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If you are stepping your foot into the search industry, you have probably heard of Google E-A-T. It is now known as E-E-A-T. Despite the fact that the idea has been existing since 2014, it has progressively grown to be one of the most crucial elements of SEO.
Also, the industry experts are also struggling to understand the concept of E-E-A-T.
In this blog, you will understand what exactly E-E-A-T SEO is. What is the significance of E-E-A-T, and how it affects your SEO efforts?
Understanding Google E-E-A-T in SEO: What You Need to Know
E-E-A-T refers to four critical factors: Experience, Expertise, Authoritativeness, and Trustworthiness. These factors are outlined in Google’s Search Quality Rater guidelines and gained more attention after the 2018 Medic Update in August. Google uses E-E-A-T to assess the overall quality of a web page and determine its ranking in search results. It goes without saying that page quality is crucial in determining a page’s position in Google’s organic search results. According to Google, the essential elements to identify the overall quality of a web page are:
- The objective of a web page. A thought comes to mind does the web page serve any beneficial purpose?
- The four crucial factors of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
- Main focus is on the quality and amount of the web page.
- Knowledge about the main content creator or the website.
- Reputation of the creator of the content or the website.
A web page only ranks higher if it equally concentrates on the factors of E-E-A-T, that is, experience, expertise, authority, and trustworthiness.
This is not possible that you become an expert in all the fields. You can become a professional or expert in one sector but possess very low expertise in the other subjects. This can be explained by the fact that you may be authorized as a food blogger, but you do not have any knowledge or authority to write about sensitive topics in the medical industry that require a lot of trusted sources.
Similarly, you have extensive knowledge in filing your taxes but you are not authorized to give any financial advice to anyone.
This means that each content is different and it requires different E-E-A-T levels to rank high on Google. One of the crucial factors that consider to be a key signal is trust. This signal is applied to all content, whether it is related to a medical website, a recipe blog, or an online store.
How does Google determine a web page’s E-E-A-T?
After gaining a deep insight into the concept of E-E-A-T, this becomes essential to determine how Google evaluates the E-E-A-T of a web page. As per the guidelines incorporated by Google, four primary elements are listed in the search quality evaluator.
- The topic should be personally experienced by the content creator.
- Having extensive knowledge of the topic.
- Authoritativeness of the content creator, content, and the website.
- Trustworthiness of the website and its content along with its creator.
What do you mean by YMYL?
YMYL refers to “Your Money or Your Life”. This acronym acts as a guiding principle that is used by Google to classify pages. This will affect your safety, health, happiness, or finances. YMYL websites must undergo all the possible E-E-A-T standards to the highest level as the users highly rely on the content written on such websites.
According to Google, you should agree to the guidelines:
“We have very high Page Quality rating standards for YMYL pages because low-quality YMYL pages could negatively impact a person’s happiness, health, financial stability, or safety.”
Importance of Google E-E-A-T in SEO
Google understands the importance of content in the lives of people. What information read online by people can help in making a life-altering decision. If people read content that is considered a bad source of information from Google search results, then this causes real-world consequences. This is the responsibility of the main content creator of the particular web page to authenticate the knowledge before making it available for people on the web page. If your web page falls in the category of YMYL websites, then this responsibility becomes bigger.
The more you follow and apply the standards of E-E-A-T to your content, there is the greater chance for you to become visible and rank on the organic search engine successfully.
Now, the question arises in the mind of people whether Google E-E-A-T is considered a ranking factor or not. You will gain knowledge on this question in the next section.
Does Google E-E-A-T affect the rankings of the web pages?
According to measurable metrics, E-E-A-T does not directly affect the Google ranking factor. You will be amazed after knowing the fact that a white paper has been released by Google. Now, again, it strikes to mind what is mentioned in that white paper.
“How Google Fights Disinformation”, a white paper published in February 2019 by Google which elaborates the importance of E-E-A-T in Google rankings. In that white paper, you will notice an interesting thing while reading the paper.
Can you imagine how many times Google uses the word E-A-T in its paper? You even cannot guess. Google references the word “E-A-T” 137 times to highlight the importance of its current version “E-E-A-T” as per the Search Quality Rater Guidelines.
However, not a single metric is used to measure the score of Google E-E-A-T. This ranking factor evaluates measurable factors that are responsible for identifying the quality of websites, web pages, authors, and brands. The quality of the website is measured and assessed with the help of Search Quality Raters. Moreover, Google’s algorithm can accurately measure signals that are associated with E-E-A-T, such as backlinks.
Significance of Google E-E-A-T for your SEO strategy
Have you paid attention to the recent updates in Google’s algorithm? In recent years, Google has updated its search core algorithm with the objective of “constantly improving the user experience”. Google started to penalize keyword stuffing long back as it makes disruptions to the reading experience. The experts of Google set a standard to make web pages mobile responsive. This is considered a ranking factor as people use mobile devices to search for anything on the internet.
Why HTTP becomes outdated as HTTPS comes into existence? This is a major question that strikes the majority of people. This is because Google wanted enhanced security for all its searchers. That is why HTTPS is prioritized over HTTP by Google. Also, Core Web Vitals has been developed by Google experts to provide a fast and seamless experience to users in relation to searching and reading the content.
The same applies to E-A-T. It is an additional method for Google to satisfy users’ needs.
After understanding the concept of E-E-A-T and its significance in ranking a web page, another question arises that needs to be resolved. Why should you use E-E-A-T to develop your SEO strategy?
The credibility of a web page has been determined with the help of E-A-T. It serves as the foundation for determining whether a website and each of its constituent pages actually add value for the user. Google wants to deliver the pages that are most relevant to a given search query. Due to this, it attracts new users.
Search engine optimization is essential for digital marketing success. If you want to develop the best and most effective SEO strategy, then E-E-A-T SEO is the perfect option for you.
Future of SEO with Google E-E-A-T
What is the future of SEO with Google E-E-A-T?
The future of SEO assumes to be bright to deliver a deeper, broader, and more robust application of E-E-A-T. This identifies websites, brands, authors, and speakers.
Let us understand the future of SEO with Google E-E-A-T.
In 2020, “Speaker Identification” is a patent granted to Google. The function of this patent is to identify particular speakers with the help of speech recognition technology. You can imagine this as it will be used in interviews, webinar recordings, and YouTube videos with the media.
Google’s E-E-A-T is perfectly in alignment with the objective of identifying what users are searching for on the internet. Your SEO efforts will be more successful if you are able to give what your audience wants in a professional, authoritative, and reliable manner. You will always be in a great position for success if E-E-A-T is one of the fundamental pillars of your approach to SEO.
Conclusion
E-E-A-T is an important factor for search engine optimization (SEO) and website ranking. The concept of E-E-A-T was introduced by Google to evaluate the quality of web content and the credibility of the sources providing it. By analyzing E-E-A-T signals, Google can determine which pages are most relevant and reliable for a given search query. This means that websites that prioritize E-E-A-T can improve their search rankings and attract more traffic to their pages. To optimize your website’s ranking on Google, you need to focus on producing high-quality content, establishing your expertise and authority in your main content, and building trust with your audience through transparency and authenticity. Overall, prioritizing E-E-A-T can lead to better SEO results and ultimately improve your website’s visibility and credibility.