Understanding EAT and What it Means for Your Brand

At its heart, SEO – or Search Engine Optimisation – is about getting search engines to notice your online content amid the billions of similar pages lurking around the internet.

While there are certain behind-the-scenes tricks you can apply to boost your site’s SEO, a key component of any successful SEO strategy is the content itself. Under the current Google acronym, the quality of any given website is determined by its EAT score.

What is EAT?

Eat is a simple acronym, standing for Expertise, Authority, and Trust. These are the three core attributes that Google believes online content should exhibit – at least if it expects to be elevated in the Google search page rankings.

Why does Google care?

While businesses rely on Google to draw more eyes to their products or services, never forget that, from Google’s perspective, their customer is the person looking for things through their search engine. In the old days of the World Wide Web, you could get a web page trending with little more effort than stuffing lines and lines of keywords at the bottom of the page. Traffic would go to the most elaborate keyword-stuffers, rather than more relevant websites.

Of course, those days have (mostly) long gone and each new iteration of Google’s search algorithm is an attempt to improve the user experience [UXP] of their client, the search engine user.

Ironically, the more sophisticated methods employed by website owners to game the system, the more reliant they become on bespoke content created by a real human being. Every time an automated content production solution rears its head, Google cinches the noose tighter about that particular workaround. Hence the importance of EAT.

How can EAT improve my website?

Aside from the obvious benefit of an improved Google ranking, there is much to be gained from concentrating on EAT.

First, by improving the expertise, authority, and trust of your online content, you will get your site noticed more. Google and other search engines may notice first and you will see your content elevated to that all-important first page of search results. This has a knock-on effect. The more people who see your content, the more people are liable to share it through social media. This, in turn, produces backlinks to your own website. Google is not shy to pick up on these transactional links and they, in turn, improve your EAT scoring within the search algorithm.

Perhaps more importantly, being recognised as an authority – regardless of the subject in hand – helps to establish your brand as the de facto place to go for information on a given subject.

Expertise denotes authority, authority breeds trust, and trust improves Google rankings.

What better reason do you need?