The concept of EAT (Expertise, Authoritativeness, Trustworthiness) remains a crucial pillar for top rankings in search engines. In this updated guide for the current year, we explore the evolution of EAT in the context of SEO adapted to 2024.

How has EAT evolved?

Certainly, the evaluation of content according to EAT algorithms has evolved towards a more inclusive and contextual approach, considering the diversity in how content is delivered and consumed today. This evolution aims to ensure that users receive only trustworthy and high-quality information in their search results.

• Expertise: It is related to the ability to provide current and relevant information. Search engines can now assess how detailed and comprehensive content is on specific topics. EAT algorithms analyze whether the content covers the entire spectrum of a given theme, demonstrating a comprehensive expertise in the field. Additionally, EAT algorithms pay attention to whether the content is updated and reflects recent changes in the respective field. They evaluate content based on the sources and citations used, and references to trustworthy sources contribute to strengthening expertise. Furthermore, expertise is now assessed based on the ability to provide information in various forms, such as articles, videos, infographics, etc.
• Authoritativeness: The verification of the authenticity of the author and the source is now more advanced, with special attention given to the digital identity and online history of the author.
• Trustworthiness: Increased importance is given to reviews, references, and other signals indicating the overall reputation of the information source. Search engines evaluate how users interact with content and whether it meets their needs. Comments, shares, and time spent on the page are crucial factors. Even users' emotional reactions to content are analyzed, contributing to the assessment of its impact on their well-being and trust.

Building quality and trustworthy content in 2024

How to adapt SEO strategies to EAT in 2024?

• Reevaluate keywords - Integrate relevant keywords into your content not just as an SEO tactic but as a way to demonstrate expertise. Use specialized tools to identify frequently searched terms and ensure they are relevant to your content. However, avoid over-optimization and integrate keywords naturally into your content. Focus on delivering valuable information, and keywords will naturally follow. Another crucial tip is to periodically update keywords based on trends and developments.
• Authenticity of content - Creating authentic content not only demonstrates competence but also attracts and retains your audience's attention. Avoid duplicating content and focus on providing unique and relevant information. Incorporating elements from your personal story, for example, can create an emotional connection with your audience. When providing information, ensure that it is supported by credible sources. Links to relevant sources strengthen the authority of your content.
• Optimize for users - Striking a balance between user needs and algorithm requirements is essential for long-term success. Ensure that your site provides a pleasant and easy-to-navigate experience. Factors like time spent on the page and a low bounce rate are important for search engines. Use a clear structure and proper formatting to make your content easily readable. Remember that users appreciate well-organized content. Also, don't forget to optimize the loading speed of your pages. Loading speed affects both user experience and search engine rankings.
• Strategic link building: Building a strong backlink profile significantly contributes to the authority and trustworthiness of your content. Quality prevails over quantity when it comes to obtained links. Use relevant and varied anchor texts, and avoid excessive optimization.

Key trends in EAT for 2024

• Impact of Artificial Intelligence on EAT evaluation - Natural language processing algorithms today enhance understanding of context and language nuances, contributing to a finer evaluation of content based on EAT. Search engines use predictive AI algorithms to anticipate the quality and relevance of content, prioritizing content that meets user needs and intentions. Additionally, AI analyzes social signals to evaluate the impact and popularity of content on various platforms. Feedback and social media sharing become important indicators for EAT.
• The increased importance of User Experience (UX) in the EAT algorithm - Optimizing for a pleasant user experience not only improves EAT but also significantly influences search engine rankings. Implementing technologies for quick and easily accessible responses contributes to an interactive and informative experience.
• Online Reputation and EAT - Online reputation, fueled by reviews, testimonials, and feedback, plays a crucial role in consolidating authority and trust in EAT. Authentic and transparent reviews are considered significant in EAT evaluation. Encourage open feedback from customers and respond promptly to reviews to build a trusted relationship with users. Including testimonials on your site strengthens your reputation and authority. 

In 2024, SEO and EAT remain closely interconnected, emphasizing the need for digital marketing specialists to integrate innovative approaches and build content that not only conforms to algorithm requirements but also meets the needs and trust of users. By adopting a balanced strategy and prioritizing expertise, authority, and trust, you can maximize the impact of your content for SEO. Additionally, keep in mind that EAT is not a static concept but evolves with technology. Implementing strategies that consider these key trends brings benefits not only in terms of search engine rankings but also in building a trustworthy online presence.