As we’ve highlighted already (and will undoubtedly continue to be advised in the future), EEAT is just as important as it ever was. This is what Tom Winter believes.

Tom says: “Focus on EEAT – but actual EEAT, not the fake one.”

What is fake EEAT?

“Right now, I see a lot of SEOs trying to figure out how to create EEAT without actually understanding what EEAT is. They are trying to find hacks (because we're SEO experts, we always wanted to find hacks) to simplify the whole thing and add fake EEAT into the articles they're writing.

When I'm talking about fake EEAT, I'm talking about just adding a bio or an author to the article and then thinking that you’re done. EEAT is a little bit more than that.

Google are now at a place where they understand what is valuable for the end user. There isn’t an easy way to go around it; find some kind of checklist for what we can put into an article, and make it happen. All the keyword-stuffing techniques that we used to use don’t work anymore.

We need to do what Google has wanted us to do for the last 20 years and create and add value through our content.”