E-A-T: The SEO principle that feeds your prospects

E-A-T: The SEO principle that feeds your prospects

Stuff your goddamn face with the all you can E-A-T principle of SEO.

And yes, I seem to love dull subjects. Perhaps I view it as a challenge, a sort of, “how interesting/funny/rude can I make this boring topic?”. Sadly this has nothing to do with food, which is a shame because I love to eat.

What is E-A-T?

E-A-T is a Google algorithm. It relates to the stuff we dump on our website pages and here’s what it stands for:

  • Expertise
  • Authority
  • Trust

And now you’re really fucking bored! Please don’t leave. This will be helpful and easy to understand. And that’s what we all want, right – easy to consume information that we can apply to our life and/or business?

If you haven’t read my blog before (firstly, you’re an arsewipe and secondly – welcome!) you might not know much about SEO content writing but the E-A-T principle is at the heart of what I write, for you, my audience, and it should be the same for you too. 

Let’s make like fräulein Maria and start at the very beginning (a very good place to start, I mean, we’re not going to do the acronym backwards – that spells T-A-E).


You probably don’t think of yourself as an expert, so let’s think of you like this – you know shit, and that shit is about the work you do within your industry.

The more content you create about the knowledge you’ve gained, the more your website and social profiles become places to visit for certain information. People will see you as that person who does, [insert applicable title here] and that’s what you want.

Some experts have formal qualifications, others have years of lived experience (you, of course, can have both).

If someone pops a search query into Google about wanting advice on the legalities of divorcing a bastard of a husband, chances are they want the info from a family law solicitor. But let’s say they want to know about the repercussions of divorce and how it impacts family life, I put it to you they’d prefer to find a post from a person who has lived experience.

Both sources are valid and would be considered expert knowledge.

Google not only wants your content to be relevant, but it also wants it to be correct

Google sounds like a really picky bastard but it’s for your own good because it’s all about building authority and ultimately, trust. When you make a claim you want to be able to support it. You could do this by adding some anchor text that leads to an outbound link that points to a reputable source.

This plays into something known as YMOYL (Your Money Or Your Life). It’s assessing how your words/content affects your audience. If you’re selling products that promote wealth, health and happiness, you want the impact to be positive – and the claims you make, credible. What you absolutely don’t want, is to cause harm to your potential clients, and Google doesn’t want that either. A lawsuit is not your goal.

Personal brand.

I hate to sound like every other marketing wanker but we all have a brand, even if we don’t think we do. There are those among us that purposely create a brand identity, and that strengthens our expert identity… I’m sorry, a little bit of sick came into my mouth, I’m even creating my own fucking buzzwords – ‘expert identity’, christ. 


When we’re talking websites, there’s such a thing called domain authority.

That’s the ‘rank strength’ you get over a period of time. Older, more established sites rank better purely because they’ve been around longer. When you add consistent, relevant content you’ll be helping to improve and build on your domain authority. You can check out how you’re currently doing with the MOZ Domain Authority Checker

Such fun!

All this is great but what you also need is people who rate you.

Because when you have other humans that value what you do, they will recommend you, and they will cite your content. They might be good enough to pop a backlink on their (hopefully) reputable, well-established website that creates traffic to your online yard. What’s really sexy is when people who work in the same industry as you, regard you as a quality source. They look at you admiringly and think, “You are great, and you make me want to be a better man”, or something. 


We’ve touched a little on this already, but when we look at your website, we need to make sure that it’s doing certain things that make the visitor feel confident you’re not an idiot. Google likes to know the author of your content (nosey bastard – like they don’t know that already). If you’re the sole content creator then make your About page easy to find. If you use guest bloggers, pop a little author box below each post. 

Secure site.

It amazes me how many websites are not secure. You should have a locked padlock symbol in the top left of your sites’ URL, if it reads ‘Not Secure’ that will impact negatively and people will lose a little trust along the way. If you take payments on your site you better bloody sort that out – you need to look at fixing your SSL Certificate.


Complying with the correct data protection standards is also, a must. We are all collecting personal data and we need to be clear on how we’re using it. Enable your site’s cookie pop-up, even better, tailor it to your requirements. Think about adding your terms of service and a privacy policy to your site’s footer.


Looking at our own website is hard, it’s difficult to be objective because we know them so well. Go and ask someone to test how easy it is to find information. If it’s too busy and too confusing, you’re not only losing interest but you’re losing trust.


Google wants to see your contact information. If you don’t display your address, people feel a little twitchy and they’ll wonder why. Are you a criminal hiding from the law? This is tricky for me because I live on a boat, and I’m hiding from the law.

I talk a lot about legal stuff in this post. 

Final thoughts

How bored are you right now? If you fucked off ages ago, sorry. I do love all this stuff though, don’t ask me why. Actually do ask me, in fact, I’ll tell you why, it’s because with no technical SEO know-how you can make huge improvements to your content and ultimately your online space.

Hit the button to find out how I can help with your content.


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