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.

Isaac Adams-Hands

Full Stack Developer, Digital Marketer, and InfoSec enthusiast. He received his Bachelor’s Degree from the University of Western Sydney and his Business Diploma from Georgian College before joining various marketing positions in search portals, e-commerce, higher education, and addiction recovery services.

Follow @ twitter

Related posts

Hiring an SEO Expert vs DIY in 2019

According to Forbes, 90 percent of the world’s data was created in the past two years. That certainly makes it a challenge to become an expert in any field, especially as more information gets piled onto the internet.  In fact, the growth of this information and the expansion of the internet makes it more difficult for customers to find you… Read More

How Zero-Click Searches Are Impacting Your SEO Strategy

As a business owner building and managing an SEO campaign, you’re always looking for keyword opportunities you can take advantage of. But what you may not be aware of is the fact that you may be targeting keywords that result in zero-click searches. A Zero-click search is when users type in and enter the search… Read More

Posted in SEO