What is EAT and why is it important for SEO?

For a brand to be positioned in the best places on Google , it is necessary to comply with certain technical and content presentation guidelines. However, for some themes, the positioning criteria will be stricter than others. Let's look at this in depth.

What is the EAT?

The EAT is the acronym in English for the following:

E = Expertise.

A = Authoritativeness.

T = Trustworthiness.

Thus, we refer to the aspects that some sites must specifically comply with: Experience, Authority and Trust . Let's expand a little more on each aspect.

Experience : Google refers to the fact that articles must be written by people who really know what they are talking about. Having the necessary studies and certifications. Online reputation gains strength.

Authority : You must also take into account the reputation of the site where such an article is placed: years on the Internet, quantity and quality of incoming links, mentions in newspapers or specialized magazines, opinion of its readers, etc.

Trust : The website must comply with security protocols to be able to leave your data, as well as have truthful, quality and updated content.

What is the EAT for?

Let's imagine that you enter the Google network and search for how to make a shelf for your kitchen. The results will be many and among them you will find pages that don't even know what they are talking about. That doesn't affect you much, because at the end of the day, you can ask a friend or buy one ready-made. There are no victims.

However, now let's imagine that your head starts to hurt and you go to Google to search for a possible solution. If there are pages positioned where the editors are of dubious reputation and sites with the same condition, it is likely that they will recommend some medication that will not help you and, worse, that will make you feel worse.

Or perhaps, you want to invest your savings and are looking for the best option to do so. Here comes the same situation that only the pages with the best reputation and the best content can be in the best positions and thus truly help the user.

The EAT creates a safe environment where information on health, money, legal, security, shopping and news topics is as accurate as possible.

Google calls this YMYL or Your Money or Your Life, since these topics have a direct impact on the well-being and quality of life of users.

Factors to evaluate the EAT

Once the acronym EAT has been explained: expertise. authoritativeness and trustworthiness. Let's see what elements or factors we can add to each of them so that Google considers that we meet this criterion.


Here, Google searches for content made by experts on the topic being discussed. For this we must include the following:

  • Certifications.
  • A profile where you tell your years of experience and the topics in which you specialize.
  • Online reputation. Links to professional social networks such as LinkedIn that support the information shown on the website.


Authority is nothing other than the online reputation of the website. For this you must have:

  • Positive reviews about the site.
  • Expert recommendations.
  • Links to other similar and quality sites.
  • Articles and news that talk about the good work of the site.


Trust within YMYL refers to the legitimacy of a website. For this, we can count on:

  • Contact information.
  • True and updated content.
  • Citation of sources.
  • Comply with security protocols such as HTTPS.


The EAT corresponds to the criteria imposed by Google and which became more relevant in 2018 with one of its updates.

The objective of the EAT is that web pages with sensitive topics that directly influence people's health and economy are strictly evaluated, in order to have the most accurate and up-to-date information possible.

The EAT is an SEO positioning factor and if a brand does not work with these guidelines, it is unlikely to appear in the first places in the search engine.

If you want to start working on this aspect, you can take into account the following actions:

  • Update your content when necessary.
  • Place quotes from reliable sources.
  • Show the information of the editors, ensuring that they are qualified to write about the topics your website talks about.
  • Provide your contact information.
  • Get positive reviews from other sites and articles on news sites.
  • Get quality backlinks on related topics.

If you want to know more about this topic or require advice, at MHA you will find the solution , because our commitment is to guide you in the best way in this extremely competitive digital era.

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