“E-A-T” stands for Expertise, Authoritativeness, and Trustworthiness. It’s a set of principles or criteria used by Google’s search quality raters to assess the quality of web content, especially for topics that could impact a person’s health, finances, or overall well-being. While E-A-T itself is not a direct keyword ranking factor, it indirectly influences search engine rankings in the following ways:
- Content Quality: Google rewards high-quality content. If your content demonstrates expertise, authoritativeness, and trustworthiness on a given topic, it is more likely to rank well for relevant keywords.
- Backlinks and Citations: Authoritative sources are more likely to link to your content or cite it as a reference. These backlinks can positively affect your rankings for specific keywords.
- User Engagement: Content that provides valuable, trustworthy information tends to attract more user engagement (e.g., longer time on page, lower bounce rates). Google may reward such content with better rankings.
- Content Relevance: Google assesses whether your content is relevant to the keywords you’re targeting. High-quality content that aligns with user intent and search queries is more likely to rank well.
- Site Reputation: Over time, consistently producing high-quality content can help build your website’s reputation as a reliable source of information. This reputation can lead to better keyword rankings.
- YMYL Content: E-A-T is particularly critical for “Your Money or Your Life” content, which includes topics related to health, finance, and safety. Google places a strong emphasis on E-A-T for such content.
To improve your website’s performance in search engine rankings, consider the following:
- Ensure your content is written or reviewed by subject matter experts in the field.
- Cite authoritative sources and link to reputable websites when appropriate.
- Maintain transparency about your qualifications, expertise, and credentials if relevant.
- Focus on providing accurate, up-to-date, and well-researched information.
- Encourage positive user engagement and feedback.
While E-A-T is not a direct keyword ranking factor, it plays a significant role in how Google evaluates and ranks web content. Prioritizing E-A-T principles can lead to better overall SEO performance and increased visibility in search results.