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Google’s E-A-T Algorithm Update (And Why it’s Important to You)

Being an authority in your field is vital in real life. People know how much knowledge and experience you have. They trust what you say and are more willing to do business with you.

The same concept rings true when doing business online. Google proved this when they rolled out their E-A-T algorithm update in August 2018.

Aside from keywords and traffic, this update is a major factor that could affect your ranking in search engine results.

In this blog post, we’re going to break down what E-A-T is, how the algorithm update will affect and what you can do about it.

Let’s get started.

What is the E-A-T algorithm?

Google is all about providing the most useful content to users. Before, everyone was focused on creating the best blog posts with the most targeted keywords.

Now, Google’s isn’t just looking at what you’re writing. It’s also taking who’s writing the content into account, making it an important search engine ranking factor.

E-A-T stands for Expertise, Authority, and Trustworthiness respectively.

• Expertise shows much you know about your blog post’s topic.
• Authority is shown through your years of experience, certifications and so forth.
• Trustworthiness can be seen through how secure your website is.

If you want your content to rank higher, your online presence must reflect all three qualities. This ensures you’re providing users with accurate and helpful content in a secure manner.

E-A-T is even more critical for YMYL (Your Money Your Life) industries. These are industries that Google thinks affect a user’s physical, financial and mental wellbeing. Examples of YMYL websites are those that offer legal, financial and medical advice.

Google wants to make sure it’s providing accurate information to users, especially when it might make a huge impact on their lives.

For example, a user might come across medical advice from a non-expert and decide not to seek professional help. That decision could reap damaging effects.

How to Improve Your Google E-A-T Rating

Optimise your About page.

Your website’s About page tells visitors who you are and what you do. It should come as no surprise that this page should showcase your expertise.

To improve your E-A-T rating, your About page should include the following:

• Years of experience
• Relevant certifications and other courses you’ve enrolled in
• Awards you’ve received
• Your contact information
• Your business address

If you’re running your business with a team, make sure to include the information above for each team member. This step is even more important if your team members contribute to your business blog.

Neil Patel’s About page is an excellent example. It tells you that he’s been recommended by the likes of President Obama, the United Nations, The Wall Stress Journal and Forbes. Not only that, the page also states that his blog has over a million readers each month.

With those qualifications, there’s no doubt that Google will propel his content to the top of search engine results.

If you’re looking for an example that’s more focused on a company, Copyblogger’s About page is another excellent example.

It states that Copyblogger has been around since 2006, but it doesn’t mention endorsements from top publications and organisations. It does, however, break down the company’s mission using industry terms.

Copyblogger isn’t afraid to claim that it’s “it’s the most popular content marketing and writing blog on the planet.” This shows you that now is not the time for modesty. Don’t be shy about listing all the accolades you’ve received. Claim the mark you’ve made on your industry.

Refine your author bio.

If you have a WordPress blog, you have the option to add a short author bio at the end of every blog post. You only have to enter your author bio once, and it’ll appear in every blog post afterwards. You can add an author bio for each blog contributor.

An author bio should contain the following information:

• Author name
• Job title
• Years of experience
• Relevant certifications and other courses you’ve enrolled in
• Links to your website and relevant social media profiles

It may sound difficult to include all the above information in a succinct manner. Make sure to choose the elements that showcase your expertise and leave the fluff out.

Elisha Hartwig’s author bio is a great example. It’s succinct and tells you exactly why she’s an authority in her field. You can find all the necessary elements like her job title, what type of content she creates, links to her social media accounts and so much more.

When writing an author bio, here are some tips to keep in mind:

• Write in the third person. You can write in the first person for a personal blog, but the third person point-of-view makes you sound more professional.
• Keep it concise. You have to convince people you’re an expert in a mere paragraph. Make the most out of the little real estate you have.
• Be approachable. Reel readers in with a unique or interesting fact about yourself. This could be about a hobby or something you experienced.

Conclusion

Coming across an article that provides incorrect legal, financial or medical advice could greatly impact a user’s life.

Google’s recent E-A-T algorithm update ensures users get access to the most accurate information. E-A-T stands for Expertise, Authority, and Trustworthiness.

Prove you have all three qualities by updating your about page and blog author bio. Include information like your job title, years of experience, relevant educational background and testimonials from previous and current customers.

Need help rising in search engine results? Cornerstone Digital is an SEO agency in Sydney that can create a five-start SEO strategy for you. Call us on (02) 8211 0668 or email us at info@cornerstone-digital.com.au.

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Darlyn Herradura

A self-professed book and digital marketing nerd, Darlyn Herradura focuses on building trust between customers and businesses with the written word. She understands that creating valuable content is the best way to get found online and happily spends her time doing that.