Feed Google Lots of E-A-T to Build Your Website’s Credibility

Feed Google Lots of E-A-T to Build Your Website’s Credibility


Hi, I’m Seth Nickerson with Vertical Measures and today we’re talking about E-A-T.

Hungry? Let’s jump in.

What is Google E-A-T?

E-A-T is an acronym for EXPERTISE, AUTHORITY and TRUST. It’s received more attention recently because SEO experts determined Google was placing more emphasis on this aspect of its ranking algorithm. E-A-T is just part of the criteria Google tells its search quality evaluators to look for when they review a given website.

Not that hard, right?

Remember, this is a real person – not an algorithm – reviewing your website. Their reviews do not alter Google’s results directly, but the data they share is used to improve Google’s search algorithms.

The entire list of what Google’s team reviews is more than 150 pages long! That’s a lot of #E-A-T! Click To Tweet

Google’s E-A-T in a Nutshell

There are “High E-A-T” websites of all types – even gossip and fashion websites – with that said, some types of sites require more E-A-T than others. Google looks for sites to prove their expertise, authority and trust when content focuses on:

  • Medical advice
  • News or current events
  • Scientific information
  • Financial advice

Content on these types of sites should come from professionals with demonstrated credentials or accreditations. Obviously, having a positive reputation in your area of expertise is beneficial.

In other, more general advice areas (like home remodeling or parenting), Google E-A-T is equally important. Afterall, the content could convince someone to spend thousands of dollars on a kitchen remodel or encourage them to introduce their toddler to Crossfit and get swolt!

E-A-T also impacts websites that cover hobbies, like photography or how to play a guitar. Sites by publishers that have a lot of real-life experience can be considered experts and ranked as authoritative experts in their space. Think about the topics you cover on your site and what proof of expertise Google is searching for in your industry or niche.

Clearly Display Important Company Information on Your Website

For all areas, it’s important that visitors understand who’s responsible for the website and who they may be ultimately handing over valuable personal and/or financial information to – such as a debit or credit card.

Are You Feeding Google Enough?

Consider the following:

  • Does your site have a good About page?
  • Is it easy for visitors to find out how to contact you via email, a web form or phone number?
  • Do you explain to visitors how you keep their information safe?
  • Do your blog articles include bi-lines for real authors? Scientific papers are not written by “Anonymous” – your blog posts shouldn’t, either.

If the answers to any of these questions are no, then you have some work to do.

What Does Your Reputation Look Like?

A page or website can have a “High E-A-T” rating with zero reputation.

Wait, what?

For example, let’s pretend you’re a baker and just started your first bakery and catering business. You may have credentials from a respected institution (like Lay-Cord-On-Blue), but your business is brand new.

Let me repeat:

High ratings cannot be given to any site that has a negative reputation. #GoogleEAT Click To Tweet

Reviews really matter. What people say about your business on your website is part of this evaluation. These are real people assigning these scores.

So, what can your brand do?

  • Take time to see what your audience is saying about you.
  • Encourage people to give you feedback and suggest where they can do so. (Review us on Yelp! Reviews us on Facebook, etc.)
  • Respond to every review. Thank people who had a good experience and tell them you hope to see them again. Reach out to other customers who had a frustrating experience and see if you can make their situation better.

What Qualifies Content as Low-Quality?

If the rater believes the content on your website was created without adequate time, effort, expertise or skill – it may be given a low rating. If the content on your site is thin and does not satisfy the visitor’s expectation, your score may also suffer.

An example would be a product page that just displays the product and the price but does not display any other relevant information such as specifications, product uses, colors available, or detailed size and fitting info.

Still Cringing About Your Reputation?

We’ve covered how a site with a mixed or negative reputation will receive a lower score that better-rated competitors, but it’s also important to note that if the creator themselves has a negative reputation, the score of your content can be impacted.

In other words, if an author has a poor online reputation or Google is not sure about them, it can influence how the content on your website performs.

Avoid ad-heavy pages and distracting interstitials that make it hard to see the main #content. Click To Tweet

In Summary

Here’s how to satisfy Google’s E-A-T hunger:

Be useful, publish thoughtful, engaging and original content. Tell your readers who you are and why you’re an expert. Nurture and promote a positive reputation.

From Vertical Measures, I’m Seth and thanks for watching.

Bon Appetit!


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Seth Nickerson

Seth Nickerson cut his digital marketing teeth when the Internet still had training wheels (Mosaic anyone?). He was sitting in a TV station newsroom in Portland, Oregon when his career in SEO began with a simple question: “How did we get this traffic to the website and how can we get more of it?” He knew that SEO was something worth pursuing because winning at organic search can be a game changing experience for any business.