Simply put, Google is designed to give the most accurate results every time someone looks up something – anything, really. To ensure that this search engine powerhouse provides the best information possible, it introduces periodical algorithm updates. In turn, webmasters, bloggers, and marketers have to follow these changes if they wish not to lose their rankings, boost their domain authority, and create authoritative content.
One major algorithm update made in 2014 is called E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness. As a digital marketer or someone working in this field, this concept must already be familiar to you. But, with the digital space getting more saturated and the market becoming more competitive, reviewing Google’s ranking criteria is an absolute must.
To start out on the right foot, it is important to know that the E-A-T update was made to improve users’ search experience. However, many did not fully understand how Google used this metric until the tech giant released a white paper in February 2019, explaining that the E-A-T was meant to fight disinformation online.
To do this, Google also confirmed that they collaborated with evaluators who rated the content in terms of expertise, authoritativeness, and trustworthiness.
While the ratings the evaluators give do not necessarily affect the ranking of a website, Google uses a page’s score as a benchmark. This makes it easy for the search engine to identify high-quality information and push content that meets the E-A-T criteria on top of the search engine results page.
With Google getting more congested by the minute, you’ll need to find ways to improve your online presence. If you want to boost your page’s visibility and gain an edge over your competitors, then you will need to create content that Google with love. The guide below will teach and discuss everything you need to know about E-A-T.