Content is the king when it comes to Google rankings, and Google E-A-T is all about it. The acronym E-A-T stands for Expertise, Authoritative, and Trustworthiness.
If you are a website owner, paying for a good SEO, or are an SEO expert yourself, Google E-A-T is something you should be aware of.
If your website has a low E-A-T Google rating, it is a direct indication of poor-quality content and is also a reason for your low website rankings. Improving your Google E-A-T can make websites recover from the Google penalties.
So, What Is Google E-A-T?
What EAT means? Elaborating a little further, each word of E-A-T holds a specific meaning and purpose that would help you in improving SEO content writing:
- The word Expertise denotes the author of the content should be an expert on the topic being written
- The word Authoritative denotes the author of the content should be reliable and self-confident
- The word Trustworthiness denotes that the owner of the website posting the content should be trustworthy.
This is the key to right and quality content. If these three factors are taken into consideration, your E-A-T SEO score will rise to the top effortlessly. Moreover, it also makes it easy to achieve SEO and other content requirements.
How To Implement Google E-A-T?
It’s viable to wonder how you can achieve Google E-A-T friendly content and exactly how to get higher PageRank in Google results.
Google always ranks a website based on authentic content, and depending on the value it provides to the users. Here is how you can optimize your website content, according to Google E-A-T.
Include Credentials And Author-Name
This basically refers to the author’s profile you usually see at the bottom of each blog or article. Google’s quality rating guidelines specify the person responsible for the content plays a key role in understanding E-A-T ratings.
Adding credentials and author specifications are essential to prevent your website from falling low under the YMYL quality content ratings. Now, what is YMYL? This is yet another jargon used by Google, which expands to Your Money or Your Life. This is another medium used by Google to eliminate low-quality content. It focuses on eliminating content that is fake, incorrect, and majorly content that can badly impact the user’s wellbeing.
Adding that the content is written by an authoritative expert and is not misleading is the assurance YMYL pages need.
In landing and product pages, the contact information and address act as the needed credentials. If Google couldn’t simply find the author’s name and needed credentials on pages, this would negatively impact your E-A-T ratings.
Work On Your Branding
Branding your company, business, product, or service is helpful for the raters to trust you. Even if you are a small or larger business or organization, personal branding and developing your positive social and digital presence is key for E-A-T and YMYL ratings.
The raters work to analyze the information on your website based on the content of your website or the authors working with you and the help of third-party recommendations.
These third-party recommendations come from creating a reputation for your brand by expanding your reach to social media profiles, using user-generated content, connecting and engaging with your audience, and doing everything that makes your business perform well. Also, make sure your content creators have a good reputation so that they don’t taint your good reputation as well. Bad content creator reputation can be a big toll.
Identify Low E-A-T Content And Cut Or Edit It Out
If you have YMYL pages on your website, you will have to work harder in making your website content E-A-T worthy.
A YMYL page that deals in medical information has to follow strict E-A-T guidelines to obtain high E-A-T and high traffic. Such content must be backed by the author’s prior experience in the field to make it reliable and trustworthy.
One of the best ways to redo the content on low E-A-T pages is by editing the content or cutting out the portion that spreads doubt. If it’s a YMYL page, it’s better to switch your content creator to a reputed author in the respective field.
Bringing such a reputed author and asking him to redo the content will be helpful. Finally, you can add the author’s bio on the page and credentials to make it work wonders.
When the website deals in content about itself only, it is not difficult to get a high E-A-T score as there is no chance of spreading misinformation. For such pages, the best information comes from the personal experiences of people itself, and there are no low E-A-T ratings majorly on such pages.
Work On Optimizing The Content
Good and original content will always be recognized. One of the basic keys to a high E-A-T score is optimized content written solely by keeping the user’s convenience in mind – their needs and wants.
Don’t push the content too much using keyword research tools, instead, focus on recognizing the intent and type of content your target audience would like to see.
Use UGC Smartly
There is no standard rule for all types of content. That being said, it is important how you deal with user-generated content on your website, depending on the type of content you are offering. A YMYL page requires more effort and attention than a non-YMYL page.
If it’s a YMYL page providing medical advice, posting a random user-generated content backed up by no specification of the user’s expertise could make it get a low E-A-T score. Why is that?
This is because a medical device includes sensitive data, and a random person’s advice can turn out to be misleading. In situations like these, such content should be backed by comments from reputed experts in the field, should be edited with warnings and suitable links, or highlighted and authenticated in some way.
On the contrary, if it’s a non-YMYL page and posts UGC from random people, such as their experiences with a specific product, they don’t have to be necessarily backed by expert advice.
For instance, a discussion forum related to landscaping, home interiors, or a topic that doesn’t harm the well-being of a user in any way will always comparatively have a high E-A-T score without putting in too much effort.
So, the latest quality guidelines from Google are important in terms of E-A-T and YMYL scores and ratings. Incorporating the expertise (hire expert author for your niche), authority (build the reputation of your site through personal branding or hiring influencers), and trust (post content that is trustworthy and follows YMYL) in your website content is the final takeaway. This can be achieved by successfully implementing the above E-A-T strategies, using free keyword rank checker, and making your way all to the top of Google search rankings.
It’s better to edit and cut down on content that is not E-A-T worthy rather than not changing it at all. The prior would lead to a sudden drop in Google rankings; however, it will be beneficial from the long-term perspective.