EAT is an acronym for a concept created by Google in 2015: expertise, authority, and trustworthiness. This concept was created to verify the quality of content on “your life, your money” pages, or YLYM, as they are commonly known.
This type of website contains mainly medical, legal, and financial information but also includes those that include shopping information. In other words, these pages contain content related to people’s health, well-being, or safety. Due to the relevance of the information provided and the impact it has on people’s lives, Google decided that those who contribute to generating this content must demonstrate formal knowledge of the subject or life experience that allows them to be considered experts in their respective activities, such as web positioning in search engines.
Is EAT a measure of positioning?
The answer is complex, and we must divide it into two parts. Initially, EAT is not an element for positioning content. Why? Because experience and ability are essentially unquantifiable characteristics, a computer cannot evaluate them directly.
Here’s the updated version with the keyword “Google Algorithm Updates” incorporated:
However, this is the second part of the answer: Google engineers have modified certain search algorithms through Google Algorithm Updates to conform to the EAT criteria. In this way, the algorithm does not classify the search but directs it in the direction required according to the principles established by the EAT. Therefore, complying with these guidelines contributes to our content’s positioning.
Meaning of experience, authority, and trustworthiness
Simply put, these three criteria help ensure the integrity of published content. Let’s review them:
Experience
Content creators may not have formal knowledge on a topic, but they must know generated through practice and experience that accredits them as experts in the field. Consequently, they will be capable of offering you accurate information.
Authority
To achieve authority status on a subject means to be a reference source. You do not gain authority through popularity but through prestige. When you hold the title of authority on the subject, you have the recognition of the majority as a legitimate source of information.
It’s essential to recognize that no one can be an expert on all topics. Reaching this requires a high level of specialization, which naturally reduces the number of topics an individual or organization can cover.
Trust
You must constantly strive for this quality among users and achieve it by demonstrating the greatest possible transparency. Publishing the names of the people who contribute the content is a factor of trust, as is having the consensus of experts where it exists. Other practices that help you generate trust are citing information sources and publishing accurate information.
What is EAT used for?
As we told you, EAT is a criterion that Google uses to evaluate websites. It does not award points or formally rate the site, but it does evaluate it based on the three concepts described: experience, authority, and trust.
Sites meeting these criteria benefit from being channeled into more user searches, resulting in more visits. So, even though your page won’t be ranked, the EAT analysis will affect it. Trying to meet their criteria is a good idea for you.
How can I improve?
In addition to taking the topic of keywords seriously, you can take the following actions to ensure a good result. Pay attention!
1. Showcase your life and academic achievements
If you have degrees and diplomas, make them known. Also, those successes that, although not from the academic world, demonstrate your ability and knowledge. For example, having given lectures or developed a project.
2. Try to get more reviews
They are important as long as they truly value your company’s performance from the point of view of the users and recipients of your services. Just make sure to participate in the relevant review sites in your industry.
3. Create more and better links
Google’s search engine evaluates the quality of the sources you reference in your content. Be careful when choosing those that can benefit you. Don’t just choose the first option without checking it out: research and do link-building selectively. Just as there are links that can help you, there are also those that harm you and you should avoid.
4. Update your information
YLYM content is especially sensitive in this regard. Remember that discoveries, techniques, and ideas are constantly happening in the medical, financial, and wellness fields, and you must always stay current by providing your visitors with the most current data. Old information tends to become obsolete, and outdated information produces a high level of distrust and can lead to fatal results, especially when dealing with medical information.
Imagine if your site recommended a treatment already discarded in favor of others and offered better and safer results. Or, worse still, it is already advised against because of the high risks that those who follow it assume. Surely, your site would soon go into a tailspin.
5. Verify all the information you publish
It’s essential to recognize that no one can be an expert on all topics. The best approach is to include information from official sources relevant to the topic discussed. For example, the WHO (World Health Organization) is a reliable source of information on medical topics, and the WB (World Bank) is a reliable source of information on economic and financial topics.
Now that you know the importance of EAT, start working on generating it. You’ll notice positive results in a short period!
