What is E-A-T?
E-A-T stands for Expertise, Authority, and Trust. The concept was first introduced by Google in 2015 through their manual quality review handbook, known as the "Search Quality Evaluator Guidelines." E-A-T is a central element in Google's assessment of the quality of content on a website.
The meaning of E-A-T
E-A-T consists of three important parameters:
- Expertise: This refers to the knowledge of the author or source within a particular field. For content that requires specialised knowledge, it is important that the writer has the necessary background and experience.
- Authority: Authority is about whether a website or author is considered a reliable source within their field. This can be based on factors such as recognition from other experts, citation analysis, and reviews.
- Trust: Trust concerns how much users and search engines can rely on the information. It includes factors such as the company's reputation, user reviews, and security (e.g. SSL certificates).
Relevance of E-A-T for YMYL pages
E-A-T is particularly important for so-called YMYL pages (Your Money or Your Life), which cover topics that can have significant consequences for users' lives or wellbeing, such as financial advice, medical information, or legal services. For these pages, Google weighs E-A-T more heavily, as it is essential that users can trust the information they receive.
Conclusion
Understanding and implementing E-A-T principles is crucial for any business or content creator looking to achieve strong rankings in search engines. By focusing on expertise, authority, and trust, you can not only improve your visibility in search results, but also build a stronger relationship with your audience.
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