Expertise, Authoritativeness and Trustworthiness are principles Google applies to websites. Although the guidance on this topic is many 10s of pages, the essence is that Organisations and Individuals need to be able to demonstrate subject matter expertise, either as a result of formal qualifications, professional experience or life experience. Doing so gives Google the confidence that the web pages produced by someone with E-A-T is more likely to satisfy a user than one that is not. By satisfaction, Google means one of a number of things, depending on what the site or page is about. For example;
- Websites that provide information needed to provide accurate, meaningful information that is relevant to the user, demonstrating authority through professional training or experience, referencing supporting documentation wherever possible.
- E-commerce sites need to demonstrate that the products they sell are fit for sale and that the supporting infrastructure is of adequate quality including, but not limited to; security, privacy, suitable terms and conditions, reputable payment provider, clear returns policy, etc.
- YMYL websites covering subject matter like financial service and health products need to demonstrate that they are managed appropriately. Are they regulated and conform to best practice and are they run by qualified personnel?
Even if the Site is not a YMYL site, it is important to ensure that the levels of E-A-T are sufficiently high to ensure that Google does not promote competitors with better E-A-T above yours.