Google values user experience over everything else. The company regularly updates its search engine and refines the algorithms to ensure users get the most relevant and valuable results. This means content creators need to polish their work and keep up with the search engine’s standards to stay ahead of the game, which is easier said than done. It’s difficult to keep track of all algorithm changes, trends, user expectations, etc while creating content. That’s why experts recommend focusing on EAT. Why keep track of hundreds of different things when you can ensure your content is valuable from the get-go? Expertise, Authority, and Trustworthiness, or EAT are things that the search engine looks for in every bit of content that passes under its scrutiny. These characteristics determine whether the content is valuable to the user and worthy of good placement in the search engine results pages. This post discusses some easy and effective steps to improve your EAT for Google.