Google’s guidelines for quality content
As you can read in our YMYL explanation, it is important to convince Google that your website has expertise and strong credibility within the field where you want to achieve strong organic rankings. That is why Google has created guidelines for how to produce high-quality content, and this is where E-A-T is mentioned.
What does E-A-T stand for?
E-A-T stands for “Expertise”, “Authoritativeness” and “Trustworthiness” – in other words, expertise, authority and trustworthiness. By this, Google means that content must be created to provide the reader with high-quality information, written by people who are experts in their field.
Google’s E-A-T update is a set of guidelines for how the search engine should evaluate a website, and actually dates back to 2014 when it was first mentioned. It is therefore not an independent ranking factor in itself, but part of how the large, complex algorithm works.
How to use the E-A-T concept?
What approach should your website take to EAT? That depends somewhat on the type of content you have. In any case, you should consider whether you can improve the quality of the information you provide to your visitors. Here are some questions you can ask yourself:
- Is the information accurate and comprehensive enough?
- Can you have some subject-matter experts review the texts?
- What is the core information on your website? Can you create more pages about this?
- What kind of information are potential customers looking for? Does your website deliver on that?
- Is your website regularly updated with new content?
Frequently Asked Questions
What is E-A-T?
E-A-T is an abbreviation for “Expertise”, “Authoritativeness” and “Trustworthiness” and refers to how Google evaluates the quality of a website.
How to use E-A-T to improve your website?
Do a thorough assessment of the content on your website. Does it have sufficient professional depth, and is it comprehensive and up to date? Also consider what kind of information potential customers are looking for.
