Google has just announced today that in its Quality Rater Guidelines, E-A-T is now E-E-A-T.
What this means is that the previous
- Expertise
- Authoritativeness
- Trustworthiness
Has acquired a new E for Experience and has become:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
This adds a welcome dimension to the Quality Rater Guidelines framework.
Quality Raters Guidelines
The first thing to understand here is the Google Quality Rater Guidelines (QRG). The Google Quality Rater Guidelines (QRG) are a comprehensive set of instructions used by human evaluators, known as quality raters, to assess the quality and relevance of Google’s search results. These quality guidelines serve a\ number of key purposes:
- Evaluating search quality: Google’s quality raters use the QRG to perform sample searches and evaluate the effectiveness of Google’s search algorithms in delivering relevant and reliable results.
- Providing feedback: While raters’ evaluations don’t directly impact search rankings, their feedback helps Google refine and improve its search algorithms.
- Assessing page quality: Raters evaluate webpages based on factors such as expertise, authoritativeness, trustworthiness (E-A-T), and the overall purpose and value of the content.
- Meeting user needs: The guidelines help raters determine how well search results satisfy user intent and meet searchers’ needs.
Key metrics of Google’s Quality Rater Guidelines include:
- Page Quality (PQ) rating: Assessing how well a page achieves its purpose and its overall quality level.
- Needs Met (NM) rating: Evaluating how effectively the search results satisfy the user’s query and intent.
- YMYL (Your Money or Your Life) considerations: Applying higher standards to pages that could potentially impact a person’s future happiness, health, or financial stability.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Emphasizing the importance of first-hand experience in addition to the established E-A-T factors.
Google periodically updates the QRG to reflect changes in search technology and user behaviour.
While the QRG is primarily intended for internal use by quality raters, it provides enormously valuable insights for webmasters and SEO professionals on how Google evaluates the quality and relevance of content.
E-E-A-T: The Evolution of Google’s Quality Assessment
As digital marketing evolves, so Google has once again raised the bar for content quality with the introduction of this new E-E-A-T. The updated framework builds upon the well-known E-A-T (Expertise, Authoritativeness, and Trustworthiness) by adding that crucial new element: Experience.
Understanding E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This expanded concept reflects Google’s commitment to providing users with the most helpful and relevant information possible.
The addition of “Experience” to the E-A-T framework now emphasises the importance of first-hand, practical knowledge in the field of content creation. Google now values content that demonstrates actual use of a product, visits to a place, or personal experiences related to the topic at hand.
Put it this way: Would you trust content if the person had not actually used that product, visited that place they talk about, or experienced the topic they’re telling you about?
Let’s take this page, for instance; I’m a digital marketing expert with 25 years of experience. I won awards for my writing when I was 11 years old and now I create content professionally. I’ve also been doing SEO for the past 25 years, read all 169 pages of the quality raters guidelines, and applied my knowledge of E-A-T to all the content I produce. That should suffice as more than adequate experience for my telling of this E-E-A-T story.
The Four Pillars of E-E-A-T
So here we go, what do the criterion in E-E-A-T actually mean? Ask yourself these questions when you evaluate your own content on your organisation’s website:
- Experience: Does the content reflect first-hand knowledge or practical application?
- Expertise: Does the creator possess the necessary knowledge or skills in the subject area?
- Authoritativeness: Is the content creator or website considered a go-to source in the field?
- Trustworthiness: Can users rely on the accuracy and integrity of the information presented?
The answer to all these questions should be YES! If not, there’s no harm in going back and recreating your content but better than before. This new experience element is crucial though – only have experienced people with first-hand knowledge create your content.
Implementing E-E-A-T in Your Content Strategy
Now that you know you need to align your digital marketing efforts with Google’s E-E-A-T guidelines, you must consider the following strategies:
- Showcase your real-world experience: Incorporate case studies, user testimonials, and personal anecdotes to demonstrate practical knowledge in your field.
- Highlight your expertise: Feature content created by qualified professionals in their respective fields.
- Build authority: Consistently produce high-quality, accurate content that establishes your brand as a leader in your industry.
- Foster trust: Prioritise transparency, accuracy, and user-centric content to build credibility with your audience.
By following these simple steps, you will be creating content that complies with the E-E-A-T principles. By toeing the line you should be impressing Google’s quality raters and they will be more likely to be ticking all the boxes for your content. Remember to fulfil the Page Quality (PQ) and Needs Met (NM) criteria as well as E-E-A-T.
The Impact on Search Rankings
While the E-E-A-T guidelines don’t directly influence rankings, they play a crucial role in how Google evaluates the quality of search results. By adhering to these E-E-A-T principles, you increase the likelihood of your content being viewed favourably by both search algorithms and Google’s human quality raters.
Conclusion: Embracing E-E-A-T for Long-Term Success
As digital marketers, it’s essential to adapt to Google’s evolving standards. By focusing on creating content that demonstrates experience, expertise, authoritativeness, and trustworthiness, you not only improve your chances of ranking well in search results but also provide genuine value to your audience.
Remember, E-E-A-T isn’t just about impressing search engines; it’s about building a strong, credible online presence that resonates with your target audience and establishes your brand as a trusted resource in your field.
If you need help from an experienced SEO expert, I’m here to work with you on your next project. Call me on 01252 692 765 or use the contact form.