EAT (Expertise, Authority, Credibility)

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The Google document says that algorithms determine signals about pages that are related to reliability and authority. Sites that fall under the YMYL definition must have all the EAT (Expertise, Authoritativeness or Trustworthiness) characteristics. This means that in order to get a high ranking in the search results, it is not enough to write a good text and place more key phrases there, now you need to gain the respect of users by regularly publishing quality content, backing it up with the opinions of authoritative sources and experts, demonstrating the reliability of your resource and ease of use.

The acronym EAT stands for three rules:

Expertise — Is this content expert? Is the content author an expert on this subject? The content on the site must be unique, high-quality, structured. Answer visitors' questions and fully cover the relevant topic.
It is necessary to publish certificates and licenses of authors of articles, to show that specialists are experts in their field.

Authority - Is the content author australia number data an authority in the subject area? Is the domain an authority in the topic?
The reputation of both the content author and the organization as a whole is important. Here, among other things, the opinions of real visitors and experts are extremely important, both within the site itself and reviews on third-party resources.

Credibility – Is the content truthful and up-to-date?
How to Become an Expert Site in the Eyes of Your Audience
Google's answer: "Create great content that your audience will love." Sounds too simple. But how do you create expert content?


Find out what your audience is looking for to meet their needs. Collect all the keywords and phrases. Try to understand what exactly the user wants to see when entering a specific request. And give them a complete and relevant answer! The content on the pages should not be short, monosyllabic, ugly and poorly designed. Place a detailed answer to the user's question on the site, add images, video materials, comparison tables and much more that will help the user get an answer to their question.

In order for the search engine to understand the authority of a resource, Google wants to know who is the author of the page content and what is their expertise in this subject. Therefore, it is important to post any article on your site on behalf of an authoritative specialist.

Optimize the site as a whole: a quality site should be user-friendly, have a high loading speed, and not contain technical errors. Update the information on the site regularly.