If you have been looking for a digital marketing company in Lucknow or anywhere else in the world, you have probably come across terms such as SEO, SEM, PPC and what not. These are all important terms and concepts when it comes to the world of digital marketing as these are the things that not only derive the conceptions of digital marketing campaigns but also the things that bring in results of E-A-T & SEO.

SEO is one of the biggest parts of getting positive results through digital marketing in today’s age but many people aren’t aware of E-A-T which is actually in the driving seat if SEO was a car. Here are some surprising (and important) facts you need to know about E-A-T and SEO to optimize your digital marketing strategy:

What Is E-A-T?

As you might have guessed by now, E-A-T is an acronym that stands for Expertise, Authoritativeness, and Trustworthiness. It is a concept created by Google to help Quality Raters to improve search engine results. 

In the simplest way put, it is a measurement of the quality of any given website and its specific web pages in accordance with a particular subject or niche the webpage is about. It is one of the ways Search engines, especially Google make sure that any webpage is a genuine source of credible information for the user looking about something specific. Another way to put it would be that E-A-T is a measurement of the real value any webpage and its content providers to the user. 

E-A-T as Ranking Factors – Is It Possible

In truth, there is no credible information or any official papers or guidelines by Google that would indicate that it uses E-A-T as a ranking factor. To elaborate, on Google’s official channels you can easily find dedicated pages talking about the importance of keywords and different guidelines for their implementation but there are no such guidelines for E-A-T. 

With that said, Google’s Public Liaison of Search, Danny Sullivan tweeted in 2019 that E-A-T is a ranking factor. However, it might not be in the way you’re thinking. Since there are no computer algorithms to measure E-A-T as there are for things such as backlinks etc., it is not a ranking factor simply because computers cannot measure these human concepts. 

Google, however, utilizes the feedback of Quality Raters about search engine results and implements it to improve the quality of search results and rankings. 

How Does Google Know if Content Is Authoritative

As mentioned previously and as any SEO company in Lucknow or around the world would tell you, no computer program can measure human concepts such as Authority, Expertise, or Trustworthiness – only humans are capable of that. So, how does Google know if any content is authoritative or not?

For one, if a webpage gets various links, as is traditionally understood, then the webpage is understood to be authoritative about a particular topic. This works exceptionally well a webpage is getting links from other websites that work on similar subjects and topics. 

Another way Google measures content as being authoritative or not is with the help of AI, as disclosed in 2021. Other than this, Google guesses at the quality of any content, and thus its authority via signals that are not yet disclosed to the general public. 

Google Uses AI to Understand Expertise and Authority

It is no news that Google uses AI for providing better search results to the users i.e. it uses AI to rank websites and their webpages. But it was only disclosed last year that it also uses AI to understand the Expertise and Authority of any webpage and to improve its search engine results through E-A-T & SEO. 

All that is known at the moment is that Google uses AI to single out and eliminate low-quality content in the shopping and product review niche. 

According to an official Google statement, “…we wanted to make sure that you’re getting the most useful information for your next purchase by rewarding content that has more in-depth research and useful information.” 

It can be understood from the statement that Google uses AI to identify if a piece of content has typical features of those content that display ‘in-depth’ research through their quality.

Google Research & E-A-T

In the simplest terms it can be said that Google provides users the experience of finding the results that they most expect to see. In accordance with many patents and research papers of Google, the main focus remains on understanding the need of the users and the content of a web page through different search nuances such as language, content analysis, and link analysis. 

  • The number of links received by a webpage can communicate the page’s expertise about a subject
  • AI and other undisclosed signals help Google establish the authority of a webpage on a subject
  • As AI analyzes the quality of a webpage’s content in addition to the links the page receives can communicate its trustworthiness. 

How to the use Google E-A-T Concept Translates to Better Ranking

Although there are no official metrics to measure a webpage’s E-A-T, it still plays an important part in the ranking of a webpage. Since there are no guidelines for the same either, you can only utilize E-A-T to improve the ranking of your website by implementing these concepts in all your content and web pages. 

It can be done by creating useful and valuable content that is factual and displays a professional level of research, whatever the subject me. Another step one can take to ensure that their website is ranked well through E-A-T is by creating high-quality links that lead to their web pages.

Read more: 8 Important Tips to Consider while hiring SEO Company 


In conclusion, we can say that although there are no laid-out details or guidelines for using E-A-T to optimize one’s website, it is still important to maintain a good ranking on the search engine result page. Implement the information provided in this article to improve your website’s E-A-T & SEO and ranking.



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