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How to Write SEO Content in the Age of EAT and Google Algorithm Shifts

How to Write SEO Content in the Age of EAT and Google Algorithm Shifts
3rd May 2024 || Content Marketing

Crafting compelling content that ranks highly in search results is an on-going pursuit for businesses and bloggers alike. But with Google’s algorithm constantly evolving, what worked yesterday might not get you noticed today. The key lies in understanding the search giant’s current focus: expertise, authoritativeness, and trustworthiness (EAT).

What is EAT, and why does it matter?

EAT is a core principle guiding Google’s search engine ranking. Simply put, Google wants to surface content written by experts on trustworthy websites. This ensures users find high-quality, informative results that address their search queries effectively.

Here’s how EAT translates into actionable steps for your SEO content strategy:

  1. Establish Expertise:
  • Content Depth: Go beyond surface-level information. Conduct thorough research, cite credible sources, and offer unique insights on your chosen topic.
  • Target Audience: Tailor your content to a specific audience with defined needs and interests. Demonstrate a clear understanding of their pain points and knowledge level.
  1. Build Authoritativeness:
  • Author Credibility: If you’re writing the content, showcase your expertise. Include your bio, highlighting relevant qualifications and experience. Consider guest posting on established websites in your niche.
  • Content Citations: Back up your claims with links to reputable sources like scholarly articles, government websites, and industry publications.
  1. Foster Trustworthiness:
  • Website Reputation: Maintain a professional and well-designed website. Ensure user-friendly navigation and a secure connection (HTTPS).
  • Content Accuracy: Fact-check meticulously. Avoid misinformation and present balanced perspectives.
  • Transparency: Be upfront about your affiliations and potential biases. Disclose any sponsored content or affiliate links clearly.

Optimising for Recent Google Algorithm Shifts

Beyond EAT, staying informed about Google’s algorithm updates is crucial. Here are some recent changes to keep in mind:

  • Focus on User Intent: Google prioritises content that directly addresses the user’s search query. Conduct thorough keyword research to understand user intent and tailor your content accordingly.
  • Mobile-First Indexing: With mobile surpassing desktop usage, ensure your website and content are mobile-friendly for optimal ranking.
  • BERT Update: Google’s BERT update focuses on understanding the nuances of language and searcher intent. Craft content that reads naturally and uses a conversational tone.
  • Entity-Based Search: Google emphasises real-world entities and connections between topics. Interlink relevant content on your website and consider incorporating rich snippets and schema markup.

Crafting High-Ranking Content

By adhering to EAT principles and staying updated on algorithm shifts, you can create content that resonates with users and search engines alike. Here are some additional tips:

  • Write compelling headlines and meta descriptions. Grab user attention with clear, keyword-rich titles and summaries that accurately reflect your content.
  • Optimise for voice search: As voice search continues to rise, structure your content with natural language questions in mind.
  • Incorporate high-quality visuals: images, infographics, and videos can enhance the user experience and improve engagement.
  • Promote your content. Share your work on social media platforms and relevant online communities.


SEO is a dynamic field, but by prioritising EAT, user intent, and ongoing optimisation, you can create content that thrives in today’s search landscape. Remember, high-quality content that educates, informs, and engages your audience is the foundation of any successful SEO strategy.