Marketers can use "SMART" goals to make Google E-A-T more actionable

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2020, 7:55 AM UTC

They can also use resources like Quality Rater Guidelines or E-A-T guidelines by Google to enhance website rankings.

This piece talks about when and how Google E-A-T (expertise, authority and trustworthiness) can be considered as a ranking factor for websites. Google’s EAT is not considered as a ranking factor when directly measurable and directly impacting factors are counted. But, businesses can set specific, measurable, actionable, relevant and time-based (SMART) goals to make E-A-T an actionable signal.

Brands can leverage a group of panellists to analyse their content’s level of expertise, authority and trustworthiness. A cited study found articles written by experts performed better as opposed to articles drafted by laypeople.

Marketers can compare their website content with other high-ranking websites to identify potential gaps. The insights derived from the comparison can then be used to make goals more measurable and actionable.

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[10 minute read]