EAT which began a few years back in August 2018 has already caught major attention among those involved within search engine optimization. And there is a lot of confusion and questions. So in this, I will answer these questions:
What is EAT?
E A T stands for Expertise, Authoritativeness, and Trustworthiness. EAT derives from Google's Search Quality Rating Guidelines which is designed to establish what it takes to create a good-quality website that ranks well
How important is EAT?
Google has shown that it's more important than ever to have a website and individual pages, with real value. The basis of Google’s evaluation is the EAT factor. A good search engine will always want to serve up those with high values concerning specific searches because this way they keep people coming back for more!
Is EAT a ranking factor?
According to Google’s Public Search Liaison Danny Sullivan,
Let me explain this,
The importance of EAT ranking factor depends on the query. Like, “Modified Cars” is not a sensitive topic so it’s not an issue if you saw “Honda Modified Cars” instead of “Toyota Modified Cars.”
But if you are looking for “The best medicine for cough” which might be considered to have been searched as highly sensitive information by Google then they would use their algorithm called “EAT factor" that uses ratings from users and other factors to find out what the most heavily rated medicine for cough.
Google refers to these kinds of topics as YMYL (Your Money or Your Life) topics:
“Some types of pages or topics could potentially impact a person’s future happiness, health, financial stability, or safety.”
We call such pages “Your Money or Your Life” pages, or YMYL.
If your site is built around a YMYL topic, then demonstrating EAT is crucial. Source-Ahref
So, I can say that sometimes EAT might be used as a ranking factor when the user is looking for something specific. Otherwise, it's not really considered to be a ranking factor and it only helps Google to maintain the quality of content in search results.
Do websites have an E‑A-T- score?
Google's Gary Illyes cleared up one thing that SEOs have been possibly confused about for some time. There is not a single score for EAT. There is not EAT score. EAT is not a real thing at Google. EAT is made up of many many algorithms, baby algorithms, that are made up of in the Google core algorithm.
Google does not give you a score for your site on how well the site does EAT. In fact, there are probably multiple algorithms for each letter in EAT. Expertise, authoritativeness, and trustworthiness. Each alone probably have numerous algorithms that determine various signals to measure how authoritative a site might be based on who knows, PageRank, citations, content accuracy, and more.
Here are the tweet covering when Gary Illyes said this on stage at PubCon:
How to improve and demonstrate EAT?
It’s easy to improve and demonstrate website EAT. You just need to focus on some basic factors that play role in EAT.
- You want to build more internal and external links. It increases your site trustworthiness when you share things with a strong source, as well as authoritativeness if someone gives you a link on their website
- Keeping your content up to date will keep people coming back for more. Always make sure you are presenting accurate information in order to stay relevant and competitive with other sites on the Internet.
- Google's latest QRGs (Quality Rating Guideline) say that news articles should contain factual accuracy in order for them to look trustworthy and reliable, or else the article won't receive an appropriate ranking on the Google News Search Results page. And they also lose EAT of their websites.
- Google Quality Raters are instructed to use online reviews as a source of reputation information about businesses. This relates back to how trustworthy and authoritative the business is in relation to its consumers, which can lead directly into other aspects such as sales figures and conversion rate data for more accurate rating assessments from Google's end.
- Organizations that do not provide sufficient contact and customer support information may appear untrustworthy.
- Wikipedia provides an excellent source of reliable information for Quality Raters. But it’s nearly impossible to have a page on Wikipedia.
- To have the most positive impact, it is important that you get mentions on well-known industry websites. Quality raters are instructed to look for these when assessing your reputation and trustworthiness as a website author.