If you’re in the content business you’ve heard folks say “content is king” and “create good content and you’ll rank in Google” for eons. While this is true and has been at the foundation of any well ranking website; the DIY guide for the ever-elusive “quality content” has been as difficult to find as a clear photo of Bigfoot. That is, until Google started talking about E-A-T content recently.
Finally, we have something to use. Finally, we can actually see what criteria Google might be using to judge our hard work and hours at the keyboard. Rather than asking you to read the entire 167 page document I thought I would break it down for you and give you the highlights to get you started. Let’s dive right in, shall we?
What is E-A-T Content?
E-A-T stands for Expertise, Authority & Trustworthiness. Each of these three things are used by Google to determine the quality score (QS) of your content. Every page on your site is evaluated using the E-A-T criteria and will be given a QS.
Who Should Create E-A-T Content?
Everyone. Google looks at every single website with these criteria so no matter what vertical you’re in, E-A-T is something you need to work towards.
When to Write E-A-T Content
You should begin thinking about your content with respect to E-A-T immediately. If you use an outside vendor for content generation, schedule time to discuss their approach to E-A-T and what they do to put in your association in the best position possible with Google.
Where Should I Publish my E-A-T Content?
Like anything, take this in stride and prioritize content areas of your site. Plan out which sections of your association’s website you’ll be evaluating and when. Your blog is a great place to start.
Why Should I Worry about E-A-T Now?
Your association may already rank really well but Google is always evolving their algorithm and your current rankings are not guaranteed to stay where they are. Google is making moves towards a more intelligent algorithm and with these changes come shifts in how we optimize our content. Using old tactics will mean losing to those who are keeping up with what Google is recommending.
How Can I Improve my E-A-T Score?
There are a variety of ways to improve your QS, here are a few to get you started:
Make sure your author is an Subject Matter Expert (SME)
- Place a short bio of the author in either a call-out or at the bottom of your content page.
- Link to the author’s LinkedIn, Twitter or other social accounts that can help convey authority
- Use the author schema markup
- Link from their bio to other websites where they have published content
Ensure your site is trustworthy
- Make contact info easy to find
- Link to a Terms & Conditions page from your footer
- List your physical address on your contact page
- Verify your Google My Business listing
- Don’t be afraid to link out to external sources being referenced in your content
- Make sure you’re website is using an SSL certificate.
Take note of how Google is evaluating your content using Expertise, Authority and Trustworthiness model; it is important if you want to rank well in Google’s search results.
All of your content pages are evaluated using this so do what you can to optimize accordingly.
If ever in doubt, reach out and we’ll be happy to answer questions or help out.