Friday, December 9

5 Tips On How To Optimise For Googles E-A-T In 2021

5 Tips On How To Optimise For Googles E-A-T In 2021

The goal of a well-meaning website is to rank high in search results. If you want your site to be optimally productive, you have to be particular about adhering to Google’s algorithm. On August 1, Google has released an update when it comes to their broad core algorithm. Among the things that you have to mind pertaining to such is to improve your backlink profile. Look for analysis tools for that endeavour, and you can review each of them here. 

Higher ranking needs you to create better content, according to Google’s Danny Sullivan. John Mueller of Google as well stated that content featured on a site should be more relevant. How do you create better and more relevant content? You can refer to Google’s Quality Rater’s Guidelines to give you salient ideas. 

Through Google’s Quality Rater’s Guidelines, humans can be assisted in assigning quality scores on search results about specific queries. These scores may not directly impact search results, but they can be utilised for honing or developing the algorithm.  

Google will tend to rank well the pages that raters give high-quality ratings to as they refer to the said guidelines. 

In Google’s broad core algorithm update, a strong emphasis has been given to E-A-T, which means:

  • Expertise
  • Authority
  • Trustworthiness

So when  “high quality” is being implied, it is now referred to as “high EAT”. Other than that, the update has been particular about adding the application of EAT to specific authors instead of just brands or websites.

Thus, if you improve your theoretical EAT scores, you can, in general, also improve your ranking in search results. Here are some tips about how to improve your Google EAT scores.

Tips About How To Improve Your Google EAT Scores

1.All of your editorial content should include the name of the author, and their biography.

A significant aspect of assessing the EAT criteria is to understand who is responsible for a particular website. This ought to be determined by evaluating the type of website that it is. It means that for the topic at hand that is published on the website, it must be ensured that the contents and created by trusted and authoritative experts. 

What about product pages and landing pages? Their EAT scores can be enhanced by featuring easy-to-access business and customer support information. Blog posts that want to score high EAT should see to it that vital information about the author should be available. This is so that it can be evaluated whether they are indeed suitable experts about the topic. In Google’s guidelines, it has been explicitly stated that:

“The reputation and E-A-T of the creators of the MC [main content] is extremely important when a website has different authors or content creators on different pages.”

In this case, it could hurt your EAT score if the author information is not made available or cannot be accessed on the pages.

2.Personal branding is worth investing on.

In the guidelines, raters have carefully warned that reputation information may not always be available. This tends to be not that inauspicious for smaller organisations and businesses. Likewise, it is stated in the guidelines that:

“You should expect to find reputation information for large businesses and websites of large organizations, as well as well-known content creators.”

Low or lowest rating will be imposed if the page doesn’t indicate reputation information and content creator EAT. When it pertains to this endeavor, raters usually assess reputation information that has been ascertained by third parties. They are inclined to do such instead of solely relying on evaluating the content that has been created by the author or the brand. Your personal brand should, therefore, be favorable if you want to score high and be on top of your competitors on searches.

Be wary that your content creators do not propagate misinformation because it would significantly limit your chances of ranking well. What if your site or brand lacks a reputation? Although this might not hurt you, you will most likely be outperformed by authors that carry a positive reputation. Consider these tips about how to hold the fort of your personal brand:

  • Enliven your social media profiles and actively interact with influencers as well as your audience.
  • Position yourself on trusted platforms in order to promote thought leadership.
  • Develop a connection with your audience by sharing your story.

Through these efforts, you will be able to foster a positive reputation in your pertinent industry and at the same time, earn the necessary endorsements from third-parties.

Garnering these promising results needs you to primarily be a trustworthy expert on the topics that you discuss on your pages.

3. Low EAT content should be removed or edited.

The guidelines carefully indicate that websites that operate with multiple authors ought to be evaluated based on every page, according to the EAT of each author. However, heavy emphasis is placed upon the EAT of the brand or the website. 

Although one page with low EAT scores doesn’t directly affect the EAT of the other pages, it may have a negative impact on the total reputation of your website.

Thus, pages that have low EAT scores and obtain minimal traffic should be, for the most part, removed.

4. Technical Security should be a priority.

Being trustworthy doesn’t only mean carrying a good reputation or being accurate. Security is a vital aspect, too. 

For instance, a page may be rendered a low rating if its shopping checkout page has an insecure or low-quality connection. Thus, if your website does not have an SSL certificate and does not automatically point to an HTTPS URL, it is skating on thin ice when it pertains to its EAT score. This is particularly so because Google Chrome has marked all HTTP pages as being “not secure”.

The guidelines seriously consider the verifiability of a website. 

5. User-Generated content should be moderated.

Note that UGC is apt to garner low EAT scores. In fact, the guidelines have carefully pointed out that UGC may even be appropriate in certain circumstances. Instead of publishing pages that have been responded to incorrectly by non-experts, UGC ought to be moderated heavily or edited, featuring warnings and links to credible sources. Contributions by certified experts may be added or highlighted as well.


More than ever, EAT or Expertise, Authority and Trustworthiness are deemed important in the core algorithm update implemented by Google when it comes to boosting websites’ rankings. You can also use tools to help you in this particular effort, and you can.  By incorporating these 5 elements, you can significantly boost your search engine rankings and establish a credible report online.

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