Expertise, Authority, and Trustworthiness (EEAT)

After you EEAT go take a NAP.

EEAT stands for Experience, Expertise, Authority, and Trustworthiness. NAP stands for Name, Address, and Phone Number. Your NAP should appear on every page of your website.

Take a look at your website to determine if your website needs help in any or all of these areas.

In the search engine’s algorithms, it is not like in the old days when they rank websites by how many times a phrase is mentioned on the website, how many backlinks are pointing to it, etc.

Those old-dated tactics are more sophisticated today.

How many times a keyword phrase is used in a website used to be measured by keyword density and if you purchase an SEO Software that puts emphasis on keyword density then you probably bought a lower quality, dated software.

The days of having a ton of backlinks pointing to your website meant higher rankings are gone as well. They have to be QUALITY backlinks in order to do you any good and if you have a ton of LOW-QUALITY backlinks pointing to your website it can actually harm your rankings now. Sometimes spammy backlinks pointing to your website without you knowing it. In fact, some websites will use dirty tactics and arrange to have a ton of spammy link point to their competitor’s website so that they have a better chance of ranking in the search engines themselves. Google has discovered this tactic and created the Google Disavow Tool where you can upload a list of spammy domains linking to your website that will tell Google to ignore these backlinks so that you won’t get penalized or drop in rankings. Every so often I have to look at my customer’s backlinks and disavow new spammy backlinks that pop up. Maybe once or twice a year I have to do this.


Google just added this to EAT. it is now known as EEAT. When your website is crawled and indexed by Google it looks for information that shows that you have the experience. This can be a reference to past jobs, careers, and volunteer work that you have listed on your website.


If your website contains content that shows you know what you are talking about then it has an air of expertise about it. Shallow content will not do this. If you have research papers published on medical websites this would be a ‘strong’ vote for expertise in Google’s eyes.


The authority of a website is measured by how many people like, vote for, and share your website with others. This can be done by having a majority of 4 or 5-star rankings on multiple websites with different c-block IP addresses. Another way this can be done is by having a great article on your website linked to from several other websites.


Trustworthiness comes with your website having an SSL Certificate attached to it, having clear, easy-to-find return and shipping policies, and having positive reviews from external (referral) websites commenting on great your customer support is. Positive comments from forums also promote the trustworthiness of a website.

The paid version of this course will help you determine what areas you would need to work on and give you a list of websites to help you with that along with a step-by-step guide.