Google Ranking is extremely important if you want to rank first in Google Search Results. To achieve this goal, the most important task is to develop your brand through consumer trust and experience in the work that you do.
Lately, you must have come across the word EAT, which is already used in SEO terminology. Google updated its algorithm in 2018 and EAT has been in the spotlight ever since. This Google update affected mainly websites offering medical advice and health advice, and then other related sites. For this reason, this update was called the “Medic” update.
Let’s dive into EAT
In SEO , EAT is an acronym for Expertise, Authority, and Reliability. This term is extremely important to many websites, but not all SEOs recognize that it plays a role in a ranking factor.
But it has been observed that many websites have been hit hard by Google’s quality updates because they didn’t have EAT. Thus, it is essential to improve your EAT in order to convert to more traffic and improve your rankings.
Many YMYL (Your Money or Your Life) websites have also been affected by updates from Google. It’s like evaluating the quality of content. Google pays special attention to providing the most relevant and correct information. It does not want to serve links containing unverified and uneducated advice, in other words, scam sites.
Google claims to only recommend websites that demonstrate a huge level of knowledge, authority, and reliability, also known as EAT. In this way, Google protects users from unverified and low-quality content. Such results can be detrimental and affect the user’s well-being and positive attitude.
So, if your brand or service is in the category of health, happiness, or wealth, you definitely need EAT to make a positive impact.
Guidelines for evaluating the quality of Google search
The Google Search Quality Evaluator document contains the terms EAT and YMYL. In 2015, Google released its Search Quality Assessment Guidelines, which made it possible to recognize low-quality and low-quality websites. The Google Human Rankings team referenced this document by doing searches throughout the day and determining the best results for those searches. Such spot checks are carried out by a Google team of 10,000 people.
These spot checks refer to a process that is designed to test ranking algorithms and their impact on determining the quality of a page.
The conclusions they come up with are passed on to a team of Google engineers who further improve the ranking algorithm. This algorithm is regularly improved and improved.
Since July 2018, Google has made several additions and updates that have had a huge impact. The people who evaluate the quality of a website are now checking not only the EAT of the website, but also the EAT of the content creators.
So now Google checks the author of the main content of the page and his/her credentials for the topic, especially if the topic is in the YMYL category.
Thus, it is important to update the EAT for both the website and the author. This can be achieved by providing fields for authors or links to author profiles, or by using author schema markup. It is structured data that tells about the author and makes it easy for Google to contact the author through any platform like social media, emails, etc.
Characteristics of a quality page from Google
A quality page should have a useful goal and achieve it well. Characteristics of a quality page:
- High level FOOD
- Good amount of great quality main content including title and description
- Good and positive reputation of the site
- The information on the website must be satisfactory or the information about the owner of the website must be correct.
Characteristics of a low-quality page from Google
Low quality pages are pages that lack purpose and size. Here are its characteristics:
- Incompetent EAT level
- MC quality is bad
- Insufficient amount of main content for the page goal
- Title exaggerates
- The reputation of the site or the creator is negative
- Information about the site or its creator is unsatisfactory
- Ads or SC distract from the main content
Let’s deal with each EAT term separately:
E – Experience
E stands for “Expertise in EAT” and an expert is a person who has skills and knowledge in a specific area. Knowledge alone will not help getting traffic to your site .
It is very important to convey this knowledge in a fun way. The best combination of having deep knowledge, knowing what your audience wants, and the best possible presentation is ideal. The trick is to develop great, innovative, and audience-loved content.
You can create amazing content by looking at the answers to these questions:
- What are the intentions of the search engines behind the terms they use when searching for keywords?
- What keyword are they using to search and what exactly are they looking for?
It is vital to understand the stage of understanding the seeker as a consumer. There can be many situations depending on the specific case. For example, don’t use jargon and too many technical terms if the searcher is new to the subject.
- Always strike a balance between complexity and simplicity. So, format the text to be easy to digest, use audiovisuals, images, etc.
- Always include additional content and link it internally for easy access. To do this, you must define the following crawler query.
A – Power
Knowledge of a subject is a start, because authority comes when other influencers and experts use your name as a source of information, or when your name is mentioned in related topics as a reference.
Key performance indicators for assessing authority:
- Include links from reputable and relevant websites as this will increase the ranking of the site.
- If you list how you were mentioned in the news or other authority websites, this will in turn increase your authority.
- You can use Moz Domain Management score to determine the authority of a site
- You can also use the Majestic Trust Score to determine the authority of a website. A score around 1.0 means everything is going well.
- Content that is shared widely and frequently on social media means your authority is growing.
- Another metric is brand search volume, which determines brand authority. The more people search for a brand, the more credibility it gains.
- If you have a Wikipedia page for your brand or the people you hire, it shows credibility because a Wikipedia page is not possible until you are recognized and popular.
T – reliability
Trust is extremely important to building any relationship. Experience and credibility increase the rating, reliability is important to maintain it. Lack of trust can even hurt your Google rankings.
Your primary and primary duty is to charm customers and resolves any issues before things get out of hand. Otherwise, negative will be attached to your brand.
Google makes it clear in its recommendations that too many bad reviews means poor quality.
If your site gets positive reviews from Trustpilot, TripAdvisor, Google My Business, etc. Your brand’s credibility will grow exponentially. Those who work in Mexico, USA or Canada should have good reviews on bbb.org. Reliability can be improved in a number of ways:
- Associating your website with a physical location
- Making a T&C page easily accessible to users
- On product websites, provide detailed product specifications and safety guidelines, if applicable.
- For websites that share knowledge, it’s best to include the author’s biography or share links to authoritative sites.
- Get a clear way to reach website owners
- Make sure your website domain is secure
- For websites that accept transactions, the return and refund policy should be very clear and communicated to the user.
How does Google define EAT?
- Measurement of links and mentions without links
Google can determine which mentions and links to consider. If your brand gets a lot of press coverage, it will help you rank higher on Google. Google can tell the difference between real buzz about your brand or company and paid buzz. Google knows which one to ignore and only considers true links and mentions.
- Knowing mentions you can trust
Google uses the Penguin Algorithm (released in 2016) to identify links that are not from trusted sources and should be ignored. Although some spammers may be fooling Private Blog Networks (PBNs) and similar tricks here. Google uses an algorithm to select trusted pages that are good and build a network of trusted sites by clicking on links on that page.
Google itself has created a database of trusted pages and sites recognized for your vertical.
- Google has other signals
Google can also infer from various other signals on the network that work towards EAT.
- Impact of EAT on Algorithm Updates
Algorithm updates rely heavily on the EAT factor and this has been observed previously as well as in 2018. When changes were made to the algorithms, the ranking of thousands of websites changed dramatically. In this case, for some websites the ranking went up and for some it went down.
- Impact of EAT on general kernel updates
In 2018, Google engineers implemented the Broad Core Algorithm update into the core algorithm. As a result, several webmasters became confused and paranoid about their rankings, because for some, the rankings unexpectedly increased, while for others, the rankings plummeted.
To this, Danny Sullivan, Google’s search rep, confirmed and explained that they do these standard updates many times a year. After this explanation, SEO community veterans decided to look into these updates and found that the domains were missing key EAT signals. So it was confirmed that EAT affects general kernel updates.
- Impact of EAT on Medic Updates
The Medic update was the second biggest update to occur in 2018, which was also identified as the next “wide core update” in which website rankings changed significantly – either up or down.
And it’s all because of the EAT score and other factors. The overall number and quality of inbound links was researched as one factor, but it was mainly how well the business was ranked in terms of its level of knowledge, credibility and reliability, which led to a huge change in rankings and thus a huge loss in income for those whose ratings have fallen.
The following types of websites were most affected:
- One with outdated content
- The one that already had a bad reputation
- One whose content is written by naive and incompetent authors
- One whose return and refund policy was unclear and whose contact information was not released
Consequences of ignoring EAT
Companies that ignore EAT have suffered huge losses in terms of visitors and ultimately revenue. For example, DrAxe.com lost approximately 10 million monthly visits, Prevention.com lost approximately 5 million monthly visits; causing their ratings to fall off a cliff and cause a huge loss in revenue. Their visitors disappeared overnight, all regardless of their business models.
What happens if your sales drop by about two-thirds overnight? It’s hard to imagine the loss. How will you pay for the space, staff, supplies, etc.? All financial planning for the year will go into the basket with mass layoffs and non-payment of bills. It’s a scary thought, but companies really only suffered because they ignored EAT.
There are several such examples of thriving businesses that have turned overnight into rags of wealth. They are crazy about EAT and eager to put everything in its place and rise again.
Is EAT Factor magic?
If the Medic and Parentheses updates affected you negatively, then FOOD is not a magical factor. No one can offer you some kind of hack to get your site back to the way it was before the updates.
Neither can anyone promise a wide-kernel algorithm in the future that will improve EAT. When dealing with digital marketing and SEO, no one can promise that everything will go the way it should. But you can always make improvements and necessary changes to ensure a good return on your money and time.
Small, incremental changes can lead to small improvements on a daily basis and big changes in the long run. Moreover, with SEO, you will see the best ROI in about twelve months.
The arithmetic works like this: if you make a 1% improvement every day for the next year, you will notice a 37x improvement over the current state of affairs. If you just sit and do nothing, you will get worse every day, i.e. reduce the amount of work by 1% by 365 days a year, and you will become 96% worse now. It’s a pretty complex deal.
For example, there was a client whose business was selling financial services and was experiencing trust and reliability issues. After identifying the issues, the team developed a strategy to build awareness of their brand and increase customer awareness by updating the website content to up-to-date, informative content.
These slow and steady improvements made every day have improved brand reputation, rankings, traffic and therefore profits.
Improve EAT for SEO
The first battle is to determine that you have a problem with EAT, once you know it, then it will be easy to optimize your site . Here is a checklist of small changes you can make to your website to improve EAT.
- Brand audit
Auditing your brand is the first step to improving EAT. You can do this by learning what people think and say about your website or business because that is how real people in the world will make or break your brand.
You can ask your existing customers, listen to their concerns or assessments, ask about their experience, what did they like and what didn’t they like? Cross-check your website to get a clear and transparent view according to your customers’ feedback.
Start with the home page and see how captivating it is but clear what image you are, does it look promising, is there a professional accreditation that confirms your sincerity, the highlights of your accomplishments, your professionalism and what is the special thing that makes you stand out etc.
After the home page, go to the next most important page – About Page. This page will give you a clear picture of you, your brand and the business you run. Look for answers to the questions: who are you, what are the values of your company, how long has this business been running, etc. You must have a history of the company, such as when and how it was created. It should have the values and principles that the company adheres to, etc., to shape the mood of the brand.
The next step is to see if you are promoting your team and the people who work for you. Provide details about the CEO and other officials working for the company, their experience, who can be contacted in certain scenarios, etc. All your employees and you, one or more, together form a team and make everything work.
Every personal part of your company that you share, the target audience imagines as a real person, and they can interact well. make sure customers can easily contact you and make sure all contact details are clearly stated on the website.
Keep an eye on your reputation on social media, as they will greatly increase your sales. One dissatisfied customer will tell many others, and it can damage a brand’s reputation. Therefore, everything that is said incorrectly should be dealt with immediately and try to avoid this mistake in the future.
- Audit of existing content
Your content is the first thing visitors see on your site. Make sure your website content is up to date and up to date. Don’t settle for word count in your content, aim instead to meet the needs of the person. Conduct an audit of existing content and imagine yourself as a buyer.
Do you like what you read? If not, then either change the content to match expectations, or simply remove the irrelevant content. If it’s possible to improve your content with some minor changes, do it as soon as possible. So, recycle content and update its validity so that visitors know they are looking for fresh, updated, and up-to-date information.
- Structure of content creation
After fixing existing content, create a foundation for your future content. you need a to-do list to keep your EAT job future-proof. Make sure your content is carefully researched and well written, including links to other pages on your website or domains. Content should meet customer needs and should not be written just for ranking purposes.
- Hire professionals
If you are unable to complete the research and writing part due to other work commitments, you can always hire experts. You can hire a team of professional writers and researchers, freelancers, or an agency. But make sure you review and sign this content yourself and then publish it under your own name. you can also publish content by providing the author’s name and adding “People’s reviewed…”.
- Promotion on the spot
It is recommended to promote your experience and build visitor trust. If more people see your brand and your level of expertise, they will trust you more. Create an About Page and/or a Team Page and promote your employees by listing their positions, their experience, level of expertise, etc. You will see several websites like Healthline, VeryWellHealth, etc. that promote its management staff, content authors. , researchers, etc. They also provide outbound links to these people’s social media profiles to build trust.
- Offsite promotion
After promoting your staff and employees, it is a good idea to spread the word by asking existing clients to help you. Ask customers to leave a review about your services or products they have used and link that review to your Google My Business page. Link these reviews to Reviews.co.uk, TrustPilot, Feefo, etc.
You can also ask customers to write reviews on your company’s Facebook page. Every feedback you receive will help you build trust and reputation.
In the future of SEO, it will be easier for people to find out about you from customer reviews. Promote your experts by asking them to write for your brand, speak at events and conferences, appear on podcasts, and more. D.
- Easy access and understanding
In today’s age of mobile technology, a website needs to be easily accessible from a mobile device, and Google has also begun considering Mobile-first index to achieve such results. This means that a website will rank well if it performs well on mobile as well. Websites currently being developed must also be designed for mobile devices. Whatever the medium – laptop, desktop, mobile device – your website should be clear and easy to navigate.
Do not use too many advertisements as they may detract from the main content and purpose of the website. Some ads are fine with Google, but too many ads can be contrary to deceptive ads.
Moreover, the website should be fast and easy to load, easy to navigate and understand.
- 1% improvement every day
Never stop making small improvements to your site. You can optimize EAT for SEO daily. It may take a little longer to see results, but you will definitely achieve them. Make a commitment to improving by 1% every day, for example, one day you can work only on the home page, and the next day, switch to the “About Us” page, etc.
After that, start auditing your content and continue. Always invest in your content, experience, and team, and the EAT you create will multiply your rankings and generate more revenue.
Ways to improve nutrition:
We now know that EAT is an important part of the Google algorithm, and without it, rankings can be difficult. you can always improve EAT like this:
- Get positive feedback
The online reputation of your brand or business matters a lot. The public’s overall opinion of your business is important to improving EAT. you should look for reviews, posts, discussions and forums written by people for the website.
- Earn mentions on Wikipedia
Anything mentioned on Wikipedia will be recognized by Google. Creating your own Wikipedia page is not a cakewalk as it ensures that all information about your company is verified and the business receives significant coverage from reliable sources.
If your site has positive reviews on Wikipedia pages, this will also help improve EAT. You can also edit a Wikipedia page and mention your website, but you have to be careful because if Wikipedia thinks you’re self-promotion, it will immediately remove the link.
- Get Mentioned on Authoritative Sites
This is an important feature of Google EAT. If your online mentions are correct and not paid by you, your EAT will increase. You might have a news article from a famous news site, or you might be looking for links, expert recommendations, and other compelling data about a website; This will increase the rating.
- Mentions on the forums
Mentioning in the forums can increase the ranking of your site. Google can easily determine which forum mentions should be added to EAT and which should not. If your competitors are mentioned on the forums, but not you, it means that you are not recognized as an authority. Thus the weak IS.
- Building Trust
Earn the trust of your customers so that they only say good things about you and mention you where necessary. You should be able to positively influence their happiness and well-being.
- Showcase your IS
You can add information about your website’s EAT and even the author’s EAT on the About page or on the website’s home page, and these should be easily accessible to the user.
Final Verdict: The Ultimate Guide to EAT and SEO 2022
From the overview above, it’s clear how important EAT is, how it can be improved, and how it can affect your site’s rankings. If your website is about sharing health, medical and/or financial information, then you must have an EAT for Google to recommend your website to a search engine.
Google is very careful to share only truthful and verified information with its search engines, and does not tolerate fake news, especially in the areas of health, happiness and finance. If you follow the EAT framework in digital marketing, it means that you are following an integrated approach to creation and development without cuts.
Currently, you can’t just start shining on the Google results page overnight because you have to follow the EAT criteria and develop your brand positively and have a positive online presence. With the right approach and a high level of EAT, you can rank #1 in Google search results.