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What is E-A-T and Why Should You Care?

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Ever come across the acronym E-A-T (or EAT) in a conversation about your business website and thought to yourself, “What is that? I’m not in the food industry; what does this have to do with my business?”

While your business may not be in the food sector, you do...or at least you should...know and care about Google’s Page Quality Rating Guidelines, which center on Google’s E-A-T principle.

So, What Exactly is E-A-T? 

E-A-T is part of Google’s basic framework for assessing the overall page quality of any website or webpage. Google has determined that High-Quality Pages consistently demonstrate the following characteristics:

  • Expertise

  • Authoritativeness

  • Trustworthiness

Think about it, Google’s search algorithm is designed to deliver the highest quality page results for every search query. Their focus is on the user asking the question. Google wants to deliver high-quality pages to ensure its users continue to turn to Google when searching on the internet. 

This, of course, makes sense; but it also begs the next question. How do you ensure your web pages and content meet Google’s High-Quality Pages and E-A-T standards?

Google’s Page Quality Rating: Most Important Factors

Google’s in-depth guideline, available as a PDF online, dives deep into the details. Those with the time to read its 166 pages will learn everything there is to know. For everyone else, we’ve summarized a few key points. 

In section 3.1, Google notes the most critical factors in its overall Page Quality rating:

  1. Purpose

  2. E-A-T

  3. High-Quality Main Content

  4. Website Information

  5. Website Reputation

We'll consider each element and how it can impact your website’s E-A-T and Page Quality Rating; and what you can do to control your rating.

Purpose of the Page 

The purpose of every page on your website should be clear to all, beneficial to the user, and easy to accomplish. This is where quality web design and content consistency come into play. 

Have you considered the primary tasks your web visitor wants to accomplish and made those actions simple and straightforward? 

Does all your content support the overall purpose of your site?

High Level of E-A-T (Expertise, Authoritativeness, Trustworthiness) 

This includes the EAT of the publisher and/or individual author of articles, blogs, or other web content. Establishing and keeping E-A-T is a long-term game. You can’t just optimize a site and move on. Google is constantly looking for what’s new on your site, what’s working, and what others say. 

Keep this in mind, especially if you don’t yet have a blog, or you have one but you know it could be more user-focused or more consistent.

Main Content Quality and Amount 

According to Google, the main content is any part of the webpage that directly helps the page achieve its purpose. The main content includes page text, pictures, videos, articles, blogs, calculators, or other tools. 

A website’s content should leave the visitor satisfied and not feeling like there’s a lack of important information. In addition, High-Quality Pages are factually accurate, clearly written, and comprehensive. 

Again, blogging provides an avenue to continue publishing satisfying information to your user. It is also an ongoing platform to deliver the depth of Expertise, Authoritativeness, and Trustworthiness (E-A-T) to your site.

Of course, this is only true if blogging is done consistently, covering topics of interest to your user and supporting the purpose of your website.

Main content also includes page features and functionality. So be sure everything works (links, calculators, other tools) as it should. Test your pages or run assessment tools on them, especially since Google states, “the quality of the main content...informs the E-A-T of the page.” 

Website Information/information about who is responsible for the Main Content 

It should be immediately apparent to the visitor responsible for your website's content. And this information should put them at ease, knowing they can trust what they are reading. Your business logo, website security certificate, About page, and contact information are key elements in communicating this information to your visitor. 

Don’t short-change your About page. Google (and your web visitors) want to know about your company and the people it represents. They’re looking to you for answers; they want to know why they should trust you. 

Website Reputation of who is responsible for the Main Content 

This is determined based on the experience of real users and the opinions of experts on the topic of the websites. 

Here, sources external to a website trump what a site says about itself. So, it’s essential to monitor your company’s online reputation. Google sees it all, so you’ll want to, too.

Key Takeaway

Yes, Google’s search algorithm impacts your business website. But don’t try to outwit Google (or other search engines). Their algorithms are designed to serve their users precisely how your website, content, blogs, or videos should be designed. 

A basic understanding of Google’s Page Quality Rating system and E-A-T, along with the consistent application of white hat SEO principles should put your website right where you want it to be…in front of your potential customer.

About Mulligan Management Group

Established in 2000, we are a digital marketing agency serving the greater Cleveland, Akron, Youngstown, and Stow area. With over 20 years of marketing experience, our team delivers content to help your business grow in its online presence. Give us a call at 330-472-7673 to set up a free 30-minute consultation. Let’s discuss your business goals and how we might help you achieve them through blogging or other digital content.

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