In the ever-competitive world of online visibility, ranking high on Google’s search engine results pages (SERPs) is crucial for any business or website. However, achieving this feat requires more than just optimizing keywords and creating quality content. One of the most important factors that Google considers is a website’s EAT – Expertise, Authoritativeness, and Trustworthiness.
EAT is evaluated by Google’s human search evaluators, who assess the credibility and quality of a website’s content. While there is no specific “EAT algorithm” or score, websites with high levels of EAT tend to rank better, especially for YMYL (Your Money or Your Life) content that can significantly impact a person’s happiness, health, safety, or financial well-being.
Understanding YMYL vs Non-YMYL Content
The level of EAT required for your website depends on the type of content you provide:
YMYL Content
YMYL content covers topics that can potentially harm someone’s well-being, such as:
- Medical and health information
- Financial advice
- Legal guidance
- News and current events
For YMYL content, you need to demonstrate formal expertise. This means your content should be created and reviewed by qualified professionals or industry leaders in the respective fields, such as licensed doctors, certified financial advisors, or practicing lawyers.
Non-YMYL Content
Non-YMYL content encompasses topics that are generally less sensitive, such as:
- Product reviews
- Travel guides
- Lifestyle blogs
- Entertainment news
For non-YMYL content, everyday expertise is acceptable. This could come from individuals with real-life experiences, passionate enthusiasts, or subject matter experts without formal qualifications.
Regardless of the content type, authoritativeness and trustworthiness are crucial components of EAT. Authoritative websites are recognized as leaders or reliable sources in their respective industries, while trustworthy websites demonstrate transparency, accuracy, and legitimacy in their content and operations.
Improving Your Website’s EAT with Runningfish
At Runningfish, we understand the importance of EAT and how it can impact your website’s SEO performance. Our team of experts recommends the following strategies to boost your website’s EAT:
1. Add Author Information
Provide detailed author biographies that highlight their qualifications, experience, and expertise in the relevant subject matter. This helps establish credibility and trust with your audience.
- Include educational backgrounds, professional certifications, and relevant work experience
- Showcase any awards, publications, or recognition received in the field
- Link to the author’s social media profiles or personal websites for added transparency
2. Create a Dedicated Team Page
Showcase the professionals behind your website by creating a dedicated “Our Team” or “About Us” page. This not only adds transparency but also demonstrates the collective expertise and authority of your organization.
- Feature headshots and biographies of key team members
- Highlight the diverse backgrounds and specializations of your team
- Emphasize any industry affiliations, awards, or accolades
3. Cite Reliable Sources
When presenting information, especially for YMYL content, make sure to cite reputable sources, such as research studies, industry reports, or statements from recognized experts. This reinforces the accuracy and credibility of your content.
- Link to original sources whenever possible
- Prioritize authoritative and well-respected sources in your industry
- Use proper citation formats to maintain academic integrity
4. Build Relevant Backlinks
Earn high-quality backlinks from authoritative websites in your industry. These inbound links serve as endorsements of your website’s expertise and can positively impact your search engine rankings.
- Pursue guest posting opportunities on reputable industry blogs or publications
- Participate in relevant online communities and forums, providing valuable insights
- Collaborate with industry influencers or thought leaders for co-marketing initiatives
5. Provide Contact Information
Make it easy for your audience to reach out to you by prominently displaying up-to-date contact information, such as email addresses, physical addresses, and phone numbers. This transparency builds trust and shows that you are accountable for the content you publish.
- Include a dedicated “Contact Us” page with multiple communication channels
- Ensure contact information is consistent across all web pages and online listings
- Respond promptly to inquiries to demonstrate responsiveness and customer service
Takeaway
Improving your website’s EAT is an essential component of a successful SEO strategy. By demonstrating expertise, authoritativeness, and trustworthiness, you not only enhance your credibility with Google’s search evaluators but also provide a better user experience for your audience.
At Runningfish, we understand the nuances of EAT and have helped numerous clients optimize their websites for better search engine visibility. Our team of SEO experts can conduct a comprehensive audit of your website, identify areas for improvement, and implement tailored strategies to boost your EAT and drive more organic traffic to your site.
Contact us today to learn how we can help elevate your online presence and achieve higher rankings on Google’s search engine results pages.