How E-A-T Killed SEO and Expert Driven Content Brings it Back from the Dead

November 15, 2018

Google’s guidelines put precedence on high quality, expert-driven content over SEO 

For many businesses, it might not be enough to make sure that you’re search engine optimization tactics are cutting edge and ahead of the competition if you want to rank high in search rankings. 

Google has a 164 page document on the criteria they consider for search rankings, with the quality of the overall page being a big factor. If you’re a business whose products or services can potentially impact the future happiness, health, financial stability, or safety of their users, then you must make sure that the content on your site is accurate and strong in terms of quality. 

So, what defines a high quality page on a website? The acronym E-A-T (Expertise, Authoritativeness, and Trustworthiness) describes what Google is looking for. Essentially, the content should be accurate in that the information is sourced from or written by an authority figure. That content should also be consistently factual to gain that level of trust.

“The fact of the matter is, you should always want your content to be reliable. Anytime you can position yourself as an authoritative figure in a niche market is a good,” says Tim Brown, owner of Hook Agency, a digital marketing agency in North Loop, “What these Google guidelines tell us is that businesses are now going to have to put in the work to dominate a specific market with their content, as a opposed to them just writing a low-quality puff piece to try and bring in users searching for that term,” Brown continues. 

SEO remains a big part in aiding your search rankings, but now it’s time for you to put the same effort into your content. In fact, the companies that combine best SEO practices with expert-driven content will rise above their competitors. 

Going forward, there is no doubt that we will see an increase in businesses taking the time to increase the overall quality of their site, which is certainly not a bad thing for consumers and their user experience on these new and improved websites. 

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