SEO is vital for businesses that want to establish their online presence. Search engine algorithms continuously evolve, and there are trends that appear every now and then. This means businesses need to be constantly up to date with these changes. SEO is crucial for expanding brand awareness.

As businesses are becoming more creative in boosting their search rankings, looking for SEO services in the Philippines can help them keep up with different SEO strategies and trends.

One of these trends – and considered important in today’s SEO – is E-A-T. Over the past years, people have been talking about what E-A-T is and how crucial it is in SEO.

What is E-A-T?

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E-A-T stands for expertise, authoritativeness, and trustworthiness. This came from Google’s Search Quality Guidelines, which determines how Google assesses websites. In 2013, this document was published to serve as a guide for webmasters and help them understand how the rating works and what Google looks for in a web page.

The Importance of E-A-T

E-A-T is important to all queries. When a person searches for accurate information, such as the correct dosage for aspirin for pregnant women, websites that exhibit E-A-T are likely to rank more.

Google will likely flag web pages that have unverified references and published by a writer who lacks the knowledge about the topic. This is to avoid misleading search users and providing false information.

When Google rolled out E-A-T, “Your Money or Your Life” (YMYL) websites were hit the most, as these show information with a significant impact to a person’s life. If your website is centered towards these types of topics, then E-A-T is something you need to pay attention to.

How E-A-T is Evaluated

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Expertise, authoritativeness, and trustworthiness may appear similar in concept and description, but actually have different criteria.


Expertise means having high-knowledge or high-level skillfulness on a certain field. This means that expertise is mainly evaluated by the content of the page, rather than technical aspects. Google evaluates if the content was created by a subject matter expert.

For YMYL topics, the credentials, experience, professional expertise, and education of the content writer is being evaluated by Google. This is apparent on formal or professional expertise for YMYL topics relating to medical, legal, or financial advice or topics.


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When someone is regarded as an authority, it oftentimes has to do with exceptional reputation among fellow experts and influencers on the similar field. If a website or individual is often cited as the source or the go-to person about a certain topic, they are considered an authority on that field.


Trust is about the transparency and legitimacy of the website and how reliable it can be. Google looks for certain aspects when evaluating trustworthiness, such as the author of the content published on the website. This is is crucial for websites with YMYL topics.

Providing sufficient and accurate contact information on the website is also important when evaluating trustworthiness. Google also considers the accuracy of the content, which is why you need to have your content backed up by credible sources.

When it comes to SEO and content, E-A-T is the way to go. Want to know how to integrate this into your strategy? We’ll be more than thrilled to have a chat with you!