Google’s Expertise, Authoritativeness and Trustworthiness (E-A-T) has become a well-known concept in the SEO (search engine optimization) community. E-A-T is a framework that includes all the signals used by Google for assessing and ranking excellent content. Google’s algorithm identifies these signals and rates the search quality.
Businesses need to optimize their content to improve their E-A-T and their overall organic performance by leveraging structured data in its entire scope. Structured data assists in building and strengthening the relationship between various entities, especially among several places in which they are mentioned online. This markup enables Google to understand the content of the page and to collect information about the web. Google’s ability to evaluate the E-A-T of a page, an entity or a website can be systematized with the help of structured data.
Using Structured Data for Expertise, Authoritativeness, and Trustworthiness (E-A-T)
Structured data helps in:
- Reducing the uncertainty among entities
- Creating new connections in Google’s Knowledge Graph
- Proving Google with additional information about an entity
It is highly essential to structure the schema properly; since it enables search engines to understand the various features of a given entity and its relationship with other entities. There are five types of schema which the structured data can make use of:
- Person schema
- Organization schema
- Author (schema property)
- reviewed by (schema property)
- Citations (schema property)