What is E-A-T Principle in Google? Why it is Important in SEO

The acronym E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. On August 1, 2018, Google brought a new global algorithm update called “Medic update” or “Broad core algorithm update” which is one of the most influential changes that Google has made to their search results. In this update, Google increased the value of keywords in H1 tags by 2%, it increased the value of HTTPS by 18% and it decreased the value of keywords in the title tag by 9%These are the core pillars of evaluation. This term comes from Google’s search quality guidelines.

E-A-T is the principle that Google gave to its Search Quality Raters. Quality raters are the people who rate the quality of google search results. The author who does not have complete authority or knowledge on the topic which he is writing it up on the site will not be rated by quality raters no matter how many backlinks you have or how good your DA and PA are. Because it is not your profession or you are not related to that domain which may create a negative impact on users with the low-quality information. Expertise deals with the quality of the content on our site and how reliable and authoritative it is. Authority can be measured by how valued your website is and how popular it is amongst the other sites. Then finally trust is measured by how well people trust your business or your website. This Medic update explains the quality of the content or product.

Why do people call it a Medic Update?

As per the analysis from millions of website search ranking results, it states that this update primarily affected health, medical, and fitness niche websites, Hence it is termed as Medic update. But this update is not specific to any industry like health or fitness as it also affected many other websites. The majority of the websites it affected are YMYL (Your Money Your Life) sites

What is YMYL

In this update, Google has mentioned that some types of blogs or topics that will be having a great impact on a person’s health, happiness, safety, or Financial stability, those pages are called “Your Money or Your Life” pages. Pages that are potentially hit by the medic updates are usually ones that are related to the safety of the people, where those pages have very high page quality rating standards. A spammy or low-quality YMYL page could negatively impact a person. So these pages which are under YMYL go through extra scrutiny about their quality by quality raters. Some of the examples of the YMYL pages are

  • Civics, Government and law
  • Finance
  • Shopping
  • Health and Safety
  • Groups of people like(grouped on the basis of race or ethnic origin, religion, disability, age, nationality, sexual orientation, gender or gender identity)
  • Others like(fitness and nutrition, housing information, choosing a college, finding a job etc.

How to build up your E-A-T

About Us

Have a clear About Us page on your website with detailed information about the owner of the website. Quality Raters verify your bio from your About Us page and give the EAT ratings according to the information that you have provided on your page. With a clear and detailed bio, you can gain trust from users as well.

Establish your own Expertise.

Make sure your bio represents who you really are. Do not lie in your bio. Improve your social media activities with similar bio everywhere in your social media platforms. Explain who you are and where you are an expert. With this, you can gain the trust of users.

Design the Informative content

Design your content that would be helpful to users. Analyze that, does your page have a beneficial purpose, and will really help users. With quality and informative content, you can be able to rank well. Having good reviews on your website and a good number of backlinks from relevant websites can also build your authority.


From this update, we can conclude that the quality of the content and the Author Authority on the content is necessary to build users’ trust and to rank well by quality raters.

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