Search Engine Optimization is the division of digital marketing that focuses on improving the visibility of your website to take your brand to the right people. It is the most dynamic field as Google keeps revising its complex algorithm to rank the best serving pages. 

The key aspect of Google’s search quality evaluation process is known as E.A.T. which stands for Expertise, Authority, and Trustworthiness. Google uses E.A.T. to assess the quality of websites and determine whether they should be ranked higher or lower in search results. Google assesses 

Overall, E.A.T plays a critical role in ensuring that Google’s search results are high-quality, relevant, and trustworthy. But how does Google evaluate E.A.T? Well, it is a combination of factors.

• For expertise, Google looks at the author’s credentials, education, and work experience. If the author has a degree or certification in the relevant field or has published research on the topic he or she is writing about then it can boost the page’s value and expertise score.
• For authority, Google looks at the reputation of the website and the author. Pages that are cited by other reputable websites, or that have received positive reviews from users, are more likely to be seen as authoritative. 
• For trustworthiness, Google looks at a range of factors, including the website’s security, the accuracy of the information provided, and the transparency of the author’s identity and intentions.

By evaluating pages based on these factors, Google can ensure that its search results are of the highest quality and provide users with the most accurate and reliable information possible.

E.A.T has been crucial in SEO strategy as, Google aims to provide its users with the most authoritative, accurate, and trustworthy information possible. Websites that demonstrate high levels of E.A.T. are more likely to rank higher in search results, while those that lack E.A.T. may be penalized. 

Websites that display high levels of expertise, authority, and trustworthiness are more likely to attract backlinks from other authoritative sources. Backlinks are one of the most important factors in determining a website’s search engine rankings, so having a strong E.A.T. profile can help improve a website’s backlink profile and ultimately its search engine rankings

Now, the addition of an extra E to E.A.T is a reminder that Google’s search algorithm is dynamic. E.E.A.T, the present aspect of the search quality evaluation process has incorporated the experience of the content creator. Also, E.E.A.T. is particularly important for websites that provide health, financial, or other types of sensitive information. Google has stated that these types of websites are held to a higher standard when it comes to E.A.T. and websites that fail to demonstrate expertise, authority, and trustworthiness in these areas may be penalized in the search rankings. That is, an article on health care will be given higher priority when written by a medical practitioner than a non-medical practitioner. With so much fake news and misinformation circulating on the internet, it’s more important than ever to identify trustworthy sources of information. 

Google continues to take crucial steps to deliver its consumers quality content and experience. What are you doing to clear Google’s criteria?

The technicality of search engine optimization can be intimidating but worry not as your integrated advertising and digital marketing partner we can provide you with the best SEO service in Kochi.