Guest article by Marcus Pentzek - This article attempts to show that Expertise, Authority and Trust (EAT) are not really new aspects and are not only relevant for Google but also for the Chinese search engine Baidu. It provides concrete advice on how EAT can be optimized in relation to Baidu.
Table of contents [ Hide ]
1 YMYL – EAT – and where we know these abbreviations from
2 EAT in the Middle Kingdom
3 In China, people buy online differently
4 What is expertise?
5 How can we as SEOs check whether a piece of content demonstrates sufficient depth?
6 What is Authority?
7 What is Trust?
7.1 ICP License
7.2 Authenticity certification
8 Chinese Social Medias
9 Conclusion:
YMYL – EAT – and where we know these abbreviations from
In the summer of 2018, Google revised its Quality Rater Guidelines sri-lanka phone number data and paid more attention to the YMYL (Your Money or Your Life) area and, in this context, the explanation of "EAT" (Expertise Authority and Trust). This then became known to the SEO community worldwide when Google carried out a major core algorithm update shortly afterwards, the effects of which could often be explained by these very aspects. In particular, websites from the "Your Life" (websites with editorial medical content) but also "Your Money" (online shops, finance) areas were either positively or negatively affected.
Image: netdoktor.de gains SEO visibility in the first EAT update in early August 2018
But the idea of "expertise", "authority" and "trust" is not really new. All search engines have their relevance criteria, which more or less deal with these three core areas and answer the question for each individual search query and for each search intent: what form of expertise, what form of authority and how much of it, as well as how much trust is needed to be able to answer the respective search query satisfactorily for the search engine user.
EAT in the Middle Kingdom
In China, Baidu is the largest traditional web search engine with an 80% market share – comparable to Google in the rest of the world.
Baidu is the starting point for numerous excursions into the online world. Knowledge research is carried out (informational search queries), official websites of exciting brands are searched for (navigational search queries) and websites are found where you can book services or buy products (transactional search queries).