Lily Ray, Director of SEO at Path Interactive, is among the key figures in the industry who often talk about Google’s concept of E-A-T: expertise, authoritativeness, and trustworthiness.
If you’ve been working in SEO over the past couple of years, you’ve probably experienced Google’s broad core algorithm updates that have rolled out.
The consensus is that E-A-T seems to be the common underlying factor behind a lot of these updates.
In her recent SEJ eSummit presentation, Ray discussed the role E-A-T plays (and does not play) in Google’s algorithms.
She also presented top-performing websites that demonstrate good E-A-T and identified the tactics and strategies that can potentially create trust issues with your website.
What Exactly Is E-A-T?
According to Google, E-A-T is defined as:
“Expertise, authoritativeness, and trustworthiness of the creator of the main content, the main content itself, as well as the website.”
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E-A-T is not a ranking factor.
It’s not something like keywords in your title tag, using HTTPS, or considering your page speed.
That said, E-A-T is a growing trend in SEO and it’s definitely something worth paying attention to.
Why Does E-A-T Matter?
In the Google Search Quality Guidelines, E-A-T was actually mentioned 135 times.
Google published a white paper last year called How Google Fights Disinformation which talked a lot about E-A-T and the role that it plays in Google’s algorithms.
Whenever a core update…