What is Google E-A-T & How to Rank for in a few Easy Steps

What is Google E-A-T?

Google E-A-T stands for Expertise, Authoritativeness and Trustworthiness. It is a measure of how well a website represents the content it claims to be providing.

A site with high Google E-A-T scores will rank higher in search engine results pages (SERPs) because they are seen as more trustworthy by Google’s algorithm. In this article, we’ll discuss what these three factors mean and why they’re important when measuring your online success.

Google E-A-T stands for Expertise, Authoritativeness and Trustworthiness. It is a measure of how well a website represents the content it claims to be providing.

A site with high Google E-A-T scores will rank higher in search engine results pages (SERPs) because they are seen as more trustworthy by Google’s algorithm. In this article, we’ll discuss what these three factors mean and why they’re important when measuring your online success.

Google E-a-T explained

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Expertise

Expertise is about how knowledgeable an author of the content on a website is. The more expertise they have in their field, the better equipped they are to provide accurate information or advice.

This means that when Google’s algorithm crawls your site it will be looking for evidence of authorship and authority by analysing things like:

* Who is the author of this content?

* What do other online sources say about this topic?

* How many pages are on your site related to a specific search term or topic area?

This is why it’s important to have an SEO strategy that includes both offsite and onsite measures. On-page, you need to show Google authorship by including a Google author profile in your code.

This is a great way to add an extra layer of trustworthiness and authenticity to the content on your site, showing that you’re a real person who knows their stuff! Off-page measures include building links from other authoritative websites or social media pages that have been established for some time.

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Authoritativeness

Authoritativeness is about whether the content on your site represents what you say it does. This means Google will be evaluating things like:

* Whether or not the website has links to other websites that are relevant in some way?

* How old is this domain name?

* Does this author have any authority when it comes to this topic?

This is why it’s important to make sure that all content on your site is true and accurate and also the reason you should never ever buy links or guest post on an irrelevant website.

illustartion showing how social media can build trust with a brand

Trustworthiness

Google E-A-T measures how trustworthy a web page is by looking at things like:

* How close does this domain come to the original search term or topic?

* What other content is associated with this web page and how reputable are those sources?

Just like Google Authorship, adding schema markup can help to show that you’re a trustworthy site. This will not only increase your rank in general but also give preference over low E-A-T.

group of people viewing traffic results to website

So how do you improve your own Expertise, Authoritativeness and Trustworthiness?

It’s simple. Concentrate on quality content that is accurate, relevant and has a good reputation online.

Things like an engaged social following or links from other related sites can really help to boost your score!

illustration of man looking at search results

What do you need to write great SEO content?

The answer: excellent writing and a good understanding of your audience.

Content Length

  • Consider the content length Keep your content between 500 and 1600 words. If it’s too short, readers will lose interest quickly; if it’s too long, they may get bored or struggle to find the key points.

 

  • The purpose of the content you’re creating is to get it ranked on Google, so make sure that all-important keywords are included in the right places.

 

  • Consider the content length. Keep your content between 500 and 1600 words. If it’s too short, readers will lose interest quickly; if it’s too long, they may get bored or struggle to find the key points.

 

  • Make sure that you keep the text varied by adding lists, bullet points or bolded keywords throughout your writing.

 

  • Make sure that your content is written in a conversational tone and doesn’t sound like marketing material. Keep sentences short, avoid complex words and don’t include jargon.

 

  • Ensure that you proofread and edit your work carefully before publishing it to the web. If there are any mistakes or errors, readers may.

 

  • Make sure that you give credit where it’s due. Cite all sources correctly and always include links to any online materials so your readers can dig deeper if they wish.

 

  • Don’t forget the subheadings! – Subheadings are a great way to break up long sections of text into chunks that are easier to digest.

 

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Include other forms of media

Visuals are a great way to break up text and keep readers’ attention. Add images, videos or infographics to your blog posts whenever possible—just be sure that you have the right permissions first!

How to format your images correctly

  • Don’t forget that images are just as important to SEO copywriting as text. Make sure that you optimise your photos for the web before including them in blog posts or other types of content.

 

  • Use alt tags, titles and captions to describe the image so it can be indexed by search engines. It should also be clear and relevant to the topic you’re writing about. [If you’re including images in a blog post, make sure that they don’t take up too much space.

 

  • The size of your image is also important: if it’s too big (over 1200px) or incorrectly sized, search engines will struggle to read them and your blog post will perform poorly in search results.

 

  • Videos and GIFs can also be a great way to add an extra element to your content, but don’t forget that the quality of your video is just as important as any other aspect of the content. For best results, upload videos directly from YouTube or Vimeo.

 

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Keyword research

Keyword research is a key part of any SEO strategy, so make sure that you think carefully about the keywords your target audience will be searching for before writing content.

Keyword research

  • Content written with an understanding of what people are looking for on Google will perform better and rank higher in search results too. If you’re stuck for inspiration, try using keyword tools to help with your search.

 

  • As well as including keywords in the text itself, you should also include them in the title of your blog post and any relevant alt tags. [You can also use Google Adwords’ Keyword Planner tool for this purpose.]
 
Illustration of social media for brand testimonials

Post consist good content

Although keywords are important, they’re only part of the equation. The other key elements that will influence your rankings include:

  • Social Media shares

 

  • Links to other related blog posts or websites

 

  • Time on site and page views per visit (and bounce rate) too.

 

  • A good content marketing strategy also includes consistent efforts in blogging.

 

  • It is important to post content often on your blog so that Google will recognise it as a quality source of information. You can do this by having an editorial calendar with deadlines for posting new content, or you could even consider hiring someone to help write the posts for you.

 

  • By regularly adding fresh content, your rankings should continue increasing over time if you are consistent with your efforts.

 

there is one subcategory of E-A-T
SEO that truly matters to Google
Your Money or Your Life or YMYL

illustartion showing how social media can build trust with a brand

What is YMYL?

YMYL is the acronym for“Your Money or Your Life”. This phrase serves as a guiding principle for Google in classifying pages that impact your finances, health, safety, and/or happiness.

E-A-T requirements are higher for YMYL sites due to the nature of the material and how it affects a user.

illustration of winning prozes

What sites are considered YMYL?

Google’s guidelines state that YMYL sites are those pages that impact a user’s health, safety and/or financial security. Some examples of these types of websites include:

Health and Safety Sites 

  • Pages that offer medical, health or pharmaceutical advice<
  • Sites offering mental and physical wellness support (such as eating disorder sites)
  • Sites offering safety information such as home security
  • Google also warns about pages that mislead users into believing they’re YMYL when they actually aren’t

Financial Security

  • Sites offering financial services, such as insurance or stock brokerage;
  • Banking and other financial institution websites.
  • Additionally, if you use affiliate links on your site to generate income from visitors, Google considers you YMYL.

Education

  • Academic institutions (including colleges and universities)
  • Professional organisations/certification providers

Shopping

  • Sites where you can purchase goods and services.

 

illustration of team trying to improve core web vitals

What are some good practices for YMYL websites?

Since the stakes are high when it comes to these types of sites, Google suggests that site owners follow certain guidelines when publishing content:

Establish trustworthiness through transparency and clear disclosures about your business model and how you make money;

Don’t mislead users with wrong or misleading information, especially in areas that could impact them financially. For example: don’t offer inaccurate stock advice – even if it’s satirical!

Make sure to provide secure access for your visitors (e.g., SSL certificates) as well as keeping these sites free from malware and spyware.

Serve the user: make it easy for them to find what they need quickly and efficiently, and ensure that your site is mobile-friendly since people are increasingly accessing content through their phones or tablets.

Conclusion

To summarise, it is important to post content often on your blog so that Google will recognise it as a quality source of information. It is important that your content is accurate, transparent and trustworthy to build trust with your readers. 

If you would like help writing the content for your blog, consider hiring a writer or creating an editorial calendar so that you can consistently publish quality posts on a regular basis.

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