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Google E-A-T concept at a Glance

Google E-A-T concept at a Glance

Lately, we’ve come across a new term, or rather we can say a new approach. Google-E-A-T and this is not related to Food !!🤪

Then, What is Google E-A-T?

In terms of SEO, Google E-A-T stands for expertise, authoritativeness, and trustworthiness.

Expertise – It is related to the expertise of the content creator i.e does he/she have the right knowledge, skills and experience for writing the required content?

Authoritativeness and Trustworthiness are terms related to the content, the site over which the content has been posted, and also the content creator.

Authoritativeness – It is achieved if the writer and/or website over which content is posted has a good reputation and links from relevant high-quality websites.

Trustworthiness – It enables the readers to trust the website, the content posted, and the creator of that content. Human beings tend to trust things they view using their own eyes. In cases when there isn’t ample information about the writer, like scenarios where no ” About Page” is available, readers are unlikely to trust the website. The absence of links to relevant sources is less likely to be trusted.

This concept is mentioned in nice detail in Google’s Quality Raters’ pointers.

Google E-A-T is one of the elements that Google takes into account when assessing a web page’s overall quality, so, demonstrating good E-A-T both on and off your website could potentially aid enhance Google’s ranks.

Any high-quality page written by an expert which has been posted on a less known website is considered to be less quality content.

The most important factors that Google used for checking the overall quality of a webpage:
1- The Page’s Objective (does it serve any useful objectives?)
2- Expertise, Authoritativeness, and Trustworthiness
3- The amount and quality of the main content.
4- Website information and the content creator’s information
5- Position of the website or the primary author of the content


Google’s way of determining E-A-T

Website visitors tend to make important decisions based on what they see in their search results, which is why Google aims at ensuring that these important decisions are made only based on the most trustworthy information possible.

According to Google, a comprehensive medical paper on diabetic symptoms written by a qualified doctor and posted on the Mayoclinic website is far more valuable than a chance blog post offering unconfirmed medical advice.


Google is aware that depending on the sort of page, E-A-T will appear extremely differently. Information on a news website is considerably different from the information on an entertainment website. They also recognize that a person can specialize in a field even if they have not had formal training in that field.

There is one type of website E-A-T SEO that Google takes seriously: Your Money or Your Life.

What is YMYL?

YMYL stands for “Your Money or Your Life”. It serves as a description of a specific type of content. As the term implies, YMYL refers to information that could significantly impact a person’s financial or personal decisions.

The websites which are YMYL are the ones which have to follow the most strict E-A-T standards because of the matter written in the content and its meaning to the readers. This is so, as if the information is misinterpret, then it will cause losses.

Types of YMYL websites-

  • News and current events
  • Civics, government, law
  • Finance
  • Shopping
  • Health and Safety
  • Groups of people


The E-A-T needs to be complied with strictly for content, which includes more of the subjective points. This decides how the information will be presented and what context would that content have.
These factors may include parental information; housing or renovation information; search for schools or colleges; finding a job; or questions about fitness, nutrition, or weight loss. 

Why is Google E-A-T important to your SEO strategy?

In Google’s search algorithm updates over the past few years, you’ll notice a recurring theme: continuously improving user experience.
Not only this, but Google has also begun to condemn the stuffing of keywords in the content as it results in disruption of the user’s reading.

In addition to this, Responsiveness of mobile app UI UX design has also started to be counted as a factor for ranking, as in recent times there has been a huge increase in the number of mobile phone users and generally readers surf the internet on mobile devices.

Google favours HTTPS over HTTP because it wants to increase security for searchers. To quantify this, they have developed the Core Web Vitals.


Google E-A-T is nothing different, but it is just a way for Google to provide the users what they want, be it in the form of a website or just a page creating some value.
E-A-T helps determine reliability. Google wants to deliver the most interesting pages related to a particular search query because that’s how people come back.

If Seach Engine Optimization(SEO) is crucial to your digital marketing success, then E-A-T SEO should be a priority when developing your SEO strategy.


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