Definition
E-A-T stands for Expertise, Authority, and Trust. It represents the three core elements that a website must clearly demonstrate to rank favorably in search engine results. High E-A-T indicates that the content is created by knowledgeable professionals, is recognized by reputable sources, and is reliable and accurate for users.
What is it?
E-A-T is a set of principles used by search engines as part of their evaluation of content quality. Expertise means that the content is produced by individuals or organizations with the necessary knowledge or credentials in a particular field. Authority is built when a website or its authors are recognized as leading voices or references in their industry. Trust is established through transparency, accurate information, and secure site practices. While not a direct ranking factor, strong E-A-T signals are especially important for websites covering sensitive topics like health, finance, or legal advice, where user safety and accurate information are critical.
How is it used?
Site owners can improve E-A-T by publishing well-researched, original content, and by showcasing author credentials and industry endorsements. Including detailed author bios, citing reputable sources, and keeping information current all contribute to a stronger E-A-T profile. Additionally, user reviews, security features, and clear privacy policies help reinforce trust. Regularly auditing and updating content ensures that a website remains an authoritative and reliable resource, which can lead to improved search rankings and increased user confidence over time.
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