How PR professionals can help with Google’s EEAT

The topic of misinformation hit an all-time global high in October this year.

Google is super aware of this and recently announced a $13.2 million grant to the International Fact-Checking Network (IFCN), Google’s single largest grant in fact-checking.

Misinformation is a big problem for Google.

If Google’s search results contain rubbish, then users stop coming back. This impacts advertising revenue.

Therefore, Google has been keen to push experience, expertise, authority and trust (EEAT) as important things to consider if you want your content to rank in its index.

(The first ‘E’ experience is a new one – Google updated its guidance on December 15^th – read more here – tl;dr does the author of the content you’re looking for demonstrate a suitable type/level of experience? Google uses a tax returns example, pointing out that’s a situation where you want to see content produced by an expert in the field of accounting if you’re looking for advice on completing them.)