In this article on Moz’s blog titled “E-A-T Quick Wins for Every Content Marketing Strategy,” the author discusses the importance of Expertise, Authoritativeness, and Trustworthiness (E-A-T) in marketing content strategies. Google incorporates E-A-T into its Search Quality Evaluator Guidelines, meaning it impacts ranking metrics and, thus, SEO. The article provides clear pointers on how to improve your E-A-T score. These include verifying authors are experts in their field or have a breadth of knowledge about a topic, making sure your content is of high quality and factually correct, ensuring the website is secure, and actively managing online reputation.
The author suggests several strategies to boost E-A-T score, but he emphasizes that quick wins are possible if you focus on the areas where you can get the most significant lift. This could involve aiming to get high-quality backlinks, showcasing author qualifications proudly on your website, building up a positive online reputation, or ensuring a secure website. The author stresses that focusing on E-A-T is not only good for your SEO, it can also improve your overall branding and establish a positive online reputation, which makes you more credible and trustworthy in the eyes of consumers and Google alike.
The primary takeaway from this article is the importance of demonstrating expertise, authority, and trustworthiness in a company’s online content. This not only helps with SEO but also builds a positive image for the brand. Consequently, marketers should focus on continuously improving their E-A-T score through factual accuracy, author credentials, website security, online reputation management, and quality of links. These reinforcing factors help sustain a strong brand image, improve SEO, and foster better customer relations.
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