What Exactly Is E-A-T & Why Does It Matter to Google?

E-A-T means Expertise, Authoritativeness, and Trustworthiness.

E-A-T is one of many guidelines Google uses to determine whether the content is valuable to readers and whether it should rank well.

The first mention of E-A-T occurred in 2014 when Google added the concept to their Search Quality Guidelines.

Google search quality evaluators were instructed to pay attention to:

  • The expertise of the creator of the content.
  • The authoritativeness of the creator of the content, the content itself, and the website.
  • The trustworthiness of the creator of the content, the content itself, and the website.

In a nutshell, E-A-T is a characteristic that indicates a page is high-quality, making it helpful to users.

So Why Is E-A-T Important for SEO?

Have you ever heard of the phrase “content is king?” Or “just create high-quality content?”

Don’t answer that. Because, of course, you have. SEO pros have been blasting for more content on repeat.

While well-intentioned, those phrases make my eyes roll because they didn’t actually tell us anything about what makes high-quality content.

More images? Longer form content? Alt tags galore? Better metas? The world may never know.

Now, Google is giving us a little bit of insight into what they consider high-quality content, and that can have enormous implications for content marketing and SEO pros.

E-A-T guidelines tell real human reviewers, who evaluate hundreds of websites, exactly what type of content Google considers high-quality.

According to their guidelines, great content should:

  • Help users.
  • Be created by an expert.
  • Be posted on an authoritative site.
  • Be trustworthy.
  • Be updated regularly.

If possible, the content should be created by a high level of expertise, though “everyday expertise” from people with real-life experience is acceptable when appropriate.

Pages that spread hate cause harm, misinform, or deceive users may receive a lower E-A-T rating from search evaluators.

EAT Google SEO

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