The “Expertise, Authority, and Trust” (E-A-T) algorithm is the basic criteria that Google uses to rank the quality of websites, ensuring that the most authoritative content is the first to appear on a Google search result. They are the three primary metrics that Google uses to measure the SEO value of a website. This algorithm is important because it keeps the initial pages of a Google search free of unreliable content.
This means it’s important for your website content to score highly in each of these metrics—you want Google to see you as an expert, trustworthy autority. In this blog post, we’re breaking down the best ways to acheive that. To find out more, read on.
Have Well Written Content
The higher the quality of your content, the higher your EAT score. This is perhaps the most basic concept in search engine optimisation. Google site crawlers give greater page authority to content that is easy to read, factual, and which provides the most conclusive and insightful answer to any question that a user types into the Google search engine, which is why good copywriting is so important to SEO.
Make sure that any content on your site—be it a blog or landing page—adheres to the following standards:
Good Grammar and Proper Formatting
Good content is free of grammatical errors and has proper punctuation. Google prefers content that is readable, with a logical easy-to-read structure that consistently uses headings, subheadings, and bullet points as needed to organise the ideas it contains. When it comes to length, Google prefers longer content, but you need to balance this against what readers want, which is often shorter, more succint content!
Relevant and Factually Correct
Cluttering a blog page with ads, or writing information that is irrelevant to the topic of your blog will result in a poor EAT score. Over the last few years, many nline platforms including Google have come under pressure to address the problem of “fake news” or content that is untrue—this could equally be content created deliberately to manipulate the political opinions of readers, or content that is lazily written with no regard for the truth.
Citing sources in a blog by inserting outbound links to pages with high authority indicates that your site is trustworthy and improves its EAT score. Google loves links, especially strong backlinks, as they are a core marker for page authority. Basically, if you write content good enough, other people will link to it, and Google takes this as a vote of confidence.
Optimised for Images
Blogs with thumbnails and imagery are more user friendly, and so more likely to attract traffic. Thumbnails improve the EAT score of a blog by enhancing the readability of a blog, and encouraging linking. However, if you use copyrighted images without permission, it will negatively affect your page authority.
Poor quality images with imprecise sizing can also work against you, and oversized photos slow down page load speed, creating a frustrating reader experience. Overall, making sure that your content is optimised for images involves more than making sure the images are there—it also requires you to make sure they are working correctly, and not making your page more difficult to read.
Page Transparency and Credentials
The Google Quality Rater Guidelines state that the quality of a page is affected by “satisfying information about who is responsible for the content of the site”. In a nutshell, the more transparent you are, the more Google will trust you, and the better your EAT score. Here are a few simple ways to improve your transparency:
Byline every post with the author’s name to identify them, and make sure your authors have biographies.
Write an About Me page that describes the purpose of yourself/organization and website.
Have a contact page that is not discrete (provides your email).
Implement a “Meet the Team” page.
One key detail that you should include when talking about yourself are your credentials. You can raise your credentials by:
Promoting your experience by stating how long your business/organisation has been running.
Explaining who you are and why you are qualified.
Mentioning any achievements or awards you have won.
Displaying reviews and testimonials about your organization/business.
Make your Site Known
The more recognised your website/organization is, the higher your EAT score. Content that gets backlinks from authoritative websites is deemed to have greater credibility, and ranks higher.
Some ways to boost your public awareness include:
Reaching out to the press by submitting an opinion piece or offering a blog for them to publish. This is a smart way of advertising your work whilst also improving the authority of your site with backlinks.
Get a bigger social media presence. Sharing your work to social media platforms directs traffic to your site and is an excellent way of advertising your site.
Inviting guest posts. This increases both your links and online presence, raising your site’s credibility.
Interview experts. Writing groundbreaking or new insightful content by getting quotes from experts or respected academics will impress Google crawlers and readers alike.
Keep Your Site Secure
One of the biggest concerns for Googles is scam content, wherein cyber criminals create fake articles or advertorials to trick readers into giving away their credit details, or purchasing non-existent goods. Any content that comes across as “spammy” is going to negatively impact the page authority of a website. You can give Google a good impression of your site by:
Avoiding putting in too many links into your blog.
Not over promoting your content by sharing it to hundreds Facebook pages within the space of a day, for example.
Having an SSL certificate that verifies your site as a safe place for readers to visit.
Keeping your comment sections clear of spam.
Optimize Your Content with Pure SEO
Pure SEO is a Google Premier Partner that specializes in digital content marketing. We have helped optimize the websites of thousands of businesses across New Zealand, Australia, and the Philippines. Get in touch with us now to talk about how we can get you on top of the Google rankings, and better market your product!
Finau Fonua comes from a journalism background and joined the Pure SEO content team in 2021. He has a passion for writing and website development.
During his journalism career, Finau was blessed with the opportunity to travel to a number of countries. Aside from writing, Finau is an avid sports fan and enjoys running and exercising. He is a product of Canterbury University’s Journalism programme and studied at Otago University where he earned a major in English.
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