Google EAT and its importance for SEO

Over time Google has made several changes that affect the positioning of web pages, always looking for the quality of the results and trying to satisfy the user.

We have seen quite strong changes and it seems that there are more and more, but from time to time it is necessary to look back and remember certain issues that we have forgotten and that can be factors that make a difference.

Do you know Google EAT? If it doesn’t ring a bell, don’t worry, I’ll explain everything to you in this article.

What is Google EAT?

EAT is the acronym for Expertise, Authoritativeness and Trustworthiness (experience, authority and trust). This concept began to sound about 2015, but it was not until 2018 when it took hold after the Medic Update in August of that same year.

What is pursued with Google EAT is to create authority through your brand by subjecting the three mentioned points to evaluation:

1. Experience: the experience that the content creator has for that content. Your website must demonstrate that it is an expert in these topics of the published content.
2. Authority: the authority that the entity itself has on similar content. It is necessary to demonstrate that the authors have experience in publishing the content and know what they are talking about. That these same authors speak in other portals of the same topics will increase the authority of the authors and will reinforce their contents.
3. Trust: the trust generated by the entity’s website. This is quite important and very easy to detect, since if a site does not generate enough trust in the user, it will end up leaving. Some signs of this can be a bad user experience, too many ads on the web, a bad design, not having the web on HTTPS, trying to trick the user into taking certain actions, etc.

Something that can help us to improve all this is to create a brand strategy that reinforces our SEO and to get more and more people to find us through our brand.

Why is it created?

The appearance of this positioning factor is given by the need to find a solution to the pages that are positioned by offering false solutions to the users in order to generate profit, that is, the YMYL ( Your Money Your Life ) pages .

These types of pages, in general, are websites that offer quite sensitive information that directly affects your happiness, your finances, your safety and / or your health.

Some clear examples of this can be investment pages or pages related to medicine; That is why during the Medic Update the EAT algorithm gained considerable strength, since it sought to lower positions to this type of website.

As a result, many pages related to health topics were severely affected, as were some sites related to investing and similar topics.

Relationship between EAT and YMYL

Given the growth trend of YMYL page appearances without checking the validity of the information by webmasters and with the sole objective of obtaining SEO traffic, Google raised the EAT countermeasure.

That is why it is very important to get editors who know what they are talking about and are specialists in a certain subject or make you stand out as an expert on the subject of the page you want to position.

How to improve or get EAT?

As you have seen, Google EAT is a positioning factor that mainly affects YMYL sites, but this does not mean that it is not valid for other types of sites, only that it may not be taken into account in the same way.

To improve our Google EAT assessment we must take into account the following points:

1. Improve the online reputation of the brand:  to do this we must carry out brand actions in such a way that they impact the user by making them remember us. We can see how our reputation is growing as more people search for us by our brand on Google, our followers increase, we get mentions, etc. (We will talk about this in detail very soon on this blog)
2. Improve the reputation of authors:  getting relevant authors on certain topics to participate in a website will help improve you’re EAT. It is also interesting to get your own authors to participate in other highly relevant thematic blogs, creating quality content, and showing that they are experts in the sector they are talking about. Taking advantage of this you can also try to get links.
3. Have an accessible and trustworthy website:  some aspects that can help us achieve this can be the speed of the web, the design, facilitating contact forms, inserting legal, contact pages or pages informing about who the company is, links to social networks, have a responsive design, etc.
4. Citation of sources:  when creating the content, it is also important to add the citation of other relevant sources on which we rely for the writing of the content. This provides a verification of other authors who also exert some influence and helps us to show that what we say is based on other already validated statements. It is not necessary to do it always, but it is interesting to always include the occasional source that supports the content.
5. Get links:  finally we must not forget to obtain links from sites with a lot of authority. Having links from authority sites of the same subject will position us as a direct reference to it and will help us a lot to improve our Google EAT algorithm (and will also help us in our link building strategy).

Obviously, to get the best mentions, you will need a budget. Here we must try to find a balance and see how far we can go, drawing up a growth strategy for it.

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