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SEO and its world of myriad strategies and ideologies has countless new terms and concepts that keep stirring us up every moment. One of such factors is “EAT”. Now what is this EAT and how does it affect SEO analysis?
EAT stands for Expertise, Authority and Trustworthiness. It was 1st introduced in the year 2014 and by 2018 it has been emphasised quite heavily to ramp up the quality of content & methodologies for application of the same. It might still be confusing for you to understand. So, let me just break it and put simply then it would be:
Expertise: As the word suggests, it means to be an expert in the field you are dealing with. Your expertise along with knowledge and clear understanding of particular industry/ niche subject matter which reflects in your content and then in all that you put up in your website. Especially, while dealing with serious topics like medicine, finance, etc., you will have to display expertise in your website. It is your expertise alone that will make the content truthful or less truthful in nature along-with being useful. Thus, connecting with customers and bringing in relevant traffic
Authoritativeness: With expertise comes authoritativeness. You will have to show your authority and mastery on the subject that your main content is dealing with on your website. Quality of your content will decide your authority over it
Trustworthiness: Customers will have to understand whether they can trust the content they are reading or not. Everything about your website should make the users feel that they can trust you, the creator of the website
Now, this concept of EAT can help you attain higher ranking for the sake of premium quality SEO and SERPs. There are some ways in which you can check if ranking of the EAT is high enough
#1: Add author names: “Rater Guidelines” states that knowing the name of the person who is responsible for the website is vital for assessing EAT. For this, adding author names and biographies for all editorial content is necessary. Also, in view of that the web pages must be created by trusted and authoritative SEO experts only
#2: Go for personal branding: Personal branding is important because it gives a clear picture to the customers as to what they are looking at and what they should expect. If reputation and EAT for the content creator are lacking in anyway, it will attract the lowest rating. Also, lacking a reputation does not necessarily harm the website owner, but it will mean that those with positive reputation will score more in this field
Taking charge of your own branding would mean working on social media and interacting with audience, using trusted platforms for building leadership skills
#3: Do away with low EAT content: According to guidelines followed by expert SEO agencies, websites with more than one author should be analysed on a page to page basis. Low EAT content may not be a problem individually, however, it will affect the overall ranking of the site. This is the main reason why pages with low EAT content should be removed to maintain the ranking standards
#4: Make sure of technical security: Being trustworthy does not depend only on the accuracy of the website but also on its technical security. For this all you need is an SSL certificate which is one of many Google scoring signals.
The latest changes that have been brought about by Google’s “Rater Guidelines” throw a challenge in front of best of SEO agencies and their professionals. Following guidelines for proper EAT content would be the first thing for SEO experts to look at in order to get higher rankings on SERPs
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