The “Google E-A-T” concept isn't new to the world of SEO. In fact, the notion dates back to 2015, when Google made public its standards for qualitative assessment of results. This term has made it possible to put a name to previously abstract elements. Consequently, “Google E-A-T” has finally revealed the importance of certain factors in SERP ranking. Today, this notion is essential for any effective SEO strategy.
What is Google E-A-T?
Google E-A-T is an acronym representing three fundamental pillars. First, the’Expertise, then the’Authority and finally Trust (Trustworthiness). These criteria apply to the content of a page, its author and the source of the information. In other words, this is the trinity on which Google evaluates the quality of a page.
Unsurprisingly, pages that effectively meet the E-A-T criteria dominate the rankings. For any search engine optimization It is now essential to integrate these elements. One question remains, however.
How can you optimize your site to get the best score for the three Google E-A-T criteria? Let's look at each of them in detail.
How does Google evaluate Expertise?
To evaluate expertise, Google uses a fundamental tool: keywords. As a site owner, you need to integrate relevant keywords in your content. However, their mere presence is not enough. Your content must be structured in such a way that to precisely meet readers' expectations.
An expert masters all aspects of a specific subject. For Google, expertise is also defined in this way. Nevertheless, an algorithm cannot directly assess content expertise by simply browsing it.
Your site must therefore anticipate web users' intentions who use certain keywords in their searches. It is only by satisfying these two criteria that a site can be recognized as a “Expert” by Google. It's easy to see why it's so important to work with an agency that can carry out a comprehensive search. keywords.
What is an Authority source for Google?
The second pillar is Authority. This criterion designates a site as an essential reference for a given subject. To reach this level, there are no shortcuts. However, there are several ways to gradually build up your online authority.
- Inbound links or “backlinks” from other quality sites.
- Regular mentions of your site or brand on the Internet.
- Wide sharing of your content on social networks.
- The creation of a Wikipedia page if your reputation warrants it.
These different elements create an important mesh of links and mentions that confer value to your site in the eyes of Google. As a result, your ranking in search results improves considerably.
Being trustworthy in Google's eyes
Trust isn't just about content. Rather, it's about demonstrating that your brand or site are truly trustworthy. Simply put, you need to eliminate any negative perceptions about your business.
For an online store, for example, collect as many positive reviews as possible. Take the time to respond to negative comments as well. try to transform them for the better.
Likewise, clearly display your contact details and detail your return policy. These elements are valuable trust-building assets.
For a professional website or blog, reinforce this trust by adding detailed biographies of the authors. Include customer testimonials and present your previous achievements. If expertise and authority make it possible to boost your visibility on Google, confidence level that you inspire remains the key to your long-term success.
Co-founder of Smart Impact.Passionate about the web from the outset, he launched his first project in 2006: an online music magazine that is still running today. With almost 20 years' experience in SEO, a federal diploma in marketing and a solid geek culture, he and his team transform customers' (sometimes vague) ideas into concrete digital projects.