E-A-T stands for Expertise, Authority and Trustworthiness.
The way Google ranks a website is directly correlated to E-A-T. Which means, you, as the image of the
website and brand, need to make sure that the work you’re doing on the website reflects your
expertise and authority in the field/niche and that overall, people see you and your website as
trustworthy.
For example, let’s take 2 websites:
- a general, magazine style blog which has articles across different niches: health, food, DIY, kids, etc.
- a single person’s blog, which happens to be let’s say a nurse who works with children and which
speaks about child nursing only.
If both websites will publish an almost identical article, assuming that the websites are also identical in
terms of link and on-page profile, then the article published on the nurse blog will outrank the one
published in the magazine, for the fact that the content of the nurse blog is stronger correlated to E-A-T
than the other one.
Makes sense?
Another one, if you’re a photographer and suddenly decide to write on your photography website about
your hobby of knitting socks, that might not be the best idea, right?
So, it’s important to write content around the fields you’re an expert in, considered an authority and
the way you’re doing it, triggers the trustworthiness factor, from both content and user experience
points of view.
