that have mentioned your website as well as opportunities for link building and boosting authoritativeness.
Making use of social media
If it leads to a higher number of people searching for your brand directly, sharing content and interacting with leads and customers will work wonders for your brand. Grow your authority by demonstrating consistency and spreading your content.
Make sure your domain is secure
A ranking signal for HTTPS (Hypertext Transfer Protocol Secure) was announced by Google in 2014. You should migrate from HTTP to HTTPS to prevent yourself from being flagged as insecure, as HTTPS is a secure internet protocol.
Customers should be encouraged to leave reviews
Google won’t know that you have the happiest customers in the world until they leave a review. If your clients and customers are satisfied with your service, ask them to leave a review or consider featuring client testimonials on your website. This will increase your brand’s authority and trustworthiness.
Managing negative reviews
Address negative reviews early rather than later to avoid negative reviews from piling up. As mentioned previously, if you receive too many negative reviews for your business, your website will be considered poor and unreliable by Google, since you disappoint users and customers somewhere along the way.
Do you want to improve your E-A-T?
Increasing your E‑A-T can help to improve your business’s online visibility and lead to more sales and leads. Here at WebDigi, our team of SEO experts, knows how to boost your brand’s E‑A-T to help you achieve your goals.
Our Digital Marketing Agency in Bangalore will gladly provide you with more information about our services, or you can email us at email@example.com to find out how we can help.