How to Optimise Your Site for Google’s E-A-T Algorithm

Gone are the days when people stuff keywords to their content to land a sweet spot in Google’s search pages. With Google continuously updating its algorithm to improve its user experience, there’s just little to no room left for nasty tricks.

If you run an SEO agency, you probably know about the Google Search Quality Evaluator Guidelines. This gives us an idea of what a quality website is in Google’s perspective.

Enter the E-A-T algorithm: expertise, authority, and trust.

These three contribute to Page Quality, a contributing factor to a high-quality web page. Nail these points and you’ll get your website ranking in no time.

The question is — how?

Here’s a rundown on how to optimise your websites to fit Google’s guidelines.

How to Improve Your E-A-T Score (and Turn SEO in Your Favour)

If your websites haven’t been making it to Google’s page one in a while, making changes according to E-A-T guidelines will do the trick. Get out of the slump by applying the following tips:

Expertise: Create expert content

You need to be an expert of the content you're putting out. It's plain and simple. After all, Google will want its users to get accurate, relevant content — especially if it comes from medical, legal, or financial websites.

But it’s not just having the knowledge that makes you an expert in SEO standards. You also need to know how to deliver this knowledge in an engaging way.

So how do you create expert content that’ll reel readers in? Learn a thing or two from these tips:

1. Start by doing keyword research. This basic SEO method lets you know what topics people are searching for. Use these topics to optimise for search intent — or a person’s motive behind a search engine query.
2. Identify the searcher’s stage in the buyer’s journey. If a search term appeals to beginners, then avoid writing in jargons and complex sentences. This will only confuse the potential buyer that might still be in the Awareness stage.
3. Make your content digestible. Big blocks of text may discourage readers. Use bullets and shorten paragraphs to make them more readable. Use photos and videos to break up and support the content.
4. Think one step ahead. Look up supporting queries a searcher might have and be ready with answers in your content. Link internally to your other posts to add more value.

Authority: Get recommendations

Being an expert in your field is not enough. You also need to be top of mind to get Google to notice you.

You know you've established authority when other experts in your industry cite you as a reliable source of information or opinion.

Boost your authoritativeness by acing the following steps:

1. Earn backlinks from authority sites. Having relevant websites linking to you means they trust you. Google sees building a quality backlink portfolio a vital ranking factor.
2. Make sure your page content is relevant to your website. This will add up to your site’s authority on a certain field.
3. Create content that’s widely shared across the internet. This includes blogs, web pages, and social media. If brands and influencers are sharing your content, it’s a sign you’re an established resource in your industry.
4. Maintain a good brand search volume. The more people search for your brand name, the more authority you build. Even better if it’s attached to a relevant keyword.

Trustworthiness: Prove you’re legit

Google wants the best for its users. Aside from providing useful content, Google also wants to keep its users safe and secure when browsing its search pages.

To establish trust, you’ll need to prove that your business or organisation is the real deal. Otherwise, people won’t trust a single word you put out on the web. Worse, they won’t avail of your products or services.

There are several convincing ways to get people to trust you:

1. Get SSL for your website. Google tanks websites that don’t have an HTTPs connection. Why? SSL doesn’t only secure sensitive information shared on a website (such as passwords and credit card numbers). It also gives users confidence that they are transacting in a safe space. Make sure to secure an SSL certificate from a reputable provider.

2. Add a physical address. Your audience will want to know you truly exist. Add your office address and contact information to your website. You can even embed Google Maps for your users’ convenience.
3. Create a privacy policy and a T&Cs page. Make sure the links appear in inconspicuous places within your website, such as the footer.
4. State clear return and refund policies. Potential clients will want to know such payment terms upfront.
5. Show reviews and awards. Nothing boosts a client’s confidence in a business than reading reviews from previous clients. Posting your awards from reputable industry bodies also add recognition to your service.

Quality matters

At the end of the day, it all boils down to providing value to users. Know what matters to your audience. Avoid producing content “just because” and put in the work. Google — and your audience — will know it when you do and will reward you for it.