E-A-T SEO Google Checklist

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E-A-T SEO Google Checklist

E-A-T SEO is Google way to try and be certain of the websites and content they are recommending to searchers. Google want to deliver the most relevant information — but also wants to deliver the correct accurate information to their customers.

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They have also introduced two sets of guidelines based as a reference for Google’s human search evaluators. Google is trying to display a high level of results and protect searchers from low-quality content results.

  • E-A-T :Expertise, Authoritativeness, Trustworthiness, or Page Quality
  • YMYL :Your Money or Your Life

So what does E-A-T mean in SEO? Well, it is an acronym, Expertise, Authoritativeness and Trustworthiness.  These three factors on how Google measures how much trust it should place in a website.  But focusing on E-A-T is not a replacement for SEO but complements to each other to be successful.

Another step Google’s taking to stop people cheating and manipulating the system, by putting more enthusiasts on creating useful quality content that benefits searchers and gets them the best results possible.

Google E-A-T is based around a Algorithm Update in August 2018  called Google “Medic Google Algorithm” which made changes to how they judge websites.  Refer to search quality rater guidelines for auditing your website in relation to the E-A-T principle. This guide also offers insight into what they deem to be a high (or low) quality website.

YMYL quality rating for content that stands for “Your Money or Your Life” pages with bad advice or inaccurate information, that could affect people’s lives and livelihoods.

E-A-T SEO Google Checklist

Guidelines from Google’s human search evaluators.

Quality content which is building expertise, authority, and trustworthiness.

Factual, up-to-date, and an appropriate length.


Avoid misleading content don’t deceive users.

Negative reviews make sure to address and resolve them.


Dont just be an expert — become the authority in your niche area of expertise.

When experts in your field share you as a source of information or when your name becomes synonymous with the relevant topic.


Produce relevant content


Expert definition Oxford Dictionary “very knowledgeable about or skillful in a particular area”.

Communicate your knowledge in a way that help people understand and engage with you.

Site Security

Convert your site to HTTPS by obtaining an SSL certificate.


How well does your web page fulfil its purpose? Does it do what it’s says on the tin?


Find forum discussions for relevant questions where you can offer useful information.


Backlinks stronger than those of competitors.

Content analysis tools like BuzzSumo, or Ahref free backlink checker


Does your company have good scores on sites like Yelp, Trustpilot.

Google wants to make sure that its top results give the best information and most accurate results. 

Frequently asked questions
Looking for more info? Here are some things we're commonly asked
  • How do Google Algorithm Updates affect your website?

    Google's algorithm is constantly changing, and updates are very common. Most of these Google algorithm updates are minor and unnoticeable, but you’ll notice there is a big update at least once a year a large-scale overhaul of the SERP (search engine results page) that may impact your business and or your clients, but allows the algorithm to keep up with changing trends.

    Read More: How do Google Algorithm Updates affect your website?

  • Basic Website SEO

    But what on earth is SEO? Or, for the non-acronym lovers out there, what is search engine optimisation? It is the way you can help increase traffic from search engines organically. What do we mean by organic traffic? Visitors find your website after finding you on a search engine's results page (SERP) and not through paid ads.

    Read More: Basic Website SEO Checklist

  • Basic Technical SEO

    Technical SEO is the technical changes you can make to help search engines crawl, index, and rank your website content. A successful SEO strategy includes both on-page and off-page SEO aspects. Off-page SEO involves building backlinks. On-page SEO involves the structure, content, and keywords of your website. 

    Read Me: Basic Technical SEO Checklist

  • Off-page SEO

    Off-page SEO tactics are actions you can take to help your website rank better in search engine results pages.

    Off-site SEO factors like backlinks and reviews are believed to weight ranking by up to 50%. Google Algorithms and ranking factors constantly change, but currently, these are helpful factors.

    Read More: Off-page SEO Checklist

  • On-page SEO

    On-page SEO or Onpage optimisation (SEO) is the process of optimising each individual webpage to perform the best it can. Impacting on the ability of the page to rank better in search engine results pages (SERPs).

    Helping it rank higher in organic search results and earn more relevant traffic from the search engines can help you get the visitors your business wants. 

    Read More: On-page SEO Checklist

  • E-A-T SEO Google

    E-A-T SEO is Google way to try and be certain of the websites and content they are recommending to searchers. Google want to deliver the most relevant information — but also the correct, accurate information to their customers.

    Read More: E-A-T SEO Google Checklist

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