The “Google E-A-T” concept is not new in the SEO world. In fact, the notion dates back to 2015, when Google made its search quality rating guidelines public. The term gave a name to elements that had been abstract until then. As a result, “Google E-A-T” finally revealed how important certain factors are to ranking in the SERPs. Today, the notion is unavoidable for any effective SEO strategy.
What is Google E-A-T?
Google E-A-T is an acronym that stands for three fundamental pillars. First Expertise, then Authoritativeness and finally Trustworthiness. These criteria apply to the content of a page, to its author and to the source of the information. In other words, it is the trinity Google relies on to assess the quality of a page.
Unsurprisingly, the pages that meet E-A-T criteria effectively dominate the rankings. For any modern SEO strategy, it is now essential to incorporate these elements. One question, however, remains entirely open.
How do you optimise your site to score best against Google’s three E-A-T criteria? Let us look at each of them in detail.
How does Google assess Expertise?
To assess expertise, Google uses a fundamental tool: keywords. As a site owner, you need to include relevant keywords in your content. However, their mere presence is not enough. Your content must be structured to answer readers’ expectations precisely.
An expert masters every aspect of a specific subject. For Google, expertise is defined in the same way. Even so, an algorithm cannot directly assess the expertise of a piece of content simply by crawling it.
Your site therefore has to anticipate the intent of the people using certain keywords in their searches. Only by satisfying both criteria can a site be recognised as “Expert” by Google. You can see why it matters to work with an agency capable of carrying out in-depth keyword research.
What is an authoritative source for Google?
The second pillar is Authority. This criterion designates a site as an essential reference on a given subject. There is no shortcut to reaching that level. Several methods do, however, let you build your online authority gradually.
- Inbound links, or “backlinks”, from other quality sites.
- Regular mentions of your site or your brand across the internet.
- Wide sharing of your content on social networks.
- Creating a Wikipedia page if your standing justifies it.
These various elements create a substantial web of links and mentions that give value to your site in Google’s eyes. Your position in search results therefore improves considerably.
Being Trustworthy in Google’s eyes
The trust in question does not apply only to content. It is more about demonstrating that your brand or your site genuinely deserve trust. Put simply, you have to eliminate any negative perception around your business.
For an online shop, for example, collect as many positive reviews as possible. Also take the time to reply to negative comments and try to turn them into something positive.
Likewise, display your contact details clearly and set out your returns policy in detail. These elements are valuable assets for building trust.
For a professional site or a blog, reinforce that trust by adding detailed author biographies. Also include client testimonials and showcase your previous work. While expertise and authority help boost your visibility on Google, the level of trust you inspire remains the decisive element for your long-term success.
