How Important Is Google E-A-T for Your Website’s Search Engine Optimization?
Since Google became the world’s predominant search engine, online marketers have searched for the secrets of how to rank highly in search results. Although the company guards its actual algorithm as though it were Fort Knox gold, Google has issued some guidelines. In its Search Quality Raters Guidelines, Google refers to the importance of E-A-T when evaluating the overall quality of a specific webpage.
What Is E-A-T?
Google uses the acronym E-A-T to refer to the expertise, authority, and trust exhibited by the content on a page. More specifically, the acronym reflects Google’s focus on:
- Expertise—The extent to which the content demonstrates both knowledge of the subject matter and experience with the page topic
- Authority—Whether others who serve and influence the same website visitors choose to link to the page because it adds value
- Trustworthiness—Whether the page offers reliable information, as well as a safe browsing experience, safeguarding user information and presenting it ethically
Does E-A-T Affect a Webpage’s Ranking with Google?
Google has not specifically indicated that it does. In fact, a Google executive admitted that the algorithm does not include an E-A-T score. However, it seems clear that many of the top ranking factors relate indirectly, if not directly, to the tenets of the E-A-T principle. For example, “consistent publication of high quality content” is listed as the single most important factor in Google ranking, according to Wordstream. “High quality content” seems to imply reliable information that demonstrates experience and knowledge. Furthermore, the second-highest ranking factor, “Backlinks,” clearly relates to the page’s authority. Accordingly, while Google may not have a specific E-A-T scale that dictates performance, all of its components are among the criteria that Google favors.
What Can You Do to Maximize Your Google E-A-T?
While it’s impossible to know exactly what Google values, there are certain steps you can take that seem likely to enhance your perceived expertise, authority, and trustworthiness:
- Make your content unique—If your content simply parrots what is already out there, it’s unlikely that Google will consider you an expert or authority on the subject. Emphasize your company’s mission—don’t simply tell people about your products and services (like everyone else).
- Regularly post fresh content—Keeping your content fresh indicates that you have substantial knowledge, which equates with expertise.
- Provide clear attribution—Never use someone else’s content without permission or citation of the source. Plagiarizing, even unintentionally, can irreparably destroy your trustworthiness.
- Speak first to your website visitors, not to search engines—Make certain your content engages your potential clients or customers—avoid the use of jargon (it rarely impresses), and take care that your site navigation is easy and correct.
- Pay attention to user-generated content—Providing website visitors with the opportunity to comment on your posts or otherwise contribute content to your website can have some SEO value, but it can easily get out of control, making your site look and feel spammy.
Let GetLegal Help You E-A-T Better
At GetLegal, we provide a wide range of digital marketing services to lawyers and law firms nationwide, with a broad array of tools to help you strengthen your legal practice, including full-service website development with custom content and design, search engine optimization, full video production capability, directory placements, online reputation management tools, and social media campaigns. To take advantage of our 20+ years of experience, go to https://glpbpro.wpengine.com/ or call 1-877-359-7077.
