Following Google’s EAT guidelines can help improve search performance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2020, 1:24 AM UTC

5.8 billion search queries a day are facilitated by Google.

Given the importance of expertise, authoritativeness and trustworthiness (EAT) as a criteria in ranking, the article suggests how EAT can be used by marketers. When creating content as per EAT, include author byline, credentials and other background information to help establish a business as trustworthy and authoritative.

Removing low-quality content from a site is advised to help create a positive online reputation of a brand. Overall, to improve EAT, brands could complete their social media profiles, claim online listings, execute PR initiatives and more.

Including customer support and contact information on landing pages is recommended. For consumers, EAT lets them avoid misleading, low-quality inaccurate information.

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[4 minute read]