Does your content E-A-T well?

This might sound like a strange question, but does your content E-A-T well? If you’re scratching your head right now, the answer is probably no.E-A-T is a concept coined by Google and used in its guidelines for search quality evaluations. It is covered on page 18 of the 184-page official Search Quality Evaluator Guidelines document and relates specifically to pages that have a purpose – whether that’s to inform, entertain or education, the content must meet the E-A-T criteria. While it’s obviously important for your new business website to find favour with Google and its reviewers, applying the principle of E-A-T and striving to meet its threshold with each piece of content you produce, from blog post to white paper to landing page, can also help you to better serve your website visitors and potential clients.

Be an Expert The E in Eat stands for expertise. Your business will undoubtedly hold a wealth of expertise within its walls and, tapping into this industry or product knowledge is a great way to showcase expertise. It also means that the content you put out there, from a product landing page to a long form article will be credible and useful. Showing expertise means getting the right person for the job at the time of content creation. Your copywriter either needs to be an expert on the topic or, interview and collaborate with an expert to ensure that reliable, accurate and authoritative information comes across in the content.Google counsels, “ Some topics require less formal expertise. Many people write extremely detailed, helpful reviews of products or restaurants… It’s even possible to have everyday expertise in YMYL topics. For example, there are forums and support pages for people with specific diseases. Sharing personal experience is a form of everyday expertise… Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well? The standard for expertise depends on the topic of the page .” Be an Authority The A in E-A-T stands for authority. Again, this comes down to having reliable, accurate information presented by someone who knows what they’re talking about. Content should also be professionally formatted, carefully proof read and free of spelling and grammatical errors. Take the time to present your content to the best of your ability. Be Trustworthy The T in E-A-T stands for trustworthy. That means ensuring the information you provide is genuine, correct, factual and up-to-date. Applying these standards to all of your content is good practise of course – the fact that it’s also something Google is on the lookout for should be a mere bonus.