What is E-A-T?
E-A-T: The expertise, authoritativeness, and trustworthiness of a business.
E-A-T stands for the following:
While ‘Authoritativeness’ is similar to the aforementioned ‘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 authoritative and trustworthy 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.
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.
This is especially true for medical and financial websites and they 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.
Websites related to e-commerce, diseases, the stock market, legal information, and even car repair and maintenance where wrong or misleading information would harm the person physically, emotionally, or financially, also come under heavy scrutiny by Google.
Make sure it is clear who is responsible for the website, the business, and the content on the website and add as much 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 blog writer instead of a generic name. Add a good clean bio page for the blog writer/business owner at the end of the blog post and have the author page filled up with complete information about the writer/business owner. Link ever post to the author page.
E-A-T Audit Parameters in DigitalBull GO
Here are the subfactors/parameters for E-A-T that are analyzed in the DigitalBull GO Local SEO Audit Tool:
Search Quality Evaluator Guidelines from Google
What are E-A-T & YMYL? – Blog post by SEMrush
E-A-T & SEO – Blog post by Moz
E-A-T in DigitalBull GO
22nd June 2020 Upgrade – E-A-T is currently #6 on the Ranking Factors standings.
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