What is the E-A-T algorithm?
The E-A-T algorithm is an important Google ranking factor used to evaluate YMYL websites. The search engine uses this algorithm to determine a website's quality and remove "junk" from its search results. Marketers and business owners should take E-A-T seriously, as it is one of the keys to successful online promotion.
In this article, we'll look at each of the three page quality assessment criteria in more detail.
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As we already wrote in the previousmaterial, one of the main criteria for assessing the quality of YMYL sites is the E-A-T algorithm, where:
- E — Expertise;
- A - Authoritativeness;
- T — Trustworthiness.
Expertise
Expertise is a confirmation of the author's qualifications: this is stated in Google's quality assessment guidelines. A well-founded expert opinion is important in any niche, but especially in those that impact human well-being, health, and safety. Therefore, the requirements for articles on finance, medicine, law, and other YMYL topics are more stringent.
For a YMYL site to meet the "Expertise" criterion:
- text content must be truthful, relevant, useful and structured;
- Visual content (images, .) - should correspond to the text in order to successfully complement and enhance it.
What should I do to increase my Expertise stat?
Attract specialists in your field to work
Content authors for YMYL websites must have an appropriate level of knowledge on the topic they cover. This means that information (articles and other materials) must be prepared by an expert.
For example, a thorough article on a medical topic should be written by a qualified doctor, not a first-year student. And especially not by an ordinary copywriter.
Of course, it's not always possible to find experts to write specialized articles, and not all qualified specialists are willing to undertake such work. The solution? Find a specialist who will review and edit the texts written by a copywriter.
Even this approach will allow you to stand out from your competitors, who don't employ subject matter experts at all.
Refer to other authoritative experts
In articles for YMYL sites, it's important to support claims with the opinions of other experts. For example, to confirm the veracity of information, you can include a quote (or link to an article) from an authoritative expert in the niche. This will be a clear signal of E-A-T.
Provide attribution
The ability to secure authorship is another important advantage of expert texts for YMYL websites. Google authorship allows you to secure the rights to your published content. For example, in the event of unauthorized use of articles (stealing), you can contact technical support and have the issue resolved quickly.
Confirm the qualifications of authors
To optimize a website for the Expertise criterion and to confirm the authors' qualifications, a separate page (section) should be created on the website with detailed information about their professional knowledge and experience.
This is where you should place your credentials. Ideally, you should also include information confirming your qualifications: diplomas, certificates, LinkedIn profiles, and a list of articles published in reputable domestic and international media.
It's also important to place links to . This will significantly increase your site's chances of ranking high in search results.
Authoritativeness
Authority is often confused with expertise. The difference is that an expert isn't always an authority by default. For example, a doctor may be well-known offline, but there's little information about them online, aside from reviews on social media. For Google, it's crucial that YMYL content is written by an authoritative expert.
What should I do to increase my Authoritativeness stat?
Attract opinion leaders
An authoritative author is someone who is known and talked about. Such authors are professionals: they are quoted, and their opinions are trusted.
An article from an opinion leader is automatically considered useful and important. Local and global influencers typically care about their reputation and don't publish low-quality content. Building authority from scratch is very difficult, so in any given niche, famous influencers are few and far between.
Providing complete information about the author (specialization, links to social networks, merits, achievements, links to .
As practice shows, content without authorship, written by in-house copywriters, ranks worse.
Work with reviews
A large number of reviews also strengthens a resource's reputation. It's known that Google ranks new YMYL sites lower due to their lack of authority and experience.
Worthy young authors and new websites must work their way up to becoming authoritative. Therefore, it's important to provide users with the opportunity to leave comments on newcomers' articles. It's also important to be able to effectively handle negative feedback in order to make a compelling case.brand "good name".
Increase domain authority
In addition, the “Authority” criterion for YMYL sites implies not only checking the author’s reputation, but alsodomain authorityThis indicator directly depends on the quality of published materials, coverage of relevant topics, the quality of customer service, and the satisfaction of their needs.
Trustworthiness
Reliability of information is a key indicator of the usefulness of any YMYL website. If the information on your resource is accurate, useful, and up-to-date, search engines will consider your site reliable.
What can I do to improve my Trustworthiness score?
Monitor the relevance of expert content
Of course, it's great if an expert article is written by an authority in the niche. But if the information is significantly outdated, the material will no longer rank very high in search results.
And it's not just breaking news with a limited shelf life. Much of the content on this topic quickly becomes outdated. Financial forecasts, medical research, technological developments, and even legislative acts lose their relevance over time.
So it is important to keep up with trends and promptly rewrite expert content or update old content to reflect changes.
Create conditions for increasing positive reviews
Live reviews help confirm a site's credibility: the more positive feedback about your content, the better Google will treat your resource.
Linking to influential resources, using correct terminology, listing accurate facts, and including user comments inspire trust in readers. This, in turn, gives the search engine's team of experts (assessors) a reason to give the site a high rating, which "turns on the green light" for a top ranking.
Conclusion
The most profitable niches are closely linked to relevant expert content and increased E-A-T requirements.
Experienced SEO specialists consider compliance with these requirements not an obstacle, but an excellent opportunity for a website to grow and stand out from the competition. To achieve this, it is important to devote sufficient attention to the creation and
As practice shows,websites, which Google's search engine highlights, contain content created by people and for people.
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