{"id":7200,"date":"2019-11-04T09:00:58","date_gmt":"2019-11-04T14:00:58","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=7200"},"modified":"2023-10-30T14:02:31","modified_gmt":"2023-10-30T18:02:31","slug":"what-is-e-a-t-and-how-does-it-affect-your-seo","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/what-is-e-a-t-and-how-does-it-affect-your-seo\/","title":{"rendered":"What Is E-A-T and How Does It Affect Your SEO?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Does your website demonstrate E-A-T? The concept of E-A-T \u2014 expertise, authoritativeness, and trustworthiness \u2014 is discussed thoroughly in Google\u2019s Quality Rater Guidelines, which provide content creators and webmasters with key insights into what Google considers <a href=\"https:\/\/contentwriters.com\/agencies\">high-quality content<\/a>. Paying attention to your E-A-T, both on and off your website, may help <a href=\"https:\/\/contentwriters.com\/blog\/9-backlink-building-rules-that-will-improve-serp\/\">improve your search rankings<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"2168\" height=\"1445\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/Expertise-Authoritativeness-Trustworthiness-SEO-E-A-T-ContentWriters.png\" alt=\"Expertise Authoritativeness Trustworthiness SEO E A T ContentWriters\" class=\"wp-image-7266\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><a>The Role of E-A-T in\nFighting Disinformation<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In February 2019, <a href=\"https:\/\/www.blog.google\/documents\/37\/How_Google_Fights_Disinformation.pdf\">Google\npublished a whitepaper<\/a> explaining its commitment to tackling\nthe intentional spread of misinformation across its products, including Google\nSearch, Google News, YouTube, and Google\u2019s advertising platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google is proactively fighting disinformation by using\nalgorithms that focus on \u201cmeasurable signals\u201d that indicate whether a webpage\ndisplays expertise, trustworthiness, or authoritativeness in relation to the\ntopic it covers. While Google\u2019s ranking system does not attempt to verify the\naccuracy of the information presented, it is designed to identify sites that\ndisplay high levels of E-A-T.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Evidence suggests that <a href=\"https:\/\/www.mariehaynes.com\/eat\/\">since early 2017<\/a>,\nmany websites have seen drops in traffic following core Google algorithm\nupdates that were likely related to E-A-T. If you believe your website has been\nnegatively impacted by a core algorithm update, Google recommends that you\nfamiliarize yourself with the concept of E-A-T and with the <a href=\"https:\/\/static.googleusercontent.com\/media\/guidelines.raterhub.com\/en\/searchqualityevaluatorguidelines.pdf\">Quality Rater\nGuidelines<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>What are the Google\nQuality Rater Guidelines?<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google contracts with third-party Search Quality Raters all\nover the world. These raters provide Google with feedback on how their\nalgorithms are working. Google raters are highly trained, particularly when it\ncomes to evaluating whether a web page demonstrates strong E-A-T.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Search raters have no control over how individual pages\nrank; rather, their feedback lets Google know if their system is working as\nintended.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google <a href=\"https:\/\/webmasters.googleblog.com\/2015\/11\/updating-our-search-quality-rating.html\">first published the Quality Rater Guidelines in 2013<\/a> to provide transparency into how Google works. The guidelines are updated frequently as Google gains a greater understanding of what users want. Major updates to the guidelines are published to the public, with the <a href=\"http:\/\/seroundtable.s3.amazonaws.com\/searchqualityevaluatorguidelines-09052019.pdf\">most recent update released on September 5th, 2019<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Familiarizing yourself with the guidelines may help you\ndetermine if your content demonstrates strong E-A-T and identify areas where it\nmay need improvement. (Set aside some time &#8212; the document is 167 pages!)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google has stated that these guidelines can help webmasters\nand content creators better understand what Google looks for in web pages. If\nyou\u2019ve ever wondered what Google considers \u201chigh quality\u201d content to be, the\nQuality Raters Guidelines explain this in detail as well as being a good source\nof information about E-A-T.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>E-A-T and YMYL Sites<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Quality Rater Guidelines indicate that some types of\nwebsites could potentially impact the \u201cfuture happiness, health, financial\nstability, or safety of users.\u201d Google refers to these types of pages as \u201cYour\nMoney or Your Life\u201d pages (or YMYL), a category that was introduced in 2014.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">YMYL websites include those related to financial\ntransactions or information, medical and legal information, and news articles\nand other information pages \u201cthat are important for having an informed\ncitizenry.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For these YMYL pages, Google understands that users expect them \u201cto operate with our strictest standards of trustworthiness and safety.\u201d For this reason, E-A-T is given more weight in Google\u2019s ranking system when it comes to YMYL pages.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2168\" height=\"5780\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/YMYL-Your-Money-or-Your-Life-ContentWriters.png\" alt=\"YMYL Your Money or Your Life Infographic\n\nIs Your Website YMYL?\nIf your website is medical, legal, or financial in nature, or if your site gives advice that helps people make important life decisions, then demonstrating good E-A-T is crucial for your SEO.\n\nYMYL sites include web pages that:\n\nAllow users to pay bills or make purchases (online stores, online banking sites, etc.)\nProvide financial advice about taxes, investments, retirement planning, buying insurance, buying a house, paying for college, etc.\nProvide medical information or advice, such as information about drugs, diseases, symptoms, etc.\nProvide legal advice or information on topics such as divorce, child custody, citizenship, etc.\nProvide information about major life decisions such as fitness and nutrition, choosing a college, finding a job, parenting, etc.\nThe Quality Rater Guidelines indicate that a YMYL site that does not demonstrate good E-A-T will be considered a low-quality site, which will be detrimental to search rankings.\n\nBecause the definition of a YMYL site is broad and can include any topic area where subject matter experts can provide advice, paying attention to E-A-T may be beneficial for any website looking to improve its organic SEO.\n\nContentWriters\" class=\"wp-image-7281\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Two Types of E-A-T<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There are 2 types of E-A-T that Google takes into\nconsideration:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Website \/ publisher E-A-T<\/li><li>Author E-A-T<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to pay attention to both author E-A-T and\nwebsite E-A-T. If your website has a lot of demonstrated authority, but you\u2019re\nhiring writers who aren\u2019t subject matter experts, you could hurt your overall\nE-A-T.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think about it: If you\u2019re looking for information about\nnutrition, would you rather read an article written by a nutritionist with 10\nyears of clinical experience, or one written by an SEO copywriter hired to\nwrite content targeting certain keywords? The latter approach may have worked\nfine in the past, but with Google\u2019s new emphasis on E-A-T, algorithms will\nprioritize articles written by people who are known subject matter experts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Quality Raters Guidelines are full of examples of both\nhigh-quality and low-quality content from real YMYL websites. Consider the\nfollowing examples:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"952\" height=\"910\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/Meningitis.jpg\" alt=\"Meningitis\" class=\"wp-image-7276\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">High-quality medical content: an article about meningitis\nfrom the Mayo Clinic website. According to the QRG, the content appears on a\ntrustworthy and authoritative website for a nonprofit medical research group.\nThe Mayo Clinic has a reputation for being one of the best web resources for\nmedical information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Low-quality medical content: an article about how long the flu lasts from a website called Life123. This article lacks E-A-T: there is no evidence that the author has medical expertise. Because this is a YMYL article of a medical nature, a lack of expertise leads to a low ranking.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/HowLongDoesFluLast-1.jpg\" alt=\"HowLongDoesFluLast 1\" class=\"wp-image-7274\" width=\"695\" height=\"772\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><a>How to Improve E-A-T<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that we understand what E-A-T is and why it\u2019s important,\nhow can you go about improving your E-A-T?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While there are many steps you can (and should) take to\ndemonstrate E-A-T on your website, that likely won\u2019t be enough for Google to\nconsider you a subject matter expert. Improving your E-A-T involves\ndemonstrating your expertise both on and off your online properties.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you aren\u2019t already an expert in your field, it\u2019s going to be a challenge to establish E-A-T. You may need to hire or partner with subject matter experts while you take steps to get more education or certifications in your industry, join professional organizations, conduct or publish original research, attend conferences, and otherwise grow your expertise.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1352\" height=\"6068\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/How-to-Demonstrate-EAT-in-your-website.png\" alt=\"Demonstrating E-A-T on Your Site\nDo everything you can to demonstrate E-A-T on your website. This may involve including more thorough author bios, making updates to content, and sharing more information about your company.\n\nAdd Author Bios\n\nEvery author on your website should have a thorough bio that explains why they are qualified to write about their subject(s). Include any relevant education, awards they have won, professional memberships, or other places they have been featured or mentioned online.\n\nIf your current writers aren\u2019t subject matter experts, this may require a shift in how you approach your content development. Recruit and hire authors who are demonstrated experts in their fields. Google your authors to see if they are recognized as experts in their fields. If not, encourage them to take steps to increase their online authority.\n\nBe Trustworthy\n\nIf you operate a YMYL site, make sure your website is trustworthy. Review your content regularly to make sure that it\u2019s accurate and reliable, especially if you\u2019re in an industry where content can quickly become outdated.\n\nFor example, if you\u2019re publishing medical content, the content may need to be updated periodically to reflect the most current research on the topic. Medical claims should be supported by reliable scientific references. Consider having a medical review conducted by a physician or other medical expert and note this in the article. Add a \u201clast updated\u201d date to all content and establish a regular content review process.\n\nDon\u2019t bombard your site users with annoying, aggressive ads. This can erode trust.\n\nAdd customer testimonials to your website. Make it part of your standard operating procedure to ask satisfied customers for testimonials so these can be updated often.\n\nBe Transparent\n\nMake it clear to users exactly who owns and operates your website, and also who contributes content. Make this information easy to find: include it on the homepage, and add additional information on your About page.\n\nClean Up Thin Content\n\nWhile thin content may not directly relate to E-A-T, if Google sees that most of the content on your site is of little value, it can lower the perceived quality of your site.\n\nConduct a thorough content audit, and expand on or consolidate thin pages to make your content more authoritative.\n\nContentWriters\" class=\"wp-image-7270\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Improving E-A-T Off-site<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Demonstrating your authority and expertise on other online\nproperties is also important. This can be difficult, but there are several\napproaches you can take.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Get Good Reviews<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What people say about your business online matters. Again,\nmake it a regular business practice to ask satisfied customers to leave reviews\non applicable websites, such as Yelp, Amazon, Google My Business, etc. Of\ncourse, getting good reviews starts with providing good customer service and a\ngood user experience, so make these a priority if they aren\u2019t already.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An occasional poor review won\u2019t hurt as long as the overall\npublic sentiment toward your business is positive. If you do get a bad review,\nrespond professionally, take the conversation offline, and attempt to resolve\nthe issue if it\u2019s a legitimate complaint.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When looking at your reviews, look at your top competitors\u2019\nreviews as well. If they have significantly more reviews than you do, it could\nbe an indication that they are a more recognized authority in the field.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Try Wikipedia<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If possible, get a Wikipedia page for your business. This is\ndifficult, as your business must meet <a href=\"https:\/\/en.wikipedia.org\/wiki\/Wikipedia:Notability\">Wikipedia\u2019s standards for notability<\/a>.\nSignificant coverage in reliable sources is required to merit a stand-alone\narticle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If getting a page isn\u2019t possible, a positive mention on\nanother Wikipedia page may help.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You may be able to edit Wikipedia pages to include a mention\nof your company, but make sure these mentions are warranted. If it looks like\nyou\u2019re just self-promoting, your link will be removed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Get Mentions on Other Well-Known Sites<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Links from other authoritative sites are key for good E-A-T.\nGoogle is very good at determining which links and mentions count as\nauthoritative, so this doesn\u2019t mean you can just pay for links to improve your\nE-A-T. The key is to get mentioned on authoritative sites that want to\nrecommend you or your business. These can be difficult to get, but it\u2019s\nimportant to make the effort in order to establish yourself as an expert in\nyour field.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re struggling to get online mentions, try publishing\noriginal research in your field that others will naturally want to link to. You\ncan also connect with journalists on websites such as <a href=\"https:\/\/www.helpareporter.com\/\">HARO<\/a> (Help a Reporter Out) to be\nquoted in articles in your field.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Again, this comes back to being trustworthy. There are no\nshortcuts to E-A-T, and establishing yourself as an expert takes time. Network\nin your industry, attend conferences, build positive relationships both on and\noff-line, and develop content that provides great value. Make it a priority to\ndo everything you can to increase your authority and build trust with customers,\nand you\u2019ll naturally increase your E-A-T over time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does your website demonstrate E-A-T? The concept of E-A-T \u2014 expertise, authoritativeness, and trustworthiness \u2014 is discussed thoroughly in Google\u2019s &#8230;<\/p>\n","protected":false},"author":56,"featured_media":7230,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-7200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is E-A-T and How Does It Affect Your SEO?<\/title>\n<meta name=\"description\" content=\"Paying attention to your E-A-T (expertise, authoritativeness, and trust) \u2014 both on and off your site \u2014 may help improve your SEO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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