E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, and is a concept introduced by Google in its quality evaluator guidelines. Google uses E-A-T as one of the factors to assess the quality and reliability of websites, especially those related to sensitive topics such as health, finance, and news. E-A-T is not a direct ranking factor, but it indirectly affects how a page performs in search results.
Here’s a breakdown of each component of E-A-T:
Expertise (E):
Expertise refers to the level of knowledge, skill, and expertise demonstrated by the content creator or the website as a whole.
Content should be created by individuals or organizations with expertise in the subject matter. For example, medical advice should come from qualified medical professionals.
Demonstrating expertise can involve citing credible sources, including references, and showcasing qualifications and experience.
Authoritativeness (A):
Authoritativeness assesses the reputation and influence of the content creator or the website in its field or industry.
High-authority sources are more likely to provide trustworthy information. These sources are often recognized as leaders in their niche.
Building authoritativeness can involve earning quality backlinks from other reputable websites and establishing a strong online presence.
Trustworthiness (T):
Trustworthiness is all about the reliability and credibility of the content and the website as a whole.
Trustworthy content should be free from errors, misleading information, and exaggerations. It should also respect user privacy and adhere to ethical standards.
Trustworthiness can be reinforced by clearly displaying contact information, privacy policies, and terms of use, which help users feel confident in the legitimacy of the site.
EAT is an important concept for SEO and content creation, especially for websites that provide information on important or sensitive topics. Emphasizing your expertise, authority, and credibility in your content and website increases your chances of ranking higher in search results and building a strong online presence.