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Date of Publication: 18 Mar 2023
• E-E-A-T does not directly influence serach ranking.
• E-E-A-T are set of guidelines with which the quality raters judge the relevancy of a webpage in the SERP against a search term.
• E-E-A-T can help you improve your content quality and eventually your ranking.
Content development has come a long way. Spinning tools and now GPT4, have taken content creation to the next level. With GPT4 and further technological innovations in AI the volume of content created across the internet is likely to explode. It comes very difficult of search engines to identify contents to be ranked on the SERP.
To solve this, Google has previously come up with Search Quality Rating guidelines, so that quality content gets ranked based on a concept called E-A-T. Expertise – Authority – Trustworthiness.
With AI taking giant leaps, Google since December 2022 has added another element to the guidelines. The element is Experience. Thus Google Quality Rating Guideline have now become E-E-A-T.
Google employs third party contractors, Quality Raters, who assist Google in the evaluations of websites that appear on search results. Every year, they manually check lacs of landing pages with regard to their relevance to the respective search query. They then provide feedback to improve the search algorithms for better and relevant results. These feedbacks are based on the four elements, E-E-A-T.
The most important element of the four in E-E-A-T is the ‘T’ – TRUST.
This is the new ‘E’. Since December 22, google added this new element for quality raters to evaluate the quality and relevance to a webpage.
So through experience what does Google wants the quality raters to evaluate?
Say, for example, you love following blogs about the latest smartphones. Would you not like to follow the blog of a person who has actually got the phone and tested its features?
Google now caters to this set of content creators who can provide first-hand experience about a particular topic. Be it travel, fashion, cars, etc, if someone is searching for something specific, the search engine page results would promote content from a source that has real experience on the particular topic.
For e.g, when write about different facets of digital marketing through my blog AG’s Digital Tales, I try giving examples, personal experiences, try using technical jargon to an extent and make it understandable to a beginner. And offcourse give reference about where I have got a particular information from.
So what are you good at?
To evaluate expertise the quality raters reviews the creator the content in a page. They check whether the conetnt creator has any expertise, qualification or credibility rtealted to the topic.
There is a place for ‘everyday bloggers’. These content creators may not have expert credentials but can provide useful information on a topic. For e.g. let;s take the case of a food blogger. A food blogger is some who goes to restaurants, shacks, joints and eateries to taste their food and share their review. The bloggers doesnt need to be a chef or a culinary expert.
Similarly, say someone is reviews an ayurvedic personal care products. She writes reviews about the products and people read them and follow them.
While, there are serious topics (YMYL Contents) where google have strict rules, for these everyday experts the quality raters rate their content well.
So you need to come up with useful blogs more often on a regular basis sticking strictly to a genre or niche. This will help you build your expertise in the eye of quality raters and eventually the search ranking algorithms.
To demonstrate authoritativeness you need to build a reputation in your niche/industry. It is:
Basically, it is about proving your authority in your area of expertise. Say, for example, you are a blogger who reviews films. So how many film portals be it of publishers, production houses, celebrity posts on social media, or online film magazines mention your reviews on their article or blog and give a link to your web page? Having these backlinks will enable you to prove your authoritativeness. So you need the relevant audiences and experts to know you, look at you as a leader in your industry, and accept you as a good source of information.
Trust is the most important element for quality raters to evaluate your webpage. It evaluates the main creator of the page and the website to gauge its trustworthiness.
Here the raters check for factual accuracy. It checks for security,
Another, important factor when it comes to trustworthiness is the reviews. While positive reviews boost your trustworthiness, on the other hand, if you have a lot of negative reviews, the search engine will evaluate your site to be of low quality and impact adversely the search results.
The acronym YMYL stands for Your Money Your Life. Google is strict about YMYL topics because these contents can have a significant impact on the health, financial stability, safety, and/or well-being of the reader.
YMYL topics include: • Finance • Health • Current Affairs.
Check page 12 of the Google Search Quality Rating Guidelines. There you will find the YMYL classifications in details.
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