What is E-A-T and What Does it Stand For?
What is E-A-T? E-A-T stands for “Expertise,” “Authority,” and “Trustworthiness.” Google uses E-A-T as part of its Search Quality Evaluator Guidelines to determine where to rank certain content. Articles that Google deems to be high-quality according to the E-A-T system are more likely to be seen, clicked on, and read by search engine users.
E-A-T generally favors content that is helpful to its readers, receives updates regularly with the emergence of new information, and appears on a legitimate authoritative site. Establishing levels of expertise, authority, and trust is among the best ways to improve search engine optimization, increasing traffic to your small business listings.
So, what is E-A-T in practice? We’ll go over each element to help you better understand how E-A-T can grow your small business.
Expertise
The “Expertise” element of E-A-T involves establishing that the main author of the page’s content has the necessary knowledge and credentials about the topic in question. With some topics, such as science or finance, being an expert requires education and formal training. With others, such as travel or food, the content creator can have “everyday expertise” instead, meaning first-hand travel or dining at restaurants would apply.
When considering who should write a page for your business, whether you’re outsourcing or selecting from within your company, think about who would be the most qualified to create informed content.
Once you have your creator, consider using author pages and blog posts to establish their expertise. Author pages allow readers to learn about the content creator and what makes them experts in their fields, and blog posts provide helpful information that builds the creator’s credibility.
Authority
Authority refers not only to the content creator but also to your business itself. If you have a reputable background and continue to produce helpful and legitimate content, you’ll become a greater authority in your industry. It involves growing your company’s image and reputation as a leader in your field and an authoritative source of information.
One of the best ways to establish authority is to utilize your “About Us” page properly. Your “About Us” page should discuss your company’s background and credentials, detailing past projects and achievements, companies you work with, and your content team.
Arcminute Marketing, your trusted Michigan SEO company, can help you structure your website to increase your company’s authority.
Trust
People want to know they can trust your business, the people creating content for your business, and the information your business posts on its website. While trust is partly built up over time, as people get to know and interact with your company, there are ways to increase it quickly.
One tactic to increase trust amongst users is to increase your company’s amount of Google reviews. Google reviews allow potential users to see positive feedback about your business, making their decision to interact with your business easier. The simplest way to receive Google reviews is to ask satisfied customers to leave feedback, whether it’s at the point of sale, through emails, or by utilizing social media platforms.
Use E-A-T to Grow Your Business
Using E-A-T and the points we’ve covered in this article to your advantage will help you grow your business. Producing expert, authoritative, and trustworthy content makes Google more likely to determine that content is high-level. When users read your company’s articles and blogs, your expertise, authority, and trustworthiness will continue to increase.
It’s important to note that the guidelines for E-A-T, like all of Google’s standards, will continue to change. Staying up to date with these changes will keep you in tune with user expectations and allow you to adapt your content accordingly.
Michigan SEO Agency | Arcminute Marketing | Plymouth, MI
What is E-A-T? E-A-T is your guideline to creating informed and helpful content that relays your business’ expertise, authority, and trustworthiness.
Arcminute Marketing, your local SEO company, has all the small business SEO services to help improve your company’s reputation and interaction. We know how to update your content and website to connect with people in the digital age. Our local SEO services include a proven approach to digital marketing that will grow your small business.
Quality SEO services are your solution to creating user traffic. Request your free SEO audit with a marketer today at 734.359.7147.
