Google’s August core algorithm update and Search Quality Rater Guidelines update revealed the importance of expertise, authority, and trustworthiness (EAT) metrics as one of the top SEO factors. In total, this 166-page document mentioned this metric over 130 times; thus making EAT one of the main search engine ranking factors.
Google doesn’t base their algorithms solely on any one metric either; in general, Google prioritizes accurate content that offers a comprehensive understanding of any given topic. That’s why it’s so essential that businesses discover relevant keywords for their industry and create content around those themes, ensuring their material remains useful and valuable to audiences worldwide.
Furthermore, it’s also crucial that you consider the reputation of your brand. Though this can be challenging to do accurately, it’s essential that you gather information about it from multiple sources – not necessarily written or created by you or your website – such as authoritative citations or reviews on social media or even articles published about it by news sites.
Google doesn’t owe you anything; if they deem there are more helpful or authoritative pages out there, they will send traffic their way instead of yours. This is particularly relevant to YMYL queries which typically cover issues pertaining to health, finances or safety that have direct relevance for individuals – so it is vital that YMYL pages feature strong E-A-T scores as well as making every effort to strengthen them elsewhere on your website.