How to Establish Trust, Authority and Expertise (EAT) for Your websites in 2020

Thinking of how to establish EAT for your website this year? The following points have been accumulated not just from our experience as digital marketing specialists in Kolkata, but also by going through recommendations of other search engine optimization experts around the globe.

There has been great development and evolution in Google algorithms. Thus the obsolete and old SEO techniques, say the PBNs, are no longer applicable.

It is now extremely tough to defeat the technologies of machine learning and artificial intelligence!

Expertise, Authority, and Trust (EAT) are three crucial elements which have big impact on rankings of search.

Now, let’s take a look at how to boost your EAT in 2020.

Expertise, Authority, and Trust-These metrics are used by Google to decide whether a website is leading in its respective niche.

EXPERTISE

Experts are people with good understanding and knowledge related to the specific field. Google also accepts “everyday expertise.”

Now what exactly does this term mean?

Say a person has good experience (in person) related to the content that she/he creates. Now that in-person experience may make them an expert on the topic. This is everyday expertise. The person or even the website cannot be penalized in the search results for a less “formal” education in many instances.

Google ranks websites that contain content that’s helpful, relevant, comprehensive, and way higher in the SERPs.

In specific and particular areas (for eg: finance, medical or legal), it is required to demonstrate the expertise.

The people out there visit a website to get answers to their questions and so, inaccurate or obsolete content can really be disastrous.

Google generally tries not to send users to content links that are incorrect.

AUTHORITY

Google uses PageRank to evaluate authoritativeness. PageRank shows that when it comes to backlinks, the quality is a big factor.

For many and many years, the links are compared to votes. The more votes or links a webpage gathers, the more popular/authoritative it is.

Expertise is all about possessing the knowledge and skills, whereas authority is recognition by others both within and outside of the industry. Creating useful content is the best way to build authority.

TRUSTWORTHINESS

It takes a lot to earn the trust of the search engines and also the public. Your business or brand should be trustworthy and the people should be willing to buy from and endorse you.

So the content creator’s credentials as well as that of your website should be highlighted. This can improve the level of trust.

Other contributing factors to trustworthiness include testimonials, awards, and endorsements.

Now how to boost up the e.a.t especially in 2020

· Just update the content regularly

· The website should definitely be well-designed

· Do ensure that all pages have helpful and authoritative content

· Try to offer valuable pieces of advice that are trustworthy as well

· Always publish the biography and contact places of the author

· Try to create pages on single subject matters

Let us look into a few additional points to be considered in order to establish the EAT:

· Website should be audited to ensure that the design and content speak of expertise, authority, and trust.

· It is needed to ensure that the author’s bio is included in every post. This does show that there’s expertise and authority in the content.

· What is very necessary is, including the “About Us” page. This will push the Search Quality Raters of Google to know more about the reasons for creating this content in this particular field.

· A very important factor in establishing the EAT as well as YMYL scores, is the quality of the backlink profile.

· Always keep the Contact Menu open for visitors to contact you any moment, with anything.

Now..

WHY is the EAT so CRUCIAL?

Is it for SEO?

Well to put it in a conclusion, EAT and SEO- they are all interconnected. Google made sure to create guidelines for EAT, to help websites in generating important and high-quality content.

You have heard of YMYL, i.e Your Money or Your Life. So,the moment the YMYL website goes according to the EAT standards, the website can be considered to be trustworthy.

Other than this, EAT generates higher rank of websites in the SERPs This in turn gathers more traffic, and creates more conversions.

Now If the EAT is established, it actually becomes easier to see the benefits or say rewards of good and professional SEO. It also becomes easier in receiving much better ranking in Google’s SERPs.

So what is the conclusion? Just pay good attention and heed to the SEO principles of Expertise-Authority-Trustworthiness and boost it in 2020.