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5 things you can do right now to improve your EAT for Google

5 things you can do right now to improve your EAT for Google

Google always strives to make search results more useful and relevant to its users.

Just look at the update of Page Experience that introduced key web vitalities as rank signals. Now, if your content is not as good as easy to use, it slides down the ranks.

That’s enough to make any SEO pro insane.


Stop chasing algorithm updates and try to discern hidden meaning in Google messages. (They do not want you to do that anyway.)

Focus on producing good content that is easy to access instead.

Make sure your readers eat only the best.

Here’s how you do it.

How to Improve Your EAT for Google

EAT stands for expertise, authority and reliability.

It’s the leading star in Google’s Search Evaluator Guidelines and the three things they look for in every single content or web page that exists.

But with about 7.5 million blog posts published every day, they do not have time to look at every piece of content that goes out. Instead, they rely on – yes – algorithms that look at a variety of metrics and properties of your content.


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We do not know what it is specifically, but we do know what Google will see in our content. (Hint: this is the same as our readers will see.)

Do you give readers the best content for EAT?

Here are five things you need to do right now to make sure you are.

1. Include clear sources and credits

Area: authority, reliability

The admonition to cite sources has been drilled into us since elementary school. After all, plagiarism detection is a death knell for content – even when it is unintentional.

And while we may not be writing essays anymore, the advice still applies to content writing.

In fact, sources gain an extra level of importance in content writing because they can affect your SERPs. Every time you link to a site, you signal to Google that you believe the source is credible.

If you link to sites with questionable reputation or information or provide broken links, Google notes.


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But when it comes to credits and sources, the links you use are not the only thing you need to take care of.

You must also include credits for graphics as well as for who wrote the actual content.

It is highly recommended to include author names and bios when writing YMYL content. In the event that content can radically affect someone’s life, Google evaluators will make sure you have the right credentials to be able to offer such advice.

Increase your EAT by using sources and credits strategically. Make sure that:

Create an author cinema that shows your credentials and expertise. Link to sources from domain names with authority, or use the nofollow tag. Use statistics and links to original research whenever possible. Cite thought leaders and other authorities in your industry.

Take advantage of your content differentiation factor

Area: Expertise, authority

You need to create different, unique content.

Just as each brand has a unique sales position, each content creator has a content differentiation factor.

What is the unique perspective you bring to a topic?

You need to find an “IT” factor – something that engages the eyeballs and inspires customers to convert.

Delivered properly, it is also one of the best ways to establish your expertise and authority in an industry while permanently differentiating yourself from the competition.

For example, I have insights and a perspective that you will be hard pressed to find elsewhere because of my history and experience building a brand from scratch using content marketing.

You also have insight and a perspective to share.

The trick lies in uncovering them and then using them to prove why you are an authority in your industry.

Once you’ve got it, you have a solid foundation for your content house.

How to get started:

Focus on your brand’s mission rather than what your products or services do. Identify how you help people differently from others in your industry and why. Identify your audience. Get to know them and find out what specific needs or desires you meet better than your competitors. Look inward to find out why you are passionate about what you do. Did an event inspire you to start this brand? That’s the core of your CDF.

3. Audit and update your content

Area: Expertise


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Digital content is nice. Unlike a book, it is not set in stone once it is published. You can go back and edit, update or change what’s there.

But for some reason, many people treat blogs and site content as they do the content of books – as immutable words on a page that are not easy to revise without creating another book.

This is a dangerous mentality and one that you should banish immediately.

Emphasis has always been placed on producing evergreen content, but evergreen does not mean you can forget it forever.

When industries change, facts become obsolete or untrue, best practices fall out of favor, and advice that was once a good idea became dangerous.

When these things happen, your content becomes what Google calls obsolete. And outdated content is quickly getting in the way of the SERPs.

If you’ve recently noticed that content that worked well in the past suddenly gets no traffic, or if there’s been major advances in your industry, it’s time to perform a content review.


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Even if it has not been, consider performing a content review every year. I recommend that you:

Audit your site for thin content or content that is less than 300 words. Improve, consolidate, or remove such content if you are able to review statistics on a regular basis to see if they have changed. It is good practice to use statistics within the last two to three years unless you are in a slow industry. Double-cross keywords and search intent. The way we use words changes, and so do what people think when they search for a particular query. Google knows this and checks if your topic is consistent with other results for specific focus words. Be transparent. Include when the content was originally published and the date of the update. Do not just update content and say nothing.

4. Improve your company’s transparency with content

Area: Reliability

Customers want transparency. Approx. 86% of customers report that they want to see it from the brands they support. If they do not, they will act elsewhere.

Openness is important because it shows that a company has more than its own bottom line in mind. By being transparent with information, associations and even mistakes, you help build consumer confidence.

Your content can help you do this. Improve business transparency by:

Structuring content so important information is prominent and not buried in sections halfway down the page. Use clear titles and headlines so people know exactly what they are reading. Writing in plain English rather than using confusing industry jargon, which can seem misleading. your categories and tags correctly so readers can easily search for topics.


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5. Moderate user-generated content

Area: Authority

User-generated content can be an incredibly powerful tool for your marketing efforts. It can also increase your SEO, giving you more visibility in the SERPs. From hashtags to comments on your blog, you have plenty of opportunities to get people to participate with your content more actively.

But do not let it be free for everyone.

How many times have you clicked away from a blog because the comments were full of spam? Have you ever chosen not to shop on a site because people used hashtags that linked the brand to dubious causes?

Both of these things can and can happen. To prevent your customers from doing the same, I recommend that you:

Use a spam filter for your blog. Every good CMS wants one. With WordPress, it’s the Akismet plugin. Unlink tags that are off-brand. Did anyone tag your Instagram account with distasteful content? Remove link and reject removal and blocking of trolls. Feel free to remove and block competitors who leave comments on your Facebook ads promoting their own products or users who leave inflammatory comments on your blog. Avoid removing content simply because you disagree with it. Do not go overboard by deleting unpleasant content as it can easily catch fire again. If you find yourself overwhelmed by negative attention, it’s better to turn comments off completely than target people with deletion. Use user-generated content to produce more content. Thoughtful responses to comments show a willingness to engage while allowing them to demonstrate your authority and expertise! (This is also a new chance for SEO!)

Bottom line: Always serve the best content to eat

Being in the good grace of Google is not difficult. There is no need to scream for signs in algorithm updates or overanalyze every single post on their blog.


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All you need is a solid dedication to deliver the best content to your readers for EAT.

With these five points, you’re well prepared to help Google make the most of it. In the process, you will also expand the authority and reach of your brand by proving that you are a professional with the right.

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