As a business owner, you want to take your company to a higher level. And, in this digital era taking your business to the next level requires an online presence.
It can make or break your business, as digital visibility is all about reaching a wider audience and enhancing accessibility.
Making your business rank high in the google search engines needs Search Engine Optimization. In SEO, quality content is one of the most important factors that help your website to rank higher.
In 2018, Google came up with the new algorithm update known as a medic update.
According to this update, the website that published quality content will rank higher. This is when EAT became more popular and important than ever.
In May 2019, Google updated its search quality rating guidelines which clearly focused on the EAT concept.
What is EAT?
EAT is the abbreviation for- Expertise, Authoritativeness and Trustworthiness. Each of these words has a great significance and has the potential to represent a business as a leader and stand out among its competitors.
Google makes the use of metrics to determine the expertise, authoritativeness and trustworthiness of a website on a URL basis. Let us know about these principles in detail:
- Expertise- To generate quality content, it is important to note that the writer should be an expert in writing a concerned field or topics. According to the experts at Designmemarketing.com a business owner should make sure that the authors they are hiring hold sufficient experience in the field. This doesn’t mean that he/she must have a formal qualification. A practical experience would work.
- Authoritativeness – The writer should be known for his previous works in their field. According to Google, it doesn’t mean that the writer should have thousands of followers on social media platforms. But instead, it means the writer should have an authority publication. This will make them an authority on the subject.
- Trustworthiness – To calculate the trustworthiness of the website, the quality raters view your whole website. For this, they look at the privacy policies, editorial policies and security updates.
How does Google determine the EAT principles?
In 2019, in a whitepaper, Google accepted the fact that factors including expertise, authority and trustworthiness are part of their algorithm.
However, it did not explain the exact ranking factors of E-A-T.
But an important thing you should take note of is that quality raters ensure if a website is sticking to the EAT guidelines or not.
What makes it important for your business?
As mentioned above, expertise, authority and trust are of great significance. When the quality raters look for any page in your website that lacks any of these they will look for any other website that contains all of it.
EAT accounts for the business domain and the web pages that build the trust of the Google algorithm.
And, if you are not able to fulfil these requirements, Google will pick another domain or page that provides a better customer experience than your web page.
There is no alternative to SEO. It is vital for your business and you should consider including it.
Not only will it increase your brand’s visibility but also give your customers the best experience.