EAT Your Vegetables for Strong SEO

Okay. This blog post isn’t really about eating your vegetables.

It is about EAT for SEO.

EAT stands for:

  • Expertise
  • Authoritativeness
  • Trustworthiness

Google believes that websites and pages should be created to help users.

If you think about your website, it shouldn’t be developed to harm anyone, deceive people or a make money scheme.

Well, that feels like common sense to me.

However, they recommend that your page be user-centered.

That’s what marketing is all about.

WIIFM? or What is in it for me? is one of the things that I encourage all my clients to ask whenever they are creating email newsletters or any other marketing material. (If you don’t have an email marketing system, I recommend Constant Contact. Check out my review of Constant Contact here.)

This fits your website too.

If you can share and educate your customers about your products or services it is a great help and adds to the value your website provides.

Also, your blog posts can factor into this too and give you great content and value you can share in your email newsletters, link to on social media, and more.

These factors will also help you rank on Google.

Even if your goal isn’t the first page of Google results, it should be to be found.

You can’t be found unless you are working within Google Guidelines.

What does it take to rank on Google?

If someone tells you they can get you on the first page of Google guaranteed- they are probably lying or selling you advertising.

There are definitely ways you can do it and there are people that optimize for SEO better than others, but Google does updates and things can change. Google also doesn’t give you a checklist to follow. However, there are ways you can make sure that your site has the ability to rank well on Google. I use a tool called SEMrush for my clients and use the notifications it sends me to optimize my clients’ sites. (Check out my review on SEMrush here.) I love the ability to prioritize and plan to optimize for SEO within that system.

Let’s jump into EAT for you and your website.


This is about the author of the content.

If you are the author, are you an expert on the content you are writing and sharing?

You probably are.

However, if you are an expert, can I find your expertise, education, certifications easily on your website?

I am an expert at marketing for small and mid-sized businesses and non-profits. I have the performance, the track record, and the education to back that up. (Starting to think my bio needs a bit more meat in it for this expertise category.) Want to learn more about me? Click over to our About Us page and learn more.

Anyway, if you are a travel blogger because you travel a lot, you will have some level of expertise without a formal education. It becomes an “everyday expertise” exception to the expertise required for ranking well in your page quality.


Are you a leader in your industry?

I would like to think I am, but there are many thought leaders I reference all the time. I am not to their level, but a girl can dream.

If people look to you as a leader in your industry and accept you as a good source of information then you have Authoritativeness and will have a better chance at ranking on Google. This references both you and the website where the content is.

I like to think of backlinks factoring in here.

If someone else likes your content and links back to it, that is a backlink and it adds authority to your website. Maybe not in the technical world of Google, but in how I like to explain it, it does.

Anyway, if someone gives you a backlink from their content, that’s a recommendation or a thumbs up to your content because they are basically endorsing your content. That’s great and really helpful.


This is you, your content and your website.

I am trustworthy.

I am not going to try and sell you something or lead you off track, if I don’t think it will truly help you.

For example, I love Constant Contact. I am a Certified Partner of theirs and I really do love using their system. It is quick, easy, and efficient for me and my clients. It has the functionality and the deliverability I need.

However, I had a question recently from someone looking to use Constant Contact.

I had to steer them to another system.


Because the other system integrated with their CRM and would save them time and effort in the long run while providing them with better insights to their customers and marketing funnel overall.

How do you know I am trustworthy?

Well, I just told you that you could trust me.

Okay, that might not be the best way to do it for Google, but your website content, your expertise and those who turn to you as an expert will factor in.

Now what?

Okay, so you read this blog post and are wondering WIIFM?

You may be asking yourself, “Great. Now I know what that stands for, but what do I do with it?”

Not a lot.

I know.

I am frustrating you right now.

However, you can’t create EAT out of thin air. You have to build to get it.

How do you do that?

  • Write great content.
  • Use experts. (That may be you or it may be someone else.)
  • Work to grow your backlinks.
  • Be trustworthy in your content.

User or reader expectations are constantly changing. Change with it and add value at all times.

Write for people, not search engines and make sure your technical SEO is up to snuff. (Be on the lookout for a blog on technical SEO factors and what you can do for those.)

If you read this and are still looking for more to rank better, check out our site audit tool¬†and see how your website’s health is. That’s a big factor and something you can do easily without worrying too much about EAT.