Google’s E-A-T score is one of the most important factors that can help you improve your rankings by optimising the right thing on your website.
As a part of Google’s ongoing plan, E-A-T score is an attempt to direct people towards creating quality content. The ultimate goal of this score is to make the content better for users.
E-A-T stands for Expertise, Authority and Trust.
Expertise stands for expert knowledge in a particular field. This is important for content creators as google expects them to be experts in whichever topics they choose to write on. Those responsible for content creation should explain details in relevant areas and should refrain from spreading misinformation. Along with that, credentials backing up the expertise should be on display preferably. Content creators should stick to the topic and answer questions that are being asked.
Authority stands for the power to give orders and make decisions. Through this, Google expects the content creator to be trusted for all the information he/she shares with the audience. Content created for the websites should be factually accurate. Google also expects the content on the main page to be relevant to the other pages on the website to maintain authority on one particular topic sitewide.
Trust stands for the ability to be trusted by the audience. To be on Google’s SERPs, people need to know that your organisation is trustworthy. Google expects the content created for the website, to be honest. The key to a successful website is trustworthiness and honesty in doing business. Adding pages to introduce the organisation, embedding maps to show the location etc. can garner trust. Other things a website must include are privacy policies, return policies, testimonials, awards, accolades etc.
As per Google’s Search Quality Raters Guidelines, a high-quality page should have the following:
-a high level of E-A-T- expertise, authority and trust
-the content should be of high-quality, descriptive and should have good title
-the website should have information about who is responsible for the website
The impact of E-A-T on SERPs
Google’s E-A-T is an important algorithm as it is designed to ensure that the websites and the content on the websites are well written, authoritative and trustworthy. It evaluates websites according to Google’s Quality Rater Guidelines. As quality raters can’t directly influence a website’s individual rank, their findings can be cross-referenced with Search Engine Result Pages to ensure that the websites with high-quality content are ranked higher.
Quality Rater Guidelines
Google’s Quality Rater Guidelines are a document that includes the guidelines for the sole purpose of rating websites. This document is given to people employed by Google for quality rating. The Quality Rater Guidelines outline how the site needs to be rated and the conditions and elements that need to be considered when the site is being rated.
The feedback that is generated from the quality rater is used for evaluation of Google’s algorithm. The guidelines divide the pages into five categories including lowest, low, medium, high and highest quality.
The order which the raters are asked to consider are:
-purpose of the page
-E-A-T score of the content
-quality and amount of the main content
-information about the content creator of the main content
-reputation of the content creator of the main content
The guidelines however don’t mention certain other factors which can also influence search engine optimisation.