Your Google EAT takeaway menu: Expertise. Authority. Trust.

By Rob Keery,

you are what you E-A-T

Over on The Drum SEO Director and all-round SEO genius Helene Klaustrup has published her full guide to Google’s EAT score. The article tells you everything you need to know to fill up your website with strong Google EAT scores.

There is a lot to absorb there. And building your EAT reputation has to be a long-term strategic goal that you need to devote real energy to – unless you call the experts in.

For an easy reference for the EAT principles you need to keep in mind, we have prepared a handy takeaway menu with the key points you need to remember.

If you haven’t heard of EAT before, it’s a set of criteria that Google’s army of Search Quality Raters use to score website results when reviewing their search scores: The acronym stands for

Expertise.
Authority.
Trustworthiness

The essential techniques for establishing your Expertise, Authority or Trustworthiness often overlap and come via the same avenues. And some of them are classic SEO techniques that should be hard-wired into your web strategy from the start.

But it is important to remember that each one is a separate score that will be ranked on its own merit. So you will need to think about how you can make efficiencies and bundle certain activities that will raise your reputation in multiple areas at once.

For instance, engaging your in-house experts to guest-write an informative, referenced thought-leadership blog for an accredited body that covers a particular industry hot-topic?

That’s going to take you a long way to improve all three Google EAT factors in one (not so) easy step.

In this instance the rules of great SEO marketing align with the rules of great B2B content marketing. Strong, evergreen, problem-solving  content that speaks to real industry concerns is highly valuable. Something that looks cool, sounds smart, but doesn’t resonate with an established need and disappears from view in a matter of days – not so much.

 

If you want to speak to Helene or any of our in-house SEO experts on how it’s done – you know what to do. But to get your fast food fix on all things EAT…