Google is forever updating its algorithm to ensure users are always finding the best content for each searched keyword. One of Google’s latest algorithm updates includes E-A-T. As a marketer, it’s incredibly important to understand E-A-T before you begin optimizing content to appear higher in Google. Google’s criteria to determine the right content for each search term has changed many times over. The bad news for marketers is that those constant changes can affect the traffic quite a bit. Some websites see huge drops in users coming to their site due to Google’s changes.

However, the updates are great for users as Google’s updates are used to provide the best and most accurate information available. So, the question most marketers ask is “how do I get my content to appear in Google’s search engine results?”

In this article, I’m going to outline E-A-T. Explaining what it means and how you use it to your advantage. I’ll share the tips to help you create high-ranking Google content using their algorithm.


So what is E-A-T? 

Simply put, E-A-T is part of Google’s algorithm. It helps to separate legitimate and high-quality content from the less useful content. E-A-T is an acronym: E is for Expertise, A is for Authoritativeness, and T is for Trustworthiness. As the acronym states, each webpage is put through the algorithm. The E-A-T function assesses the most expert, authoritative, and trustworthy content available about any topic. 

How this particular function works is beyond the scope of this article. The broad overview is that Google measures a variety of factors to ensure web pages are displaying accurate information. Upon the introduction of E-A-T some industries were affected more than others. For example, in professional industries like healthcare. In this field, professionals are looking for up-to-date information. They must get the most accurate information from trustworthy sources.

With all that said, think about your content. What could you do to help your content better rank better with Google’s algorithm?


How Do You Optimize Content for E-A-T?

Optimizing content for E-A-T can be slightly tricky. Although the premise seems simple, Google’s algorithm has a mysterious way of working. There’s no one-size-fits-all approach to ensure your content appears as one of Google’s top-ranked pages. 

However, there are some best practices to follow to ensure your content ranks higher for E-A-T.


How to Optimize for Expertise

This may seem obvious, but you need to include the most valuable and in-depth information possible. This will flag your content as containing expert knowledge. Where some might outline a topic, experts will go into granular details. Think covering specific areas of one topic or displaying high-level knowledge about the discussed topic.

With that said, while including in-depth knowledge is important, it’s also important to consider how you deliver the information. The sign of an expert is someone who is very knowledgeable but can also deliver their knowledge in an easy-to-understand way. Think of the saying “If you can’t explain it simply, you don’t know it well enough.”

So while you must provide the most detailed information possible on your webpage, you need to deliver that information in a clear, concise, and easy-to-understand manner.


How to Optimize for Authoritativeness

To be considered an authority in your industry, you need to complete and provide your own research. While it’s easy to sound authoritative, providing your own highly valuable data about your industry is what really matters, and where you should be focusing most of your attention. For example, performing your own research and providing detailed data that others can source or recite in their articles (think backlinks). The data you provide could be delivered as a report, or an in-depth blog post or article.

If peers in your industry are quoting your work or research on their webpages, blog posts, or articles, Google sees this as a good sign. You’re a certified authority within your field and thus places you higher in rankings for keywords related to your industry. We recently posted an article on authoritative content and how it helps you rank in Google, so be sure to check it out here: A Brief Guide to Authoritative Content.


How to Optimize for Trustworthiness

Google measures trustworthiness in a variety of ways. One of the key things that Google does is cross-referencing reviews about your company on a variety of review websites. Then Google’s own reviews feature. In theory, the most positive reviews about your company, the higher your “Trustworthiness” score. Likewise, the more negative the reviews about your brand, Google will lower your score.

Another way Google scores your trustworthiness is by looking if your website includes accessible privacy/data collection policies and a clear set of terms and conditions. The information included in your policies should have your website visitors’ and customers’ best interests. If there are any shady policy practices or your policies appear unclear, Google could lower your trustworthiness score.

The bottom line is that it’s very important to be as open as possible with anyone who interacts with your company. Whether it comes to how your company operates, your policies, how your products are made, what’s included with each survive offered, etc., you need to be very transparent and honest.


SEO Ranking Takes Times

Gone are the days where you simply keyword-stuff your web pages and articles to rank #1 on Google. But the new ways in which Google’s algorithm works means that everyone has to commit to providing the best information. Then deliver it to a high standard.

Getting your content to be the best it can be for Google’s algorithm can take time, so patience is definitely required. You might be disappointed if you make optimizations on Monday and you’re not ranking higher on Tuesday. So, take the time to look at how you can make your content appear more expert, authoritative, and trustworthy, and you could see your content ranking a lot higher.

For more tips on how to improve your marketing strategy or grow your business, read through some of the latest posts on the Intentionally Inspirational blog.


Written by Lewis James