Viva Digital provides SEO and digital marketing services on the Sunshine Coast, and this guide draws on Paul Smith’s more than 25 years of industry experience across the UK, USA and Australia. In SEO, EAT is a term that covers the criteria Google’s algorithms use to judge the quality of a website’s content: the experience, expertise, authority and trust demonstrated by its authors. Simply put, EAT is a way for Google to judge whether a website can be trusted to give accurate, reliable and helpful information to its users.
So, why is EAT so important for SEO success in 2023? In short, because it directly impacts your website’s search engine rankings. If your site doesn’t meet Google’s EAT criteria, it’s unlikely to rank highly in search results, which means fewer clicks, less traffic, and ultimately, fewer conversions. With that in mind, let’s take a closer look at the four key components of EAT and how you can implement them effectively.
Experience
The first component of EAT is experience, which refers to the amount of time you’ve spent creating content in a particular niche or industry. If you run an affiliate site, experience is especially important, as it shows that you have firsthand knowledge of the products or services you’re promoting. To improve your site’s experience factor, try to humanise your content by using language that shows your personal experience with a product. For example, instead of saying “Research indicates that,” say “In my research, I found out.” Similarly, instead of simply listing a product’s features, try to describe how you personally used it and what you noticed. By doing so, you’ll build trust with your audience and demonstrate that you’re an expert in your field.
Expertise
The second component of EAT is expertise, which refers to the level of knowledge and skill demonstrated by your website’s authors and contributors. To show Google that your experts are real humans who know what they’re talking about, consider adding author bios with person schema that links to the author’s Wikipedia, Wikidata, or LinkedIn profile. You might also create an “About Us” page that showcases the collective expertise of your team, and an “Awards” section that highlights any industry recognitions you’ve received. Additionally, you can create a “Credentials” page that lists any relevant certifications your team members hold, as well as an “Events” page that shows industry conferences you’ve attended or presented at. By providing this information, you’ll demonstrate to Google that your website is a trusted source of high-quality content.
Authority
The third component of EAT is authority, which refers to your website’s overall reputation within your niche or industry. To demonstrate your website’s authority to Google, focus on building topical authority and coverage, which means creating content that’s both comprehensive and in-depth. You should also try to earn backlinks from authoritative and relevant sites, as well as encourage an active comment section on your site. By doing so, you’ll show Google that your website is a trusted source of information that’s respected within your industry.
Trust
The final component of EAT is trust, which refers to your website’s overall reliability and credibility. To build trust with Google and your audience, be sure to include a local address and contact information, especially for e-commerce or YMYL topics. You should also list more than one email on your site, create “About the Company” and “About the Team” pages, and include organisation schema, a privacy policy, and terms and conditions. Additionally, ensure that your website is mobile-friendly, with limited 404s.
Now that you know the importance of EAT for your website, let’s talk about some practical ways to improve it.
Write quality content
The first and most important step in improving your EAT is to focus on creating high-quality content that is relevant, informative, and useful for your audience. Your content should be well-researched, well-written, and should provide value to the reader.
Build high-quality backlinks
Backlinks are one of the most important ranking factors for Google. If you want to improve your EAT, you need to focus on building high-quality backlinks from authoritative and relevant websites. You can do this by creating valuable content that others would want to link to, reaching out to other websites in your niche, or using a link-building service.
Establish your expertise
Establishing your expertise is crucial for improving your EAT. You can do this by creating content that showcases your knowledge and experience, such as case studies, white papers, and blog posts. You can also participate in online communities, attend industry events, and network with other professionals in your niche.
Build your authority
Building your authority involves becoming a go-to source in your industry. You can do this by creating content that is topical, comprehensive, and informative. You can also participate in online communities, guest post on other websites, and network with other professionals in your niche.
Establish trust
Establishing trust is critical for improving your EAT. You can do this by ensuring that your website is secure, that you have a clear privacy policy and terms of service, and that you are transparent about your business and your offerings. You can also build trust by providing excellent customer service and responding to customer inquiries and feedback.
EAT is an essential component of Google’s ranking algorithm, and it’s crucial for website owners and marketers to understand its importance and how to improve it. By focusing on creating quality content, building high-quality backlinks, establishing your expertise and authority, and establishing trust, you can improve your EAT and boost your website’s ranking and visibility in search engine results pages.
