Is TRUSTe still relevant

Why are trust and authority so important?

We recently looked at fake news. Today we explain to you why trust is essential these days and the future of SEOWhat is SEO? SEO (Search Engine Optimization, German "Search Engine Optimization") is an important part of online marketing. It describes the process of quantitative and qualitative improvement of website traffic via search engines. The ... Read more "EAT" means.

What is E-A-T and what does it all have to do with fake news?

search engines make information available to a wide audience and are committed to it regularly from society, the media or politics reprimanded. In the worst-case scenario, the complaint usually refers to the Dissemination of misinformation (Fake news) or that the spread of such news is not stopped quickly enough. However, since other factors such as the popularity of a topic also have a decisive influence on the ranking, it is sometimes not always easy to stay on top of the situation. Not even for Google.

Google's approach Getting to grips with this problem is called EAT. With Expertise, Authority and Trust Google is trying to implement a strategy with which the trustworthiness, but also the truthfulness of information can be assessed. E-A-T serves as a guideline for the search evaluators to evaluate search results. The E-A-T rating is particularly important when it comes to Your-Money-Your-Life, in short YMYL pages, a very important role.

What is expertise?

Expertise stands for the letter E. E.-AT. Expertise stands for the knowledge and experience that an author or publisher has. Expertise only relates to the author or publisher.

What is authority

Authority stands for the letter A in E-A.-T. Authority stands for the awareness of an author, the website or the content in the respective topic area.

What is trust?

Trust stands for the letter T in E-A-T. Trust stands for the credibility of an author, the website or the content in the respective topic area.

"Correct" information So should be favored and continue at the top of the ranking appear, while incorrect information can be found far behind, or not at all. Until now, so-called "Quality raters“All possible websites manually checked and rated according to various criteria, but mainly according to EAT. The results are imported into a database. They serve as the basis for further adjustments and work on the dreaded algorithmwho is ultimately responsible for the ranking. The quality raters themselves have no direct influence on the ranking of checked websites.

Google does not rate all pages according to Expertise - Authority-Trust - Standard

The Google "Quality Rater Guidelines“Are freely accessible and can be viewed by everyone. If you leaf through something, you will quickly notice that the aforementioned terms “expertise”, “authority” and “trust” are used several times in context Rankings and reviews can be found. We relevance makers dealt with these standards some time ago. You are welcome to read this again in detail in the article Expertise, Authority, Trust - Google Core Update creates more relevance on the web.

But not all websites are rated by Google according to EAT. Gossip pages or in general Fun sitesfor which such a classification would not be very effective are excluded. The focus is clearly on pages that bring information about health, science, finance, e-commerce, law, real estate, etc. into circulation.

The bottom line is the question of what or whether SEO managers will focus on different or new ones in the future Ranking strategies should focus? The answer is simple: no. As before, or more than ever, the Orient content to the search intention of the user. The reader should Not with on mere keywords optimized texts get bored.

The future of SEO is called E-A-T! - What you can do for more trust on your website

E-A-T, Relevance of the content and satisfaction of search intention are the most important points marketers and SEO managers should look out for today.

Of course, search engine crawlers keep improving, but there are a few that make sense Tipsthat are of interest to website operators who want to increase the expertise, authority and trust of their content.

1. Imprint

In Germany even mandatory, the imprint is not yet so easy to find on every website. However, it is important for readers to be able to trace back who published the content of the website. Also to take legal action if necessary. Google knows that too. So if you want to present yourself credibly, publish a complete imprint.

2. Make return conditions visible (especially for online shops)

In online shops, in which it is not visible under which conditions a product is bought, the hidden information can be found crime Clues. Again, if you have nothing to hide, you should present all information.

3. Use HTTPS

In 2021 there should really no longer be any website running over HTTP. HTTPS makes websites safer and thus also leads to better fulfillment of the EAT criteria and satisfied users.

4. Moderate comments

A website that supports the Comment function offers uncontrolled only for their users, can no longer guarantee whether the information published in the comments is true. There is also the risk that users will express themselves insultingly in an uncontrolled manner.

5. Good spelling is a must

A website that works with Misspellings is littered, does not make for a good picture. The credibility and thus the aspect of expertise will decrease. Fortunately, editing the website content is no longer too cost-intensive these days.

6. Review outdated content

Especially when statements are made on a certain topic, it can happen that one or the other statement is no longer up-to-date in a few months. So, unwittingly, you would Dissemination of false information even promote it indirectly. If you run a site with specialist articles, the effort involved in checking that correct sources and citations are up-to-date quickly becomes clear.

7. Don't be too pushy to sell

Anyone who comes across a site that wants to sell a product without a lot of information feels uncomfortable. One to crowded sale is never a good buy, whether in-store or online. Therefore, care should always be taken enough Additional Information to publish. Information that supports the purchase but does not urge the buyer to do so.

If you take these things to heart and incorporate them into your SEO strategy, you too will soon rank successfully.

Claudia Hoffmann

Claudia not only has all birthdays in mind, but also the best gift ideas. The combination of data and creativity is reflected in her work as an analyst. In the blog, she reveals to you how she deals with big data on a daily basis and detects trends.

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