This Week in Marketing: E-A-T, Pray, Love Your SEO Tactics

On the November 16th edition of This Week in Marketing, Sam and I return to the studio to discuss the topic that we at E2M have been covering in immense detail: E-A-T score following Google’s notorious August 1st update.

For those who don’t know, E-A-T stands for:

  • Expertise
  • Authority
  • Trustworthiness

In this episode, we do not feature a guest. Instead of sitting on the same side of the broadcasting table per usual, Sam and I sit directly apart and have a discussion about our hot takes on the matter. As Sam is an SEO manager, he has been spending a great deal of time hammering out the specifics of what it all means and how to play by the (ambiguous) rules.

In the first segment, we talk about what exactly the E-A-T acronym entails. We then discuss some of the industries hit hardest by the August 1st update, which for the most part, included Your Money Your Life (YMYL) entities (medical, financial, legal, etc.).

We kick off segment two by unwrapping the E – Expertise aspect of the acronym and what brands can do to keep up with Google’s standards. From a writer’s perspective, I talk about the importance of creating content that demonstrates seasoned knowledge in the given topic or industry. For instance, producing content about the latest diet trend with surface-level information (that does virtually nothing to showcase expertise) will not likely rank well in the eyes of Google.

As a business producing native content, Sam and I talk about how businesses can improve the E-A-T score of their company domain by pushing personal branding for senior employees. Sam then talks about the importance of a good author bio and how it contributes to expertise/adds credibility to the content.

In segment three, we talk about what exactly the A – Authority part of the acronym means and what all comes into play. I give my firm opinion that expertise is about showing you have proven knowledge of the topic, whereas authority is about having the validation that you know what you are talking about. Sam and I then touch on what this Google update means for product pages or any web page that involves a transaction. While looking directly at Google’s Search Quality Guidelines, Sam gives his take on what exactly makes a product or service page credible, as well as what information to include to please Google’s bots.

The final segment wraps up the show by focusing on the T – Trustworthiness. In this bit, Sam and I talk about the importance of having a secure platform that people feel comfortable visiting – meaning that you should include things like trust badges, an SSL certificate, etc. We also touch on the importance of gaining Google-verified reviews and how this type of sentiment can benefit your E-A-T score.

Listen to the full show below!

To hear more about the August 1st update and how to factor it into your long-term marketing plan, check out the 6th Episode of The Marketing Microscope, in which Manish and myself interview Dr. Pete Meyers from Moz to get his expert opinion on the subject.

About the Hosts

Sam Wheeler supports the digital marketing efforts for large and small companies alike. He is a manager at Inseev Interactive and an expert in digital analytics. Sam has been a featured writer in several marketing publications across the web. When Sam is not on the web, you can find him off the coast of San Diego, catching the evening swell.

Kevin SvecKevin Svec is a Senior Copywriter and Chief Content Strategist at E2M. Based in San Diego, Kevin is the head of the North American sector of the company. He spends the bulk of his days writing and editing content to resonate with readers across the board, as well as hosting E2M’s in-house podcast, The Marketing Microscope. When he isn’t rock climbing or hanging out at the beach, Kevin is working on his travel and leisure website, Impulsive Wanderlust. He has done a lot to add value to the traveler community, especially with this post he wrote on SEO Tips for Travel Bloggers.

  • Kevin Svec is a chief content strategist at E2M. He spends his days researching and helping businesses produce compelling content that resonates with audiences of all interest levels. When he’s not rock climbing or hanging out at one of San Diego’s many beaches, Kevin is writing for Impulsive Wanderlust, a travel and leisure website he founded.