SEO, Content

What’s E.A.T? Why It Deserves Your SEO Strategy’s Attention

Another day, another digital marketing acronym ..

For years Google’s fixated on relaying its messages that focused on the creation of relevant, high-quality content.
The kind entailing marketers to pave strategic routes between communicating said content – to ultimately – the directly consequential lovechild between bespoke creatives and exceptional user experiences.
But of course – it’s no secret that optimal user experience is characterised by devising prospect-tailored, engaging content.
In turn – it’s also no secret that such content assets are priority considerations as organic rank-drivers. Furthermore, it’s now well-known that a successful SEO strategy is fundamentally natured by user experience peaks.
This may seem simple and just plain obvious. And yet for a concept that seems so straight forward, digital marketing isn’t so much.
The digital marketing vertical can be completely full of industry-specific acronyms, which is fine for the industry professionals.
However, vagueness can be the cause of confusion for people who aren’t working in the industry day in, day out.

E.A.T is important for your web-site's ability to rank

E.A.T is a relatively new term and stands for Expertise, Authority & Trust.

Still considered to be in its infancy, it is yet to be fully understood. Hence, this post aims to breakdown each pillar and how you can use E.A.T for your website. E.A.T provides Google and website owners with a framework to review a web-page’s quality. This is reflected in the page’s ability to rank considerably well within organic search results.

If a website or web-page is high E.A.T,’ then it will most likely rank higher than a website/web-page with a comparatively low E.A.T.’

So, let’s dive into each pillar of E.A.T:

  • Expertise of the creator of the content.
  • Authority the content creator has.
  • Trustworthiness of the content creator.

Expertise

As we discussed earlier, the standard message from Google is to create high quality content. We need to establish how we do this.

Here are a few ideas and tips to start creating content that positions your site as an expert:

  • Audience research to understand what your customers, or users are searching for.
  • Try and determine this intent behind these searches.
  • Create content that exceeds the expectations of users.

If a search query has informational intent, such as ‘what are the best free things to do in Sydney?’, then our focus should be towards creating the best possible piece in catering to this need.

On the other hand, if we determine a query as being transactional such as ‘book hotel Sydney’, then our focus should be on generating an exceptionally, well-done user experience (assuming you are a hotel in Sydney or a search aggregator).

Authority

However, creating exceptional content is one thing. We also need to establish authority for our website or web-page.

Authority is gained through other websites referencing the well-placed expertise insights of the content we have created. It goes without saying that providing something of high value like a well-researched piece of content, is resultantly more likely to be referenced.

A great real-world example is that of Albert Einstein:

  • Albert Einstein without doubt is a high authority source of knowledge within his field.
  • He created numerous papers that were referenced by future scientists due to the exceptional standards of the insights he produced.

If we take this back to our website, the aim should undoubtedly be oriented towards being referenced by others as per the high-quality content produced.

Building a valuable resource on your website such a high-quality blog that offers valuable insights, or perhaps a content hub, can be a great starting point. The content you produce should then be promoted through your owned channels and distribution networks in order to gain maximal exposure.

In some instances, supporting this content through paid media platforms could prove helpful in audiences discovering your content.

Trust

This is a key foundation as without ‘trust’ – the other two pillars inevitably collapse.

If you are highly referenced with surrounding negative connotations, it will profoundly impact your credibility – or ‘trust.’ Similarly, another factor involves websites which display signals of low trust, such as not being secure.

Brand reputation is crucial here. So, if you have a bunch of negative online reviews or complaints, then they should be your first point of call to fix.

You can start to build trust by including some features on your website which demonstrate your credibility and trustworthiness.

For example:

  • Ensure your site has implemented an SSL certificate (HTTPS) to secure your domain.
  • Include clear-cut details and options for your customer to be able to contact you.
  • Provide clear policies such as returning items if you sell products.
  • Incorporate a T&C’s page that can be easily accessed.

Like the saying goes, it takes years to earn trust and seconds to lose it.

So, build it – then preserve it.

There is no short-term secret to building trust, and it shouldn’t be approached as such either. Focus on the right things, and you will slowly but surely accumulate trust over time. Which in turn, will benefit your website and rankings.

Rounding-off E.A.T

E.A.T is a relatively well-founded framework to grasp understanding but requires dedication and effort to implement.

Consider the vertical you are in and how you can add value to your audiences. Review your existing web-pages and compare them to your competitor pages which rank well in Google.

Be honest with yourself and decide if your page should rank well or not.

From this analysis, you can then start planning towards how you can improve your pages, and opportunities for building new pages.

Again, there is no short-term solution. This is a long-term strategy that will pay off if you put the necessary time and effort into E.A.T’s trio of pillars.

How do you plan to integrate EAT into your Content & SEO strategy? Share your ideas with us and drop a comment below!

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