New Facts About E-A-T SEO

Fuel Web Marketing | SEO | October 11, 2021
google reports

In Google-land, E-A-T is an acronym that stands for Expertise, Authoritativeness, and Trustworthiness. And it is one of the main factors Google uses to measure the quality of your web pages. In fact, it is one of THE most important elements of your SEO.


For Google, it is all about user experience. And when you have great E-A-T, you are providing your users with exceptional and knowledgeable information and expertise, priority number one in Google-land.

Why E-A-T?

Google developed E-A-T as a standard for measuring search results and the quality of a website’s content. And a website owner and good SEO professional need to be constantly optimizing a website for it.

Of course, page quality significantly impacts where your page ranks in an organic search. The more expertise, authoritativeness, and trustworthiness that your page demonstrates, the higher your potential ranking.

How Does Google Know?

Google knows that individuals make important decisions by what they read on the web. Disseminating information that is false or frivolous can be dangerous in some situations. But how does Google know whether the content creator of your website is an authoritative, trustworthy expert?

Google uses third-party quality raters who measure and assess website quality and give feedback to inform new algorithms. It’s through these algorithms that Google ranks websites. While most of Google’s “magic” is held close to the bone, it is evident that each new algorithm makes it harder to “game” the system with old-fashioned tricks like keyword-stuffing.

Google constantly finds ways of weeding out low-quality content. Consequently, good, solid expert content and authoritative linking are crucial for the E-A-T of your website and your SEO strategy must support it.

What Industries Need Exceptional E-A-T?

While Expertise, Authority, and Trustworthiness will look different from industry to industry, it is especially weighty for industries that Google calls YMYL, or Your Money or Your Life. These are pages that have to do with finances, health, safety, and happiness, such as

  • News
  • Current events
  • Government
  • Law
  • Science
  • Technology
  • Finance
  • Business
  • Health
  • Safety
  • Information based on people’s ethnicity, race, nationality, religion, age, disability, gender, gender identity, sexual orientation, or veteran status.

These categories are held to the highest standards for E-A-T, so it’s imperative to give it great consideration if your website deals with any of these subjects. Linking to highly authoritative web pages and making citations to other important work or pages further supports your expert content and depth of knowledge.

A web page with exceptional E-A-T will teach, reveal essential information, and provide knowledge for the user. Your E-A-T is your website credibility and it should be given top priority when developing strategies for your digital marketing success.

How to Optimize for E-A-T

There are no tricks to optimizing for E-A-T. Building your Expertise, Authoritativeness, and Trustworthiness into your website is a matter of content excellence. For every single web page you publish, you need to concentrate on building upon and reflecting your E-A-T. Your SEO professional should make this a priority in your digital marketing strategy.

At Fuel Web Marketing, one of our main focuses is on content excellence and emphasizing your website’s E-A-T to ensure the best possible organic search outcomes. Keep in front of critical clients and customers using our skilled strategies. Call us at 888-375-3835 or contact us on our online form to schedule a complimentary consultation with one of our Client Development Consultants.