E-A-T
E-A-T is a set of criteria used by Google to evaluate the quality of websites, standing for "Expertise," "Authoritativeness," and "Trustworthiness." It is especially significant for "YMYL" (Your Money or Your Life) content, such as health, medical, and financial information. Below is a detailed explanation of each element of E-A-T.
Expertise
Definition: This refers to the content being professional and accurate. It shows that the author or site operator has sufficient knowledge and experience in the relevant field.Specific Measures:
Engaging Experts:
Articles and content should be written by experts or qualified individuals in the relevant field.
Detailed Author Information:
Clearly display the author's information for each article, showcasing their expertise and qualifications.
Providing Evidence:
Base content on scientific research and high-reliability sources, and make appropriate citations.
Authoritativeness
Definition: This element shows that the content or site is recognized as an authority in the relevant field. The more external evaluations and citations, the higher the authoritativeness.Specific Measures:
External Links and Citations:
Aim to receive links and citations from authoritative sites, which helps boost reliability.
Brand Building:
Engage in brand-building efforts to increase recognition within the industry and enhance credibility.
Media Coverage:
Strengthen authoritativeness by being featured in reputable media and publications.
Trustworthiness
Definition: This indicates that the site is trustworthy for users, emphasizing transparency, honesty, and security.Specific Measures:
Transparent Operations:
Clearly display the company's location, contact information, and operating policies to ensure transparency.
Ensuring Security:
Use HTTPS to protect users' personal information.
Reviews and Feedback:
Actively collect and publish user reviews and feedback, and respond honestly to negative feedback.
Importance of E-A-T
Google places a high value on E-A-T to provide users with reliable and useful information. Meeting E-A-T standards is particularly important for SEO, especially for YMYL content.
Specific Actions to Improve E-A-T
Creating High-Quality Content:
Produce high-quality content that includes expert writing, detailed research, and the latest information.
Displaying Author Information and Credibility:
Provide detailed author profiles for each article, showcasing their expertise and achievements.
Enhancing External Evaluations:
Obtain links from other authoritative websites to boost external evaluations.
Managing Reviews:
Actively collect and publish user reviews and feedback, especially on trustworthy platforms.
Ensuring Transparency:
Clearly display operator information, privacy policies, and terms of use to demonstrate that the site is trustworthy.
Practical Examples of E-A-T
Improving Link Profile:
An e-commerce site that previously purchased numerous links from link farms saw a drop in rankings post-Penguin Update. By removing or disavowing problematic links and earning natural links, the site recovered its search rankings.
Revision of Content Strategy:
A company running a blog faced penalties due to keyword stuffing. This prompted a strategy shift towards prioritizing user value in content and proper keyword usage. As a result, user engagement increased, and search rankings recovered.
Emphasizing E-A-T in content and website operations is a crucial factor in Google’s search algorithm. Improving E-A-T can help improve rankings in search engine results pages (SERPs).