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Google’s EAT: What it means in SEO

Google's EAT What it means in SEO

Having a strong online presence is essential for attracting new patients and growing your business. One important aspect of online marketing is search engine optimization (SEO). SEO involves optimizing your website to rank higher in search engine results pages (SERPs). One factor to consider when ranking websites is Google’s EAT (also known as E-A-T): expertise, authoritativeness, and trustworthiness. In this article, we will explore Google’s EAT and why it’s important for dental practices looking to improve their SEO. We will also provide practical tips on how dental practices can improve their E-A-T to rank higher in search engine results.

What is Google’s EAT and why is it important?

E-A-T stands for expertise, authoritativeness, and trustworthiness. These factors are used by Google to evaluate the quality and relevance of website content. Google aims to provide its users with the best possible search experience, and E-A-T helps them achieve this goal by ensuring that high-quality and trustworthy content ranks higher in search results.


In the context of dental practices, expertise refers to the knowledge and skill that a dental practice has in its field. To demonstrate expertise on their website, dental practices can:

  • Provide detailed information about the dental services they offer
  • Showcase their qualifications and experience
  • Share educational blog posts and articles on dental health topics
  • Include patient testimonials that highlight the practice’s expertise

Demonstrating expertise on a dental practice’s website is important for SEO. It helps Google understand that the website provides valuable and informative content that is relevant to users’ search queries.


Authoritativeness is the perception of a website as a credible source of information in its field. For dental practices, establishing authority online can be achieved by:

  • Creating high-quality, informative content that is well-researched and provides value to readers
  • Building links from other authoritative websites in the dental industry
  • Publishing guest posts on other authoritative websites
  • Participating in online dental forums and communities

Establishing authority online is important for SEO because it signals to Google that a dental practice’s website is a reputable source of information.


Trustworthiness refers to the reliability and safety of a website. For dental practices, building trust with website visitors can be achieved by:

  • Including a privacy policy and terms of service on the website
  • Providing accurate and up-to-date information about the dental practice, such as its location and contact information
  • Ensuring that the website is secure and has an SSL certificate
  • Including patient reviews and testimonials on the website

Building trust with website visitors is important for SEO because it signals to Google that a dental practice’s website is a safe and reliable source of information.

How to improve your site’s EAT

To improve a dental practice’s website E-A-T, there are several actionable tips that can be implemented, including:

On-Page Optimization:

  • Creating high-quality, informative content that demonstrates expertise, authoritativeness, and trustworthiness
  • Ensuring that the website has a clean and easy-to-use design that is optimized for mobile devices
  • Including relevant keywords in website content
  • Providing clear and concise meta descriptions for website pages

Off-Page Optimization:

  • Building high-quality backlinks from authoritative websites in the dental industry
  • Participating in online dental communities and forums
  • Publishing guest posts on other authoritative websites
  • Promoting the website through social media and other digital marketing channels

Implementing these strategies can improve your website’s E-A-T in the eyes of Google. That will help you:

  • rank higher in the SERP
  • gain more visibility
  • attract more qualified leads to your dental practice

What is YMYL?

YMYL stands for “Your Money or Your Life” and refers to content that could impact a user’s financial stability, safety, or health. For dental websites, YMYL content includes information related to dental treatments, procedures, and advice. YMYL content is important for SEO because Google considers it to be high-stakes content that requires a higher level of expertise, authoritativeness, and trustworthiness.

YMYL content is closely related to E-A-T because Google’s EAT is used to evaluate the quality and relevance of YMYL content. For dental practices, providing high-quality, accurate, and up-to-date YMYL content on their website can help to establish their expertise, authoritativeness, and trustworthiness.

Examples of YMYL content for dental practices include information about dental treatments and procedures, oral health tips, and advice for managing dental pain or emergencies.


In summary, E-A-T is an important factor in SEO that dental practices should consider when optimizing their website. We encourage dental practices to implement the tips discussed in this article to improve their website’s E-A-T and overall online presence.

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