The E of Experience, how to improve the Experience of your web; The Authority A, how to improve the Authority of your website; The T of Trust, how to improve the Confidence of your web; The pillars to improve the EAT of your website.
EAT are the abbreviations that represent three of the main aspects of efficient SEO optimization: Experience, Authority and Trust. But … what does T have to do with Confidence? The explanation is simple: like many Online Marketing concepts, these acronyms come from the English terms “Expertise, Authoritativeness, Trustworthiness”. And now that you know the meaning of EAT you have two options: put yourself to something else and stop reading this post, or continue reading and learn how to optimize your website through the EAT of it. If you choose the second option you will not regret it.
Optimise your website with EAT SEO
The Experience of your web is the first of these terms of the EAT and is marked by the content that you present in it, as well as what are the sources you use. Google will reward those contents that come from an expert in the field, but … how does Google know what your sources are?
The truth is that it is not about referring to an expert, but the content itself marks if it has been created by someone who knows and understands what you write. For a page to be positioned correctly, the content of the page must be interesting for the visitors, at the same time as original and true. That is why Google will consider an expert on the matter to that creator of content that follows these rules.
Therefore, if you manage a web of legal advice and have multiple pages on different cases, it is not necessary for you to be a legal expert. What is vital for the experience of your content is that they are accurate and informative and that they are helpful for everyone who reads them.
How to improve the experience of your web
Depending on the sector in which your website is included, you will need higher or lower levels of experience in the information you offer. For example, in the websites of hotel and restaurant reviews any content can be classified as being done by an “expert” (or at least it will not be penalized in terms of their level of experience), since these sites require opinions and “daily experiences” they do not have to come from someone who has great knowledge of the subject matter.
On the other hand, there are certain sectors for which Google does consider necessary content from experts and qualified professionals. For example, web pages that deal with financial advice should try to offer expert content if they want to be among the first search results. Those websites related to health and wellness tips should also take care of their experience levels if they want to improve their results.
Finally, it is important not to confuse this term of experience in the content with the user experience. The latter refers to the way a user interacts with a web or technology and the perception of that process. Remember the experience that Google values are that of your content.
The authority is an essential term to understand how Google values a website and therefore based on what positions it better or worse in the search results. This concept is an indicator proposed by MOZ and calculated between 0 and 100 points, showing how respected is a website and its author. The truth is that if your website does not have high values of authority, it is quite complicated that you can appear among the first results for keywords with great competition. However, this indicator varies continuously and applying a good optimization strategy can substantially improve.
If you want to check the status of your website regarding the level of authority, you can access the different tools that MOZ offers on its website, such as the Open Site Explorer. This tool not only measures the authority of your domain, but it will also offer you a summary of the most important links that provide you with the levels of authority indicated, as well as a short summary showing where they come from.
How to improve the Authority of your website
In general, you can improve the authority of your website by obtaining quality backlinks. These are links that redirect users from other websites to yours and are very important for your success in Google. However, not all links have the same value, and this is where the term quality backlinks come into play.
It turns out that Google values incoming links to your website to decide the authority of the same, but does not value all of them equally. Let’s say that for Google the authority is contagious and therefore if you get links from web pages with a lot of authority, your levels of authority will also increase while improving the positions of your website in the search results. Of course, it is not always easy to obtain quality backlinks, so you should take advantage of the opportunities that are presented to you through collaborations and other methods of obtaining links.
The content of your website is also very important when it comes to gaining authority
If you create contents that have value and that are useful, they are more likely to be visited and shared by a large number of users. In addition, with this practice, it is possible to improve your natural link building, based on those links that other webmasters place on your page without the need for any negotiation. Sometimes, if your information is interesting, other websites simply redirect their users to yours to expand the information on a specific topic.
The structure of your website is also a prominent aspect for Google when analyzing the authority of it. Clearly defining the relationship between the homepage, the subpages and the different entries is essential for your website to reach high levels of authority. In addition, including internal links to other pages of your website is highly recommended as it will transmit the authority of your main domain to the different subpages that you are creating progressively.
Finally, one of the practices that are often forgotten and provides positive results for the authority of your website is to participate in different blogs of your theme through the comments sections. Thanks to this you will get links to your domain from other websites in your same sector and will help you get more visits to your website and valuable contacts.
The trust of your website is based on the contents of it, and if they are legit. In this case, it is not so much that the information you offer is true, but in the security of various processes such as data processing, especially when it comes to banking data. In short, it is about your users feeling safe when browsing your page and, especially, when making payments.
One of the basic signs that a page is trusted or secure is the “s” that is added in your “HTTP” (Hyper Text Transfer Protocol). For this to appear in your URL, it will be necessary to obtain an “SSL certificate“. This is one of the first essential steps when starting a website and give it the necessary confidence to work both short and long-term. These certificates can be purchased from various trusted certification authorities.
How to improve the trust of your website
In general, the trust of your website is more related to what your visitors think of it than with Google’s own ratings. After all, both the search engines and your potential customers look for the same signals to decide if your page is trusted. As we mentioned earlier, security of payments and management of bank data is essential. For this, it is essential that you work with secure payment platforms and that your domain starts with https, a sign of HyperText Transfer Protocol. This is achieved with so-called SSL certificates.
These certificates are online trust stamps, which tell visitors to your website that all processes related to the transfer of personal data are safe. These are security protocols that transmit encrypted data so that only the person who navigates and the server are able to decipher them. These certificates also ensure that the data is transmitted to the correct servers at all times.
The pillars to improve the EAT of your web
In short, working on the experience, authority and trust of your website will bring you closer to achieving online success thanks to an efficient positioning. For this, remember to work on the main pillars that we have developed in this post:
- Informative and detailed contents that come from experts.
- Get quality backlinks and work on the structure of your website.
- Ensure maximum security for visitors to your page.
That is it! This is all about the EAT SEO.
If you have any other queries about EAT strategy let us know them in the below comments box and we will get back to you as soon as possible to solve all your queries.