How To Check On Your Use of Google’s E.A.T. Framework
In recent months, Google created a set of criteria to education their quality raters on the factors that should go into a site’s evaluation. The criteria, expertise, authoritativeness, and trustworthiness, or E.A.T., can be leveraged by marketers to improve and optimize content for better SEO performance. After all, if Google is investing in these qualities, businesses should be doing so as well.
Expertise is conveyed through deep knowledge, competence, and proven success. On a website, businesses can establish their expertise by indicating that they have detailed knowledge on a topic and case studies proving that their knowledge has been put into practice with good results.
To be authoritative, content should be accurate, valid, and differentiated from others whose perspectives are less formed.
Trustworthiness requires a brand to be able to demonstrate its effectiveness in a broader ecosystem. If peers or other content creators reference a business, they bolster its trustworthiness. Similarly, if people talk about a site on social media, blogs, or other online destinations with reference links, that site will experience a bump in trustworthiness.
It is important to keep in mind that E.A.T. is not an algorithm – it is a set of vetting criteria. Optimizing for expertise, authoritativeness, and trustworthiness is hard to fake – it requires that a business truly embodies each of these qualities. Get in touch if you’re a business looking to better showcase your expertise, authoritativeness, and trustworthiness through your marketing content. ASTRALCOM’s marketing strength and SEO services can elevate your content and bring you tangible results.