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Improve Google E-A-T to Get Better Search Rankings for Your Website: Learn HowsAdmin 08-07-2021
Nowadays, people are used to getting any information from the Google search engine. So much so that Google has almost become synonymous with searching for information. When you want to search for any topic on the internet, you would probably say, “I’ll Google it” or “I’ll try Googling it”. And that makes Google E-A-T that much more important to help you improve your content for better search rankings.
There are many ways to improve your search rankings on Google and all these techniques are often grouped under a single umbrella called search engine optimization (SEO). SEO tactics help your website rank higher on the search engine result pages so that you get higher visibility and so more traffic to your website.
However, there is one thing that probably dictates the search rankings the most as Google has been mentioning it in almost every core update guide since 2018. And that is Google E-A-T.
To understand what it is and how you can increase your website’s credibility on Google with E-A-T, keep reading the blog.
What is Google E-A-T?
Introduced in the August of 2018’s core update also known as the medic update, Google’s E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. These are the parameters that Google asks its search quality raters to use while evaluating the top results of websites that publish content falling within what Google calls a YMYL category.
YMYL is yet another acronym for “Your Money or Your Life”. This category, as the name suggests, includes businesses and websites that deal with finance and health industries. However, that includes more than the banking and healthcare sector. It also includes topics that can affect people’s finances and their mental or physical health like the legal sector, news, information on groups of people, fitness & nutrition, and similar others.
That being said, over the years, the Google E-A-T has become relevant to almost every blog or website even when it is not explicitly a search ranking factor like keywords and website accessibility.
How does Google E-A-T work?
Google has created a comprehensive set of E-A-T guidelines for the search quality raters that delineates how and on which parameters the search quality raters should evaluate the results for searches.
Here it is important to know that these ratings do not directly affect the search results. Instead, the ratings are feedback to the Google algorithm to understand whether it works properly or not.
These ratings are then used to further update the algorithms so that they can identify signals of better E-A-T and show factually correct and more reliable information to the users. So, in that sense, we can say that Google E-A-T does affect your search rankings in the long term.
Google E-A-T algorithm update emphasized the expertise, authoritativeness, and trustworthiness of any website, blog, or content. Not just that, the expertise and authority of the author writing content for that website is also just as important. For example, the initial core update suggested that healthcare-related content written by medical experts will be considered trustworthy.
How to improve your website’s Google E-A-T for better search rankings?
As we have mentioned before, the E-A-T is not a ranking factor, and none of the three parameters affect your website’s search ranking directly. Neither does Google give your website an E-A-T score that you can simply check with a tool.
That being said, the Google algorithm looks for signals that align with better E-A-T. So, if your content has those signals then chances are that it will rank higher. With every update, these signals have changed or amended. However, there are certain things that you can do to ensure that Google trusts your website and its content enough to rank you higher on the search pages for the keywords you target.
Here are some ways to improve your Google E-A-T for better search rankings
To improve your website or web page’s search rankings there are more than 200 factors that Google considers. However, since 2018, it also looks for the person who wrote the content and how qualified they are to write upon the topic.
With that said, here are some changes you can do to your website to make it Google E-A-T friendly.
Add an author bio
An author bio tells Google who created the content for the website or blog. You can add the relevant information about the author that makes them qualified for writing the blog. For example, for how many years have they been writing on that topic, what is their educational or professional background, etc.
This gives Google algorithm the signal about the web page author. Google Search Quality Rater Guideline also suggests adding any external links of pages or social media accounts where the author has posted related high-quality posts.
Focus on quality link building
Link-building has been long known to be a great way to increase page authority and domain authority. When a website or web page with high authority links to your web page, the authority of your page increases as well.
Gather quality backlinks from authoritative pages to increase your page authority, even mentions of your domain or brand are good to increase your authority, so make sure that you look into that as well.
Add reliable resources to your content
If you are writing about any of the YMYL category topics then it is important to cite your sources for any claim or fact you have added to the web page. If it is related to healthcare, then you can find medical journals, research papers, white papers, etc. from authentic and credible publications and Universities to back your facts and claims.
Adding a webliography at the end of the article shows that you have credible sources to support your claim in the content and that it is trustworthy enough to believe.
Try to get positive reviews
Positive reviews act like the vote of trust from your audiences and customers. And that signals Google that your website is a reliable source of information for many.
Try to get positive reviews on your products, services, and brand on platforms like Google My Business, Facebook, JustDial, etc. These platforms increase trust about your website in your audience’s mind as well as give a positive signal about your website to Google's algorithm.
Be very clear about what you do
If it is about any of the YMYL topics, then it is better to get an expert to verify, edit, or even write the content on your website. As suggested above, you can add their biography in an author box along with links to their social media or website.
What is EAT in SEO?
E-A-T stands for Expertise, Authority, and Trustworthiness. These are the metrics on which Google’s search quality raters evaluate search results and create signals for Google algorithm to follow so that Google can show the relevant, reliable, and factually correct information for any search query.
Increasing your website’s E-A-T will eventually help you rank higher on search engine result pages. However, it is important to know that E-A-T is not a website ranking factor.
Can you pay Google to rank higher?
While you cannot pay Google to rank higher organically, you can always run advertisements on the search pages. Such ads are often placed on top of the organic results based on your website’s quality score.
How is EAT evaluated?
Google’s E-A-T is evaluated based on the content and its writer. Both, the content and its writer’s expertise on the topic, authority, and trustworthiness are taken into account while evaluation.
A lot of times, some of these practices are already done to improve your website’s SEO. Take link building, for example, it is already practiced for off-page SEO. While E-A-T is not a ranking factor for your page, it will surely have a lasting impact on your website’s search rank if you have everything listed above well in place.
You can get a digital marketing firm to make changes to your website so that it not only ranks higher on the search engine result page but also gives out positive E-A-T signals to the Google algorithm. With that, you can keep or even improve your search rankings.
Let us know how you tackle the Google E-A-T metrics for your website in the comments below. Also if you find this blog interesting, be sure to share it with your peers by clicking on the social media share buttons at the bottom.