Let’s not your competitor EAT your ranking & your business online. Make yourself ready to use E-A-T not to get eaten. Because days are over, where you could find the page rank (PR) parameters to improve your ranking in Google search engine results.
Google has released a detailed Search Quality Evaluator Guidelines which help its evaluators to decide the quality of content. Google quality reviewers/raters judge website value based on EAT parameters. E-A-T is abbreviation for Expertise, Authoritativeness and Trustworthiness. Let’s understand what each parameter means for your website.
- Expertise: If you are a professional and have your online presence, it should communicate through your content. It does not make that difference if you are running a site which are lighter part of life other areas like humour, news or gossip websites. It’s important for professionals in various fields like real estate, hospitality, medical, financial or legal and so on. You can show your expertise & build trust when you make content relevant, useful and actionable for your visitors.
- Authoritativeness: Can we give the feeling which Google says on its home page – I’m Feeling Lucky? Yes, it can be if you are an authority or have people in your team who produce in-depth content in the field you operate. One of the way to measure whether people are liking your content are not is reviews. Reviews are one of the way which show that you made them feel really lucky.
- Trustworthiness: It does not make difference whether you are doing business online or operating as a brick and mortar business, trust & safety are common factor in any mode of transaction. And, it is true for your webpage quality when it comes to making payment online. Visitors need to be sure that they can trust your website or not. For sites who sells online and do eCommerce transactions, security components like Web Application Firewall (WAF) layer, SSL layer, trust seal, PCI DSS compliance need to be part of technology implementation and are must as trust parameter.
So, if you are planning to get your content be loved, shared, engaged and visible – start developing content keeping E-A-T parameters in mind, irrespective of the fact you are getting traffic through local SEO or SEO in general.