The word “EAT” is something that everyone involved in business should know. Do you know the specific meaning and content?
“EAT” refers to a review of Google’s search algorithm (core algorithm update).
Google regularly reviews its search algorithms, and we must update our
SEO
knowledge each time.
If you read this article and understand the following flow, you will deepen your knowledge of EAT and understand the key points of operating a site with EAT in mind.
① Learn how to increase E-AT ② Create websites and content with high E-AT ③ Notify Google that E-AT is high
Please feel free to use it as a reference.
What is EAT?
This is a standard that Google considers important when evaluating each page of a website.
- Expertise
- Authoritativeness
- Trustworthiness
It is an abbreviation for three concepts and is a coined word taken from the initial letters of each concept.
These concepts are defined in the “Guidelines for Search Quality Evaluators” published by Google, and are explained on so many pages that they are considered an important method when creating a site with SEO in mind. Masu.
However, the definition is not provided in detail in the Guidelines for Search Quality Evaluators. It is important to read the guidelines carefully to understand the nuances in which Google uses the word EAT and to understand the key points.
・What is EAT? Explaining measures that take into account the guidelines required by Google
Expertise
This is from the viewpoint of whether the entire website or content is specialized for a specialized field.
Websites that focus on one topic will be evaluated more highly than websites that cover a wide range of topics. Content that is created by a site operator who is an expert, has qualifications or experience in the field, or is supervised by an expert will be evaluated higher.
The perspective of expertise is the most important element for increasing authority and reliability, which will be discussed later.
example)
- Specialize in a theme or specific genre
- Be fact-based and communicate high-quality expertise
- Articles are supervised by experts
Authoritativeness
Authority emphasizes not only the content but also “who is saying it.”
For example, it is difficult for Google to determine whether information regarding medical knowledge is correct or incorrect, and it determines that “content that users can trust” is based on the advice and opinions of medical specialists rather than those posted by individuals.
When specialized content is recognized by a third party as excellent content, it leads to an evaluation of authority and is displayed at the top of search results.
example)
- Content is being shared on social media
- Lists awards and career information
Trustworthiness
Are the website operator information and content reliable? We evaluate the reliability of the entire page from these perspectives.
example)
- Discloses information on responsibilities and safety for users, such as privacy policies and terms of use.
- The website is SSL-enabled
- is original content
- Recommended by experts and organizations
- Disclose correct information
Why EAT is important
Why did Google adopt an evaluation method that emphasizes EAT?
One is to eliminate low-quality content.
In the past, SEO strategies that focused on quantity, such as the number of backlinks and the volume of text, were effective, but in the past, websites that disseminated incorrect information that affected people’s health ranked high in searches. Declining quality of content became a problem.
It can be inferred that from there, the direction changed to placing more emphasis on the expertise, reliability, and authority of the page.
Examples of past core algorithm updates)
- Penguin Update (2012)
It was developed to improve the quality of search results by eliminating sites that aim to rank high in search results by making full use of SEO, and sites that use spam-like methods.
- Venice Update (2014)
Venice Update (Venice Update) has implemented an algorithm that displays the best search results based on the location information of the place the user is searching.
- Mobile friendly (2015)
If a page is not suitable for viewing on a smartphone, the ranking of each page will be lowered. This is due to the fact that there are more smartphone users than PC users.
Google’s “attitude to pursue user convenience”, which is listed in the 10 facts,
is consistent, and SEO measures through core updates will be essential in the future.
How to increase EAT
By taking measures against EAT, it will be easier to get high rankings in SEO.
Here are some methods.
Sites specializing in specialized genres
If possible, it is preferable to have specialized content on a site-by-site basis, rather than on a content-by-content basis. If you are developing multiple businesses, you may operate a website for each business.
Specialized content can quickly deliver the information the user is looking for rather than miscellaneous content.
Furthermore, if you can tell who is writing the article and that the person writing the article has expertise, your Google ranking will be higher.
Enrich the amount of information
It enriches the information on the website and makes the page reliable.
- Overview of operator and person in charge (name, address, phone number)
- Profile showing the expertise of the operator or person in charge
- Contact page
- Privacy policy
- Copyright notice
- Award history
- Related qualifications
- Cancellation policy (EC site)
- Post the latest information
- Disclosure of WHOIS information
Disseminate primary information
Primary information refers to information obtained through direct experience or information obtained through research conducted by oneself. Actual “testimonials” are reliable and give users a sense of security.
Reliable primary information such as customer feedback and user reviews is effective in EAT countermeasures.
Google My Business Registration
When you register with Google My Business, you can display your company name, address, phone number, website URL, etc. Being linked to a website gives users peace of mind.
Since the owner’s authentication is required for registration, it can also increase trust in Google.
Additionally, Google My Business allows you to post reviews, making it a communication tool with users. It’s good if you receive a positive evaluation, but even if you receive a negative evaluation, responding seriously will help prevent further negative evaluations.
Convert to SSL (HTTPS)
Google has declared that it will give priority to evaluating websites that have completed SSL, and SSL is an essential part of SEO.
By implementing SSL, the website URL changes from “http” to “https”. Communication is encrypted and has higher security than http.
You can see that Google also recommends SSL, as if you try to access a page that is not SSL-enabled, you will receive a warning saying “Unsecured communication.”
E-commerce sites send payment information, and communications such as requests for materials and inquiries also involve the exchange of personal information. Protecting communications gives users peace of mind and leads to a greater sense of trust.
summary
This time, we introduced the basic meaning of “EAT” that those involved in business should know, why it is necessary for SEO measures, and specific measures.
Some of you who run websites may be having problems such as “My ranking has dropped due to Google’s algorithm update” or “My site is having trouble attracting customers.”
Although it is a difficult indicator because there is no clear definition, I hope you will understand that the expertise, authority, and reliability of each element are important when running a website.
Please understand the basic meaning of “EAT” and use it as a reference for site management and SEO measures. Of course, it is important to not only think about EAT measures, but also to understand how Google thinks about websites and carefully operate them.
Let’s continue to be aware of the latest SEO measures in line with Google’s core algorithm updates and create new content measures.