Warning: Google E-A-T Might Affect Your Business More Than You Know

In the current environment, business success and a large online presence go hand in hand.. But with a couple billions of websites currently online, visibility is now one of the greatest business challenges of the century. That’s where search engine optimization (SEO) comes into play. E-A-T is one of the SEO best practices and ranking factors used by Google to prioritize websites based on content.

E-A-T is an acronym for:  

• Expertise
• Authoritativeness
• Trustworthiness

Google uses this three-fold quality rating system to analyze a website's content quality and credibility. Those who score high on E-A-T are ranked higher on first-page results. Vice versa, Those that score lower on the criteria are listed on the back pages.

How E-A-T Affects Your Business

Ranking budget

E-A-T is significant in SEO strategy and budgeting. Google's search and rank algorithms determine the ranking position of a website based on its content. If the content is helpful and demonstrates expertise, authoritativeness, and trustworthiness, it becomes easier to rank. Optimizing for E-A-T can accelerate SEO results and reduce your search engine marketing budget. Failure to do so can waste your money.

Brand reputation

One of the simplest ways to build a reputable image online is to publish credible content. The content should come from subject matter experts. It should be accurate and easy to verify. This type of content will enhance the user experience on your site and help with ranking. It will improve your brand’s image and believability in the market.

Customer conversations

Before making purchase decisions, most customers will verify the trustworthiness of the content of your website. They may look for things like your contact information, social media profiles, brand values and mission, and the expertise and experiences of your teams. By optimizing your website based on these factors, you’ll not only rank higher but also speed up conversion rates. On the other hand, websites that are hard to trust may never sell anything.

Brand loyalty

When you provide straightforward information on your website, you eliminate confusion among customers. This means they can quickly find what they seek and make the right decisions with their money, health, and lives. Websites that are consistently clear, focused, and truthful have a large following and millions of traffic. These brands have colossal customer loyalty, which helps keep marketing costs minimal.

Legal action

If you provide misleading or untruthful information on your website, you are more likely to get sued for disseminating false information. Do not give wrong advice or content that causes harm to anyone who uses the information. If you are unsure about the verifiability of your content or the outcomes of users acting on the information on your site, provide a disclaimer. This will protect you from legal action and preserve your brand reputation. 

How To Boost E-A-T Score

• Publish high-quality content that adds value to the readers
• Reference authority sources and subject matter experts 
• If the content should not be taken as advice, give a disclaimer (and advise users to speak to an expert)
• Create content from personal real-life experience – preferably first-hand experience
• Update your brand information, including mission and vision, and contact information
• Link your social handles to your website
• Make your website user-friendly

Conclusion

The E-A-T criteria can make or break your business online. Optimizing your website content for E-A-T helps you strengthen your business in many other aspects, including marketing, sales, and PR. If implemented well, your E-A-T strategy could be a shortcut to the success you’ve always wanted.