What Is EAT And Why Is It Vital To SEO?

During the last half of 2019, Google Webmasters introduced a new acronym relating to Google search guidelines: EAT. 

Google has described EAT as “one of the most important criteria of page quality.” Therefore, it’s fair to assume that it’s a vital deciding factor in the Google algorithm. Following the advice should theoretically improve the quality of your website content and subsequently improve visibility and ranking in search engine results. 

Don’t forget to check out our EAT infographic at the end of this blog! 

What is EAT?

E – Expertise 

A – Authority

T – Trustworthiness 

EAT confirms the long-held belief that creating high-quality content reinforces your position as a trusted and informed source for searchers. Following the last few updates to the Google algorithm, it’s become clear that the presence of EAT is a huge deciding factor in search results rankings. 

Essentially, Google has stated that those sites that take EAT seriously should benefit in the long-term.

In terms of how EAT works, simply put, Google’s algorithms look for signals that correlate with good EAT behaviour. So, by practising good EAT you’re optimising those signals. 

EAT: In-depth

Expertise: It’s important that the content is written by someone who truly understands the subject to ensure that it is as accurate and reliable as possible. You’ll lose users to competitors if your content includes incorrect information. 

Authority: Display the right credentials when necessary to showcase your authority. Establish yourself as a worthy resource in order to stand apart from low-quality sites. 

Trustworthiness: Trust is the underlying force that holds EAT together. You can build trust through the proper implementation of expertise and authority. It’s hard to build trust without the preceding factors. If a user feels like they can trust your content, they’re much more likely to return to your site time and time again. 

What are the benefits? 

• More likely to reach searchers with high-intent
• Increased quality of content
• Better visibility in search results
• Encourages return users

EAT embodies another phrase that SEO experts love to use: ‘quality over quantity.’ 

This concept simply reinforces that you should prioritise the real value of your content over the frequency of you publishing it. 

The purpose of EAT is to ensure that the sites that are high-ranking are relevant to the searcher. 

How do I use EAT? 

One of the things to consider is the author of the content. Are they qualified enough to be considered an expert of the subject? What is their level of expertise and does it match the content’s level of authority? For example, who is the best person to write a guide to brain surgery, a senior neurology surgeon or an A&E receptionist? Make sure the voice behind the content matches the message and their credentials are visible. If it were a guide to general life in a medical role, an everyday voice would be just as appropriate as a formal voice. 

Google has stressed that in terms of ‘Your Money or Your Life’ content (aka topics that could have a negative effect on a person’s future happiness, health, financial stability or safety), it is vital that a genuine, industry expert is the author. This might not be relevant to your industry, but if you produce content relating to current events, law, finance, shopping, health and safety etc. authority is a vital aspect to consider. 

It is also then important to tie this into the content and site. Is the content itself trustworthy? Is the site it’s posted on trustworthy? These are both key to fulfilling the EAT guidelines.  

When will I see results?

There are plenty of factors that contribute to SEO, and it’s important to prioritise your personal SEO goals to ensure you focus on the relevant optimisations. If your website content and on-site SEO is something you rely on to rank – you should seriously consider using EAT to within your content marketing strategy.

EAT is no quick fix to get to position one on Google search results. It’s a process that takes time and dedication to achieve real results. Above all, you should be considering what your users want. 

Worried that your SEO isn’t working as well as it should? Read our blog on the 7 most common SEO mistakes.  

If you’re interested in help with your SEO, fill out a contact form or call us today to speak to one of our digital marketing experts about the services we offer.