5 Things You Can Do Right Now to Improve Your EAT for Google

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The better the content, the higher you rank. To create better and more relevant content, all you have to do is give Google's Quality Raters Guidelines a reading and understand what E-A-T is in SEO. It is majorly used to appoint good scores to search results for defined queries or questions.

Those scores don't impact search results directly; however, they are used in developing or sharpening the algorithm. Hence, we can say that Google looks for pages that receive high-quality ratings by applying these guidelines to rank well.

Google E-A-T, expanded Expertise- Authoritativeness- Trustworthiness, is one of the significant factors in search results as it can highly affect your ranking. So, keep reading to learn everything about E-A-T.

What is E-A-T in SEO?

The basic concept of E-A-T came into existence with Google Search Quality Guidelines in 2014. In that particular document, Google has definitively defined what they consider as high or low-quality content.

Later in 2018, Google brought out the upgraded version of E-A-T. Basically, this is a way for Google to describe website evaluations conducted by quality raters. It specifically applies to content that covers sensitive topics such as finances and personal health.

Unlike popular opinion, E-A-T is not a ranking factor. It is not something like keywords that you can use in your title tag. However, it is a growing trend in SEO that needs to be taken care of.

So, majorly Google search quality evaluators pay attention to:

  • The expertise of the content creator.
  • The authoritativeness of the content creator, the content, and the website.
  • The trustworthiness of the content creator, the content, and the website.

What does E-A-T mean in SEO, and why is it so important?

Being in the content industry, you must have heard a lot of times that "content is king" or "creating high-quality content is what you need." ]Even SEO professionals keep working consistently on content.

But, at the same time, these phrases are not of much help because, in the end, they don't actually explain what makes the content great. Is it the images, longer-form content, better metas, or anything else?

Now, all we got on our hands is a little bit of insights from Google about what they recognize as high-quality content or what exactly can significantly affect content marketing or SEO.

Thanks to E-A-T, its guidelines tell reviewers (humans) evaluating hundreds of websites what type of content Google considers high-quality.

As per those guidelines, great content should:

  1. Help users
  2. Be created by a professional
  3. Be published on an authoritative site
  4. Be reliable
  5. Be updated continuously

One should always try to create content at the utmost level of expertise. Though creating content with "everyday expertise" taken from a real-life experience is also acceptable and works wonderfully.

At the same time, always keep in mind that putting misinformation out there and deceiving users in any way can lower your E-A-T ratings from evaluators.

So, we've brought you the checklist of 6 ways how to improve E-A-T for Google. So, keep moving forward to learn how you can increase your E-A-T in the best way possible:

Let the visitors know who you are

The three major points of the E-A-T guidelines suggest that Google wants to understand who the content creator is and whether or not they are using an honest and legitimate source for that content.

In case you haven't yet created the 'about us' page or a 'team page' that describes who you are or your team is and who makes your content, then you should get moving on it as soon as possible.

These types of pages establish your team's expertise, authority, and trustworthiness in the simplest and best way.

Get professionals to work with to create content

Google never says that they want good content. Rather they want content from creators who know what they are writing about.

Instead of hiring ghostwriters to create poor content on high-click keywords, start working with experts or professionals from the specific field and create trustworthy content for Google.

Working with experts may include:

  • Interviewing doctors
  • Hiring a professional for a guest post
  • Working with other companies to publish thoroughly researched content

Clear the purpose of your content

What is the purpose of your content? For example, are you informing, explaining, convincing, or describing?

Try to use straightforward language, titles & headings that make the purpose of your content crystal clear.

For instance, some writers use headings that are questions, so the readers know that their question is being answered in that particular post.

Long and complex content takes away the reading interest. Rather, create straight-to-point content and cover the topic as clearly as you can.

Update your content consistently

Creators create an incredible amount of data everyday. As a result, any content that is published out there quickly gets outdated. 

Hence, keep your content as accurate as possible and up-to-date by tweaking your SEO strategy on a regular basis. 

Follow best practices for content, update stats, and check for dead links at regular intervals, especially for high-ranking content.

Link your content to high-quality sources

If you want Google to recognize you as an expert, then you are required to get your hands on real data instead of some random information.

Link your content only to official sources, research papers, and studies to show that your points are legitimate and you know exactly what you are talking about. For example, some trusted educational content sources are NCBI and JSTOR. So, you can use such sources to back up your points/content.

Additionally, you can link to tweets, papers, or reports published by industry professionals. For instance, for the article on E-A-T, referring to Gary IIlynes from Google, who is considered an expert on Google, preferably works.

Take numerous viewpoints into account

To make your content more trustworthy, you should consider multiple problems and viewpoints. Creating content with multiple angles and examining what every angle contributes shows your expertise in the subject.

For example, if you are creating content on the best types of rolls, there is a chance that not every roll is likeable to every person. One person may like chicken rolls, while another person may have a hard time eating them.

In simpler words, there are endless possibilities. However, your one and only goal is to explain your topic through various viewpoints to gain the trust of your audience and to look like an expert.


Adapting these six ways into your SEO strategy can change your search results for good and secure your position on the SERPs for a long time.

Besides, the latest and updated version of Google's rater guidelines and the subsequent core algorithm update say that expertise, authority, and trustworthiness play a more critical role in rankings than before.