What is EAT? Thorough explanation of standards that Google emphasizes in quality evaluation

September 6, 2021 April 19, 2022 Content SEO , YMYL , EAT , Google Algorithm Update Information , Google Algorithm , SEO measures

With the evolution of Google's algorithms, Google is very focusing on content content, as detailed contexts and clause are becoming possible. Whether the quality of the content is evaluated as high quality or low quality has a huge impact on SEO.
This time, what is the EAT standard for Google's importance in quality evaluation? Why is it important? I will explain what measures to take.

What is EAT?

EAT is an acronym for EXPERTISE, AuthoritativeNess, and Trustworkiness (reliability), and is the standard for quality evaluation.
In the Google Search Quality Evaluation Guidelines, which Google has released for webmasters, it is explained in detail in various places in the page quality evaluation guidelines, one of the most important indicators. <Click here for commentary on quality evaluation guidelines>
I will explain what each word is the acronym for EAT.

Expertise

Specialty refers to the information volume worthy of answering the page or site to the user's search queries.
You have to have information related to the genre you handle, not only the elementary information of the genre, but also the steps you have stepped on.
Depending on the genre, personal experience and reviews are also included in the expertise, and it is important to provide information on search queries from all angles .

AuthoritativeNess

Ordinance is that pages and site information is provided by experts and leaders in the genre or first.
In short, it is important who said.
For example, even with the information that "this shop is delicious", Michelin is the power of information when "this shop is presented with" delicious information "and when the general public sends information that" this shop is delicious ". Is different. The recognition that the person who sends information and the institution itself is superior in the field leads to authority.

TrustWORTHINESS

Reliability refers to the user's trusted information, sites, operators, and such a reputation.
It is easy to understand from the perspective of what kind of information you can trust when you look at the site from the user's point of view. The reliability is different between those who know where and what kind of occupation is now, and information from those who do not know anyone.

How to increase the EAT

To enhance your expertise

If you want to know the information on this theme, go to this site! Let's aim for a site that you can think of.
・ If you are not aware of the theme or genre that specializes in the theme and genre
, and write only what you want to write or what is easy to write, the site will be inconsistent and the number of content will increase. Will not increase.
Be aware of the consistent themes and genres as a site.
users may search for Italian history, Italian culture, famous Italian foods, and famous Italian tourist spots. The more the themes related to travel are, the more specialized on the Italian trip to the site .

・ If you look at the page by narrowing the theme further in the
page unit, you can further narrow the theme and meet the detailed demand of the user to increase your expertise . For example, even if there are only articles about Italian events, if each page is thin, the expertise will not increase. A page that summarizes the famous sightseeing spots in Italy in an easy -to -understand manner, but one of the tourist spots "Colosseum" is about the history, anecdote, how to access from the nearest station, how to buy an entrance ticket, etc. about topics related to the theme
You need a deeply digged detailed page. Recently, even if the theme of the site or page itself is directly relevant, some content in the page responds to the user's search intentions perfectly (for example, "I am traveling to Italy". If a user does a search such as a taxi rip -off or a search, or an experience of a personal diary site is displayed. If it exists, the algorithm called "Passage Ranking", which evaluates the content and reflects it in search results, has begun to be noted (Japan has not been introduced at this time), so it is an algorithm that should be noted in the future. <About passage ranking>

・ It is also effective to send original information
based on your own experiences that send primary information such as experiences and ideas for utilization, transmitting original information such as ideas for utilizing functions, and communicating specialized primary information . 。 Self -only information dissemination on a theme enhances its expertise. From the flow so far, let's use Colosseo as an example.
The history and characteristics of Colosseo are relatively easy to collect and transmit, and the difference is hard to be born. However, if you go sightseeing in conjunction with Colosseo, you will add your own experiences, such as information on the route that is efficient, and if you have knowledge of architecture, you will add specialized primary information, such as the great Colosseo viewed from the architect. By doing so, it provides more information than others and increases specialty .

To enhance authority

・ Speaking of the pages that are contributed by genre leaders and experts
, it is a veterinarian or a specialist on the road if it is a veterinary or a specialist in the treatment of illness. The best way is to have a contribution.

How can I
increase the authority of my site to •
Authority is an Authority (authority) and is the same meaning as authority (authority). However, in the SEO industry, the word domain authority and page authorities is often used because it is often used. The higher the authority, the more authoritative (authoritativeNess) increases.
Also, know about the sitting as an authority -related word. It comes from CITATION (reference: see) and refers to quotes from other sites.
In general, authorities are enhanced by acquiring backlinks and sitting from the same genre.
In particular, if you can get a link or sitting from public institutions and related genres that have been operating a site for many years, you will be able to improve authority, especially if you are already recognized for authority. To do so, it is necessary to disseminate information from such sites that you want to quote or introduce information from such sites.

Let's increase the presence in the genre by increasing the number of followers and subscribers of social media that
focuses on SNS On top of that, if you publish the author's name and operating company, it will be easier to recognize that it is a person with the ability to speak or a company. Don't forget to devise ways to make it easier to convey the relevance, such as putting your own media link on SNS, unifying the public name and SNS account name.

・ Registered in Google My Business
If you register for your business, you may get a link from the map search. In addition, since the word -of -mouth function is attached as standard, if you can get a lot of highly evaluated reviews, it will also help you have an influence.

To enhance the reliability

If you are a user, what kind of information can you trust? Let's have a viewpoint.
・ Clarify the information donation
-“Whois” information that discloses
“WHOIS” information is the information of users with IP addresses and domain names.

is the address, telephone number, business hours, operator's background, policy, etc. of the company that discloses information that you can understand who the site operator is

・ Be careful of the reliability of the content of information
-The academic papers quoted from the reliable sites
, and quotes information that the source of the source, such as public institutions, are reliable.

method of ensuring the reliability of the article with the supervisor In that case, linking to the supervised SNS and site will increase reliability.

It is also important to see if the site is safe for reliability that ensures the security of sites such as SSL Keep the site safety with SSL at all times. SSL is the encryption of the website communication. To put it simply, it is to set the URL from http; // to https: //. HTTPS can prevent eavesdropping and falsification of communication content.

EAT and ymyl

Until now, we have explained the summary explanation of EAT and how to take countermeasures.
Here is another Google coined word, Ylym, which is highly related to EAT.
Ylym is a Google search quality evaluation guideline in Google's coined word, like EAT with the acronyms of Your Money or Your Life. As the word "your money and life" indicates, it refers to genres such as medical and health that are greatly involved in human money and life. If the wrong information is displayed in YMYL, the user who sees the search results will believe, which will have a significant impact on the life after that, and in the worst case, it will be dangerous. EAT is especially important in the YMYL genre .
Why did the YMYL genre apply to your site yet, why was the idea of YMYL born? If you want to review, please refer to this article! <About YMYL>
Click here for explanation about Google quality evaluation guidelines including EAT and YMYL
<Google Search Quality Evaluation Guidelines Description>

summary

This time it was a commentary on EAT!
In a world where everyone is easy to send information, and there are many problems such as fake news, the importance of EAT to ensure its quality is expected to increase. When creating a content, take measures that are conscious of EAT.

Content SEO , YMYL , EAT , Google Algorithm Update Information , Google Algorithm , SEO measures