EAT, an acronym for expertise, authority and trust, is a central concept in the field of online marketing and search engine optimisation (SEO). It describes the essential characteristics that content should have in order to rank well in the search results of search engines such as Google. This framework was developed to assess the quality and reliability of web content and ensure that users receive the most useful and relevant information.

Expertise refers to the level of knowledge or skills displayed in the content of a website. Websites that are created by professionals or experts in a particular field have a clear advantage here. For example, a medical website run by a qualified medical professional would rate highly in terms of expertise. The point is that the content is well-founded, detailed and helpful for users.

Authority, the second element of EAT, concerns the reputation and credibility of a website or author within a particular field. High authority is often achieved through external factors such as links from other trusted sites, mentions in reputable publications or positive user reviews. A website that is considered an authority in its field is often seen as a trustworthy source of information in its area of expertise.

Trust, the third element, is perhaps the most important. It is about gaining and maintaining the trust of users. This includes aspects such as the security of the website, the accuracy of the information provided and transparency regarding authorship and sources. Websites that demonstrate high standards of honesty and ethical practices strengthen their relationship of trust with users.

The importance of EAT in SEO has risen sharply in recent years, especially after various updates to Google's algorithm aimed at favouring higher quality and more trustworthy content in search results. This is particularly true for areas that Google categorises as "Your Money or Your Life" (YMYL), i.e. areas that can have a significant impact on the happiness, health or financial stability of users.

For content creators and website operators, this means that they should not only pay attention to keywords and backlinks, but also to creating content that demonstrates genuine expertise, authority and trustworthiness. This can be achieved through well-researched and informed content, incorporating expert opinion, gathering user feedback and ensuring a secure and transparent website environment.

To summarise, EAT is a crucial concept for anyone involved in digital marketing and SEO. It's about creating content that is valuable not only to search engines, but more importantly to users. At a time when the quality and credibility of online information is becoming increasingly important, EAT provides a solid framework for creating trustworthy, authoritative and knowledgeable content.