Revisiting Google’s E.A.T Algorithm & What It Means For Your Website

The following piece is a repost by Ruben and the Builderall team. This is an important topic and wanted to share today with all of you!

GOOGLE’S E.A.T ALGORITHM

Has your organic traffic taken a nosedive lately – or if not a nosedive, at least a significant dip?

There’s a reason for that.

Google tweaks its search algorithm all the time. Some updates are minor and make only a small difference in search rankings. Others are major. That’s the case with the E.A.T. update, which caused some previously top-ranked sites to lose more than 50% of their organic traffic overnight.

Yikes.

If you’re familiar with Google’s methods, then you know that they hardly ever comment on updates or share relevant information about them.

That means that marketers and SEOs have to guess what’s going on.

That can be tricky, but it turns out that this latest update can be summed up with three letters: EAT.

Let’s talk about what they mean.

 

How to Avoid Getting Slapped by Google’s E.A.T. Update

What Does E . A . T . Stand For?

Google’s E.A.T. algorithm has been given that name because of the three key things it prioritizes. They are:

  1. Expertise . How knowledgeable are you (or any contributing writers to your site) about the subject matter related to your business?
  2. Authoritativeness . How credible is your business in your industry or niche?
  3. Trustworthiness . Can readers trust the content you publish and trust you with their business?

Those three factors – expertise, authoritativeness, and trustworthiness – are things that loom large for consumers. Since Google prioritizes sites that are useful to searchers, it’s not really a surprise that they would find a way to reward sites that demonstrate them.

The trick, of course, is knowing what things Google’s looking at and what you can do to improve your results.

Chasing organic traffic was already difficult. In fact, only about 9% of content gets any organic traffic from Google.

How to Avoid Getting Slapped by Google’s E.A.T. Update

How to Demonstrate Your Expertise :

The best way to demonstrate your expertise is to update and optimize your author biography and About Us pages.

These pages give you the opportunity to let readers (and Google) know who you are and why you’re an expert.

You should have a biography page for every contributor to your blog. Their byline should link to their bio. The bio should include:

  • Education and degrees
  • Work experience
  • Professional certifications and accomplishments

In addition to formal awards and things of that nature, it’s also a good idea to share information about your social following, if applicable. Anything that demonstrates that people turn to YOU for advice, like testimonials, will help you with Google.

The same thing goes for your About Us page. On the page, you can still explain the usual things like how and why you started your business. In addition, make sure to mention:

  • Other ‘experts’ you’ve hired or who work with your team.
  • Any industry awards or recognition you or your company has received.
  • Anything that sets your business apart from your competitors.

Using important keywords and linking to authoritative sources will help you highlight your expertise.

How to Avoid Getting Slapped by Google’s E.A.T. Update

How to Demonstrate Your Authoritativeness :  

The next element of E.A.T. is authority. Here are the most important things you can do to signal your authoritativeness to Google.

  • Build backlinks to your site. Every SEO knows that backlinks are essential. When authority sites link back to your site, it tells Google that your site is an authoritative source of information in your industry or niche.
  • Offer your services as an authority and do what you can to increase your visibility online. If you write a guest blog or speak at a conference, those things can add to your authority.
  • Be a thought leader. Authority doesn’t come from following what others do. If you want to be seen as an authority, you must offer opinions and analysis without worrying about what other people are doing.

Establishing yourself as an authority figure will help earn you a high place on Google’s Search Engine Results Page (SERP).

How to Avoid Getting Slapped by Google’s E.A.T. Update

How to Demonstrate Your Trustworthiness :

It’s a common saying that trust needs to be earned.

That applies to marketing as much as it does to anything else. In other words, trust isn’t something you can wish into being. You must give people reasons to trust you.

Reputation management plays a big role in trust. When people review your company or your services on sites like Yelp or Google My Business, what do they say about you? How do you handle negative reviews? Do you have quality testimonials on your site? Each of these things plays a role in establishing your reputation online.

The same is true of social mentions. It’s essential to keep track of when and how your business is mentioned on social media.

Finally, you can build trust by having proper security on your site. That means installing a security certificate and using encryption to protect your most important data.

Other Quick Fixes for E . A . T .

In addition to the things I’ve mentioned above, there are some other important steps you can take to make the most of Google’s latest update.

  • Evaluate your traffic and delete or redirect pages with low E.A.T. ratings.
  • Moderate user-generated content and be careful to label it accordingly, so it’s not mistaken as being representative of you, your company or your services.
  • Make sure to present a consistent brand across all platforms. That may mean updating your social media profiles, re-writing content on your website, and re-doing paper marketing materials as well.
  • Create E.A.T.-friendly images, such as infographics and charts, to support the information on your website.

As you’re reworking or adding content, keep in mind that Google still prioritizes content that’s written for people, not machines. This isn’t about gaming the system or fooling Google. Rather, you should be honoring the things that they have identified as important while also providing your readers with useful, valuable, and actionable content.

You are what you E. A . T .

It’s natural to be nervous about a major update like E.A.T., but my takeaway is this. E.A.T. is a huge opportunity for local businesses and services to build their brands and provide their customers with the best possible content while also building trust and authority.

In other words, E.A.T. updates can help you attract new customers and make your existing customers appreciate you in a whole new way.

You think about that,
Ruben Santiago

Ruben Santiago is a bilingual Digital Marketer and Business Coach, and the Hispanic Marketing Director/Content Producer for Builderall. Ruben specializes in helping everyday people generate new income streams by utilizing the Builderall platform for their online businesses, as well as sharing the Builderall Business professional affiliate opportunity.

Shared by Katya with Buzzword Consulting 

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Choose Your Own Adventure 

As a child I remember driving from Oregon to California with my family in the car, windows down with hot air blasting as we had no AC. Mid way through our travels we always stopped in a small town to stretch our legs, fill up the car with gas and eat a snack. That town had a book store and that book store sold “Choose Your Own Adventure” stories, where you are the star of the story. 

As the reader, you got to choose at the end of each chapter what the story did next and then skip to that section of the book to find out what happens based on your choice. It was so much fun getting to participate in the outcome and not just being stuck reading a story without any input.

Making choices was thrilling. Part of the excitement as children growing up is that one day we get to start making our own independent decisions. We empower our children by letting them choose one of two options in an effort to help guide them. But then we grow up and many times want to run from the very responsibility. 

I was talking with a friend the other day who was struggling to make a decision about something important in her life. “I wish I did not have to make a decision for myself. I wish someone else would choose for me,” she said

I have heard that said before by others and I’m pretty sure that I have said that in the past as well. It is becuase at times we feel overwhelmed with the amount of choices and decisions we are faced with throughout our lives.

But the power of choice and taking ownership of our path is the most thrilling and critical part of our achievements in life. 

If life was completely destined and our choices did not matter, life would lose meaning. If we only took a reactive path, our life would feel boring and pointless. Part of what makes us unique is our ability to choose. Part of what helps people survive and not give up is our ability decide who, what, where, when and why. So why would any of us want to give that up? 

Because it feels hard. 

We are emotional creatures and our choices effect other people around us. It feels hard to make a choice that may emotionally hurt another person. It also feels hard to make a decision that could possibly cause ourselves to feel pain. It feels hard when we can’t accurately predict the future or total outcome. Making our own choices means taking risks and taking an adventure to an unknown destination. 

If we were to let go of the opportunity to choose and give up that adventure, allowing others to make our decisions for us, then what’s the point? 

Sometimes it feels easier to wish and hope for a sign of what to do, but they won’t always come. I once prayed for someone to show up at my front door and hand me the manual to my life, telling me exactly how to fix something. But then, would I really be living? 

Getting the answers handed to you essentially ends the adventure of your life and you would lose your desire to build and thrive over time. Instead, the inevitable default would be that life become a reaction field of victimhood and confusion. 

By making choices, we claim the drivers seat in the car of our lives. We live empowered and free. So, how can we make this process of making important decisions feel a little less hard? 

First, try to indicate whether this choice has to be governed by your mind or your heart.

Even if you consider yourself someone who is guided more by one or the other, you cannot let both of them take priority at the same time. The mind/heart clash is part of the struggle in the first place. To take that challenge off your plate the first action is to chose mind or heart. (You can use both to guide you, but one has to take the lead.) 

Next, try writing down a list:

  • Your ultimate Goal related to this choice 
  • Your Top 3 priorities in life now 
  • Your Top 3 priorities in life future 
  • Your Top 2 obstacles 
  • What you’re afraid of 
  • Your emotions (i.e. Confused, worried, challenged, sad, etc.) 

After you create your list, evaluate it. What does the list tell you? Does it help you move in one direction over another? Were you honest? Did you write down what you really feel or think you should feel? It might take you a few tries. 

If you are still struggling after your list, I recommend a personal role-play or daydream, if you will. Play out the situation 2 different ways, not in your head, but out-loud verbally and write it down. What does the cause and effect scenario look like visually? How does it sound? How do others react? How does it make you feel? Do you like it? Where do you end up? 

Communication is not just an important skill set with others. You communicate with yourself  24/7, consciously and unconsciously. How do you communicate with yourself? Is your tone typically negative and pessimistic? Encouraging and supportive? Worried and stressed? 

Talking, writing and drawing yourself through various feelings and obstacles can help you get out from feeling stuck and back on the road to making key choices that will get you closer to the life of your dreams. 

But, regret. 

Ah, the fear and worry of regret is often what keeps us in a state of paralysis when needing to make an important choice. 

But what if the biggest regret of your life ended up not being because of a choice you made, but rather from your inability to make choices along the way. Letting fear and worry win. 

Non action, while it could technically can be considered a choice, is really you just sitting idly by, letting the world around you effect your life over and over. 

Make a choice. Be bold and courageous. Be adventurous. I’m not saying you have to live a wild life. Life can be adventurous and simple at the same time. It just has to be yours. You have to own it. You GET to own it though a series of choices. You get to be the star in the story of you.

 
May 10th, 2017 | Katya Lerner
Buzzword Consulting

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