It is said that  Google has the world’s most relevant and to the point answer to every query. Do you know why?

Before that, let’s understand what is a quality check?

The quality checking process is something that can be seen everywhere.

Be it a company, organization, firm whether it is service or product based and small or big company.

Everyone’s main motive is to reach customer satisfaction and quality check ensures this.

The same way Google wants to provide the most relevant searches to the queries.

For this Google has its own quality check for every website or set of protocols or guideline called E-A-T.

E-A-T Stands for Expertise, Authority, and Trust.

These are three factors that Google uses to measure how much trust it should place in a brand or website.

Let’s see what E-A-T actually means.

E – Expertise

You need to be an expert or specialized in your field.

If you offer or provide a service or product then you should have deep knowledge about it.
It helps you to connect and retain your customers.

Especially if you can explain that your knowledge level matches or exceeds that of your competitor.

When we use Google search engine and feed a particular word, then Google has millions of website that targets the same word.

But Google has its own ranking system. It ranks the pages which provide the most relevant and suitable for the search term.

Reason being, the ranked webpage is an expert on a particular subject and delivers the unique answer.

Expertise is the first parameter of Google to rank the pages.


A – Authority

The word itself says a lot about it.

How much experts you are in your product or service and how much it can be trusted, means is the website accurate, true and reliable.

How much “expertise” is a measurement of knowledge or skill level about a product or service.
Authority is measured to see how well our website and the content within it stand apart from the other options available.
Are information provided to the customers is accurate, true and reliable?

For example, when you plan to travel to Thailand and you have a friend who is a travel blogger and visited Thailand, you will always prefer asking him for the suggestion where you should go or what the main spot-light of Thailand.

You will ask all these because of the accurate, true and reliable answer you will get.

When we use Google search engine, We are looking for an authority who can give us answers that can be trusted. They not only want to trust the expertise of these people or brands, but they also want to be sure that they’re the best person to go to for a particular subject.

T – Trust

Trust is when someone can rely on your product, service or content. We need to show our users or customers that they can trust the creator or company of the Main Content.

When we achieve the first two parameters then this trust keeps up building on the brand, page, content.

Everything about your site, brand, content should make users feel safe and comfortable while they’re visiting.

As a starting point, you should immediately implement an SSL certificate on your site as at least 70% of first page results are using SSL.

For example, let’s take a brand and we heard about it for the first time.

The moment when we visit the brand and it convinces us to explains how much they are better than others in the same subject or field then, it is expert in its subject or field. It passes the first parameter


The quality of the brand’s product is what that they explain it to be then it can be considered authentic, it passes the second parameter.

And the product is authentic and the customer feels safe and goes to get the brand’s product that is trust and it passes the third parameter.

Once trust is lost in a brand, webpage or content, then it is very tough to regain. So, it is one of the very important parameters preferred by Google.

Importance of E-A-T

If we search for something on a Google search engine, we get millions of search results.

When we get into any of the search results and that lacks expertise, authority, and trust, you’re likely to look around for an alternative.

It happens with every single Google users.

When we find a domain or page that lacks expertise, authority, and trust, they’ll look around for an alternative.

To classify that which for the users according to the keyword search, E-A-T is preferred.

E-A-T is the only thing that influences the Google search algorithm change.

Algorithm changes significantly affect the ranking of hundreds of thousands of websites, resulting in increases for some, but decreases for many.