The Impact of Google’s EAT Guidelines on SEO

EAT stands for Expertise, Authoritativeness, and Trustworthiness. And Google has specific EAT guidelines which help to weed out the wheat from the chaff in search results. Sometimes you’ll see E-E-A-T too, which includes Experience into the mix. So, what are the impacts of Google’s EAT Guidelines on SEO?

Why does EAT matter?

If we keep the EAT principles in mind with every aspect of our website design and SEO, the better it will be. Here are some of examples of how EAT can influence choices and signal to your clients:

A clean and professional website can show that your business is trustworthy and legitimate.
An open and transparent review process will show you are open to feedback and are trusted
A website full of useful information and articles shows expertise
Optimised content with no errors, and in-depth, current information shows authority

What are the impact of these guidelines on SEO?

Applying these principles to SEO adds another layer of reiteration, signalling and confirming to search engines that you are trustworthy and living these principles. Here are some of the impacts you can expect to see from applying EAT principles to your SEO:

Prioritise within the SEO space – Don’t have time to do it all? Prioritise the things that will deliver the EAT values to your customers. If you have to choose, prioritise security, speed, usability, and transparency – these have the biggest impact of how your customers see you and your business
Off-page SEO – Cleaning up your off-page SEO and keeping your Google My Business up to date will ensure that your online presence as a whole is cohesive and authoritative. This layer of trust within your community is key for Local SEO.
Evidence – An easy way to back up your authority and experience in a subject is evidence. It sounds simple, but sharing your qualifications, your achievements, projects you’ve completed and reviews are a key way to show EAT. This adds content to your website, which is key for SEO.

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