{"id":14079,"date":"2021-01-11T12:51:31","date_gmt":"2021-01-11T11:51:31","guid":{"rendered":"https:\/\/wordlift.io\/blog\/en\/?post_type=entity&p=14079"},"modified":"2021-11-03T17:08:03","modified_gmt":"2021-11-03T16:08:03","slug":"e-a-t","status":"publish","type":"entity","link":"https:\/\/wordlift.io\/blog\/en\/entity\/e-a-t\/","title":{"rendered":"E-A-T"},"content":{"rendered":"\n\n\n

E-A-T is an acronym for Expertise, Authoritativeness, Trustworthiness<\/strong>. It became famous in 2015 after Google<\/a> published its Search Quality Evaluator Guidelines<\/a>, where E-A-T made its first appearance. These guidelines were a milestone in the SEO<\/a> industry as they were fundamental for a deeper understanding of how Google evaluates web pages.<\/p>\n\n\n\n

What is E-A-T, and why is it such a big deal?<\/h2>\n\n\n\n

Expertise, Authoritativeness, and Trustworthiness can be defined as a number of signals that contribute to determining Page Quality. While Expertise is a characteristic that belongs to the page content\u2019s author, Authoritativeness and Trustworthiness also belong to the page content and the website. <\/p>\n\n\n\n

In other words, E-A-T determines the reliability of a source<\/strong> by taking into account:<\/p>\n\n\n\n

  1. the Expertise<\/strong> of the author in the field<\/li>
  2. the socially recognized Authoritativeness<\/strong> of the content itself, of the author, and of the source<\/li>
  3. and also Trustworthiness<\/strong> considered as the ability to provide honest, true, and accurate information.<\/li><\/ol>\n\n\n\n

    Google wants to give its users the best possible experience. Before anything else, this means giving them a set of results that can offer real value and can be trusted<\/strong>. <\/p>\n\n\n\n

    Here is why E-A-T is important. It measures the capability of a specific author, source, or page<\/a> to provide authentic value to the search engine\u2019s users. <\/p>\n\n\n\n

    Especially when it comes to sensitive topics such as shopping, financial, medical, legal, and news, Google is cautious about the E-A-T factor, as web information can have a real impact on a user\u2019s life. Google collects those topics under the acronym YMYL<\/strong> that stands for Your Money, Your Life <\/em>and that clearly states how a simple search can have a huge and serious impact on one\u2019s safety.<\/p>\n\n\n\n

    What can you do in terms of SEO to show your E-A-T?<\/h2>\n\n\n\n

    Working on E-A-T means taking care of a wide number of aspects that go from editorial choices in terms of transparency and method<\/strong> to media relations<\/strong> and the capacity of setting your brand as an authority<\/strong>. We will not cover all the parts of this meticulous job, but we would like to focus on a single and yet powerful aspect: Structured Data<\/strong>. <\/p>\n\n\n\n

    As Lily Ray \u2014 who has devoted a lot of work and study to this topic \u2014 suggests, including structured data in your E-A-T strategy<\/a> is a sure way to support and give strength to your overall effort. Using structured data<\/a>, you will talk in the same language as Google, and all search engines will understand what you mean. <\/p>\n\n\n\n

    Among the schema<\/a> types that are essential to E-A-T<\/strong>, these apply to most situations:<\/p>\n\n\n\n