On-site SEO Part 6: Important Factors Affecting SEO EAT

It has been 5 days since the last update. Although I summed up that at least one article is updated to the public account every week, I should be able to do 2-3 articles per week. No, although it has not been updated for only 5 days, now I already feel a sense of guilt.

Before we start, let me say something about the following article

The most complete Google SEO tutorial in 2021 – even a zero-based novice can understand

It was reprinted by the Baidu SEO boss with more than 20,000 fans on the official account, and many friends also helped to share the circle of friends, so I am very happy and grateful.

If you read the article later and think it’s not bad, and forwarded it to your circle of friends, you can privately chat and tell me, and I will make some fan gifts to give back to thank you for your recognition.

This article may be unfamiliar to newcomers, because few people will understand the concept of EAT when they are new to SEO.

There is a lot to say before, let’s talk about the text below.

what is EAT

EAT stands for Expertise, Authoritativeness and Trustworthiness.

The concept comes from Google’s “Search Quality Assessment Guidelinesa 168-page guideline used by human quality raters to assess the quality of Google search results.

Google released the Search Quality Assessment Guidelines in 2013 with the aim of “helping webmasters understand what kind of content Google typically looks for on a web page”.

If you are interested in the above guide, you can privately chat with me, I have a PDF file here.

Importance of EAT

EA-T is important to all search requests, but to different degrees for different search requests.

If you’re just searching for pictures of cute cats, then EAT may not be that important. Because the adjective cute is more conceptual, there is no way to define it, but Google will try to find pictures that everyone finds cute to present to you based on user portraits.

But if you’re searching for “the right dose of aspirin to take during pregnancy,” then EAT is definitely important. Because if Google presents search results that were created by someone who doesn’t know anything about the subject, and posted on a site that lacks authority and cannot be trusted, then the content is likely to be inaccurate or misleading.

For search queries like “how to improve your credit score”, EA-T will of course be very important.

Google calls these topics (YMYL) (Your Money or Your Life):

Certain types of pages or topics may affect a person’s future happiness, health, financial stability or personal security. Therefore, people call such pages “money or death” pages, or YMYL for short. If your website is built around YMYL topics, it is vital to embody EAT.

Learn about EAT

Although the concepts of professionalism, authority and trust are similar, they are not identical. Google’s criteria for evaluating the three are also different.


Professionalism refers to having a high level of knowledge or skills in a particular field. Google assesses professionalism primarily at the content level, not the site or organizational level. Simply put, professionalism is mainly reflected in blogging.

Expertise is very important for YMYL topics such as medical, financial or legal advice.

Non-YMYL topics only need to reflect relevant life experience and “professionalism in daily life”.

Google also notes that “everyday professionalism” is sufficient for some YMYL topics. For example, a search query like “what’s it like to have cancer” is a better answer for a cancer patient than a qualified doctor with years of experience.


Authority is primarily about reputation, especially among other experts and influencers in the industry. Someone or a website is authoritative if a user sees that person or website as their preferred source of information on a topic.Such as The New York Times, CNN, etc.

To assess authority, raters search the web for what people think about the reputation of a website or an individual.

Find out what real users and experts say about your website with reputation research. Find reviews, citations, expert advice, news articles, and other credible information about the site authored/written by individuals.


Trust is related to the legitimacy, transparency and accuracy of a website and its content.

Evaluators look for a variety of ways to assess the trustworthiness of a site, including whether the site claims to be responsible for published content.

This is especially important for YMYL search requests, but also for non-YMYL search requests. The YMYL website requires a high level of trust and therefore usually requires details of the person responsible for the content of the website. Citing trusted sources is one way to demonstrate the accuracy of your content.

Trust, like authority, is a relative concept. Certain people or websites cannot be considered reliable sources of information in all areas.

For example, tools like Ahrefs, SEMrush, etc. are reliable sources of information in the field of SEO, not fitness.

How to do EAT

The main event is here, before we understand the concept of EAT, so how do we do it well.

1. High-quality external chain

Recently, I heard some remarks about external links, saying that external links are no longer important. In fact, it is not. At least so far, the overall proportion of external links in Google SEO is still very heavy. Backlinks from authoritative sites, in particular, will give you a higher vote score. I won’t go into detail about the polling results for each site, as it has been said many times before.

2. Keep the content updated

Google needs to determine whether the site is active based on how updated your content is. And the user’s stay time, etc., will affect the judgment Google gives you. Especially for some medical, legal and other websites, more attention should be paid to the content.

3. Ensure high-quality content

This is clearly stated in the “Guidelines for Quality Assessment”, that news articles must be reported accurately in order to justify a high-level E-AT. It is therefore advisable to fact-check the content, preferably through Google-trusted sources of information such as Wikipedia and Wikidata.

4. Add comments

Google requires quality assessors to use online reviews as one of the sources of information about a company’s reputation, and online reviews are related to trust and authority.

The content of the comments will also directly affect the authority and trust Google gives you.

5. Add about us, contact us and other pages inside the website

Friends who have done B2C must know that when your GMC needs to be reviewed, you also need the authenticity of these pages. Help users understand who you are. Demonstrate your author’s expertise, qualifications, professionalism. This makes it easy for users to understand who you are and who created the content, thus letting Google assess the E-A-T of the site.

6. Create Wikipedia, etc.

Although it is very difficult to create Wikipedia, it has to be mentioned that it will be very helpful for your website.

Wikipedia is mentioned several times in the Quality Assessment Guidelines, and quality assessors are asked to specifically refer to the encyclopedia when assessing reputation.


After all,EA-T stands for Expertise, Authoritativeness and TrustworthinessIt’s just a concept. After we know what content it contains, we try to satisfy it when we usually do SEO. And then getting Google’s E-A-T is not an overnight thing, especially for new sites.

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