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What is Google E-A-T and why do you need it?

By August 16, 2019 No Comments

One of the BEST ways to boost your online reputation.

No unfortunately it isn’t a new food delivery application by the Google giant (you’re safe Deliveroo). Instead, Google ‘eat’ is an effective type of organic SEO that we often forget about.

These 3 letters stand for some of the most sought after information by any website visitor.

1.  Expertise

2. Authoritativeness

3. Trustworthiness

It’s basically the same principle of needing to eat to live, and this applies for your website.

Without ‘EAT’ on your site, then you can expect your site to die out amongst the sea of search results and be killed off by your competitors.

So, here’s what you need to know:

1. Expertise

It’s crucial that you’re an expert in your field, but on your website you need to demonstrate this. In your main content, this is where you should show the skills you have and how you can be trusted as a professional in your industry.

If you’re a blog post or a website that aims to gossip, then there’s no need to showcase your expertise. However, if you’re a professional who is expected to be trustworthy and honest then it’s crucial that you do demonstrate this behaviour.

If you’re in the financial, medicinal or legal industry then it’s paramount that you incorporate professionalism across your website, whether that’s through organic imagery or descriptive text.

Luckily, any site can demonstrate expertise.

As long as your content is truthful and useful then you’re all set. However, make sure you are being honest, because your customers need to trust you if you want them to stay.

2. Authoritativeness

It’s all-good if you’re PETA or the CIA, but if you’re a somebody like a new accountant looking to be authentic, then this is an important element that must be apparent in your site.

Basically put, you need to help your customers distinguish that you are the authoritative figure for the main content. They want to see that you have written this content personally.

Credentials are always necessary, but so are personal experiences like reviews. Reviews are one of THE best sources of authenticity to this day, you can never go wrong with them.

Unless you see some of the reviews for Ann Summers…yeah I wouldn’t, they’re OTT on details.

Anyway:

Try to turn customers into genuine acquaintances, provide useful information and back it up. If you say you’ve helped many people, show that or if you say you are cost effective, compare yourself.

In an ever-growing digital world, personal connection is scarce, so it can be hard to gain trust. However, by being honest, providing real content and supporting examples you’re already providing you’re genuine and worth the time investment.

3. Trustworthiness

One of the most important things with anything online is generating trust with the consumer or other businesses.

Your content is the key to gaining trust and building a working relationship. Ecommerce websites should definitely take note on this. If people will be providing their billing details and personal information then they need to be able to trust your site.

Everything about an ecommerce website should make the user feel safe. It’s especially important to add an SSL certificate to your site to make it ‘secure’.

A secure website also makes the Google algorithm like you more than your competitors without so it’s a good thing to invest in anyway.

More than 70% of first page results have an SSL too so if you want to be on top, it’s probably best that you build trust and page rank at the same time.

Google E-A-T doesn’t come up in most conversations – but it’s worth being the main topic.

A good way to look at this SEO tactic is the same way that you need to ‘EAT’ to live. If your content doesn’t ‘EAT’ then it won’t perform.

So rather than starving your content, add Expertise, Authoritativeness and Trustworthiness to boost it’s performance.

E-A-T is important. Much more than you think.

You may find this a silly question, I mean who would question trust and authenticity for being important? But there’s more to it.

Basically put, Google E-A-T determines the value of your website. ‘Quality raters’ keep E-A-T in mind when examine your content and make sure it provides what they came for.

Think of E-A-T as the reason why users would choose you over your competitor, it’s inevitable that anyone would more than likely choose the website that offers authority and trust.

This SEO method has a direct impact on how Google ranks your website too, therefore it’s never a bad idea to implement this tactic.

Google E-A-T vs ‘’Your Money or Your Life’’.

So how does E-A-T affect your site visitors?

E-A-T is closely related to something Google calls ‘YMYL’ pages. YMYL pages are webpages that feature content about medical advice, legal and financial advice and anything that helps you and your lifestyle.

Examples of YMYL:

  • Ecommerce store asking for credit card information.
  • A mum’s chat blog for parenting advice.
  • A blog offering legal advice
  • Health pages, listing symptoms of rare diseases.

High-ranking YMYL pages that you come across display a high level of E-AT. The safer a user feels on the website, and the more content that matches their query, the more it will meet the needs of Google E-A-T regulations.

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