A ready-made checklist for increasing the authority of the site in the eyes of search engines and gaining trust from users. Leave a request to get test access to this and other checklists to track progress on SEO projects and organize work in the To Do List tool from Serpstat.

E-A-T Factor Checklist

General recommendations:
1. Add complete information about the company
Fill the "About Us" page with detailed and comprehensive information: general description, history and experience, team, information about legal entities, content writers, details.
2. Provide extensive contact information
Provide users with the ability to easily and conveniently contact the company in the maximum possible number of ways - real physical addresses, phone numbers, emails, messengers, live chat, forms of feedback forms, contacts of persons.
3. Place the information important to customers
Provide information about the service features and customer protection - terms of service, payment options, product/money return policy, spelled out warranty, contraindications, etc. Provide opportunities to ask questions and get support when needed.
4. Prepare useful content
The main criteria for content quality are informational value and practical usefulness of materials. The quality of the page is influenced by the credibility and relevance of the information.
5. Build a positive reputation
Take care of the company's positive reputation - increase the number of positive ratings, encourage customers to leave feedback, keep your feedback current, respond to feedback and address possible negative issues, and resolve disputes.
6. Demonstrate merits and achievements
Externally validated recognition and good informational coverage of references are strong reputational signals. Add information about awards, diplomas, company wins in rankings, etc. Add appreciation letters from your partners, suppliers, distributors, etc.
7. Build up links and references
Give interviews, publish press releases, participate in profile rankings, industry events, conferences, create content and activities with a potential "viral" distribution effect or worthy of being cited (contests, promotions, research, surveys, etc.).
E-A-T for expert service sites
The most important E-A-T factors for the majority of expert service sites are proof of expertise, relevance and credibility of data, compliance of the professional approach with the generally accepted opinion in the subject matter, and use of verified data sources. Specifically, the site may require:
  • Quality service cards with testimonials;
  • Business licenses;
  • Certificates for the products used during work;
  • Information about regulatory organizations;
  • Information about the specialists, management;
  • Information about content authors;
  • Links to industry sources;
  • FAQ (Frequently Asked Questions) page with up-to-date information;
  • Page of feedback on the organization with links to reviews on verified authoritative subject sources;
  • Version for visually impaired (if needed);
  • Privacy policy, cookies policy, and other relevant policies;
  • Any other formal information relevant to the scope of the business.
E-A-T for e-commerce sites
Many recommendations for service sites are also relevant in e-commerce, but the focus here is still on money and goods.
So, what E-A-T signals Google can take into account on online shopping sites:
  • Information about the online store;
  • Information about the legal entity;
  • Certificates of the official distributor;
  • Links from manufacturer/distributor sites to the website;
  • Product cards with quality photos, detailed characteristics, sufficient description of consumer and other properties, price, video reviews, availability updates;
  • Real reviews of products, user photos in comments, questions and answers about the product, tagging of reviews, ability to interact with feedback;
  • Convenient sorting, filtering, and comparing products;
  • Certificates of quality (if required);
  • Instructions for use and product maintenance (if required);
  • Information about payment methods, credit/installment, and payment security;
  • Information about working with legal entities;
  • Clear instructions on how to purchase the product;
  • Information about the term of service (warranty period, shelf life) and warranty obligations;
  • Information about the terms, cost, and options for delivery and pickup;
  • Help in choosing, contacts of the person from the category/card of the product, the possibility of ordering by phone;
  • Information about the specialists, management;
  • Privacy policy, cookies policy, and other relevant policies;
  • Maximum possible contact information, feedback forms, online consultants, director contact form.
EAT for information sites
The basic Google requirements for information sites are similar to those for service sites and online stores: it's important who is responsible for the information and what level of credibility and trust of the author of the content and the resource itself is.
The author must have proven experience and credibility in the subject he/she writes about.
  • Up-to-date information;
  • The fullest and most comprehensive coverage of the topic;
  • Conformity of the information to the consensus accepted in the professional community;
  • Use of expert opinions and facts from reliable sources with references to them;
  • The presence of links to additional materials on the topic, related articles, and fuller coverage of the information;
  • The presence of the author(s) page with a CV, a description of professional experience and achievements;
  • Involvement of reviewers, proofreaders for article moderation;
  • Absence of affiliate links, "selling" phrases, and Call To Action (CTA) elements;
  • Availability of editorial policy;
  • Compliance with the norms of professional journalism;
  • The indication of all the sources of information used.

How to use a checklist in your project?

The EAT Factor Checklist is part of Serpstat's Task List. Create your to-do lists or use templates from experts to track project progress. Ready to learn more about Serpstat features and get free trial access?

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