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The Importance of E-A-T and Proof of Work in 2021


Depending on who you ask, E-A-T SEO is either an important website ranking factor, or it isn’t.

E-A-T is a highly disputed subject amongst SEO experts and therefore, it’s worth further investigation as it can help you determine the best course of action for improving your search engine rankings.

There are certain criteria that Google looks for when ranking websites and web content in relation to specific online search queries. Content should be engaging, informative, and accurate to rank high on search engine results pages (SERPs). Additionally, content creators need to prove that the information they’re presenting to their target audience is well-researched by being completely transparent about their sources.

So, how important is E-A-T to search engine optimization? Can it really improve your visibility and ranking power? Keep reading to learn about one of the biggest digital marketing and SEO trends in 2021.

What Is E-A-T?

In SEO, the acronym E-A-T stands for expertise, authority, and trustworthiness. Under these standards, certain types of content warrant more in-depth scrutiny than others. For instance, if the nature of your search is more frivolous than serious, then you probably don’t care that much about the accuracy of the information or its source.

But if you’re looking for the latest updates on something like the COVID-19 pandemic or even which stocks to invest in, then you definitely want to look at more credible sources like the CDC and Health Canada or Google Finance, respectively. These are certified sources in their respective fields of expertise. They feature experts that have the right credentials, education, qualifications, and years of experience in the health and financial sectors to impart reasonable and trustworthy information.

The wrong information in this circumstance isn’t just inconvenient, it can be wildly misleading and even life threatening for some people, so it’s important to get it right.

What Is the Role of E-A-T in SEO?

When it comes to SEO, the role of E-A-T is to help establish certain websites, businesses, and organizations as experts in a certain field. E-A-T standards typically pertain to the three top fields of expertise in the world: financial, medical, and legal. This concept is also commonly referred to as “Your Money Your Life” (YMYL).

According to Google, the concept of Your Money Your Life websites and pages is to provide useful information that impacts the wealth, health, and happiness of users. These are websites that offer sound advice on how to improve various states of being including building financial stability, social consciousness, and your personal life. Advice and information that’s offered on these pages needs to come from highly credible sources, but in some cases, it can be anecdotal based on personal experience as well (e.g., if you’re reading someone’s blog).

For instance, if you suffer an injury as a result of a slip-and-fall accident on someone’s property due to their negligence, then you’re going to want good legal advice on what to do. While there are a lot of websites that offer legal advice on this subject, not all of them are applicable as laws vary from one region to another.

You’re going to want to find a legal website that’s local, accurate, and that can explain your options in plain English without using too much confusing legal jargon. Basically, the objective of E-A-T is to prove your expertise, establish your authority on subjects related to your industry, and earn the trust of your target audience by presenting them with thoroughly researched and accurate content.

What Is the Relationship between E-A-T and Proof of Work?

It’s not enough to simply ask users to take your word for it when you declare that you’re an expert in a certain field. You have to prove that you’re trustworthy by providing relevant credentials and sources of information. Proof of work in this manner entails providing links to credible sources as well as your educational background, research, and experience in your field of expertise.

With so much fact checking going on these days, people are extremely weary when it comes to taking so-called statements of fact at face value. To establish yourself as a true expert, authority, and trustworthy source of information, you need to not only put in the work—you also have to provide sufficient proof of work as well.

What Are Some Examples of Proof of Work?

E-A-T isn’t a straightforward method of improving your SEO and SERP rankings and it certainly doesn’t provide instant gratification. It takes a lot of time, energy, and planning to create informative, yet engaging content that speaks directly to your target audience.

You have to prove that you understand their needs and are capable of anticipating their search queries ahead of time.

Proof of work also involves taking certain cybersecurity measures like adding an SSL certificate and switching to HTTPS hosting to protect your website and users from malicious hackers.

How Can You Improve Your E-A-T Score?

Keep in mind that E-A-T is an arbitrary algorithm that Google uses to understand and rank the credentials of certain websites and webpages. Here are a few steps you can take to help boost your E-A-T and search engine rankability.

  • Get more customer reviews by asking for or encouraging them
  • Build quality links throughout your website
  • Update content regularly by adding proof of work
  • Always include author credentials
  • Work on building a positive brand reputation across your website and all applicable social platforms

Hire a Professional SEO and Web Marketing Agency in Toronto

Speaking of expertise, authority, and trustworthiness, these are just a few of the reasons you should hire Numero Uno Web Solutions for your next big digital marketing campaign. As one of the leading SEO agencies in North America, we’ve helped numerous businesses of all sizes build and manage strong online presences across Canada and the United States. Contact us today to learn more about our services and how we can help you grow your online presence.

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