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 is like trying to hit a moving target. However, there’s 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 it is effectively dead for the average business owner. To be done right, it takes an expert service provider who lives and breathes it, 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 web content and low quality web content. This report introduced the “EAT” model, as it is called. When used for 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 of them individually and in detail to see what they mean to you and how they can influence your Google position.


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 a subject matter expert, so take every opportunity to show off the depth 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 basically validates your reputation. It provides evidence that supports word of mouth recommendations. So be sure to allocate time to collect reviews of your business, products, and services. Use your Google Business profile for this to keep everything optimized for Google.

Google will also consider news articles and other expert recommendations as excellent sources of confirmation of 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 reliability on your website is to make sure your contact information is easy to find and stays 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 for your site;
  2. Ask for customer reviews. Reviews 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 reviews 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 website with high organic traffic that is 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 content things that you can positively influence, and leave the heavy lifting of technical SEO to someone who has built a reputation in this area.

Leave a Comment