Expertise, Authoritativeness, Trustworthiness (EAT)
Google wants to give searchers the best experience possible, promote websites that it trusts, and prevent poor content from taking over the top search results. To do this, Google may use EAT to measure how much trust it should place in your brand or website.
How to establish EAT:
- Make sure your content is error free, reads well, and follows the rules of writing. Sites with poorly written content often lack EAT.
- Interlink related pages and posts on your website. This helps reinforce your expertise and the authoritativeness of your topics.
- Link to top businesses, scholarly articles, and .gov and .edu sites, to establish credibility.
- Use an appropriate number of words and images for your topics. Not all web pages need to be long. As a guideline, see how much text the top ranked pages for your keywords use. And don’t pad the length of your webpages using metaphors, stories, or jargon that Google doesn’t understand. This can confuse Google as to what your pages are about.
- Show Google that both your business and your content creators have EAT. Shout about your business and your content authors. On your About or Home page link to any profiles you have on reputable industry and business websites (e.g., Chamber pages and BBB rating pages), and list awards and community involvement. When possible, link each blog post author name to an author profile page.