If you’re involved in digital marketing, chances are you’ve heard of E-A-T.

But what exactly is it? And why does it matter to Google? In this blog post, we’ll take a closer look at what E-A-T is and why it’s so important to the world’s largest search engine.

E-A-T stands for “Expertise, Authoritativeness, and Trustworthiness.”

It’s a set of guidelines that Google uses to evaluate the quality of websites and determine which ones should rank highly in search results. Not a rank trick by itself, but a general strategy that businesses and bloggers should follow.

The idea is that if a website is an expert on its topic, is seen as authoritative by other sources, and is trusted by users, it must be high-quality and can be ranked accordingly.

So how does Google determine if a website meets these criteria?

To start with, they look at the site’s content, and questions like:

  • Is the content well-written and free of errors?
  • Does it provide value to users?
  • Is it relevant to the site’s topic?
  • Is the site easy to navigate and use?
  • Do users enjoy using it?

They also look at things like the site’s design and user experience.

In addition to looking at the site itself, Google also looks at how other websites interact with it.

  • Do other sites link to it?
  • Do users share its content on social media?

The more popular a site is, the more likely it is to be seen as an expert on its topic.

Finally, Google looks at the people behind the website.

  • Who are the authors of its content?
  • What are their qualifications?
  • Are they experts in their field?

The more qualified and experienced the people behind a website are, the more likely it is to be seen as an expert source of information.

If you need help or get an EAT “audit”, contact us below:


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.