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

Why You Shouldn’t Rank Your Homepage

The Negative Aspect of Ranking a Homepage One of the biggest SEO mistakes a business can make is attempting to optimize their homepage for keyword rankings. Not only can this substantially decrease the ranking of the business to achieve what they want, but it can also be detrimental to their overall rankings. The key reasons… Read More

What is SEO marketing and how it works [Beginners guide]

What is SEO marketing? Many people have heard of it but aren’t quite sure just what it is. Search Engine Optimization which is also known as SEO marketing is a process whereby your website or your business gain more visibility through getting listed on search engine result pages (SERPs). It involves optimizing titles, headers, keywords,… Read More

Posted in SEO