What is E.A.T. and how to use ranking factors for promotion in 2021

Creating and promoting an online store is one of the most pressing issues in 2021. High competition caused by high demand and a huge number of companies that had to switch to remote sales, due to periodic quarantine restrictions, do not make the situation easier. In addition, Google has become even more attentive to examine sites for errors or inconsistencies with new ranking factors, one of which is E-A-T.

Despite the fact that recently most marketers said that " SEO is dead” - new ranking factors and recommendations on behalf of Google employees say the opposite. The value of content for promotion is getting higher and higher. This was facilitated not only by the fact that the search giant decided to launch new ranking factors – but also by the fact that the PPC is gradually becoming an impractical marketing channel.

PPC-was previously one of the most effective methods of promotion. Due to the fact that you pay for every click, and the advertising itself begins to work and attract customers from the first minute of its launch, the PPC is able to bring a large amount of traffic. Despite all the effectiveness of the PPC, due to the high competition in absolutely all niches, the cost of a user click began to grow steadily. Gradually, the price increase began to reach all the limits – which is why many companies abandoned this marketing channel, due to the cost of maintaining it.

Immediately, Google started talking about the value of content, and simultaneously launched such a principle as E-A-T. But what is E-A-T? What is the essence of these ranking factors? How important are they and how to achieve good results from the point of view of E-A-T? To answer these questions, it is necessary to analyze in detail the E-A-T, the factors that are taken into account by E-A-T, and also find out with what you can influence this indicator.

What is E-A-T and why it is a great opportunity to achieve success for new online stores.

Creating an online store is a complex process that requires experience and knowledge from specialists. In order for the online store being developed to take its place in the top of the search results, it is necessary that everything, from the structure to the design and linking – be done at the highest level. In addition, when ordering the creation of a turnkey online store, it is important that you take into account not only personal desires, but also current trends in the field of website development.

Google continues to complicate the promotion by adding new ranking factors. The company's goal is maximum convenience for all users, and in this situation, site owners are clearly not a priority. Given what Google says about the imminent changes in the ranking – sites that move exclusively at the expense of keys should think about rethinking their marketing channels.

Promotion with the help of key queries and search engine optimization still brings results. At the moment, this is the most stable and financially profitable marketing channel, since SEO does not require large investments every minute. In addition, the duration of the effect of SEO promotion is much longer than that of any other marketing channel. However, in order to achieve the result, you will need to spend a huge amount of time planning the structure, developing navigation and designing the site. Even if you have enough knowledge to create a website layout, the lack of experience and practice can jeopardize not only the prospects of your site, but also your online store as a whole. In order to avoid such a situation, you will need to contact specialists.

Nowadays, website owners do not take any part in the development of online stores. To do this, there are hundreds of thousands of web studios that are ready to develop a turnkey online store for you. Despite the fact that there are really a lot of web studios – there are very few specialists who can make a high-quality website with prospects for fast and effective promotion. In order to increase the chances of your web resource, you should think about ordering the creation of an online store from leaders in the field of website development.

By contacting the leaders, you will be able to significantly save your time, because after working with such a company, you will not have to look for an auditor who can point out mistakes. In addition, companies that occupy leading positions value their reputation very much, so you can be sure of the result and maximum service from the web studio that you are applying to.

If you want to get a high-quality website in a short time – you will need extra-class specialists – such as in the team of the Gloss website creation studio. The Gloss company has been creating websites, online stores, landing pages and corporate resources for companies from Ukraine engaged in a variety of niches for 13 years. For 13 years, the Gloss web studio has been able to become a leader in the niche of creating and promoting Internet resources – and we do not plan to stop there.

Among our clients are the best companies in Ukraine, which occupy the first positions in the search results. So if you are firmly focused on beating your competitors and definitely succeed in your niche-order the creation of an online store with us! To get acquainted with the reviews of our sites and evaluate the work of our specialists, you can visit the corresponding tabs on the Gloss website.

Returning to the question of E-A-T, it is necessary to clarify, but what is this concept in general? What does it consist of? And finally-how to prepare the content for E-A-T?

Creating a turnkey online store and its further promotion by a web studio is the right decision. This way you significantly reduce the risk of making mistakes during development, because your site will be handled by specialists. When planning the promotion of an online store, you will definitely have to turn to marketers who, based on the research of our target audience, will be able to develop an effective marketing strategy for the site. One of the most frequent marketing strategies is search engine promotion and an emphasis on useful content.

From the point of view of the search engine, useful content is content that is not only relevant to the client's search query, but also unique and easy to read. Against the background of the fact that the RRS is becoming ineffective, due to the high cost and low utility from the user's point of view, Google decided to increase the number of ranking factors and pay attention to the quality of content.

EA is one of the methods of evaluating the quality of your Internet resource by researching the content, studying its usefulness and expertise. The ranking factors in the case of E. A. T. were expertise, reliability and authority. Each of these parameters will soon bypass the use of key queries in terms of efficiency, at least this is the conclusion that can be made taking into account all the Google press conferences and what was discussed at them. The quality of content has always been a very important factor for achieving effective search engine promotion, but today the importance of content is reaching a completely different level.

Against the background of the fact that paid advertising is becoming increasingly inaccessible to most resources due to high demand and declining efficiency, many site owners decided to try their luck with EA T and try to achieve good results in this direction. To achieve the goal and meet all the ranking factors of EA, your site will have to prepare seriously. Each of the three factors has a huge impact on the further promotion and success of your resource. Therefore, they should be given special attention.

A neural network that studies sites to evaluate them is constantly learning. Some aspects of the text, such as the presence of errors or the uniqueness of the content, can be evaluated by the neural network independently. Now this network is being trained to take into account not only the uniqueness, the frequency of keys and the absence of errors – but also to evaluate the content from the consumer's point of view. The Page Quality Rating or Page Quality Rating is a three-level rating system that determines the quality of the content presented to the user. The quality indicator can be low, medium and, accordingly, high. The quality of the pages of the online store, which was developed recently, affects the success of promotion, the budgets that will be needed to achieve the desired indicators. In addition, the quality of the content has a huge impact on the ranking.

The rating categories differ for different sites, but in addition to special categories, there are quite logical ones. They are included in the list of factors of E. A. T. In order for the page of the online store to be highly appreciated, it is necessary that the indicators of E. A. T. are at a sufficient level. It is worth considering that EA T was primarily developed in order to evaluate the pages of sites that have an impact on human health. Also, the list of topics of sites that came under the gaze of the search giant included resources that can affect the emotional state of the user, his safety and financial situation. Such sites are generally called YMYL. The list of YMYL sites includes:

• Medicine and health;
• Finance and Law;
• State and society;
• News and mass media;
• Ethnicity and religion;
• Social policy;
• E-commerce (online stores);
• Fitness and nutrition;
• Study and work;
• Realty.

Each of these sites is particularly strictly investigated by search robots and fall under many factors that can affect their ranking. Thus, having ordered the creation of a turnkey online store from specialists, you need to be prepared for the fact that your Internet resource may fall under the list of sites with special attention of search robots, which means that your content should be ready for analysis by search robots.

What are the components of EA T and how to influence the effectiveness of website promotion with the help of specialists

As we said earlier, search engines have begun to pay special attention to the quality of content and its security for users. Those sites that were previously promoted exclusively with the help of key queries may soon lose their positions, because their content most likely does not meet the requirements of search engines.

Anyway, if you already own an online store or a corporate website – you should think about analyzing the existing content or publishing a new one that corresponds to the E.A.T. This way you will be able to maintain your position in the search results and will not suffer from innovations, as it was with many sites during the appearance of Google Penguin.

As we have already found out, the original goal of E.A.T was sites that could affect a person's life. Nevertheless, the company came to the conclusion that any information on the Internet can affect the health, condition, including financial, of a person, and therefore all websites in search results should be subjected to such analysis and content research. In order to properly prepare for changes in the search results and get the maximum result against the background of the fact that many resources may lose their positions in the search results – you should prepare your resource for EA, but how to do this? To begin with, you should consider each component of the EA separately. So, E. A. T consists of:

1. Expertise

Expertise is the first component of the EA and has a huge impact on the final evaluation of the site. By expertise in this case, we mean whether the article created or the information provided was the result of work in a narrow topic. In order to achieve high results in expertise, it is important that articles for your online auto parts store are written by a person who has the appropriate education. For many, the question may arise at this moment: "how does someone find out?” and the answer to this question is already there. The fact is that Google has recently been able to request from the site owner who published this or that content, documents confirming that the author of the article is an expert in the niche that he describes. If there are no such documents – the expertise of the article is reduced to basic values. Thus, the company wants not only to make the content more highly specialized and useful, but also to provide work to all those users who have an education, but have not been able to find a job in their profession. The amount of knowledge that such a specialist has is not comparable to an ordinary author, since an ordinary author focuses on theory, while a specialist is also familiar with the practical application of certain solutions.

Despite the fact that the expertise of the content is mainly perceived as a study of the author's competence, in fact, there are still a number of parameters that search robots pay attention to during the analysis of the article. The list of parameters that search robots pay attention to includes:

• Correspondence between the selected titles and the topics of the article
• Whether there are visual components in the article, such as graphics, illustrations, infographics.
• Whether there is no re-optimization with keywords in the article.
• Whether the user has the opportunity to contact the representatives of the site using an online chat, whether there is a feedback form, filters and other elements on the page.

After the expertise of your author is proven or not proven, and the text itself is fully analyzed by a neural network – your page will be given an appropriate rating. Despite the fact that there are many elements related to expertise, it will not be difficult for you to achieve the necessary result. To do this, you will need an experienced author who is able to prepare expert articles in accordance with the topic of the developed online store and the goods that he sells.

2. Credibility

This component of E.A.T. is noticeably more complex than expertise. The fact is that if the expertise was enough for the author to be an expert in the topic of the article – then in this case the author should also have a certain image and authority. To achieve such regalia, it is necessary that the author has established himself well in the described niche and is ready to provide evidence of his competence. From the point of view of most experts in the field of search engine promotion and Internet marketing in general, the credibility indicator is the most difficult to obtain the desired site rating. Of course, it is possible that over time the search giant will reduce the requirements for this parameter or at least provide more information about the principles and effects of authority on the ranking of the site – but for now it remains only to publish expert materials and link to large sites. You can also get credibility by using crowd marketing and getting external links to your site from large sites, forums and other types of Internet resources.

Just as in the case of expertise, search robots evaluate a number of parameters, including:

• Information about the author with a description of his professional achievements and certificates of competence.
• Information about employees responsible for certain aspects or services of the company, as well as information about the moment when their cooperation began. In addition, information about the company, its volume, information about partners and other data that can show the user that this company is a specialist in its field is taken into account.
• The presence of the company's contact details, with which the user can contact the representatives of the organization.
• A page or block with a description of all the nuances of cooperation, delivery and ordering, as well as other methods of interaction between the user and the company.

Taking into account all the listed parameters and getting all the necessary information, the pages of your site will be able to receive satisfactory or even excellent ratings in terms of authority.

3. Reliability

This factor is fundamental for the image of the site, because it depends on it whether your site will be on the first pages of search results. Google is doing its best to make the Internet space " clean” from unreliable information that can harm the user. That is why, before becoming an authoritative and expert article, the article published on your website must be reliable, that is, all the phenomena described in it must correspond to reality. Thus, using the information provided by you, the client will be able to get comprehensive answers to their questions, and the amount of traffic to your site will gradually grow due to its usefulness and relevance to the needs of users.

Focusing on reliability, you should also pay attention to the following parameters:

The relevance of the published information and the correspondence of the presented facts to reality.
The presence of truthful customer reviews, expert opinions and other data that can convince the user and the search engine of the reliability of the information provided.
Availability of information about certificates, licenses, awards and other factors proving the competence of your company in the question voiced in the article.
Information about the company, the authors of the block and the activities that the company is engaged in.
By paying attention to these factors, as well as creating articles based on approved facts, your authors will be able to bring the developed online store or corporate website to the top of the search results.

E.A.T and website development: How to find the golden mean

The development of an online store is a painstaking process, the results of which have a huge impact on the future of your online resource, the speed of its promotion and the effectiveness of this promotion. In order to achieve good results, it is necessary that your site is first of all convenient and understandable to the user. Achieving such a result requires cooperation with experts in the field of online store development. By contacting experts, you will be able to avoid a long development process and further correction of mistakes made.

If you have not yet decided on the performers or are still in doubt, order the creation of a turnkey online store from the specialists of the Glyanec web studio. Glyanec has been creating online stores and corporate Internet resources for leading Ukrainian companies for 13 years. Our developers will create for you the structure and design of the online store of your dreams, and the optimizers will carry out all the necessary work to improve the effectiveness of promotion. In addition, you can also order the promotion of an online store from the marketers of the Gloss web studio.

After all the stages of development, design and optimization are completed – your resource will begin to move forward. The effectiveness of promotion, as well as the prospects of the site, depends on many factors, one of which is E.A.T. Following all the requirements of E.A.T. can lead your site to the very top of search results, but it will not be possible to achieve such results without a high-quality Internet resource. That is why, before you make a reference point for E.A.T. and create content for website promotion, give priority to finding good specialists. This way you will not only increase the chances of your site's success, but also be able to significantly reduce the final budget that you will need for the development, design, optimization and promotion of your company's website.