E-A-T & SEO: What is it—and why does it matter?

Posted December 2, 2022 in
One of the biggest topics in the SEO community over the last few years is E-A-T. If you truly want to set yourself apart from competitors, it's an essential part of your SEO strategy.

E-A-T stands for expertise, authoritativeness, and trustworthiness. Google evaluates these qualities when determining which pages it will feature on a search engine results page.

E-A-T is especially important if you write content about topics that Google considers YMYL (your money or your life) topics. In other words, these are topics that could potentially impact a person’s future happiness, health, financial stability, or safety.

So, how do you showcase your expertise and trustworthiness to your readers (and to search engines)?

Here are a few places to start:
  • Always be sure your content is as accurate as possible. Ensure your sources are credible and link to the original source on your page when possible.
  • Update your content. Outdated information is a liability to the credibility of your content and your website, so revisit your site's most popular pages frequently to keep them current.
  • Make it clear who wrote the article. Leverage author pages and/or bio boxes to showcase your authors' credibility on the subjects they're writing about. 
If your content covers financially or medically sensitive information (anything from mortgages to health advice), the credibility of your authors is even more important. You might have noticed that websites like Healthline include not only the author's information (and credentials) but also those of the person who "medically reviewed" the page. 
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Not every website needs to go to these lengths on every post, but E-A-T is an important consideration for anyone interested in improving their performance on Google. The more information you can provide to establish the trustworthiness of your content, the better.

Want to learn more about E-A-T? Here are two great resources for more in-depth information:

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