Google EAT, which concerns the expertise, authority and reliability of web pages, is a hot topic among SEO professionals lately. That’s because this tool directly impacts the results of the pages and directly influences the reach of the posted content.
Therefore, this has become a concern in the digital marketing universe and many people still don’t understand how it works . There is no ready formula that unravels this algorithm, but good practices that meet the quality requirements of this powerful search engine.
Want to know everything about Google EAT and understand at once by all how does it impact SEO results? If yes, continue reading. That’s what we’ll talk about next!
What is the Google EAT Algorithm
Google makes hundreds of updates a year to improve the users’ experience. This is nothing new. One of the search giant’s algorithms that has been gaining more prominence in the world of digital marketing and by SEO professionals is Google EAT. This is one of the fundamental tools for pages and sites to achieve good positions in searches performed by users.
EAT (Expertise, Authoritativeness and Trustworthness), is the acronym and translation in English for: Expertise, Authority and Trust. These are the 3 main pillars that identify the relevance and qualities of web pages.
This algorithm appeared, in the first moments, in the Google Search Quality Rating Guidelines, which is a document intended for the company’s employees to ensure the quality of the content made available to users when searches are made. This factor already shows the relevance of this algorithm for the company and, therefore, for digital marketing professionals.
Therefore, it directly influences the SERP (Search Engine Result Page) results. Therefore, the EAT is aimed at identifying content considered experts on the subject, which are recognized as an authority on the subject and which are extremely reliable . This algorithm is even more important when the issues in question help in making the most important decisions in the user’s life.
How it influences SEO
As this is an important algorithm for web pages to rank well and reach the top positions in the search engine, it is necessary to understand how it influences the work of SEO professionals. The key is that, like many other algorithms, it seeks to deliver the best solution to the pain of users who use Google. See some influencing factors of the EAT. Let’s go!
YMYL pages
The pages called YMYL (Your Money Your Life) Life, is a classification that Google uses to identify sites and content that can affect a user’s life in relation to finances, health, safety and much more.
This is because these contents tend to influence the decision of users on relevant issues that may impact the lives of these users. Some of this content may be related to:
- information about business, politics and science;
- laws, government issues and legal services;
- contents about finances;
- contents that help users make purchases;
- sites about health and medicine;
This algorithm works on this type of content because it considers them to be influencers for users to take certain actions and decisions. If the information contained is not relevant, credible or reliable, the user’s life may be negatively impacted.
Expertise Factor
The expertise factor is related to the competence or quality attributed to the content being made available. It is nothing more than showing that the author of the content has the necessary expertise to talk about that subject. After all, in order to resolve users’ doubts, it is necessary to ensure that the information provided comes from an expert on the subject.
Authority factor
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This factor refers to the authority of the domain, the page and the content producer. It is closely linked to the authority given to whoever is sending the message or informing network users. The delivered content must be legitimate and recognized as authoritative.
Trustworthness Factor
The trust factor is made by through a set of algorithm evaluations that identify it as a reliable source. This happens a lot through the evaluations carried out on the pages and some interactions that show Google that the page is trustworthy and, therefore, the contents tend to be created by authorities on the subject.
There are many factors that make the EAT directly influence the ranking of web pages and content. To make it easier to understand this, in the next topic we separate some of the best practices for a page to achieve a good positioning in this search engine.
How to improve ranking
There are good practices that improve site performance, considering the EAT algorithm. As this algorithm greatly influences the performance of content and the ranking of web pages, we have separated some of the main ones for you to know. See below!
Study the keywords
The study of the keywords helps to understand what the users are searching for and what is most relevant to a particular audience. This generates a series of terms that are most searched for in the engine, facilitating the work of users and Google itself. A good study of keywords helps in understanding users’ search, which phrases are most used and how to offer the best content for the main questions.
Study the competitors
By analyzing competitors, it is possible to identify which keywords and terms are most sought after, as well as which content best meets users’ needs. Add to this study, how is the structure of the competitors’ website, what are the optimizations, what is the security level, the frequency of publications, the quality level of the links and much more.
Become a reference
One of the most efficient ways to work for the EAT to become an ally is to meet the guidelines of expertise, authority and reliability. For this, it is necessary to deliver the best content and perform the right optimizations on the pages and published materials, some of them are:
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- rely on a team that has authority on the subject that is published;
- partnership with other authors considered references on the subject;
- in-depth and quality content;
provide relevant and credible data and information;
- deliver complete and better materials than the competition;
- be focused and know how to segment the subjects of your site;
- Keep the content always up to date;
- identify the source of more complex and statistical issues;
- have a good SEO strategy on and off page.
Google’s EAT algorithm is geared towards delivery of quality materials for users. Thus, this mechanism works to identify web pages that have expertise, are authorities on the subject and deliver reliable solutions to Google users. It is a way to guarantee that the searches made will be turned into answers of quality, integrity and that will really solve the problems of those who are browsing this search engine. There are many factors that can influence and make the algorithm have a good perception of the web page. Investing in quality and relevance in content is a good way to be well perceived by Google.
So, is your website ready to meet the Google EAT evaluation criteria? Leave it in the comments below.
