What is EAT? Understanding the importance of EAT

 

E-A-T stands for “Expertise, Authoritativeness, Trustworthiness.”

EAT for SEO has now been in discussion for almost 2 years now. The concept was mentioned in Google’s Search Quality Rater Guidelines 2013 edition—a 168-page document on assessing the quality of Google’s search results. The three factors are the basic parameters which Google uses to identify the uniqueness and trustworthiness of a webpage and rank it to Google rankings. There is no doubt that seo services are essential to rank in Google, but now EAT is also an indirect ranking factor.

EAT + SEO SERVICES = HIGHER RANKING 

Let’s understand what these three factors are and why they are important in detail.

Expertise – As the word itself conveys, expertise refers to the level of knowledge you have of a particular field or your business. Google says, owners must have in-depth knowledge of their subject and their website content must showcase that expertise. Even if they are not writing the content themselves, proper knowledge must be transferred to the writer so the quality of content is not compromised. This way the content will be unique and high-level.

Expertise is quite necessary for websites like legal, medical, financial to name a few whereas it is not much important for humorous or gossip websites. Therefore, keeping the type of website you have and your audience in mind, create web content which is useful and truthful.

Authoritativeness – It is when the webpage showcases something that adds to its reputation. For example, the authoritativeness of the author. It can be measured with the help of the quality of content, the expertise of the author and uniqueness of the content. Visitors tend to come back on a page where they get unique and knowledge-driven content. Few ways to showcase authorities of the Authors –

●     Professional Title

●     Add Certifications

●     Short Bio of Author

●     Profile Photo

●     Link to the official Website

●     Link to the full Bio

Trustworthiness – Trust builds with time. In the online world, a customer’s trust builds when the information you share is true and unique. Not only to the human visitors but also to the bots, the relevance and uniqueness of the content are important for the ranking of your webpages. Adding SSL or HTTPS along with the accurate contact information on your website makes your website secure as well as trustworthy.

seo services work effectivity when the quality of the web content is up to the mark and Google clearly states that it is only achievable when you keep all the three factors in mind. If Google finds that the content lacks in-depth knowledge of the subject, the content is written by some clueless writer, and that too on an unsecured website with zero trusts, then it can mark the whole webpage as inaccurate and misleading for the readers. Which will ultimately bring down the website to several rankings.

Conclusion: 

The usefulness of EAT along with effective seo services is undoubtedly and Google makes it clear itself. For higher ranking on Google and similar search engines, businesses must follow these guidelines as it is in not for human visitors but also for the crawlers. If following these basic concepts can help you rank higher then why invest your time and money in other ways.

To avail the best SEO services near you, reach out to the most trusted digital marketing service provider with years of experience.