What is E-A-T?

It is a concept introduced by Google in its Search Quality Evaluator Guidelines to help assess the quality of content on a website. E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. While E-A-T is not a direct ranking factor, it is an important component of how Google evaluates the overall quality of a webpage, especially for sites that fall under the YMYL (Your Money or Your Life) categories, such as health, finance, and legal websites.
Here’s a breakdown of each element of E-A-T:
- Expertise: This refers to the knowledge or skill level of the content creator. For content to rank well, it should be produced by someone who is an expert in the subject matter. For example, a blog about medical treatments should ideally be written by or verified by a medical professional.
- Authoritativeness: This aspect relates to the credibility and reputation of the content creator, the website, and the organization behind the website. It means that other professionals, publications, or users recognize the site or individual as an authority in their field. External signals, such as backlinks from authoritative sources, help establish this credibility.
- Trustworthiness: Trustworthiness refers to how reliable and safe the content and the website are. This includes having secure browsing (like HTTPS), clear ownership of the site, transparency about who is creating the content, and accuracy of the information. Sites that display clear contact information, privacy policies, and provide verifiable facts rank higher in terms of trustworthiness.
Why E-A-T Matters for SEO:
Google uses E-A-T to determine the quality of the information and to ensure that it presents trustworthy content to users. For websites, particularly those in sensitive industries (e.g., health, finance), demonstrating E-A-T can have a significant impact on search rankings.
To improve E-A-T:
- Showcase credentials and expertise of authors.
- Build authority through quality backlinks and mentions from reputable sources.
- Ensure transparency on the site by providing clear contact details, privacy policies, and author bios.
By focusing on E-A-T, website owners can build credibility, enhance user trust, and improve their SEO rankings.