SEO is dead. Here’s why it’s all about EAT: Expertise, Authority, Trust


Because Google is constantly updating and changing its algorithms, all SEO (Search Engine Optimization) activity comes down to 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 they are effectively dead to the average business owner. To be done properly, this requires an expert service provider who lives and breathes, but the content side of SEO is where you can take the reins. What you need is to focus your content on three powerful words.

Expertise, authority and trust

In 2015, Google released a report highlighting the difference between high quality and low quality web content. This report presented the “EAT” model, as it is now called. When used in your content creation, these three words can dramatically transform the experience of your website visitors and positively impact your Google rankings.

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


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. This means that when you write website content (like a blog), stick to a particular topic and go deep. Don’t try to fit everything you know into one article.

Google is looking for content created by an expert in the field, so take every opportunity to show the extent of your knowledge. The more detail you go into on a narrow topic, the higher Google will rank your content for that topic.


When it comes to authority, Google essentially validates your reputation. It provides evidence that supports word-of-mouth recommendations. So be sure to dedicate time to collecting reviews about your business, products, and services. Use your Google business profile for this so that everything is optimized for Google.

Google will also consider news articles and other expert recommendations as excellent sources to confirm your authority.

Additionally, Google says it considers Wikipedia a form of authority, so if you don’t have a Wiki page, now is a great time to add it to your toolkit.


Google seeks to confirm that your website is a reliable source of information. So, for example, if you cite research or statistics, always corroborate the source of your claims.

Another way to show the reliability of your website is to make sure your contact details are easy to find and stay up to date. This is especially important if you have an e-commerce component on your site.

By the way, consider adding the story of the people in your business. This will help create a sense of familiarity and trust. And, according to Family business Australia75% of consumers trust family businesses.

Three Steps to Google Success

Using your new knowledge of Google’s EAT model, here are three simple steps to ensure your website performs well:

  1. Keep your content up to date. Google loves updated content on websites. If you do nothing else, make sure you have a strategy for frequently creating new content and updating existing content on your site;
  2. Ask for customer reviews. Comments are a very effective way to build your online reputation and customers are increasingly relying on them. If you don’t have a strategy for getting feedback from your customers, now is the time to put one in place and actively seek out new recommendations; and
  3. Get high quality backlinks. What you want is a link to your website from another high organic traffic website owned by a business that shares your customer base. Spend time on a project to place a high-quality blog on their website with a link to yours.

Focus on pieces of content that you can positively influence and leave the technical weight of SEO to someone who has built a reputation in this area.


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