Talks about E.A.T have been going on in the SEO circle and the business acumen since 2018. Stats indicate that it is an important ranking factor. And it is true also.
Today we will analyze this Google’s much sought after terminology and how its relevance is building up in SEO.
Way back in 2015, Google produced Search Quality Evaluator Guidelines to differentiate between high-quality websites from low-quality websites. The search engine formulated the document for the team who has responsibility for monitoring and evaluating the websites that could come at the top of the Google search result. This requires an authenticated website with the content, and to achieve it, the digital marketers should consider three key factors; “beneficial purpose, E-A-T, and YMYL Today, we will discuss the importance of Google E-A-T.
What is E-A-T
E-A-T stands for expertise, authoritativeness, and trustworthiness, which digital marketers pledge. It is a crucial aspect of search queries.
Suppose you tend to search for Cars as you wanted to see the types available in the market. It is a subjective thing, as you can get the details of all the types of cars. But if you wanted to know about Wagon R and its features, then you must get authentic and correct information.
Here the role of Google comes in. It will check the accuracy of the content and would not allow an untrustworthy website to come up.
Google is also chiefly concerned about the YMYL (Your money or your life) topics, as some of the subjects have a direct impact on the person’s overall well being. If you have developed your website around the YMYL topic, then it is imperative to consider the E-A-T while creating content.
How is E-A-T important in SEO?
If you ask any user what you want with the website and his reply would be uniqueness in design and content. It should have information, creativity, authoritative, and trustworthy.
How users perceive your website is everything how Google analyzes it, which can impact the rankings on the website, thereby creating an impacting your future website traffic. So you must hire the subject matter expert who can write engaging content if you want your readers’ inclusiveness.
Content handled by an expert is far more authenticated than handled by another person.
The authoritativeness comes from having the sites that give information about their respective subject like YMYL websites that deals with the legal, medical, or financial stuff. It can have a direct impact on health, money, or happiness.
People will visit your website if they know that you have authority on the content that you are offering, and you have a stream of experts who can provide valuable content for you. To increase authoritativeness, give our bio, educational and work credentials, and a photo link to your Linkedin or blog page.
Prove with your content and website that you are worthy of trust, which you can create by providing them original and referenced content. It is proof of your authentication. Add SSL certificate, migrate to HTTPS hosting, and create a clear as well as professional-looking Aboutus page with content information, pictures, and testimonials of the website.
Naturally, so if you want visitors to come to your website and get a good ranking, strategize your content according to E-A-T, to give the quality, time, and hard work. The type of fruits you get depends on the type and quality of seeds you sow, so type of and quality of content and hard work you put in, so shall you reap. You will get benefited from the fruits.
It is the content strategy that counts in SEO, so if it is better, you will reap the benefit.
Is E-A-T is an important ranking factor?
Google crawls the web to know the extent of the backlinks created. They can also easily create a computer program that gives you ranking on the page that creates high-quality backlinks. The issue with E-A-T is that the computer cannot understand human language, and it cannot rank pages by understanding E-A-T as it only understands bits and bytes. So its solution is,
The search engines take into consideration the algorithm to improve the quality of the search result.
They also show search results to Quality raters without making any proposed change. Their job is to offer feedback to Google without telling the exact results.
Google uses the feedback to decide whether the tweak had a positive or negative impact on the search results. If they find that you have gained positive results, they will implement the change. By utilizing this process, Google engineers can comprehend the signals that synergize with E-A-T, and then you can adjust the ranking accordingly.
FINAL Thought
E-A-T is imperative for SEO, especially when you tend to cover YMYL topics. And doing it is a two-way process:
- Show your legitimacy
- And work to show your expertise and value
Quality and authenticity matter the most in content when you are working on the SEO of your website.
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