Simple. You demonstrate Expertise (E), Authoritativeness (A), and Trustworthiness (T).
Google uses these three factors to determine whether your content deserves to be above millions of other content pieces online… but the E-A-T framework can often feel abstract and vague.
So the folks at Search Engine Land—motivated by Google’s VP of Search recently emphasizing the importance of E-A-T at a recent event—made a list of tips to help you improve it on your website or entity.
Let’s look at the most relevant…
Create and interlink topically relevant content. Build content that relates thematically so Google sees you have industry knowledge. Then link different pieces of topically related content to one another to provide pathways to crawlers.
Collaborate with recognized experts and industry leaders. Google has already labeled some authors as “experts” on your topic based on their online writing, social media profiles, academic presence, and so on.
If you include them in your work, reference them, or even manage to get them to write a guest post for you, you’ll get in Google’s good book quicker.
Write in simple terms, but avoid “thin” content. Google will use natural language processing (NLP) to understand your content, so writing simple sentences helps.
At the same time, just because you write clearly doesn’t mean you should write a lot of content that seems superficial or fluffy. Be concise, but offer value in every sentence.
Fill the content gaps with new information. The majority of content today is just copying or curating what is already out there. Your job is to add new perspectives, new bits of info, and new data to make your content stand out.
It’s also important to back up your statements with relevant sources, especially if you’re writing for your-money-or-your-life (YMYL) topics such as health and wellness.
Avoid aggressive advertising. Ad banners, pop-ups… even too many native ads can spoil the UX. Google reads advertising as a negative signal and lowers your trust score.
That’s five things you can do. But if you want to learn more about what the VP of Google said about E-A-T and some other framework fundamentals, make sure to visit the original article.
Well, it’s time to pour the bits into a bowl and watch Google E-A-T. Get it?
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
