29 Mar How E-A-T Content and Link Building Boosts SEO Success of YMYL
YMYL websites consider E-A-T the most crucial concept. The recent webinar of Kevin Rowe showcases some tips marketers can use to generate and publish highly knowledgeable content.
E-A-T, an acronym for expertise, authority, and trustworthiness, is the principle of Google and is used by Search Engines to determine content’s value on the Internet.
However, how can content reflect its expertise, authority, and trustworthiness?
According to Kevin Rowe, founder, and CEO of PureLinq, expertise is the amount of knowledge we have concerning the topic. The more expertise you have, the longer you are in this field.
Authority, he says, is the way of validating other reputable people, which is reflected in trusted links and expertise over time.
Marketers considering E-A-T signals focus on making their high quality and tremendously knowledgeable content. However, even if this is the most fundamental factor, there are chances that professionals might be avoiding possible ranking signals from authoritative backlinks.
Rowe says that considering E-A-T when creating links and content to websites is the best way to boost your ranking, especially on YMYL (your money, your life) websites.
What does google say about E-A-T and YMYL?
Google provides marketers with multiple resources to enhance their sites’ E-A-T signals. From documentation in the form of general guidelines to communication on social media platforms like Twitter, the resources play a significant role in delivering information concerning the techniques search engines used to evaluate site authority, expertise, and trustworthiness.
While assessing YMYL content, Google acquires information that is highly dependent on the E-A-T signal concept. Its guidelines suggest that having daily expertise in YMYL topics is possible. The content can be introduced as forum posts, articles about one’s personal experience, and content that provide researchers some piece of advice.
However, notwithstanding all the resources available, Google does not provide strategies on how to enhance E-A-T or how its algorithms work concerning it.
In this context, Rowe says that Google provides several information concerning the way they like search engines to work. However, it does not always work that way. Therefore, testing and analysis become an essential part to understand the relationships between cause and effect.
Moreover, E-A-T is not an update or algorithm. Instead, it is a principle that you need to follow during website optimization. Hence, it is significant to use guidelines and documentation provided by Google to notify the testing and optimization efforts to observe this principle appropriately.
Ways to establish E-A-T with link building and content
Although Google does not deliver any straightforward steps for boosting E-A-T, marketers can enhance the quality signals strategically by building links and creating content. Kevin says that the entire game is about authoritative link building and expert-driven content.
He also listed three essential ways marketers can use to enhance E-A-T signals.
Generate expert content
You should write high-quality and knowledgeable content that is also a go-to resource for your audience. If you aren’t an expert in a particular area, ensure to hire someone who can do this for you.
Sculpt messages
It is essential to target your audience while writing. People want some relevant messages that go well with their situation in the YMYL content.
Determine link building opportunities
Consider reputable and highly-authoritative websites for link building. Rowe even recommended HARO, a resource that helps marketers in connecting subject matter experts with journalists who publish content in those areas.
High-quality content and links from trusted sources are the basis of E-A-T. Roe pointed out how these aspects are intertwined. He says that expertise, authority, and trust are related to the knowledge we share on the site. It’s about who you are, who writes your content, and what other people think.