Google is constantly evaluating which factors indicate a high-quality website for its users. It’s important to keep up with these ranking factors if you want to stay on top of the search engine rankings pages (SERPs).

Google is updating its search quality rater’s guidelines by adding an experience signal to its Expertise, Authority, Trustworthiness (E-A-T) principle.

E-experience needed: Google will look for signals in content that show some degree of experience like:

• Actual use of a product.
• Having personally visited a place.
• Communicating what a person experienced.

For example, if you search for “how to fill a tax form correctly,” Google would prioritize content written by an actual financial or accounting expert.

The E-E-A-T is another big change in how Google plans to approach organic content in 2022 and beyond.

What E-A-T is.

E-A-T is one factor that Google uses to evaluate the overall quality of a web page.

Page quality plays a significant role in where a page ranks in the Google organic search results. In the guidelines, Google states that the most important factors used to determine a web page’s overall quality are:

• The Purpose of the Page (is there a beneficial purpose?)
• Expertise, Authoritativeness, and Trustworthiness
• Main Content Quality and Amount
• Information about the website or the Main Content creator
• Reputation of the website or the author of the Main Content

Also…

There are three primary components listed in the Google search quality evaluator guidelines:

• The expertise of the creator of the Main Content.
• The authoritativeness of the creator of the Main Content, the Main Content itself, and the website.
• The trustworthiness of the creator of the Main Content, the Main Content itself, and the website.

Google Quality Rater Guidelines…

“Some topics require less formal expertise. Many people write extremely detailed, helpful reviews of products or restaurants. Many people share tips and personal experiences on forums, blogs, etc. These ordinary people may be considered experts in topics where they have life experience. If the person creating the content has the type and amount of life experience to make them an “expert” on the topic, we will value this “everyday expertise” and not penalize the person/webpage/website for not having “formal” education or training in the field. “

Google E-A-T SEO Importance

Google understands that a person may make a life-altering decision based on what they read online. Therefore, a bad source of information in Google search results can have real-world consequences.

Google doesn’t just want good content; it wants content from people who know what they are talking about.

You can read more about Search Quality Evaluator Guidelines here.

I urge you to hire an experienced marketeer to focus on your brand and your goals. Do not hesitate to contact me and my team.