Jun 19 2020
Table of Contents
- Part 1: Understanding Google EAT
- Part 2: How To Create Content For Google?
- Part 3: What To Learn From Google EAT?
What Is Google EAT?
The relationship between EAT and search engine optimisation (SEO) has been a topic of discussion since 2014. Countless articles about EAT have surfaced on the web since Google introduced it to the world of digital marketing.
It began in 2014 when Google incorporated EAT as a ranking factor for its search engine algorithms. Then in late 2018, EAT received further updates to support Google’s Search Quality Rater Guidelines, improve user experience, and emphasise credible search results.
EAT stands for Expertise, Authoritativeness, and Trustworthiness. It’s one of Google’s most significant updates in the past few years due to its effect on the search engine’s ability to provide accurate results.
Expertise, Authoritativeness, Trustworthiness—what do these have in common? The answer is credibility. Ever since EAT made its way into Google’s search engine algorithms, credibility and reputation are of the utmost importance for digital marketers.
As you can see in Google’s Search Quality Rater Guidelines, the purpose of EAT is to rate a website’s quality based on its trustworthiness and reputation. Also, Google continues to fight against disinformation, especially in the advent of fake news that’s spreading throughout social media like wildfire.
In short, Google primary objective is to provide users with accurate and reliable results based on specific queries. With countless unreliable sources in the World Wide Web, the updated EAT shall help Google decipher poor-quality search results from accurate ones. Google can display trustworthy links by evaluating the sites’ credibility beforehand, thanks to EAT.
The Importance of EAT For SEO
Keywords and content are some of the most important elements of SEO. Incorporating keywords in your content will enhance your site’s SEO and increase its online presence.
However, nowadays, search engine rankings and quality content aren’t the only factors to consider when optimising your website for SEO. With Google’s addition of EAT to your rankings, establishing credibility is more important than ever.
While it won’t directly affect your SEO rankings, your EAT rating serves as a proof of credibility under Google’s Search Quality Rater Guidelines. Not to mention, websites that follow the EAT guidelines will succeed in gaining Google’s trust. Continue to publish informative content, and Google will give your website a positive review that will impact your online reputation.
The authenticity of your website plays a significant role in achieving a higher SEO ranking. It’s the reason why you should ensure your content offers trustworthy information from reliable sources. Without proper references or evidence to support your content, your website may be one step behind its competitors.
However, while EAT affects all websites, its level of importance varies depending on the context of the site’s content.
For example, when comparing blog posts about medical treatments to film reviews, the former is more relevant to Google’s EAT analysis. How come?
First off, when it comes to following the EAT guidelines, Google prioritises articles about medical treatments. Authors must be careful when writing sensitive information by inserting references from reliable sources. As a rule of thumb, always check from several sources and see if they’re credible enough to be mentioned in your content.
On the other hand, film reviews are subjective and dependent on the writer’s perspective. Still, EAT is relevant for both of the mentioned choices. The only difference is EAT affects the rating of the former more than the latter.
In a nutshell, create quality content with accurate references so Google can rank your website with a high EAT rating. Not only will it affect your SEO ranking, but it’ll also help you establish credibility.
Part 1: Understanding Google EAT
The Three Qualities of EAT
Thanks to Google’s latest guidelines, users can now find more dependable links with the help of EAT. For that reason, aligning your content with EAT in mind should be a top priority. But before you optimise your website for EAT, let’s understand how the concept works first.
Expertise refers to an individual’s knowledge or skills in a specific field of study. If you want to establish credibility, you must prove it by providing quality content based on your experience and knowledge in your line of work.
Set your business apart from your competitors by supporting your content with fact-based knowledge, so visitors will find your website credible. Google will consider your website reliable if it offers a higher level of expertise compared to other sites.
You should also post certificates or verifications of your experience on your web page to earn the user’s trust. Doing so will make it easier for visitors to trust your website once they see proof of your expertise.
If “expertise” is the measurement of your knowledge, then “authoritativeness” refers to your reputation. The two go hand in hand because your expertise is necessary for building a reputation in a particular industry.
Google likes to measure a site’s authoritativeness based on the trustworthiness of its content. If that’s the case, then your website should showcase valuable information on your business with conviction and authority.
You can show authority by displaying ads and customer reviews regarding your products or services. Try accommodating your site with reliable links that will redirect users to other trusted sites.
It’s hard to earn trust, but it’s even harder to regain it once it’s lost. You could say that your products or services are the best in the business, but consumers won’t trust you if you lack conviction and authority.
Prove that your business is trustworthy by supporting your content with facts. For instance, if your ads aren’t attracting enough attention, incorporate customer reviews—both positive and negative—in your website to show that you’re transparent and honest every step of the way.
Also, you could post external links from other domains that offer valuable information related to your services. Doing so will help both establish your authority and trustworthiness.
Understanding the importance of these three qualities of EAT is essential in creating content for Google’s latest algorithms. However, remember that the quality of EAT varies depending on Google’s queries.
For example, websites from medical institutions, law firms, and manufacturing companies should showcase accurate and credible content since the foundation of these businesses revolves around credibility and trustworthiness.
The Myths About Google EAT (Debunked)
While EAT made huge waves in 2018, Google introduced it in its revised guidelines in 2014. EAT has gone through many changes due to Google’s numerous updates in the past few years. For that reason, a lot of misconceptions and myths surrounding EAT sprung up to confuse people about its true role in SEO and digital marketing.
Fortunately, we’re going to discuss the myths about Google EAT so you can discover the truths about its effect on SEO. Here are some of the myths and misconceptions about Google EAT.
1. EAT is an algorithm
Contrary to what most marketers believe, EAT is not an algorithm itself.
As stated by Google’s resident webmaster Gary Illyes, “It’s a collection of millions of tiny algorithms that work in unison to spit out a ranking score. Many of those baby algorithms look for signals in pages or content. When you put them together in certain ways…”
2. EAT is a direct ranking factor
Many factors affect a website’s SEO, such as site speed, keywords, and content. However, EAT is not one of them because its role in influencing your ranking is more indirect.
EAT identifies factors like credibility or transparency to affect a site’s SEO. But unlike keywords or content, EAT doesn’t directly improve your website. It’s still a ranking factor, but not the one that you’d expect.
Google will rate websites based on the quality of content, credibility, and reputation. The effects on a site’s ranking may be subtle, but it still plays a significant role in getting Google to recognise your website’s reliability.
3. EAT should be a top priority
There’s no doubt that EAT should be included in your priorities when it comes to digital marketing, but it still depends on the context of your business.
For instance, there’s a difference between writing about COVID-19 and hobbies like sports, music, or photography.
When creating content about COVID-19, EAT should be a top priority since your information must come from reliable sources. False information can have severe consequences on readers who want to know more about COVID-19, which is why you should curate your content more carefully.
On the other hand, EAT is much less of a priority when it comes to writing articles about hobbies like sports or photography. Your perspective on such topics can be subjective or less important than discussions about medical treatments and healthcare.
Still, EAT is an essential factor to consider whenever you’re creating content for your web page. Keep in mind that Google’s raters prioritise web pages with serious content above all.
4. EAT works instantly
Since EAT isn’t a direct ranking factor, it can take a long time before Google will finalise your website’s EAT quality. That means you have a lot of time to optimise your website to earn your customers’ trust.
However, it’ll also take longer than usual before Google can notice the changes you’ve made with your website. For that reason, it’s best to start early and optimise your content based on Google’s EAT guidelines.
5. EAT score exists
Another common misconception is that Google’s EAT score exists. In reality, no such thing exists, even Gary Illyes said so in an interview. Nonetheless, your site’s EAT quality is still a significant factor that will affect your SEO and web visibility.
Part 2: How To Create Content For Google?
How Does Google Measure EAT?
Following the EAT guidelines may not boost your SEO rankings instantly, but it helps in establishing your site’s credibility and improving web visibility.
Google is enhancing its safety measures in fighting against disinformation. Many articles with unreliable content have sprung up from countless websites, and it’s up to Google to decipher the good from the bad.
Thanks to the latest EAT guidelines, users can expect more accurate and reliable search results. However, one question remains: how does Google evaluate a website’s credibility?
Google employs raters who’ll evaluate your website and analyse its content to make sure if it qualifies for EAT. Think of them as a judge and jury, and your website is under trial. A rater will make sure your page is legitimate based on three words: expertise, authority, and trustworthiness. They’ll check your content, background, and sources to see if your website is trustworthy.
Improve your quality of content so Google can trust your website. The only question is, how can you make your site more trustworthy in the eyes of both Google and the consumers?
Tips For Optimising Your Site For EAT
1. Cite References
The simplest way to establish credibility is to cite references related to your page. Whenever you’re writing about topics related to your industry, always include references from trustworthy sources.
References also include customer reviews, external links, statistics, and case studies. Remember to gather references only from reputable sources, like high-authority websites or certified experts in a particular field.
Including references from expert authors and other professionals in your content are perfect examples of how you can immediately establish authority. Make sure your sources are credible by researching their background and looking for reliable references as well.
2. Create Informative Content
Part of every digital marketing campaign is to create engaging content for a target audience. To do so, you should incorporate entertainment and informative elements in your content so Google will qualify your website under its EAT guidelines.
Part of Google’s guidelines is identifying the site’s content to discover if it’s entertaining or informative for users. Before you finalise your web page, ask yourself: “Will my content help readers?”
Create helpful content to provide users with solutions to specific problems. For instance, “how-to” articles or listicles should contain valuable information related to your topics. Gather data from different sources and reference them in your content so Google will classify your page with a high EAT rating.
3. Enhance Your Website Security
Google gives low ratings to websites with poorly-optimised security. Invest in high-quality security software that will enhance your website’s protection against hackers and malware.
Any form of fraud in a website will impact your rankings under Google’s guidelines. That’s why you should focus on enhancing your security. Without reliable protection, your site and its visitors are at risk of encountering theft, viruses, and other common cybercrimes.
For example, an online store with an unsecured connection for its users will fall under Google’s hypothetical “low EAT rating”. As such, you must enhance your security to make sure your website will qualify with Google’s EAT guidelines. Doing so should protect both your website and its visitors from potential threats.
4. Encourage Customer Feedback
Posting customer reviews is one of the simplest and most reliable ways to establish credibility and transparency. By showing reviews of your products and services, Google can consider your website credible enough to rank higher on its search results page.
First, you need to encourage customer feedback. After all, not everyone is willing to review your business, which is why you should offer incentives or rewards. That way, you’ll get more customers to provide reviews regarding your business.
5. Link Your Business To Authoritative Websites
Remember how you can include external links to other websites? You can work around the same strategy by getting other sites to do the same for you.
Get in touch with high-authority websites to mention your business in their content. It’s a guaranteed way to provide more exposure to your site. Also, more backlinks to your domain on other websites will improve your organic SEO.
Part 3: What To Learn From Google EAT?
Expertise, Authority, Trust: Words To Live By
EAT serves as a reminder that credibility is of the utmost importance when it comes to optimising your website. While EAT isn’t a direct ranking factor, your site can benefit from qualifying under Google’s ratings if you continue to publish quality content.
In every line of work, establishing credibility is an essential element of building a reputation. Without a successful reputation, your brand will suffer from low-quality ratings. That’s why it’s important to follow Google’s guidelines and learn how to create content based on EAT.
In short, besides effective SEO, learn how to establish credibility. Try out these tips for establishing credibility:
1. Create a blog page
Provide a consistent source of information for your readers by creating a blog page. You can update your blog from time to time with informative content to attract readers and help you gain leads.
Continue to deliver quality blog posts, and Google will evaluate your site with a higher EAT rating. As long as your content comes with information from reliable sources, then your blog page is good to go.
2. Optimise your site speed
Remember that Google evaluates a website based on its usefulness for viewers, including site speed.
A high-quality website will always run at an optimal pace. It provides users with a better experience whenever they’re exploring your site. Not to mention, a speedy website is much more reliable compared to those with slow loading times.
3. Avoid spamming links
Spamming is a black hat SEO tactic that has severe consequences. Avoid it at all costs unless you want Google to penalise your website.
Stuffing too many links on one page is tempting. After all, incorporating external and internal links in your content is a great way to increase exposure. However, put too many, and your site will fail to follow Google’s Search Quality Raters Guidelines.
Not only will it affect your EAT rating, but spamming can decrease your SEO ranking, causing significant damage if you continue to spam your site with links. Try to limit your number of links per page, and make sure they’ll redirect users to reputable domains.
4. Create consistent quality content
Whenever you’re managing a social media marketing campaign or blog, always remember that consistent quality content is a must.
Present a tone that aligns with your brand voice, so customers will notice your consistency while browsing through your content. Carefully structure your content by scheduling your blog posts ahead of time. Doing so will help you practise consistency whenever you’re creating content.
5. Establish a brand presence on social media
Being active on social media is a great way to get Google to recognise your brand and website. Managing a marketing campaign on sites like Facebook, Twitter, and Instagram will help you establish an online presence on social media. As a result, Google will offer a positive assessment of your website regarding its EAT quality.
To establish a brand presence on social media, you should launch a marketing campaign on platforms like Facebook and LinkedIn that will help your website gain more visitors. Share links to your site by creating quality CTA (call to action) for each ad. Not to mention, your social media marketing efforts will benefit your SEO, helping you seek a higher EAT rating from Google once they evaluate your content.
Conclusion: Expand Your SEO Capabilities
Improving your site for EAT is a lengthy process. No single strategy is enough to optimise your website with EAT in mind. That’s why you should follow the EAT guidelines as soon as possible. Try incorporating other digital marketing strategies in the mix to get the most efficient results.
The world of SEO is bigger than it seems. With digital marketing expanding its horizon worldwide, try to expand your SEO capabilities by starting with the basics, such as keyword research, content marketing, link building, and many more.
Google EAT and SEO are just some of the many technical terms that you’ll encounter in the digital marketing industry. Consider working with an SEO company that will introduce you to a whole new world of digital marketing.
With a digital marketing agency to show you the basics of SEO, you can come up with better strategies that will help expand your business and reach more customers. The best part about SEO is that there are endless opportunities for you to try out. Explore the world of digital marketing so you can experiment with different SEO strategies to improve your online presence.
Contact our SEO company in Singapore at 6391-0930 to know more about digital marketing.