17/03/2023 - SEO
E-E-A-T is something that Google seems to be paying a great deal of attention to of late. With last summer’s Helpful Content update and December 2022’s changes to the Google Search Quality Rater Guidelines, there is a definite shift towards seeking out website pages that do more than just arrange keywords on a page.
What does E-E-A-T stand for?
E-E-A-T is an acronym for everything Google believes searchers deserve from the pages on a business website.
E = Expertise - Articles and descriptions are written by someone who has a good understanding of the products and services on offer.
E = Experience - Website content has been created by a person with relevant experience. For example a recipe has been tested by the writer or a product review comes from someone who has actually used that product.
A = Authoritative - Is the information on a page factually accurate? can any claims be substantiated? Is the website/and or author a good source of information on a topic? Eg would you expect that a website developer like Upshot Media is the right organisation to advise you on dental health or knitting patterns?
T = Trustworthy - Does this web page look like fake news? Is there enough information to tell you that a website is trustworthy eg customer service information, secure payment gateways, positive reviews.
How Is E-E-A-T Measured By Google?
Right now, we don’t know enough about Google’s algorithms to know how they understand or measure EEAT. But, we do know what Google’s Search Quality Raters are asked to evaluate.
Search Quality Raters are real live sentient human beings who are hired to provide Google with feedback on the relevance of search results and the quality of websites. They don’t look at every single website or piece of content on the internet - that would be impossible. But the information they provide is used by Google engineers to refine the search engine’s algorithms.
If you, as a content creator, understand what the Search Quality Raters are looking for, you can decide whether your website pages, blogs and product descriptions fit their criteria. If it doesn’t quite hit the spot, you then have the opportunity to make some changes.
The Quality Rater Guidelines document is quite long, but well worth a read. I’ll post a link to them at the end of this article.
Does E-E-A-T Affect Search Engine Optimisation?
Google says that E-E-A-T is not a direct ranking factor, but we think that it must surely have ‘soft’ power on how the search engine perceives your website. Therefore, it’s well worth asking someone who is not directly connected with your business, to review your website as though they were an actual search quality rater.
What To Look For On Your Website
Reputation and experience of content creators.
Is it clear who website your website belongs to and who creates the content for it? Do you have an ‘about’ page and/or a ‘meet the team’ page so that visitors can learn about the people behind your organisation?
Do your blogs and guest blogs include an author biography?
Does your website help searchers to find you (and your content creators) on social media sites such as LinkedIn?
Basically, Google wants to be reassured that the content on your website is written by experts. If you use a copywriter but don’t want to advertise the fact, ask them to write in your ‘voice’ and be sure to double check the accuracy of every article.
3 Step Process For Assessing Page Quality. Google asks its Quality Raters to go through a 3 step process when they evaluate a piece of content.
Remember that SEO is dynamic. It is forever changing its parameters and as time goes by, it becomes more sophisticated and more intuitive. There is also a fine balance to be found between allowing free speech without inciting hate or spreading fake news and misinformation. We think that E-E-A-T is one tool that Google uses to try to create a safe environment for searchers. Is your business website honest, accurate and above board? That’s what E-E-A-T is trying to decide.
If you want your website to rank well, then you need to consider E-E-A-T as well as keywords, technical SEO and Google’s helpful content guidelines. There’s certainly a lot to think about and we’re here to help if you feel overwhelmed.
Talk to Upshot Media about help with any aspect of SEO from creating unique content to website loading speeds. https://www.upshotmedia.co.uk/contact
More Information about Google’s Helpful Content Update.
Search Quality Rater Guidelines.
Google Developers: E-A-T gets an extra E