What is E-A-T?
E-A-T: The expertise, authoritativeness, and trustworthiness of a business.
E-A-T stands for the following:
Expertise is knowledge or skill in a particular field. Authoritativeness means possessing reliability and recognition as an evident source of information. Trustworthiness is the ability to be seen as honest or truthful.
While ‘Authoritativeness’ is similar to ‘Authority’, the latter usually refers to the strength of the website and the domain while authoritativeness is the strength of the business brand.
Google has metrics for judging E-A-T. Google’s evaluators rank pages based on subject matter expertise, how much authority they have, and whether or not they can be trusted.
Websites need to showcase their expertise and further be seen as experts, authorities, and trusted sources by users and Google E-A-T evaluators based on guidelines set by Google.
Good quality websites have a high E-A-T score on their web pages and pages of low quality may bring down the overall E-A-T score of the website.
Avoid false or misleading advertising, unnecessary pop-ups, redirecting to a different site, concealing information about the company, blank pages, stolen images, etc. All these can bring down the E-A-T score of the website and prevent it from being seen as a reliable source.
This is especially true for medical and financial websites, which fall under the Your Money or Your Life (YMYL) category of sites monitored much more strictly by Google, e.g. Medic Updates to its core algorithm.
These pages are important since they impact a person’s health, income, and happiness. This is because Google doesn’t want to show incorrect facts and figures, or cause users to suffer because of something they read from the top websites in Google SERPs.
Other websites that come under heavy scrutiny by Google are sites related to e-commerce, pandemics, the stock market, legal information, and even car repair and maintenance where wrong or misleading information would harm the person physically, emotionally, or financially.
Make it clear who is responsible for the website, the business, and the content on the website. Add as many E-A-T signals and information as possible on your site that will enhance your company’s legitimacy and genuineness and establish you as a subject matter expert.
DigitalBull GO Tip: Get the business owner set up as a blog writer instead of a generic name. Add a clean Author Bio for the blog writer or business owner at the end of each blog post. Create an Author Page filled with complete information about the writer or business owner and link to the Author Page from each post.
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