How Google rates the Expertise, Authority and Trust (E-A-T) of a website is more important for hubs where information is “critical for the user”, according to the search giant’s trends analyst John Mueller.
Managing E-A-T is an important process for SEOs as it improves the chances of ranking on the first page of Google through authoritative and fact-driven content.
While that objective is a worthwhile pursuit for the vast majority of content marketers aiming to deliver added value, engaging blogs and articles, e-commerce sites may not have to worry as much.
Authority and trust are based on how much visitors believe that a website is a trusted resource and its position within an industry or field.
When pursuing brand authority-based goals, E-A-T can play a crucial role in strengthening trust and loyalty even though there is not a specific score logged in Google’s database.
The signals are, however, very important for rankings and should be a prime consideration when analysing the quality of a website.
E-commerce sites that are focused on selling are unlikely to benefit much from this expertise and authority, though high-quality web copy on pages is obviously still critical.
“E-A-T is something that we have in our quality rater guidelines and is more focus on kind of websites where the type of information is critical for the user, where they really need to know that they get the right information there,” Mueller said during a webmaster hangout last week.
He added: “So probably less the case for most e-commerce websites.”