EAT stands for Expertise, Authoritativeness, and Trustworthiness – three criteria Google uses to evaluate your content quality. Basically, Google wants to know if you really understand what you’re talking about, if others trust you, and if your site is safe. The better your EAT, the higher your chances of ranking well.
The EAT concept might sound like another technical SEO jargon, but it’s actually pretty simple to understand. Imagine you’re searching for medical information on Google – would you rather read an article written by a licensed doctor or someone who “Googled it”? Well, Google thinks the same way.
Why did Google create the EAT concept?
EAT emerged as a response to a real problem: sites with questionable information were appearing at the top of search results, especially on sensitive topics like health and finance. Google realized it needed stricter criteria to separate the wheat from the chaff.
These guidelines officially appear in the Google Search Quality Evaluator Guidelines, a document that guides Google’s human evaluators. While it’s not a direct ranking factor in the algorithm, EAT heavily influences how Google interprets your content quality.
The concept is especially important for YMYL (Your Money or Your Life) sites – those that can directly impact people’s lives, health, or financial situation. But nowadays, virtually any niche benefits from a well-structured EAT strategy.
How does each EAT element work in practice?
Expertise is about demonstrating real knowledge of the subject. It’s not enough to copy information from other sites – you need to show that you deeply understand the topic. This means:
- Producing detailed and well-founded content
- Including specific data, statistics, and practical examples
- Showing experience through real cases and unique insights
- Having qualified authors signing the content
For example, if you write about digital marketing, mention specific tools you use, share campaign results (even if anonymized), and cite relevant industry studies.
Authoritativeness is about being recognized by others. It’s like that person everyone consults when they have questions about a particular subject. To build authority:
- Seek mentions and citations from other sites in your niche
- Develop partnerships with influencers and experts
- Actively participate in relevant discussions on social media
- Publish guest posts on respected sites in your field
Authority isn’t built overnight. It’s constant work of relationship building and producing valuable content that others want to share and reference.
Trustworthiness is about conveying security to site visitors. It includes both technical aspects and transparency:
- SSL certificate (that HTTPS that appears in the browser bar)
- Complete institutional pages (About, Contact, Policies)
- Clear information about who’s behind the content
- Professional design and intuitive navigation
- Real customer testimonials and reviews
How to implement EAT on your site practically?
Start with the basics: make sure your site has all institutional pages well-structured. A complete “About” page, with team photos and company history, makes all the difference in trustworthiness perception.
For expertise, focus on producing original and in-depth content. Instead of writing “5 quick SEO tips,” produce a complete guide about a specific technique, with real examples and performance data.
Regarding authority, an interesting strategy is using specialized tools to find mention and backlink opportunities. Platforms like inBond can help connect your site with others in the same area, facilitating link exchanges and guest post opportunities that strengthen your niche authority.
Some specific actions that work well:
- Create original studies with data from your sector
- Interview recognized experts in the field
- Participate in podcasts and events as a speaker
- Maintain active profiles on LinkedIn and other professional networks
- Answer relevant questions in specialized forums
How long does it take to see EAT results?
This is the question everyone asks, and the honest answer is: it depends. Google doesn’t change its perception about a site overnight. Usually, it takes several months to see significant ranking changes after implementing EAT improvements.
According to Moz studies, sites that consistently invest in EAT tend to see gradual improvements over 6 to 12 months. The key is maintaining consistency – EAT isn’t a one-time task, but a content production philosophy.
The cool thing is that benefits go beyond SEO. Sites with good EAT naturally convert better, have lower bounce rates, and generate more engagement. After all, when people trust your content, they stay longer on the site and are more likely to take action.
EAT isn’t just another SEO metric to worry about – it’s a mindset shift about how to produce online content. Google is basically asking you to be a serious professional: understand what you’re talking about, build relationships in your field, and be transparent with your audience.
The good news is that implementing EAT improves not only your ranking but also the overall quality of your online business. When you focus on expertise, authority, and trustworthiness, you’re building a solid foundation for long-term success, regardless of Google algorithm changes.
