What is E-A-T (Expertise, Authoritativeness, and Trustworthiness)?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness—signals that Google uses to determine the quality of content. It is not a direct ranking factor for websites but is important for webpages in Your Money Your Life (YMYL) niches like finance and health. As such, Google has committed to stopping the spread of misinformation from sites operating in YMYL niches by using E-A-T as a signal to assess website quality.

Expertise refers to the knowledge and expertise of the content creator or the website. It is determined by the author’s credentials, qualifications, and experience in the relevant field.

Authoritativeness is the perceived level of authority that the content creator or website has in the eyes of its audience. The website’s reputation influences it, the number and quality of external links pointing to the website and its social media presence.

Trustworthiness refers to the trust users have in the website and its content. It is influenced by factors such as the accuracy of the information presented, the transparency of the website’s business practices, and the quality of the user experience.

E-A-T is important in determining the quality of a website’s content and its relevance to users. Website owners can improve their E-A-T and enhance their search engine visibility by creating high-quality, informative content and establishing a strong online reputation.

Is E-A-T has been extended by Google for another factor?

Yes, Google has recently extended the E-A-T concept to include a new factor called “Page Experience.” Page Experience includes a set of user-centred metrics that Google uses to measure the overall user experience of a web page, including page speed, mobile-friendliness, safe browsing, and other factors.

Page Experience is an important factor in search rankings and ensures that users have a positive experience when interacting with a website. Websites that provide a good user experience are more likely to rank higher in search results than those that don’t.

While E-A-T and Page Experience are separate concepts, they contribute to a website’s overall quality. They are important factors to consider when optimizing for search engine visibility. By creating high-quality, informative content, establishing a strong online reputation, and providing a good user experience, website owners can improve their E-A-T and Page Experience and enhance their search engine rankings.