What are the Google E-A-T updates, and do they affect you?

We all know that Google is constantly updating its algorithms, to help promote websites that its users will find genuinely useful, and weed out spammy content. Often these behind-the-scenes changes can go unnoticed, but occasionally an update can have a more pronounced effect on websites. Recently, an update referred to as E-A-T has been hitting headlines as it has affected several larger content producers. Here's what you need to know about the E-A-T updates. 

What are the Google E-A-T updates?

These updates are designed to prioritise information coming from the most authoritative sources. This is to help search results to be as accurate and helpful as possible. As online users become increasingly wary of 'fake news', this is a welcome change. E-A-T reflects the following: 

• Expertise — How much of an expert the site owner, content creator or blog author is on the subject they're discussing. 
• Authoritativeness — How credible the website is as a source, and whether other sources have left reviews and/or testimonials.
• Trustworthiness — How trustworthy the site is, including its security settings. 

Do these changes affect my website?

While this algorithm update was designed to improve search results overall, the content that the E-A-T updates are most likely to affect is what Google refers to as Your Money or Your Life, or YMYL. This content, if inaccurate or misleading, could have a negative result on a reader's health, mental wellbeing, or finances.

YMYL doesn't apply to much of the wedding industry, unless you own a fitness, health or weight loss company. Either way, it's good form to let both Google and your customers know how qualified you are in your field. Here's how to update your website to make the most of these changes. 

How to improve your E-A-T 

Add or improve your About Us page

Your website should already include an About Us page, so that couples can find out a little more about your business and who's behind it. If you haven't got one, then this should be your priority. If you already have one in place, there are a few things you can do to improve it. Fill in as much information about your business and team as you can. This should include up to date contact information and address, opening hours, and any awards your company has been nominated for or won. Writing a little about your team members, their experience and any previous relevant roles is always a good idea too. Check out the Guides for Brides team page for inspiration. 

Gather reviews and testimonials

This should be easy, as you're likely gathering reviews and testimonials anyway. However, ensuring that these are displayed on your website will help demonstrate that your business has a good reputation online, and that your customers are happy with your service. Google are more likely to show results from businesses with a demonstrably good record, so this works for both SEO and boosting enquiries. Guides for Brides advertisers can embed our review widget on their website, so that potential customers can immediately see real reviews left by happy couples. Visit the 'Widgets for your website' section on the Business Hub for step by step instructions. 

Write guest blog posts

Collaborating with other industry experts on blog content is not only a great way to promote your business and boost traffic, but also tells Google that other people value your opinion. Here at Guides for Brides we're always happy to collaborate on guest blog posts, so drop us an email if you'd like to write for us. 

For more advice on SEO and Google, have a read of our business blog.