E-A-T: Improve SEO With Structured Data

By Laurence Williams  |   May 8, 2020


What Is E-A-T?

E-A-T stands for Expertise, Authority, Trustworthiness. Though E-A-T may not be a quantifiable metric that Google uses in its algorithm, it certainly ranks content using these qualities.

What Is Structured Data?

Structured data, or Schema, is a common computing language that organizes content and facts from your web page in the back end for when your site is crawled for indexing.

Why Use Schema?

Using a schema for structured data allows you to speak the same language as the machines when listing facts about your website, such as your address, phone number and company founder.

Schema Can Improve E-A-T

Schema is basically a way to demonstrate connections between related modules and content across the world wide web. Your connections showcase your E-A-T.


Schema demonstrates your credentials by linking to other sources/websites that have an authority on who you are and your expertise, ultimately building a consensus and removing any ambiguity.

E-A-T as a Philosophy

E-A-T won’t compensate for poor technical SEO or a lack of digital PR; rather, it should guide your SEO. Your website content should demonstrate your expertise, build your authority and show trustworthiness.

Prove Your Credibility to  the Machines

Your content might work for the humans reading it, but schema defines your authority to the machines that crawl your website and place it in the context of a bigger internet.

Wikipedia EATS

Wikipedia has become a trove of information that the machines take at face value. If you see a celebrity with a Knowledge Panel on Google’s SERP, it’s likely sourced from Wikipedia. If you or your business earn a Wikipedia page, flaunt it!

Build Your  E-A-T

If you are looking to establish your online credibility, start with an awesome custom website that demonstrates your Expertise, Authority and Trustworthiness.