What is EAT? Three SEO Rating Criteria Google Focuses on

The word ” EAT ” has become more commonly used than ever before.Nowadays, it is an important idea indispensable for SEO (Google measures), and it is becoming necessary to create high-quality content and further meet the EAT evaluation criteria.

Here, we will explain how EAT should be considered and how to take measures and operations and operational points and countermeasures for EAT-conscious sites. 

EAT is a coined word that is an acronym for the following three evaluation criteria that Google has set independently.

  • Expertise
  • Authoritativeness
  • Trustworthiness
  • As search algorithms evolve, Google attaches great importance to three evaluation criteria as items for correctly evaluating the quality of web pages, and it is an important concept for SEO.
  • Even if you proceed with SEO measures without understanding the concept of EAT, you cannot expect to maximize the performance that leads to evaluation.
  • In order to get the maximum evaluation of the page, it is necessary to improve the quality of the content and the evaluation level of EAT on both axes.
  • Google’s quality rating guidelines state that EAT is an indicator of high-quality page ratings.
  • The word “EAT” appears 137 times in all 175 pages in the quality evaluation guideline, including the table of contents, which shows that EAT is very important for quality evaluation.

Authoritativeness

  • What is EAT’s Authoritativeness? Does a third party rate its main content as the content of great value? Represents.
  • In particular,
  • The content is introduced on other sites and SNS (backlink)
  • The site and operator information is mentioned on other sites and SNS (citation)
  • And so on
  • Does a third party highly evaluate it?
  • Is it highly socially recognized?
  • Is it widely introduced on sites and SNS?
  • Is the standard of evaluation.
  • For example, suppose you have exactly the same high-quality content, “A” and “B.”
  • On the “A” page, impressions such as “easy to understand” and “helpful” are widely introduced by links, etc., and the author has a history of publishing books and papers in the past.
  • The “B” page is the content of a site operated by an individual, and the person who wrote it could not be identified, and a third party, in particular, has not introduced it.
  • Which one can be evaluated as having higher authority in EAT?
  • Even if the content itself is of the same high quality, an “A” would be rated as more authoritative.
  • Google has the technology to identify the author based on the style and characteristics of the text, even if the author’s information is not specified on the page.
  • We also analyze the information on the web and offline elements to evaluate the level of authority and expertise. In other words, we are trying to evaluate the correct authority level based on all kinds of information, not the biased evaluation of specific data.
  • This technology will continue to improve and will be able to identify malicious impersonations.
  • In order to convey the elements of authority evaluation to search engines, it is important to provide as much attribute information as possible about yourself and your company from a wide range of media other than your own content.
  • 1-3. Trustworthiness
  • What is EAT’s Trustworthiness?
  • Isn’t the main content (MC) highly original, copied, or imitated?
  • Are the sites and pages safe and trustworthy by the operator itself?
  • Is to evaluate.
  • In particular
responsive design
  • Is the website SSL-enabled (HTTPS)?
  • Is the operator information, company information, etc., clearly stated?
  • So, is the content, not a highly anonymous operator, but is it operated by a reliable company or person who can prove the existence of who it is?
  • Is your website protected and secure?
  • Is the standard of evaluation.
  • What is YMYL? Difference between “EAT” and “YMYL”
  • In order to understand “EAT,” it is necessary to understand the meaning of “YMYL” correctly.
  • YMYL is an abbreviation that stands for “Your Money or Your Life” and literally translates to “your money or your life.”
  • YMYL means information that can cause great damage or damage to a safe life, such as health and property if the information in the main content contains incorrect content.
  • For example, suppose an illness is misrepresented as to how to deal with it or the medicine to be used. In that case, users who are exposed to the information may develop a further illness or, in the worst case, life-threatening problems.
  • Information categories that require such important expertise are positioned as YMYL.
  • Any genre that has a high impact on people’s lives can be positioned as YMYL, but specific genres include medical care, insurance, finance, and very expensive shopping.
  • The YMYL genre requires a higher level of E-AT evaluation.
  • YMYL has also appeared 113 times, including the table of contents, out of all 175 pages of the quality evaluation guideline, and it can be seen that it is treated as a very important point in quality evaluation.
  • What are EAT-aware websites?
  • EAT should be aware of all website operators.
  • You need to be especially aware of this when dealing with content in genres that require a high level of expertise, including YMYL.
  • However, you don’t need to worry too much about EAT because it doesn’t require much expertise for personal hobby blogs, but if you operate a website and do search engine marketing as part of your business, It is very important in SEO to understand EAT and raise its name and reliability within a specialized genre.
  • Specific measures to raise EAT evaluation
  • Increasing your site’s credibility is not as simple as taking immediate action.
  • After understanding the concept of EAT, we will operate the website in that direction and raise the evaluation over time.
  • Always be aware of the measures introduced below and operate the website.
  • Specialize websites in specialized categories and genres
  • Websites basically have themes (categories).
  • It is very important what information the site is about.
  • Mixing a wide range of categories in a single site without uniformity can blur your expertise, so you should focus on one genre as much as possible.
  • For example, a site operator who specializes in real estate information and beauty information can write specialized articles, but rather than coexisting two categories in the same domain, it is a real estate specialized site/beauty specialty. You can secure your expertise by operating each site separately.
  • Make the website SSL (HTTPS)
  • Google cites items to improve the user experience (UX) as a ranking factor of websites and recommends HTTPS in it.
  • Of course, if your site handles personal information for inquiries or downloading materials, you must ensure its safety if it is an EC site that handles payment information.
  • By encrypting the communication between the browser and the server with SSL, you can improve the reliability of the website and improve the UX.
  • EAT-aware measures are nothing new, and we will continue to create high-quality pages that are the basis of SEO.
  • Also, the evaluation of EAT does not mean that the results will be obtained immediately after taking measures against it.
  • Google needs to understand the concept of evaluating websites’ quality and carefully take the time to operate and take measures in line with it.
  • By all means, please operate your site so that the content will be more open and the operator’s social evaluation will be enhanced.