Google constantly evaluates the content of web pages and modifies the conditions to position itself in the first positions of results. Therefore, it is essential to be up to date and adapt to new developments in Search Engine Optimization . Today we talk about one of them: Google EAT and its importance in SEO.
EAT is one of the best indicators to know if a website meets Google standards and user needs. This English acronym stands for Expertise, Authoritativeness and Trustworthiness . Translated into Spanish: Experience, Authority and Confidence. Let us now see in detail the function of each of these criteria on which the search engine relies to determine the quality of the content of web pages.
Google positively values having knowledge and skills on the topic being addressed. That is to say, that the contents that are treated have been prepared by an expert or specialized person. To do this, the author's online reputation is taken into account, as well as his academic training, the work he has already done and his personal and professional experiences. These aspects are very important in some areas of knowledge such as health or economics, but in other more relaxed fields, if they include, for example, links to high-quality sources, a good position can also be achieved.
It refers to the notoriety that the website has. To position its content, Google takes into account incoming links, mentions of other websites, years of activity or whether it is an official and recognized organization. But having authority is not something that is achieved from one moment to the next, rather it is a long process. Therefore, it is necessary to work on corporate or brand branding .
This principle can also be translated as credibility or reliability. To position yourself as a trusted website, it must be totally secure, updated and with quality and truthful content. If a page does not meet these requirements, it will most likely rank in the last search results. In this case, positive customer reviews and opinions can be very valuable.
It is clear that if any web page wants to position itself in the Google search engines , the EAT factors must be taken into account.
However, its relevance is greater for certain types of content. In which ones? Basically in those in which the author or the entity provides information that can cause an impact on the behavior of the person who performs the search. Especially when the impact can be negative.
In previous lines we have already commented that this importance increases in areas such as health or finances. These pages, which deal with sensitive and very serious issues, are known as YMYL (Your Money or Your Life or "Your money or your life") and are the most affected. Let's take an example.
If a person wants to consult a question about a medication such as "what is the dose of paracetamol for a pregnant woman", it is necessary that the information that appears in Google is accurate and supported by a specialist.
Otherwise, the result of this search will have a negative consequence for the person. For this reason, Google must grant greater authority to the websites that it considers to be experts in each subject and, therefore, place more trust in content created by experts than in generic pages. Thus, following the same example, Google is more likely to trust the information provided by an obstetrician and not a website that deals with general topics.
To achieve a good positioning it is necessary, according to Google EAT, in the first place, to work on all the aspects that have been mentioned above. And, of course, there are some techniques that can help achieve good results.
It is convenient for prominent authors on certain topics to participate on your website or for your own authors to work on other relevant pages and show their knowledge.
But, in any case, it is very important that the content is not published anonymously, but that profiles are created with the names, surnames, position, training and even a photograph of each author to demonstrate authority and experience.
In addition to having knowledge about the subject in question, it is necessary to know who you are going to write for and how to transmit the information to them. To do this, the texts must be adapted to each type of audience.
You have to take care of the web design, make it responsive and achieve good speed. You must also provide information about who the company is and contact details or link to social networks. In this way, trust and transparency are transmitted.
The reputation of a page can be measured by the incoming links it contains, so don't forget to get these links, as long as they are authority sites.
Another very important indicator for Google is the citation of relevant and official sources on which content is based, as well as the use of clear, precise and truthful data.
Likewise, the information must reflect the latest developments and must include the most recent changes to be useful information.
User reviews are a source of information about the reputation of companies. For this reason, it is so important to get positive reviews and respond to negative ones.