Google’s New E-A-T Algorithm And How It Affects Your Website
The Google E-A-T algorithm update is part of some major changes to how Google ranks websites. Although smaller changes are being made several times a day, it’s the major updates that really impact the website owners.
E-A-T is one of the tools Google uses to figure out if the content on your website is relevant to searchers. By getting to know E-A-T, you’ll be able to create better content that will help you outrank your competition.
What is E-A-T?
When Google and the world’s SEO experts mention this acronym, they are referring to these three things:
Expertise – Every business owner must set out to demonstrate their expertise. The content on your website should show your professional experience and knowledge of your services. It’s about providing clear, accurate, and relevant information. Giving users what they want and showing them you’re an expert at the same time.
Authority – Google and potential customers want to make sure you are a professional. When customers are searching for a roofer, they probably want a certified roofer, not an amateur. If other websites are linking to your content, Google will recognize you as an authority. These links are known as backlinks. Getting backlinks from other authority websites tells Google that you are also an authority.
Trust – Trust is gained or lost in a single instant. You want to give customers reasons to trust you. Unfortunately, the internet is full of people pretending to be experts. To weed-out the posers, Google will cross-reference your information with all your records, from business listings, to social media, reviews, and any reference to your business. This way they can confirm that you are the expert you claim to be.
Showing Your Expertise to Google
When Google is scanning to determine your website’s ranking, these are currently the three most important things they look for. If you demonstrate good E-A-T, you can be sure to see positive changes.
Most of the time, Google is looking for what the user is looking for, content that is: relevant, accurate, and engaging. When you understand what your target audience is searching for, you can create readable and well-researched content just for them.
Conveying Your Authority
Not sure how to convey your authority? If you are already writing engaging content for your website or a partnered blog, you may already be doing it. The better your content, the more it is likely to be shared by people around the world. The more your web content is shared, tweeted, and linked, the better.
Gaining trust isn’t as hard as it may sound. Spotlight your business in every way possible starting with clear contact information, displaying certifications, correct business address, photos of your business, and so forth. And the most important would be getting reviews and responding to every single one in a timely manner. When you care about customer satisfaction, you show both potential customers and Google that you’re trustworthy.
When Google knows you’re a professional, they’ll make sure people find your website. When users know you’re a professional, they’ll be more inclined to read your content and contact you.
If you’d like to learn more about Google’s ranking factors, reach out to us by using our contact page! Have any questions regarding digital marketing, don’t hesitate to call us at 1.877.956.2259, or email us at firstname.lastname@example.org.