seo pillars of EAT

What are the three pillars for SEO Success?

No one ever said that the world of SEO is going to be easy. It instead involves complex factors and over 200 Google ranking factors that require constant effort and strategies on your end to stay ahead in the game. Simultaneously, no one said that it was unachievable!

Even though it might seem frustrating and unrewarding initially, taking the right steps will definitely drive you to the right place. Some say that better content, inbound links, and a healthy structure are the primary factors that make a successful website.

While these are not absolutely wrong, but Google’s latest Search Rater Quality Guidelines have emphasised E-A-T (Expertise, Authority, and Trustworthiness).

When it comes to achieving online success, no one factor is responsible; instead, you need a holistic approach to progress. So, the next time you scratch your head, thinking it is impossible to decode Google’s SEO requirements, remember the 3 main pillars that back SEO, they are:

  1. Authority
  2. Relevance
  3. Experience

You can take some time out and notice that these are the 3 factors that both users and the search engine consider to evaluate a particular site and attract more traffic over time.

This is because all these parts genuinely make a site authoritative. So, without further delay, let’s dive into each of them to see how they work towards a successful SEO program.


Google faces thousands of queries each day related to various topics. Also, there are numerous sites ready to answer that particular query. In SEO, authority refers to the weight or importance given to a particular page that is most relevant to a particular search query.

In simple words, Google wants to rank the top websites most likely to satisfy the user’s search intent with reliable information and authoritative pages. If Google can satisfy the user, more and more people will rely on it to seek information again. Thus, they will get more exposure to Google ads, its primary revenue source.

How did Google manage to assess the Authority?

Evaluating the authority of web pages was the first vital problem faced by search engines. Earlier, the search engines relied on human evaluators to determine the same, but it became almost impossible to scale as the World Wide Web boomed uncontrollably.

This was when PageRank came into existence. Google then started using links from other pages as criteria to access a web page’s authoritativeness. As authoritative sites send the relevant and reliable links, in a way, it means that they are ‘Voting’ for the links as User-friendly. Google then perceives them as ‘Authoritative’!

However, another thing that comes into play is the source site’s trustworthiness and relative authority.

Why are Links so important for proving the Authority?

You might wonder why Google emphasises the quality of links, making it primary for Authority. Well, the answer is putting a link on your site to a third-party’s site causes a user to leave your site. In other words, when you link to a third-party site, it acts like a ‘vote’ for it where each vote contributes towards its endorsement. Therefore, endorsing the particular page that the link directs to is one of the best ways to identify its authoritativeness. So, the more votes it receives, the better authority it gets in Google’s eye and ranks higher.

Are all Pages important?

Google uses the PageRank algorithm to rank the most valuable and informative page based on the number of links they receive. So, a page that receives more valuable links will certainly have a higher Page Rank and will eventually rank higher in the search engine.

When a particular page links to another page, it passes a portion of its PageRank to the other page it is linked to. As a result, Google favours the pages that accumulate more PageRanks based on the quality and number of links.

Wait a minute, do not get into the confusion that More Links= Higher Rank!

Google is a lot more complex. A valuable and worthy link from one reputed or authoritative source is worth more than one thousand links from another. For example, your page receives two links: one from a random source and the other from a top competitor brand related to your niche. Which one do you think is more valuable?

You know the answer already!

The way Google evaluates each link greatly influences the rank of a web page or site. Some of which we know, others we don’t.

Attracting Links – The Wrong Way

You know that obtaining valuable links is crucial to your SEO success. This particular thing leads many to opt for unhealthy practices; which include:

  • Buying links
  • Hacking people’s sites to inject links
  • Going to blogs/ forums and adding links on the comments back to the site
  • Distributing poor-quality info-graphics that include links to the pages
  • Discount codes as a way to get links

All Google wants is for you to build a nice, healthy website and work on generating valuable backlinks so that it can rank your pages higher in the SERP and showcase your site as authoritative.


Perhaps it goes without saying in SEO; you have to be relevant. The whole process revolves around how relevant your content or search result is as per the user’s search query. Relevance plays a big role in the value of a link also.

Imagine that you run a Car business and get a link from a reputed Cars Magazine. Is the link relevant? Yes, it is. Now, think of getting a link from a site that usually writes about various other sports. Is it still helpful? Well, not as the former because Google gets less evidence that the sports site has many ideas about your Car business.

In short, it is the relevancy of your link source that also impacts how Google considers it valuable.

What helps Google evaluate the Relevancy?

  • Anchor Text

Anchor text (the highlighted text in a link that you can click to open the target page) is another part of the links that Google considers. The particular highlighted text helps Google confirm the content on the opening page.

For example, if the anchor text says ‘Rolex’, the page it is directed towards will have content on that topic. So, both the anchor text and the link confirm that the page is related to the highlighted topic.

  • Internal Linking

Google uses Internal Linking to evaluate how relevant a particular site is to a topic. Having a properly structured internal linking system with content linked to various relevant topics shows Google that you have the topic well elaborated. It also means that there are multiple pages covering the various aspects.

Make sure that you think strategically while internal linking, as it must make sense for the users, which will then be helpful for Google.

  • Content

Of course, the ultimate relevancy of a page depends on the content of that page. With changing SEO algorithms and Google’s ranking factors, marketers have become aware that content is way beyond just incorporating the keywords that a user is searching for.

Today, Google examines various factors in Content to rank it on the SERP.

What are the things that Google believes Content should be relevant for?

  • Depth: Content should have the right depth such that when a user searches for a query, it should cover the topic satisfactorily to meet the query and link the user to/from pages that outline similar topics.
  • Keywords: While over-stuffing keywords is a big no-no, having the right set of keywords included in the content will help a web page rank higher for that particular query. So, the more organic traffic it gets, the better rank it will have on the result page.
  • Structure: H1, H2, H3, Topic Headings, and other structural elements helps Google understand the coverage and relevance of a particular page.

Does Authority impact the Content?

Of course, it does. Google urges all sites to create content that lets the user derive trustworthy, authoritative, and relevant information. Since this is tricky to crack, we suggest building a Concrete Content Marketing Plan. You can also seek help from experts to achieve your business goals.

This is another investment but a worthwhile one. Wondering why?

Reasons to hire professionals for sketching a Content Marketing Plan

  • Study Competitors to build a content marketing strategy that will generate a solid ROI
  • Use specific professional tools to pull the competitor’s backlink profiles and beat them with better performance
  • Study the links and where and how they are linked on the competitor’s sites and pages that boost their rank
  • Study the best-suited keywords and frame a solid plan to include them in your content
  • Develop ideas and strategies to curate content for topics that are in high demand amongst your target audience

Do you want to hire someone reputed in the UK? (Keep reading to the end)


You might feel that Google is the strict teacher you have who doesn’t let you do what you want about your website. But the truth is that the various algorithm updates and other façades are only to offer the best experience to the users.

Many speak of SEO as Search Experience Optimisation. Google takes the user’s experience on a particular site or page as an essential factor to rank it. You can easily get into Google’s good books by including the bare minimum things necessary for ensuring a ‘Good’ user experience.

Things to do to ensure a good experience are:

  • The content on the landing page should match the user’s query
  • The content appropriately answers the user’s search intent and also provides links to other relevant sites & topics
  • The page loads quickly
  • The various page elements settle down quickly

Altogether, Google wants to rank those pages that immediately satisfy the query and makes it easy for the users to understand the solution or solve them.

What To Do?

SEO is a tough yet smart game. Focusing on these 3 pillars is essential to increase your online opportunities and drive business and organic traffic. As the competition in the web world has quite literally exploded, seeking external help is the need of the hour to get the work done rightly!

At Estie Web Solutions, the professionals aim to improve your site’s traffic and conversions by designing a strategic SEO plan that meets all the necessary SEO parameters. With over 10 years of experience in the niche and having helped several businesses with different motives to stand out with their respective services in the SERP, the company aims to offer the best SEO services in the UK.

Finding the right SEO service provider is crucial to your success, and the team at Estie strongly believes that you’re the expert on your business and its objectives. All they intend to do is understand your perspective and requirement and inject their expertise and solid SEO strategy to improve the E-A-T of your website.

Get in touch with them today at 0786 174 7479 or email at

Also Read: 7 Powerful SEO Trends To Follow In 2022

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