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How E-A-T Affects Your Center’s SEO

There are lots of factors that affect your website’s position in search engine results. Some factors, like how fast your website loads, are technically challenging. Others, like making sure your website looks great on a mobile phone, can be done with a template.

One of the details Google considers most important when ranking your website is its E-A-T.

What is E-A-T?

E-A-T stands for:

  • Expertise
  • Authoritativeness
  • Trustworthiness

Google’s Search Quality Guidelines talk a lot about E-A-T. High-quality pages have expertise, authoritativeness and trustworthiness. Low-quality pages – pages that don’t rank well on Google – don’t have these qualities.

These qualities are especially important when it comes to topics that affect people’s wellbeing and finances. Child care can potentially impact both! Google specifically mentions parenting advice in their Guidelines.

“High E-A-T advice pages on topics such as home remodeling (which can cost thousands of dollars and impact your living situation) or advice on parenting issues (which can impact the future happiness of a family) should also come from “expert” or experienced sources that users can trust.”

To succeed online, you need to show Google you’re a trusted authority on child care. You already share your expertise with parents every day. Let Google know you’re a great resource by offering the same information to moms and dads online.

How Does Google Evaluate E-A-T?

There are lots of different ways Google decides how authoritative your website is.

  • The education and experience of authors on your website. This is based on the biographical information you include on your website and other websites where these authors have shared their knowledge.
  • How other websites, especially high-quality sites, interact with your website. This is usually a mention, a link or reviews.
  • The quality with which you answer a searcher’s question. Make sure your website has in-depth information and you double check for typos.
  • References to helpful, relevant resources with high E-A-T within your articles.