Hello,

There’s something I’m obsessed with: E-A-T. It’s something I think about constantly when creating content and optimizing websites.

You may ask, “What is E-A-T?” It stands for Expertise, Authoritativeness, and Trustworthiness. It’s what Google and your potential customers seek when searching for something online.

Since its introduction in Google’s Search Quality Guidelines in 2014, E-A-T has become one of the most important aspects of SEO. And with the August 2018 Google Medic update, it became even more critical and continues to be an important factor in SEO in 2023.

Optimizing for E-A-T and backlinks is like building a house – you need to have a strong foundation in order to build something that will last. If the foundation is weak, the house won’t stand for long.

Similarly, if you don’t pay attention to this, your SEO rankings won’t stand the test of time.

Let’s unpack E-A-T

E-A-T is really about delivering outstanding value through expert-level content that answers all the right questions.

When you’re searching for something that could have severe consequences; non-expert, non-authoritative, non-trustworthy information can be dangerous. Think how we Google for health problems – if Google points us to bad advice, it’s going to cause a lot of trouble.

On the other hand, if you’re searching for something subjective, such as cute cat pictures, E-A-T is less important.

• Expertise: It is evaluated at the content level, not at the website or organizational level
• Authoritativeness: Google values the authority of websites and authors within an SEO industry, which can be achieved by relevant high-quality content and authoritative citations. On-page and off-page SEO are equally important for increasing authority.
• Trustworthiness: To gain user trust, websites must have information on About Us pages, clear customer service policies, HTTPS connections, social media buttons, and display reviews and awards. Everything that reduces doubt and increases buyers’ trust must be added to the website.

How do you improve and demonstrate E-A-T?

• Fact check content
• Get more positive online reviews
• Showcase your credentials
• Add contact details to your site
• Get authoritative mentions

Backlinks – another key SEO piece

Now that we know what E-A-T does, let me share some insights on how building backlinks and internal links is crucial for improving your brand’s relevance and visibility in search results.

It’s not the only factor to consider, of course, but it’s a great place to start. Let me share some insights with you on how we can make it work:

• Guest Blogging: Find relevant sites that accept guest contributions and include links to your own resources
• Partners/Distributors/Suppliers: Ask for a white hat backlink from partners or suppliers
• Ask For Credit: Request backlinks from current customers or businesses that mention your brand
• Leverage Brands and Influencers: Collaborate with influencers or bloggers in your industry
• Publish Original Research: Informative content is more likely to be shared and improve your visibility
• Publish ultimate and step-by-step guides: Guides can help build your backlink profile
• Use Citations: Citations may not be as prominent of a search ranking factor but they are still an important way for consumers to discover your business.
• Leverage Public Relations: Through press releases and social media, you can establish your business as an industry authority and build a backlink profile.

One sentence summary:

If you want to improve your chances of ranking on the first page of search results and outlasting future algorithm updates, you need to have stellar content that supports E-A-T and backlinks.

Now the winners… 👏

Drumrolls! These people get an ‘Icegram Express Max’ license for an entire year (from the May month’s draw):

• Justin Ritchie
• Trish Hardy
• Javier Vallejo
• LGPM
• Serkan Pehlivan

Congratulations! More details will be sent to you individually.

Be sure to prioritize your audience’s interests and needs, but build strong relationships with them by providing value and trust.

Until then,