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Building an effective search strategy requires carefully orchestrated techniques and procedures to improve a website’s online visibility. The actual methods may vary from site to site, and what works for one may not necessarily work for another.
Some search strategies can be effective for most websites, particularly those that involve working with Google’s search algorithms. And one of the most helpful developments to come down the line is E.A.T.
“E.A.T.” is an acronym for “Expertise,” “Authoritativeness,” and “Trustworthiness.” It is an aspect of Google’s algorithm in the search engine’s Search Quality Evaluator Guidelines.
Google uses several guidelines to determine the value of content and how high the site containing that content will rank in the search engine results pages (SERPs). But keeping tabs on Google’s guidelines is often daunting, much like playing Whac-A-Mole.
If you aren’t familiar with the game, Whac-A-Mole involves trying to hit moles that pop up from different cubby holes on a game board. It can be fun but tremendously frustrating, as you might aim for a specific spot to have the mole pop out somewhere else.
Staying on top of Google’s algorithms is often the same way. SEO specialists spend considerable time and effort trying to conform to the guidelines, only to find them changed or discarded overnight. Consequently, a search strategy that works one week may no longer work the next.
Of course, Google doesn’t toss out all its guidelines and revamps its algorithms from scratch every time. It would be costly and would not make sense. So while some rules and best practices may change from time to time, some strategies that have worked for years still work now and will continue to do so for the foreseeable future.
E.A.T. is one example of these “evergreen” strategies. It was unveiled to the public in 2014 when it appeared in the company’s Search Quality Guidelines for the first time. It is now part of the official algorithm, which means it continues to be useful for SEO specialists implementing it.
E.A.T. is undoubtedly essential. Even Google acknowledges the value of the guideline in determining content ranking. But does it affect how high a particular page shows up on the SERPs?
Search quality evaluators at Google pay particular attention to the following:
These criteria determine the quality of a page and its usefulness to potential users. So while E.A.T. isn’t a ranking factor in the strictest sense, it does affect the content’s rank.
Remember that E.A.T. is only a single aspect of Google’s algorithm. Many others determine a page’s ranking on the SERPs. Nevertheless, it determines the quality of the content in question, potentially affecting search engine rankings.
E.A.T. essentially tells website builders the characteristics of quality content that has a good chance of ranking, namely:
If your content fulfills these criteria, it likely conforms to E.A.T. guidelines. It means it has a good chance of ranking on Google’s SERPs.
Like many ranking algorithms, E.A.T. isn’t something that spells disaster for anyone that doesn’t follow it strictly. Even so, taking advantage of what you know about E.A.T. will help stack the odds in your favor. Incorporating E.A.T. into your search strategy is probably a good idea if you hope to gain greater visibility among potential visitors.
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.
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