What You Should Know About Google’s E-A-T

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What Is E-A-T, According To Google

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. The idea comes from Google’s Search Quality Rater. E-A-T is one (major) factor that Google uses to evaluate the overall quality of a web page. It will frown on unsupported claims, disputed facts, and “fake news.” 


Any claims have to be supported by actual facts and/or experts in the field, or reviewed by the same. It will take more than a Wikipedia reference and information from a new or fringe website to declare authenticity.


Even if you are the “best in the world” at something, without physical or digital proof, you can’t claim to be an authority. You need to establish your authority with references, authorship, and links to your author bios and social profiles.


This takes time. You need to be seen, referenced, linked to, and quoted. Be accurate with your publications and include policy pages like About Us, Team details, Contact Us, Privacy Policy, Terms and Conditions, Mission Statement.  If you have staff, you’ll need their trust credentials to build up your own publication.

Ideas To Help You And Your Website EAT include: your author bio with social media links, author experience/resume and (job) descriptions, dates on your articles, policy pages, citations (references), a secured (HTTPS) website, and relevant and authoritative third party links. Although it can be dangerous, carefully curated user content can also help.

Be Aware Of YMYL Websites

YMYL stands for “Your Money Your Life.” These include Finance, Health, and Wellness sites; websites that publish sensitive information that can directly impact a visitor’s finances, legal services, and medical advice. Google wants YMYL sites to adhere to strict quality guidelines which are measured by the algorithms used to rank pages. 

Google is checking for the quality of YMYL sites based on the same expertise, Authoritativeness, and Trustworthiness signals. This means, be accurate, be sure to include linked citations, and be trustworthy.