SEO is dead. Here's why it's all about EAT: Expertise, authority, trust - SmartCompany

Because Google is constantly updating and changing its algorithms, the whole business of SEO (Search Engine Optimisation) is like trying to hit a moving target. However, there is good news for business owners, and there are clear steps you can take to get your fair share of Google juice.

There are now two distinct SEO aspects: technical and content. The technical aspects of SEO are so complex that it’s effectively dead to the average business owner. To be done properly, it requires an expert service provider who lives and breathes it, but the content side of SEO is where you can take the reins. What you need is to focus your content on three potent words.

Expertise, authority and trust

In 2015 Google released a report highlighting the difference between high quality and low quality web content. This report introduced the ‘EAT’ model, as it’s become known. When used for your content creation, these three words can significantly transform your website visitors’ experience and positively impact your Google rankings.

Let’s look at each one individually and in detail to see what they mean for you and how they can influence your Google position.

Expertise

Google wants you to showcase your expertise on your topic through your content. The adage ‘an inch wide and a mile deep’ is your guide here. It means that when you’re writing website content (such as a blog), stick to one particular topic and go deep. Don’t try to fit everything you know into one article.

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