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What is E-A-T, and why is it important for SEO

Expertise, Authority, and Trustworthiness are abbreviated as E-A-T. Google evaluates a brand’s or website’s reputation using these factors. The core of E-A-T is the creation of an article by a professional in their field, such as a builder for a construction piece or a doctor for a medical article, etc. Google might request proof of the author’s credentials.

YMYL Websites

The abbreviation E-A-T is used for YMYL websites that have an impact on visitors’ well-being, health, safety, and financial stability.

YMYL sites include the following types of sites:


  • state;
  • legal;
  • information;
  • medical;
  • online stores.

Google gives these sites extra attention since inaccurate information can result in loss of money, fraud, and health issues. E-A-T techniques ensure the content’s security and usefulness without containing any false information.

E-A-T Principles

The main principles of E-A-T are:

  • Expertise. The author needs to be well-versed in the subject area. Formal expertise is especially important for YMYL subjects. Sometimes an author’s “day-to-day experience” is enough to cover a subject. Structured, informative texts with graphs, tables, and videos are examples of expertise. On the sales pages, there should be filters, breadcrumbs, and feedback forms.
  • Authority. The author ought to have a particular standing among other professionals. Information on a person’s or organization’s reputation is gathered in order to evaluate authority. Reputation, testimonials, references, recommendations, news stories, and other information sources are examined. Online retailers must specify the terms of payment, delivery, and warranty policies. Initials and occupation of the author are specified in educational materials.
  • Trustworthiness. Content ought to be accurate, honest, and true. The data must be current and only come from reliable sources. The information is supported by a variety of degrees, certificates, prizes, and customer reviews.

Methods for Enhancing E-A-T 

increasing e-a-t

To enhance E-A-T parameters, you should adhere to the following guidelines:

  1. Brand analysis. To learn what users think of the website, a detailed customer survey is conducted. Calling customers is another way to inquire about their interactions with the business. Information about your company’s overall accomplishments and unique qualities should be available on the home page. The “About Us” page should have information about the brand’s experience, history, mission, and values. Additionally, a contact page should be made with a comprehensive list of addresses and phone numbers.
  2. Content. It is advised to evaluate the website’s content in terms of its relevance to the requirements of the business. Content needs to be updated frequently and drawn from pertinent sources. This is especially true for YMYL sites like those for law, medicine, etc. Content should be structured and have links to other pages or domains that support your information.
  3. Factual analysis. Factual inaccuracies shouldn’t be included in news stories. The articles should be as professional and accurate as they can be. When creating articles, professionals with the appropriate level of expertise should be involved.
  4. Involving professionals. You can hire qualified independent contractors to produce content. Experts should be able to either write excellent topical content or have specific industry experience. Formal education is less significant for some subjects, including cookery. You might invite professionals to write a guest post for the website if you are unable to hire them.
  5. Writing recommendations. Customer reviews of a product, service, or brand will be extremely helpful for brand marketing. Testimonials increase customer confidence in your company’s services. You can also consult experts, who can show off the business’ knowledge on other resources.
  6. Contacts. A trustworthy company should offer sufficient contact information to demonstrate its legitimacy. The website should provide the company’s address, phone number, email address, and online contact form.
  7. Mobile adaption. Smartphones and other devices account for a sizeable percentage of the traffic. Therefore, it is crucial to make the website mobile-friendly. You must prevent invasive advertising and make it simple to view content and navigate the page.
  8. Creating a checklist. It is advised to make a checklist with your terms of reference before beginning to write an article. For instance, for an informative article you should specify a clear and informative title, the target audience, the specific task, the stages of solving the problem, design, conclusions.
  9. Referenced in Wikipedia. Google rates well content that has its own Wikipedia page. It is good for the site’s ranking if there are favorable reviews there. However, without self-promoting, you are allowed to edit the Wikipedia page yourself.
  10. Regular website maintenance. When using E-A-T factors, the website is always being improved in terms of its content, design, usability, etc. This enables you to survive the harsh competition and uphold the site’s reputation.

Features of Using E-A-T

The following are the main characteristics of employing E-A-T factors:

  • No immediate outcomes. Bug fixes and site optimization don’t always have an instant payoff. You must wait for Google to index the updates. To get the desired result, it can take several months. Although you must be patient, the outcome will be worthwhile. User trust in the website and the brand will considerably rise as a result of website optimization.
  • E-A-T does not replace SEO optimization. It is necessary to combine efforts to improve E-A-T factors with those to improve SEO-related technical work, metadata, and link building. The data should be crawlable and the website should load quickly.
  • E-A-T elements are not equally significant for all websites. The administration of Google outlines exactly how a site’s content must adhere to the YMYL standards. The E-A-T requirements firstly apply to online stores and medical websites. The rules are less strict for other websites, however enhancing the E-A-T elements will boost a brand’s online reputation.
  • Rankings are not directly impacted by E-A-T variables. Although it has more of an indirect effect, E-A-T elements can raise a site’s ranking. Direct factors include download speed, use of keywords in meta tags, etc.


E-A-T factors affect the positioning of a website. All information must adhere to three fundamental standards: expertise, authority, and trustworthiness. This is particularly true in YMYL subjects. The elaboration of the site’s pages (Home, About Us, Contacts, etc.), links to reliable portals, expert attraction, and other E-A-T characteristics are all important to increase the site’s overall attractiveness. A thorough strategy will allow you to bring the site to the top of search results in just a few months.

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    Alexander Tarakhovich

    SEO expert with extensive experience. Helping you understand SEO. He takes the guesswork out of SEO, his advice in optimizations are based on what actually works. Alexander is currently working to make SEO known and accessible worldwide. Read Blog