EAT stands for Expertise, Authoritativeness, and Trustworthiness. These are three factors Google expects all content to meet to rank as high as possible in search results.
It’s important to note that, while Google values EAT, it’s not a direct ranking factor like keywords, SSL certificates, or Core Web Vitals. However, EAT is gaining attention and importance in SEO.
EAT is so important that it’s mentioned 135 times in Google’s quality guidelines document.
Why does EAT matter?
In Google’s quality guidelines, EAT is mentioned almost once per page. Google also highlights EAT as a way to fight fake news and harmful information.
Every time Google launches a core algorithm update, they share an article called “What Webmasters Should Know About Google Core Updates,” which has a long section on EAT.
In August 2018, Google released the “Medic” update, which especially affected medical and financial sites—areas where EAT is crucial. This also introduced the YMYL (Your Money or Your Life) concept for sensitive topics.
EAT is Google’s best tool to combat pages that could harm users’ health or finances.
How to improve EAT for SEO
Google hasn’t given specific advice on improving EAT, but experts suggest:
Authors and experts: Use clear author bios and have experts review your content to show expertise.
Structured data: Use structured data to highlight content authors and expertise.
External links: Build a strong link profile and remove links from low-authority or suspicious sites.
Comments: Remove low-quality or spam comments from your site.
Online reputation: Monitor your brand’s reputation and address any negative reviews or issues.
