The initials EAT in SEO stand for “Expertise, Authoritativeness and Trustworthiness” and is a concept used by Google to evaluate the quality and trustworthiness of content. Google uses E-A-T in a way which assists its algorithms to determine a web page’s search ranking.

• Expertise refers to the knowledge and skills of the author or organization as far as content creation is concerned

• Authoritativeness refers to the credibility of the author or the organization, as an expert, in the field or topic

• Trustworthiness refers to the reliability of the information provided and the website as a whole.

These aforementioned aspects need to be improved continuously as it is of great importance for SEO; it can help a website rank higher in search results, leading subsequently to increased visibility and traffic. Creating high-quality and reliable content as well as  building the brand’s reputation as an expert in the respective industry is deemed necessary.

When we talk about expertise in SEO, we refer to the knowledge and skills of the person or organization which creates and optimizes content for search engines.

Basically, it includes a thorough understanding of the way search engines work, the types of content and strategies that are effective for improving search rankings and keeping up with the latest industry developments and best practices.

SEO expertise can help create and optimize content that is more likely to rank favorably in search results. This might entail researching and using relevant keywords, creating high-quality and engaging content, building backlinks from other reputable sites and making sure the site is technically sound and easy to navigate.

It is important to note that SEO is an ever-evolving field, so it is essential for SEO specialists to stay up-to-date with the latest developments and changes in search engine algorithms.

Authoritativeness in SEO

This refers to a website being considered an “authority” on a particular topic or industry. Sites which are considered as “experts” are more likely to be seen as trustworthy by both users and search engines, thus  leading to higher search rankings and increased traffic.

To improve authoritativeness in SEO, we need to focus on building a strong Brand and reputation. Moreover, we must create high-quality, relevant content and get backlinks from other reputable websites. It is also important to consistently monitor brand reputation and address any negative comments or reviews.

Furthermore, it is important to note that building authoritativeness is a time-consuming process. As this is a process that needs continuous effort and monitoring, it cannot be achieved overnight.

Trustworthiness in SEO

In the context of SEO, trustworthiness refers to the trustworthiness of a website and its content as viewed by search engines and users.

To achieve trustworthiness in SEO, one should focus on providing high quality and relevant content, a strong Brand and reputation and at the same time ensure that their website is technically sound and secure. It is also important to be transparent about the business, have clear policies and promptly address any issues that may arise.

Improving trustworthiness in SEO is important because it helps ensure that the information provided on a website is accurate and reliable. On its turn, this can lead to higher search rankings, increased visibility, and more traffic. It also helps to build a strong brand and reputation and increase user trust on the website.

Is E-A-T a ranking factor in search engines?

E-A-T is considered by many SEO experts and industry professionals to be a ranking factor in search engines. Google, on the other hand, has stated that E-A-T is part of its overall algorithm for ranking websites and content, and that it is used to assess the credibility and authority of a website or page.

Nevertheless, it’s important to note that Google’s search algorithm is complex, constantly changing, and the exact impact of E-A-T on search engine rankings can vary.

In addition, the E-A-T triplet is particularly important for certain types of websites, such as those in the YMYL (Your Money Your Life) category.

Effective Improvement of E-A-T (best practices)

Steps we can take to improve the E-A-T of a website

• Create high-quality relevant content: Provide valuable information that meets the needs of each target audience. It must be well thought out, accurate and unique both in the way it is written and presented.

• Reinforce Brand name and reputation: Build a strong Brand identity and positive reputation by providing excellent customer-user service, interacting with the public on social media and responding to their reviews.

• Establish yourself as an expert in the sector: Highlighting the know-how in each sector, creating informative seminars, podcasts or participate in sector events.

• Build backlinks from reputable sites: Get backlinks from other reputable sites in the industry to promote your content.

• Technically sound website: Ensuring that the website is easy to navigate, loads quickly and is mobile friendly. Use schema mark-up and a clear architectural structure, so that search engines understand the content.

• Privacy and security: The website must be secure with a clear privacy policy. Using SSL encryption to protect user data, in order to make the website reliable.

• Monitoring the reputation of the website and dealing with negative reviews.

• Website Transparency: Clear and accurate information about the website and its owners, including contact information, address and professional credentials.

It is important to note that E-A-T is not a direct ranking factor, but rather a set of guidelines that search engines use to assess the quality and credibility of a website. A comprehensive SEO strategy for a website will be able to improve this triplet.

E-A-T improvement is a dynamic process, which requires continuous effort and monitoring. It is important that we stay up to date with the latest industry evolvements and best practices . We have to be consistent in providing high-quality, credible content in order to grow the brand’s reputation as an industry authority.