Introduction to SEO


How To Measure SEO Authority

Wondering if your website is up to Google’s standards?

Google’s ever-changing algorithm can make it challenging to know what you need to do in order to rank well. 

It seems like every time you turn around, Google (and every other search engine as well) is changing its algorithm. 

And if you’re not keeping up, your website could be penalised and drop in the search engine rankings.

It’s no secret that having a high ranking position on Google’s search results page is important for your website traffic. 

This article will walk you through what it means, why it’s essential for your business’s success, and how search engines like Google rank your content. 

What Is E-A-T? 

Google has many different guidelines to determine whether or not content should rank well on the search engine results page (SERP).

E-A-T is one of those guidelines and is important because it’s a measure of quality.

So what is E-A-T?

Its an acronym for:

  • Expertise
  • Authority &
  • Trustworthiness

The three factors that contribute to E-A-T are the creator, their content and your website.


Creator: This refers to the expertise of the author of the content.

Is the author an expert on the topic? What are the author’s credentials on this topic? What evidence does the author provide to support their argument? 

Content: This refers to the expertise of the content itself.

Is the content helpful to users? Is the content updated? Is the content expertly curated? 

Website: This refers to the expertise of the website. 

Has the content been posted on an authoritative site? What are the credential of this site? 


Creator: This refers to the authority of the author of the content.

What are the sources for this article? Have they been featured on high-quality sites? 

Content: This refers to the authority of the content itself.

Is the content factually accurate? Is the content supported by experts? Do they have well-written content? 

Website: This refers to the authority of the website. 

Have other sites linked back to this site? Is the content created relevant to the site? Have users rated this site well? Are there existing Google Reviews?. 


Creator: This refers to how trustworthy the author of the content is.

Does the author appear on other trusted sites? 

Content: This refers to how trustworthy the content itself is.

Website: This refers to how trustworthy the website is. 

Is the website secure? (HTTPS). Does the website provide accurate information on its web pages? 

How Do Search Engines Rank Your Content?

For example, Google does this in 3 steps: 

  1. Google finds your content by crawling the web.
  2. It then indexes that information and determines its relevancy. 
  3. And finally, rank that content based on authority. 

By making sure that your content is discoverable, for example, by submitting a sitemap to Google, your content can now be seen by their algorithm and further categorised accordingly so that you show up in search results.

All 3 steps rely on one another. 

So, how can you ensure that your website is up to Google’s standards? 

And more importantly, how can you make sure that it stays there? 

First, it’s important to understand the basics of how Google ranks websites. 

The second is to focus on quality content. Google loves fresh, original content and will rank your site higher if you provide it. 

Then, finally, use that information to improve your website and ensure that you follow all of Google’s latest recommendations. 

If you need help implementing these changes, our team of experts are here to assist you. 

Contact us today for a free consultation! We would be happy to help you make your website the best it can be.

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