The Google SEO Technique You Have to Master: E A T

 In content marketing, Vlog Pod Vlog

Thanks to Google, the best SEO technique that you need to master, no longer belongs to tech-heads with sneaky-dark-arts-internet skills. Because Google wants to return the the best results it can for it’s customers, the best SEO you can do is return the best results for your customers. It all comes back to Google’s E A T acronym.

What is Google’s EAT all about?

The EAT acronym comes from the handbook that is used for training people who evaluate the results returned by Googles search algorithms. Yes. Real human people who form a critical part of Googles search algorithm. The handbook directs them on how to evaluate and rank sites. And a core part of the ranking is the areas ofexpertise, authority and trustworthiness – or E(xpertise) A(uthority) T(rustworthiness). These three concepts are what Googles humans are looking for in improving its search algorithms, so you cant ignore them. By understanding each one you’ll seewhat you need to do to improve your EAT, which by default thenis improving your SEO.

Google’s Expertise Ranking

Expertise is about ensuring that you can demonstrate you are experts in your field. If you have formal qualifications, then make sure you promote these. But simply by providing useful and regular content that hits the mark in your niche area, you are demonstrating that you know what you are on about. Whilst having a web page is great, if everything you have to say can be summed up in your web page, then perhaps you’re not the expert that you thought you were. Well, thats how Google is likely to see it anyhow. And without regular content, its unlikely that you’re going to be able to tap into the second area of Authority.

Google’s Authority Ranking

Authority builds on expertise. Its all about the shift from being an expert without an audience, to an expert recognised by a large audience. At its core, authority is what builds over time as more and more people view, share, link to and embed your content. As this happens, it becomes clear to Google that you are not just a self appointed expert. Instead, you are an expert who speaks with recognised authority on your niche area. And the only way to build authority is to ensure that you meet the final part of the E A T which is trustworthiness.

Google’s Trustworthiness Ranking

Like authority, trustworthiness can only be established over time. It is also connected to expertise as it will only develop as people can see that you really know what you are talking about. And that what you are saying is enriching and valuable to their lives. Trustworthiness is what enables you to become an authority and is a result of engaging and enriching content.

Why you can’t ignore Personal Branding

The E A T concepts become most beneficial when you have embraced a personal branding approach. I unpack personal branding in a separate post. But at the heart of why personal branding provides the best approach to E A T is that it connects your brand to the real people that represent it. Real people with high E A T values connected to your brand, equates tobetter E A T results for your brand.

So thanks for checking out this post, and if youve found it helpful, I’d love for you to leave a comment, and then share it with at least one other person who you think can benefit from it.


Ben Amos
Ben is Creative Director of Innovate Media, Founder of Vlog Pod® and lead video strategist for Engage Video Marketing. He has a passion for online video marketing, telling great stories, spending time with his family and learning new things.
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