How To Improve “Expertise” in EAT Score (2021)

Expertise is a critical element in EAT score, and its improvement is essential for your ranking. In this post we’ll be taking a look at some steps to improve the element of expertise in the EAT score . Incidentally EAT stands for expertise, authority and trustworthiness. And it has fast become a determining factor for your site ranking by Google.

Before we go further, a bit of definition first.

The Oxford dictionary defines expertise  as being “very knowledgeable about or skillful in a particular area”.

But is this enough to define the term  “expertise” about online content?

Well no,I think this definition is insufficient to cover the term. Particularly if you aim to improve your expertise in EAT score.

Here’s the thing …

For massive search engine like Google, mere data doesn’t suffice.

And now you’re wondering why.

Why Expertise Is Important For EAT Score

Your content  also has to infuse assurance of  your expertise. That is primarily possible through an accredited  expert for YMYL topics.And through an experiential expert in non-YMYL topics (don’t worry we’ll uncover “YMYL” in a bit).

Without further diversion, consider this.

Where would you go if you wanted information on cute puppies?

I’m sure you notice here, that you’re possibly  engaging with feelings and subjectivity. So You could head over to any suitable website that informs you and entertains you about cute looking pups.

Contrast that with a query regarding dosage of a drug that has possible adverse affect on an existing ailment in your body.

Now you’re dealing with life saving(or threatening) questions. And so, you’d prefer to check out a critical expert, instead of an entertaining website.

Obviously these two examples are extreme contrasts and have sharply differing impacts on your life. This is what Google is sensitive to.

And based on that sensitivity ,the search engine operates through guidelines that determine the expertise of your content. One criteria out of that guideline  is called the EAT score (EAT stands for expertise, authority and trustworthiness)

Guess what ?

You also want to understand what this all about and, as a result ,improve that element of “expertise” in your EAT score. Wouldn’t you?

Well, read on.

What Is The Element Of Expertise In EAT Score ?

Website’s Expertise Or  Content Creator’s Expertise.

When creating content on the site whose expertise is taken into account? Is it the site’s expertise? Or is it the content writer’s expertise that is important?

Well, over time it is becoming increasingly clear that the content creator has a major role to play in establishing expertise. For example, what ever the website maybe specializing in, the reader wants answers and assurance about critical queries only  from subject experts.

Here’s how it works

If someone wants information on severe eye-infection he would most likely  prefer to check out an eye specialist’s  inputs about it. Now your website maybe dealing in medical matters. But even then,  if advice on severe eye infection is not written by an eye specialist it’s likely that the reader will bounce away. He will like to visit other sites that offer advice on eye-infection from a specialists.

This is one of the main reasons why your content writer’s credentials (and thus his expertise) matter more than the site’s own subject/domain itself.

The expertise of the content creator takes precedence over the website’s status.

But does that mean that the content writer’s expertise is important for all topics? What about experience based topics like entertainment, or humour, or recipes?

And this brings us to the topic of YMYL and non-YMYL subjects.

Expertise In YMYL And Non-YMYL Topics

Today two major subject categories are related to EAT score, which automatically applies to expertise as well. The two categories are YMYL and non-YMYL.

YMYL Subjects YMYL stands for “your money your life” and it relates to facets  that directly impact a person’s health, legal security, and financial well being.For example legal transactions, medical advice, financial dealings have a direct impact on a person’s well being.

That’s why all YMYL  content is  better received by your readers if you possess an accreditation or degree  to back that advice in your content. Those formal degrees define your expertise. They are reassuring for the reader and instill  confidence in him.  

Non-YMYL Subjects Non-YMYL topics, on the other hand, don’t necessarily  require official credentials to establish your expertise. Your experience,instead ,proves your expertise in that area. Hence someone who’s had  first hand experience in an activity is better positioned to offer advice.

Here’s an example.It may sound funny but I’m sure  it conveys the point

Say,for instance, your query is “what does it feel like being bankrupt?”

Notice you want to learn about an experience, and not the causes and consequences of bankruptcy.

So who’s the right  expert guy to answer this thing?

Here, a person who’s actually undergone a bankruptcy  situation  is better poised to describe the granular experience of trauma.

Ironically in spite of this being a financial subject, an acclaimed chartered accountant doesn’t qualify for the expertise of the experience. So the bankrupt person becomes a non-YMYL “ subject expert” in this case.

Now this is important ….

In all such cases  Google is interested in the expertise presented by the content.Not just the expertise claimed by website. That means to say that the  content should be sourced from an expert. Which means the content is originating from an expert with professional degrees, for YMYL subjects.And for non- YMYL subjects experience takes precedence.

This brings another insight.

That there is value for everyday experience because it is interpreted by Google as  “everyday expertise”.

And Google is generous  to give credit for everyday expertise. So in our example of the bankrupt person, the sheer depth of a traumatic experience gives him an everyday expertise, which qualifies him as an expert in describing that experience.

But there is a missing link between the expert content creator and the audience. How does the reader know your expertise?

Well, it needs to be conveyed to the reader.

Communicating  Expertise  

Experts  are thought leaders in their field.And with passing time, they usually  build a reputation about mastery over a particular topic. But this expertise is of little use unless it is conveyed to the audience, to invoke confidence and trust.

Unless you realise the importance of this you’re unlikely to do the right thing.

So what’s the best strategy to assure the readers.

The proven and  best way is to have readily available endorsements or credentials on your site for audience to see. The visitor to your page should be able to access your credentials on the website. They must know why they should trust your expertise.

In 2019 a Google Webmaster Central office-hours hangout John Mueller  of Google affirmed that  it is advisable to highlight the credentials of the person who has a lot of knowledge on a topic.

According to Mueller it is more important to offer a good UX (user experience) than only focus on the tech part of page performance.

With that in mind ,it makes good sense to have an author bio on your article.Some sites even do mark-ups of their pages for author bios.

Google SQEG And Expertise

Google determines expertise through its algorithms, including RankBrain. Besides its algorithms, Google also refers to a quality guideline called Search Quality Evaluator Guidelines (SQEG).  This is a voluminous document that Google refers to, for working out the EAT score. So if you want to improve your expertise element in your EAT score you would like to refer to this document.

But to state in brief, SQEG determines the expertise of the main content (MC) based on various factors :-

Uniqueness (Originality).Your expertise is determined based on how similar or dissimilar your content is compared to other experts in the same field.