All about E-A-T

All about E-A-T

Those who have been working for an SEO company for quite some time probably know what Google’s EAT is. It first became popular in 2018 when Google introduced the search algorithm based on EAT principles.

EAT is an acronym for Expertise, Authority, and Trustworthiness. These are the key criteria that Google uses to assess content and rank it accordingly.

The more you comply with the EAT principles, the higher you can go in Google’s SERP(Search Engine Result Page). Let’s dive in and understand this essential SEO optimization technique.

What is E‑A-T?

As previously mentioned, E‑A-T is a short form of Expertise, Authority, and Trustworthiness are three deciding principles used by Google to check the quality of content. It is a part of a 168-page document published by Google, wherein it is revealed how Google judges content and what it looks for in it.

Why is E-A-T important in SEO?

E-A-T isn’t the only principle that Google uses for the quality evaluation of web pages or websites. Although there are many such principles, EAT stands out as an essential aspect of SEO optimization.

This is because EAT lets Google know whether a web page is a credible source for specific information that the users are looking for or not. Hence, it becomes all the more important to incorporate it as a deciding factor in SEO services.

The benefits of following EAT principles

Today the competition to rank your webpage is more than fierce, and it gets more challenging and demanding day by day. In that case, following the simple yet effective guidelines of Google can get you more desired results – rank higher for more organic reach.

Let’s expand each term in the EAT principle to understand its importance in SEO services.


Expertise is when you have proficient knowledge and experience in a specific field. However, this does not mean you can convey your expertise by implementing jargon and complex language. Another aspect of expertise is to pass on your expert knowledge in a way that people can easily understand through quality content.

So, before you post your content, consider whether it showcases your expertise in an informative and exciting manner. Have you considered what your target audience is looking for? Is your content meeting and exceeding your clients’ expectations? Can your target audience understand the message you want to convey?

Preparing content that answers all these questions in affirmation will get you high SEO scores.


You don’t become an expert unless others see you as one. For this, your content must be mentioned by your peers and other influencers in your relevant genre.

When your peers recognize your work as a reliable source of information, it elevates your personal brand’s status as an authority figure in your domain. That means you can conclude that recommendation of your site by other experts is the ultimate seal of approval.


You must have seen Wikipedia. People follow it daily to get information about various topics. More than any other website, they are more likely to believe what Wikipedia has to say. That is the kind of trust people have on Wikipedia.

When people also follow your website as a credible source of information, it establishes the trustworthiness that Google looks for.

The trend of reviews is on the rise. Almost for everything, there is direct or indirect review. And people go by reviews. If you gather too many negative reviews, your trustworthiness will go down. That will impact your SEO and overall ranking.

It is clear that Google’s E-A-T principle is not just a set of standard guidelines. Looking closely, you will find that it makes sense. Ignoring it will only inhibit your website and web page’s chance to rank higher.

Therefore, take your time to re-evaluate your content and make the necessary changes. If required, you can approach an SEO company. Remember that getting the EAT principle right will build a stronger brand and achieve higher rankings to reach more audiences.

Massimo DeRocchis

My life has been surrounded with computers since I was a child, from my first job as a Computer Assembly Assistant to the current ownership of Priority Networks, a dental focused networking company. Starting with an Apple computer connecting to other networks when I was only 13 years old, I quickly knew this passion would lead to bigger ventures. As the internet started to evolve, I immediately worked for an Internet Service Provider (ISP). This gave me insight to the power of worldwide internet communications and the capabilities of sharing data across multiple networks simultaneously. The dedication towards this field has given me the advantage of understanding new technologies and grasping complicated issues quickly from software, hardware, networking, security, management and much more. As a Computer Network Manager for Tesma International, a division of Magna International, I gained the experience of becoming a qualified NAI Network Sniffer, EDI Communications Specialist, Head Securities Manager, MRP Manufacturing Integration Manager, and received several enhanced managerial and technological training courses. Moving forward to today, I apply all my knowledge, training and years of solid network experience to deliver the very best support to all my customers at Priority Networks.