Authority: Why E-A-T is so important

Wanting to return reputable results, Google now rates YMYL (your money or your life) websites on expertise, authoritativeness and trustworthiness or EAT. Anyone interested in SEO should strive for the same quality, regardless of their sector, although websites offering financial, legal or medical advice receive the most scrutiny.

YMYL (Your Money Your Life) EAT (Expertise, Authoritativeness and Trustworthiness)
YMYL (Your Money Your Life) EAT (Expertise, Authoritativeness and Trustworthiness)

Publishers can highlight the expertise, authoritativeness and trustworthiness of their site by having author’s bios with their education, work experience and memberships in professional organizations. Websites with one author can use the About Us page to tout the publisher’s credentials. Google also measures trustworthiness by a website’s online reputation and reviews.

Websites not in the financial, legal or medical sector should also follow EAT guidelines. The search engine will rank a web page on how to fix the brakes on an automobile written by a mechanic over one written a person with no credentials. While it’s hard to determine who is an expert on saving money or offering advice on parenting, Google can still recognize detailed, useful information.

Building trust and authority, through quality links from reliable websites and avoiding thin content, should already be part of every publisher’s SEO strategy. People are also more likely to share content if they trust a website and the content’s creator.