• 1 Why working on your EAT is essential in 2022
  • 2 The Expertise criterion
  • 3 The Authority criterion (Authoritativeness)
  • 4 The Reliability criterion (Trustworthyness)
  • 5 Example of an EAT worked on a YMYL site
  • 6 FAQ: The EAT in a few questions/answers
  • 7 In brief

Google’s EAT, in SEO, is an acronym for Expertise, Authoritativeness (Authority) and Trustworthyness (Reliability). It can be defined as a set of criteria put in place by the search engine in order to highlight the most relevant content possible in its results. 

First mentioned in 2014, the term is now well and truly part of Google’s algorithm . Evidenced by its presence in the quality instructions of the engine. Since then, all the evolutions in the search experience offered by Google have been in line with the EAT, although these criteria affect more YMYL sites ( Your Money, Your Life ).

You will have understood it: in 2022 more than ever, the EAT is therefore crucial. Let’s see together why and how to work it.

Why working on your EAT is essential in 2022

Faced with the abundance of information that Google knows, the challenge for the search engine is to strengthen its quality requirements . Google needs to detect both if a page, the author of this page and the website concerned are experts, enjoy a certain authority and are reliable.

Going in the direction of the EAT therefore becomes essential for websites, especially for YMYL sites , which directly affect the health, happiness, finances of individuals (legal, medical, credit, insurance, etc.). 

The sorting done by Google is a way to fight against fraudulent sites, false information and of course to continue to provide the best possible information to its users.

Google has also published a very informative white paper on the subject of its fight against misinformation in 2019

The Expertise criterion

The Expertise criterion of the EAT, as its name suggests, is based on the level of expertise of the content creator (source: Google guidelines ).

In concrete terms, sites that highlight specialized authors will have a better expertise score.

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How to work the Expertise on its site

  • The author of the content is truly an expert in his field. This can be perceived both by readers and by Google: specific semantics, quality, relevance, added value in the response provided…
  • The content author has published a number of quality articles
  • The content is well structured and thoroughly
  • The contents present an irreproachable spelling and do not contain mistakes
  • The information on the subject is updated regularly and the article mentions the date of the last update of the content
  • The sources quoted are reliable and refer to quality sites
  • The content is well meshed within the website: it contains logical and useful links to other pages while other pages refer to it as well
  • The information pages contain Article structured data that clearly details the content and specifies its author

The Authority criterion (Authoritativeness)

The Authority criterion of the EAT is based on the reputation, the influence of the creator of the content , the content itself and the website (source: Google guidelines ).

Concretely, what does this mean? Plus a content, its author and the website:

  • are shared by other authority sites;
  • enjoy a certain popularity in their field;
  • engage Internet users;
  • generate attraction;

The stronger their authority!

How to work the Authority on its site

  • The content is mentioned and shared (through backlinks ) by other authority and high quality sites, preferably from the same theme.
  • The author is popular in his field and recognized for his expertise (has won awards, is mentioned on other websites, etc.).
  • comment space is available on which there are quality exchanges.

The Reliability criterion (Trustworthyness)

The Reliability criterion of the EAT is based on the trust placed in a content creator , in the content itself and in a website (source: Google guidelines ).

How to work the Trust on its site

  • The author of the content is systematically specified on each informative page
  • An author page is available for each author, containing a photograph of the author, a description and links to their various contributions. A link to the author’s Linkedin profile is a plus
  • The site displays ratings and reviews (e.g. Google My Business or TrustPilot) if it is a site selling goods or services
  • The site uses a secure protocol (https)
  • For e-commerce, the site has secure payment methods
  • The site contains a page General Conditions (of Sales and / or Use) , Legal Notices and Privacy Policy accessible from its footer
  • The site has a personal data management policy and contains a GDPR banner
  • The website brings added value in terms of user experience : design, features that improve satisfaction (example: filters and chat for an e-commerce), compliance with Web Core Vitals, online tools, etc. 
  • For YMYL sites, greater trust will be given to associations , foundations, etc. Mentions and backlinks from these sites are beneficial for the EAT.
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Example of an EAT worked on a YMYL site

Let’s take the example of a site in the field of health where the EAT is particularly important.

On the latter, the criteria of expertise, authority and trust are particularly worked on:

  • The author is specified
  • The author is identified as an expert (cardiologist)
  • Various references are proposed concerning the author
  • The article contains an average rating given by readers
  • By clicking on the author’s name, we have access to an Author page with a biography and his latest articles.

FAQ: The EAT in a few questions/answers

Why is EAT important in SEO?

The EAT is important in natural referencing because thanks to these criteria based on expertise, authority and trust, Google offers better results and limits the highlighting of fraudulent sites and false information.

Is one of the criteria more important among the 3 criteria?

The Expertise, Authority and Trust criteria are complementary and all three are equally important in SEO.

Who is affected by the EAT?

The EAT concerns all websites and more specifically YMYL sites. These sites deal with health, money, law and other subjects directly affecting the lives of Internet users, the visibility of which Google wants to have more control over.

How is EAT measured?

As for the rest of the criteria in natural referencing, Google does not reveal the secrets of its algorithm. However, it is important to know that the EAT impacts all websites, but not in the same proportion. The more the subject dealt with is strategic and has an impact on people’s daily lives, the more the numerous parameters of expertise, authority and reliability will be taken into account. 

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How to improve your EAT?

To improve its EAT, it is necessary to carry out a global work to reinforce the expertise, the authority and the confidence granted to your website. To do this, ensure that your informative content is extremely qualitative and written by experts, highlight these specialists and their expertise and make your site shine in your field.

In short

Behind the three notions that the EAT hides is above all a desire on the part of Google to improve the quality of its results by highlighting trusted authors, content and sites. This is the job of the algorithm in charge of controlling the quality of sites and more specifically of Quality Raters .

Apart from a simple checklist to complete, the challenge for companies is to think about a real global marketing strategy that will support their expertise, their authority and their reliability. From the blog to external operations to the website, it is all the quality approaches carried out by the brand that will participate in its EAT.

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About the Author

SAKHRI Mohamed

Founder & Editor

Passionate about the web, new technologies and IT, I share on tutorials, tips, advice, online tools and software for Windows, Mac and Linux. I'm the founder of this blog and I'm very interested in anything to do with technology, but I also love playing games. I was born in Constantine, but now I live in Algiers/Algeria

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