E-A-T Your Veggies – Google’s New Parenting Methods

Posted By on April 9th, 2020 in Search Engine Optimisation

Remember the days when your mother used to ask you to eat your vegetables? All in the hope that you could grow big, healthy and strong.

Well, that’s essentially what Google is asking of your websites. 

E-A-T stands for Expertise, Authority and Trust; something Google has been asking of websites for a while, albeit now with a sterner approach.

Google is very explicit in its QRG (Quality Rating Guidelines) that the E.A.T aspect of a given website extends to those whose content is YMYL (Your Money Your Life) in nature.

Here are some points to consider when addressing these aspects of your site:

Expertise

As per the Oxford Dictionary’s definition, Expertise is defined as “skill or knowledge in a particular field”. Communicating your knowledge in the form of engaging content to the general public is a task in itself. Hence it comes down to understanding the audience and how to address their queries accordingly.

  • Begin with doing some preliminary keyword research; the goal is to find out what your audiences are searching for so you can meet their needs.
  • Try to understand the context or intent behind some key-terms discovered during your keyword research.
  • Know that you’re not speaking to experts. A balance between using industry jargon as well as comprehensive but simple content is the way to go. You can also break up your content by implementing images and videos, making it more appealing and easier to digest.
  • When addressing a specific topic, it will always do well to think about the next query your audience might have and either internally link to existing content that addresses these queries or develop future content accordingly.

Authority

A key indicator of being an ‘expert’ is when other experts or influencers in your vertical start citing you as a credible source of information. If you’re a brand, the greatest display of expertise is when your name becomes synonymous with the relevant topic.

  • Links from authoritative sources are a huge factor when it comes to ranking websites and building domain authority. This would mean getting recommendations from relevant websites that are already ‘authoritative’ in nature.
  • Getting high domain authority links are optimal but getting mentioned on other media channels, and authoritative websites in your vertical will boost your standing in Google’s eyes, making mentions something to strive for. 
  • Leveraging social media, and getting your content shared widely and genuinely is another key sign of growing Authority.
  • In Google’s QRG – Sources of reputation information(2.6.2), it mentions having a Wikipedia page being a signal of Authority, hence it’s undoubtedly something you should work on.

Trust

Google pays special attention to how you tackle any negative sentiment around your business. If you have any negative reviews or complaints, you should address them before you’re impacted by any negativity attached to you or your brand. 

Positive sentiments, on the other hand, are awarded in kind. Great reviews on websites, products, social platforms (Facebook, Instagram, etc.), Google My Business, and so on are surely what you’re looking for.

Some ways that can promote the trustworthiness of your website are:

  • Having a direct and transparent way for anyone to contact you – the website owner.
  • Associating the website with a physical location if you have one, i.e. your office or stores.
  • Having Terms & Conditions and Privacy Policy pages, which are easily accessible.
  • Making sure your website’s domain is secure by converting from HTTP to HTTPS.
  • If you’re accepting transactions, you should have a clear refund and returns policy.
  • If you’re selling any products on your website, try to include as many details or as much safety advice as possible.
  • If your website is geared towards providing knowledge, it’s a good idea to have an author bio included with a relevant professional backing your content, as well as citing any authoritative external resources where necessary.

Using these three pillars, Google has made it clear that the days of being able to rank overnight are long gone. However, using these strategies would definitely make it harder to get knocked off the top.

Aaron Gomes Administrator
SEO Manager , Bruce Clay MENA