Create content that Google wants with E-A-T and SEO

A common question our clients ask us is how to rank on a preferred position for a specific search term. At the risk of having the longest conversation ever to explain the “science” behind having effective SEO, we begin to explain a list of things that they could do to improve. The truth is, it’s not as easy as it once was, but it also is not impossible.

Google is a great search engine, which constantly improves its algorithm and constantly checks it.  They are avant-garde in publishing communications and guidelines to help website developers and managers understand it and improve on it. Their Search Quality Evaluator Guidelines gave us an idea of what is deemed to be a high (or low) quality website, from Google’s perspective.

Here we will attempt to simplify some acronyms that Google itself has coined and is currently using to evaluate website content. They have over 10,000 employees who are currently manually looking at top ranked websites on search terms. These employees evaluate the E-A-T of not only each website but also the authors of the content. Want to be on board with Google’s guidelines? Then here’s what you must have:


Expertise is about knowing what your audience wants and not only delivering it to them, but also exceeding their expectations. You have to create content that your audience loves. That sounds very simple, and it should be.

A tip to be able to deliver this is to do keyword research and try to understand the user’s intent when they do that search query. Try to understand the stage where the consumer is at and deliver the information in a way that is understandable. Try to answer future questions that this consumer may have. Become the go to source of information for this consumer.


Being an expert is great but having authority sells the pitch. There are technical ways to demonstrate your authority on the topic and this includes: link building, as well as mentions.

Other tactics that impact your “trust ratio score” are shares, publications, branded search queries, basically anything that shows Google that you have authority over the topic because people are already going to you for information. Wikipedia is mentioned on these guidelines, and even though it’s not as easy to have one as everyone thinks, it’s something that will definitely boost your authority in Google’s eyes.


Speaking of a “trust ratio score”, proven trustworthiness is also very important. More than trust, is the lack thereof what will negatively impact your score. Essentially, what your website should do is delight your consumers. If you are delighting them, you’ll get good reviews. A list of negative reviews is a sign that you are failing at this fundamental need.

Positive reviews on places like Tripadvisor, Trustpilot, Facebook, Google My Business, and so on are going to really help. Other ways to improve your trustworthiness is to have a clear way to contact the website owners and provide a location for your business. Also, ensuring your website is secure by properly implementing HTTPS, providing Privacy Policies as well as Product Return or Refund Policies is a must.

Following E-A-T as a framework when you are creating your website content means you have a holistic approach to SEO. Following these three pillars will ensure you rank on premium positions in Google. This is an on going process and it’s smart to have your website team fully fluent in the matter. In Atuqui we pride ourselves on knowing the technicalities to comply with the top Search Engine Guidelines out there. For more information, check out our Solutions page and contact your Atuqui representative for a free consultation.