How can you bring E-A-T to your content to satisfy your readers and achieve your SEO goals? Here are some best practices.

In the history of the Internet, consumers have never trusted information from journalists, writers, politicians or entrepreneurs.

In an age where misinformation is rampant and once-respected media outlets are being questioned, people are looking for the truth about their information and concerns from trusted sources.

Search engines like Google know this.

Reverse engineering Google's algorithm is not enough to rank high in search results. Google is now looking for complex indicators of experience, authority and trust (E-A-T) on your website.

The E-A-T ranking is not a factor, but a factor often found in Google's search engine optimization principles. These people rate us for page quality to inform us of algorithm updates, so their feedback tells us what Google believes is a high-quality user experience.

This is especially important in the context of Your Money or Your Life (YMYL), which invites serious consequences for the seeker's life. Medical advice, stock recommendations, mortgages are examples of YMYL topics.

How can you bring E-A-T to your content to satisfy your readers and achieve your SEO goals?

E-A-T & YMYL: How To Enhance Your On-Page SE in 2022?

Your site will show the best quality and integrity.

The hardest part of learning E-A-T is its simplicity.

E-A-T Content Value, Reliability and Integrity. By integrity, we mean providing customers with the reliable information they need. You can't run your E-A-T site, and you can't find Google without it.

Perhaps the reason for Google EAT's dominance is the undisputed "truth" created by trusted experts and authorities in their field.

Instead, Google engineers have defined reliability metrics, and the presence or absence of these metrics affects a site's ranking.

You can fly under the radar before you really compete.

In a business world obsessed (and somewhat corrupted) with numbers, formulas, automation and programmatic solutions, the E-A-T proposal can drive any marketer to the depths of despair.

If you find yourself in this situation, clear your mind and walk with this simple truth;

Your client needs to trust you, your experience and your reputation.

This applies to everyone regardless of their line of work. This applies to both the customer who is looking for you online and the customer you are dealing with.

Now, your next question is: How do I get this trust on my site?

We talk about learning E-A-T, and here.

What is E-A-T in Google?

Google wants to reward websites that produce high-quality content because it's the best answer to these questions. Search engines want to ensure minimal visibility for websites that post low-quality content.

Let's take a look at the components of the E-A-T principle.

Your experience.

In some areas (e.g. legal, financial, medical) it is especially important to demonstrate your expertise.

The people at Google want the content on these sites to be indexed by subject matter experts (SMEs) – people who know and understand the domain they need to research a particular topic in depth.

This training can be general or very specific.

Google also accepts something called "daily review".

Here's how this company explains its principles of search engine optimization:

“Some topics do not require formal skills. Many people write very detailed and helpful reviews about a product or restaurant. A lot of people post on forums, blogs, etc. He shares advice and life experiences.

These people can be considered experts with life experience.

If a content creator has the life experience needed to become an "expert", we value "everyday experience" and do not penalize the person/site/website. formal education or field training.

Implementation of the plan

Google wants to be associated with websites that publish useful, comprehensive, relevant and accurate content - and that makes perfect sense.

People come to your website looking for solutions to their problems. So providing unnatural, useless or outdated content will be a recipe for SEO disaster.

Google doesn't want to send users to the wrong content or website.

So, make sure your content creators have the right research and fact-checking, the right skills and sources.


When Google discusses authority, it is referring to reputation. The stronger your reputation as a source of knowledge among experts in your field, the greater your credibility.

When Google indexes your site, they will look for the copyright symbol in your theme. They consult news articles, reviews, links and even Wikipedia articles.

Reuters wants to check your ranking (or your site) on the topic your site covers. The stronger this authority level, the better your site will be.

Make it fun and interesting

Links are another aspect of your site's reputation. Links – especially the quality of the links – are the top ranking factor.

It's not a secret.

Over the years we've heard links compared to votes, and the more votes you get, the more exposure (or popularity) you get.

It's hard for people to vote for you if they don't know your name, right? This refers to the "voice" of your site's content.

If expertise is specialized knowledge or expertise, authority is created when others (both in your industry and outside) recognize that expertise.

This identification may be in the form of links, quotations, excerpts, reviews or other citations.

Those votes of authority equate to your online reputation, right?

Because it still is. The best way to build this reputation online is to create useful content, as discussed in the previous section.


You want people to trust your brand or business and be willing to endorse or buy from you.

Just like in the "real world", you have to work hard to gain the trust of Internet users and search engines.

One way to increase your credibility is to display the credentials of your content creators and website. Consider awards, certifications, endorsements, and other trust factors.

People should feel they can trust all the information they find on your website.

Also, Google wants to rank trusted websites and content. In 2018, Google released an update called the Medical Update, which some people in the industry believe is the most searchable, authoritative and well-researched content. Google Research shows how Google is focused on E-A-T markets.

Google's YMYL concept is also linked to trust.

What is YMYL?

Websites that sell products or that affect the happiness, health, financial stability or security of consumers are classified by Google as YMYL - which stands for "your money or life".

Google's John Mueller emphasized the importance of E-A-T for YMYL sites during the March 2021 Google Search Central SEO hangout.

When it comes to YMYL, it's simple: Your website content should help the people who use it, not hurt it.

Make your users feel safe.

Take care of your users, and Google should take care of you.

Why is E-A-T important to your SEO?

As far back as I can remember, Google tells us to create great content. Google has great content at the top of its search results.

So Google calculates E-A-T when it returns search results, and so should you.

Please note that E-A-T applies to all websites including gossip, fashion, humor, forums and questions.

So E-A-T applies to your site.

So your priority should be to create content that your audience wants or needs—content that provides real value. Creating these pages for your website should help it perform better in Google search results.

Yes, easier said than done. First, you need to understand what Google means by "high-quality content."

What is high quality content?

Any content you create should have a purpose. Your content should be useful to your customers, clients, users or readers.

General characteristics of high-quality pages.

Search for high-quality pages according to quality assessment guidelines;

      Expertise, Reputation and Trust (E-A-T).

      Good quality original content including quality or useful topics.

      Satisfactory information about the website and who is responsible for the website (this includes customer service information that authorizes shopping pages or financial transactions).

      Having a positive reputation as a responsive website is key to good page content.

      If it differs from the web content, give positive credit to the original content creator.

According to Google's guidelines, the highest quality pages (including YMYL pages) have a very high E-A-T rating.

What is low quality content?

Low-quality content is, as you might expect, the opposite of high-quality content.

If high-quality content helps your site rank higher, logically, low-quality pages can hurt your Google ranking.

Google will not list your website in search engine results pages (SERPs) if your content contains errors, inaccuracies or elements that harm the user experience.

Google's guidelines define the characteristics of a low-quality page

      The face lacks experience, authority, and confidence (E-A-T).

      The quality of the original content is low.

      The page contains content that is inconsistent with its intended purpose.

      MC is the name of a wave or shock.

      Advertising or secondary content (SC) distracts from the MC.

      For the purpose of the page, information about the creator or MC of the site is not satisfactory (there is no reason to reveal his name).

      The website or MC creator has a fairly negative reputation based on extensive reputation research.

In short, a low E-A-T means poor content. Bad content means bad SEO, and bad SEO means losing valuable traffic and conversions due to low traffic.

How to improve your site's E-A-T?

I hope you understand the concept of E-A-T and why it is important.

So how can you ensure your website content is of high quality and boost your SEO efforts?

Best practices for new content creation.

1. Identify your writers by line and bio

Imagine that the last time you blogged, some content was published by an "admin" or some random person with no last name. Did you trust this site? Is the content amazing?

No and no

Google's guidelines recommend creating posts with "professional media."

Part of being professional is attaching the writer's name — their byline — to every piece of content you post.

Here's how Search Engine Journal ranks its articles:

What to include in your bio page

Some important elements of a good bio page are;

      Full name.

      Another shot.


      to begin

      Contact information (eg email settings, social media).

Doing all of this makes it easier for users (and Google) to identify who created the content and give them E-A-T credit.

2. Make information easy to find

Is your contact information easily accessible when visitors visit your landing pages?

Can they quickly decide how to reach customer support?

Remember, E-A-T reviews your entire website. The easiest solution is to contact us via the main About Us or navigation below.

If you don't have those pages on your website, create them now!

3. Removal or Editing of Inappropriate Content

According to Danny Goodwin, editor of Search Engine Journal, you must make decisions to identify or remove old or outdated content. According to Goodwin, SEJ doubled traffic to the site within a year of jumping on board.

If you have useless content that you don't have time to update or refresh, cutting that content is one quick way to improve your E-A-T.

Create content

Deleting content should always be your last resort, but do so without hesitation. Ideally you want to determine the concentrations of E-A-T and ways to restore it.

Here are a few ways to add E-A-T:

  • Create authority for textual content.

  • Add quotes, information, sources or quotes from experts.

  • Make a few simple edits to improve readability, grammar, spelling, and structure.

  • Add more information to make it more complete.

  • Write a new and better name.

  • Add visual appeal (and optimize these images) like photos, diagrams, and screenshots.

  • Add video for people who prefer this format and text (this has the added benefit of keeping visitors on your site longer).

The process of loading content takes longer, but doing so improves the performance of E-A-T and your site. This process is critical to any YMYL page.

4. Create a positive brand image

A positive brand reputation is key to growing your business and E-A-T.

One way to do this is through thought leadership. If you can convince your audience of their true value, it can lead to conversion.

High quality thought leadership content is good for winning, maintaining and growing a business. This will help you establish authority in your niche and gain Google's trust.

Don't overwhelm your audience, because leads are incredibly powerful when done right!


Is E-A-T level a factor?

This is the wrong question. Forget about ranking metrics for a moment and think about your audience instead.

If you follow all of Google's E-A-T guidelines, you'll create informative, useful, quality content that your audience wants, and will help them take action (eg, get a guide, buy a product).

In other words, you provide a satisfactory user experience.

A good user experience helps you rank higher in Google - and is good for the traffic and conversions you want.