What is E.A.T? And why do you need it?

Google Search Quality Ratings: Most Important Factors

This post is a part of a series of posts that informs you as to how Google defines quality in respect to web pages

Google released their quality raters’ guidelines to the public. While it’s 170 pages in total, the whole document is worth reading.

In this piece, we summarize what this Google document says about the most important factors on page quality ratings.

Google states that there are three types of content you can find on a web page:

Per Google, the page main content is the most important quality factor.

They use the initials EAT to emphasize what’s affects the quality of the web page.

E-A-T (Expertise, Authoritativeness, Trustworthiness)

The quality a main content is based on the following.

Is the author an Expert?

An expert must have expertise on the topic of the content. Main content therefore should in-depth and share expertise on the subject.

Google stated clearly that high quality websites are filled with expert-led content on the subject matter.

Is the web page Authoritative?

Your website should have a very good reputation.

Use reputation research to know what users rate a website.

Look for reviews, recommendations and other credible information about the website.

Can you Trust it?

A good signal of trust is the presence of good references (links to sources) supporting statements in the main content. In the same way that academic papers cite authoritative sources for claims made. web pages should too. If you make some form of factual claim on a webpage, you should link to the authoritative source backing up that claim.

The Google search quality raters are also instructed to look at the about page for any information provided.

In Closing

Expertiese, Authority, and Trust are the metrics Google uses to measure the quality of a web page.

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