E-A-T: Is It A Ranking Factor In Google Search?
Does Google use E-A-T (expertise, authoritativeness, and trust) as part of its Search ranking algorithm? See what the experts had to say.
How Bing Ranks Websites, Is E-A-T a Ranking Factor and More – Search News Podcast – April 15 2020
In this episode Marie discusses the latest in SEO news, including:
Does user search behavior during COVID-19 impact rankings?
More from Google on whether E-A-T is a ranking factor
How Bing ranks websites
Google launching journalism relief fund
Google started a blog series featuring case studies
Bing has max-snippet and other features now
More from Google on whether guest posts are unnatural
More from Google on the importance of being unique
Amazon cutting affiliate commission rates
Chrome 81 is now rolling out
If you are missing keyword ranking data for some keywords, this could be why
France has ordered Google to pay publishers and news agencies for content
New study on how people tend to read a webpage online
Cloudflare switching to a reCAPTCHA alternative
Local SEO: current state of GMB – reviews are reappearing
Q &A: Should we be republishing our content on LinkedIn or Medium with a canonical link pointing back to our site?
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E-A-T It, Don’t Cheat It: Google’s Acronymic Algorithm, Explained
Marketing Is Broken #54: Read the blog post here: https://www.brandishinsights.com/blog/eat-for-seo
Ah, SEO: the catch-all grab-bag of marketing concepts. Don’t understand something? Must be SEO-related. Site not bringing in revenue? Gotta be an SEO issue. What do our parents keep telling their friends we do? SEO, no matter how much we try to correct them.
The reason we put so much stock in SEO is because, well, your ability to show up in search results can make or break your website. How should you plan content for top-ranking results? Find out today on Marketing Is Broken!
Google Does Not Use a “E-A-T Score” for Ranking
Google representative Gary Illyes recently said at Pubcon that Google does not have a “EAT Score” that they use in the ranking algorithm. When asked if Google has an EAT score, he responded, ““There’s no internal EAT score or YMYL score. The Quality Raters’ Guidelines are guidelines for raters. EAT and YMYL are concepts that allow humans to dumb down algorithms. There is no one algo that looks for YMYL.” [Google has] “a collection of millions of tiny algorithms that work in unison to spit out a ranking score. Many of those baby algorithms look for signals in pages or content. When you put them together in certain ways, they can be conceptualized as YMYL. It’s not like we have a YMYL score though.”
Illyes also indicated there are a myriad of smaller algorithms that evaluate different signals, and these are rolled into the larger ranking algorithm. At Pubcon, when asked if crawling increases before an algorithm update, he stated, “We have probably millions of baby algorithms and they act differently. They might do something that triggers more crawls on certain sites. It solely depends on the algo and what it’s trying to do.”
Google representative Danny Sullivan also clarified some things on E-A-T (The Expertise, Authority, and Trustworthiness mentioned in the Search Quality Rater Guidelines):
Tweets from Google representative Danny Sullivan:
“Also I didn’t say accuracy wasn’t ranking factor. Wasn’t what I was asked. Asked if we could tell content is accurate. No, we can’t. But again, signals, we look for things we believe correspond to accuracy. In that regard, damn right having accurate content is ranking factor….”
“Is E-A-T a ranking factor? Not if you mean there’s some technical thing like with speed that we can measure directly.
We do use a variety of signals as a proxy to tell if content seems to match E-A-T as humans would assess it.
In that regard, yeah, it’s a ranking factor.”
“We don’t have some list of people that if we see are named on a page make it do better. E-A-T is based on us assessing signals from across the web, which we hope correspond to how humans assess it.”
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How to Optimize For Google’s E A T Algorithm
How to Optimize For Google’s E-A-T Algorithm | Google made a big change with their medic update. The medic update stops people who don’t have authority on a certain topic from ranking really well. Good example of this, I’m a marketer. If I write on surgeries and how you can cure yourself from all these problems like cancer, Google will not want to rank you no matter how many links I have, how many domain authority, it doesn’t matter, why? Because I’m not an expert when it comes to medicine or advise to people’s health. Today I’m going to teach you how to optimize for Google’s EAT algorithm.
RESOURCES & LINKS:
What are the MAJOR changes in SEO for 2020? – https://youtu.be/TSJEQFtbOLA
7 SEO Experiments to Test in 2020 – https://youtu.be/o_S2uyuLiFw
As I mentioned, Google released the medic update. If I were to give medical advise, I would be doing a disservice to people and I could potentially harm them. Because of that, Google doesn’t want to rank me for medical-based information.
At the same time, they also don’t want to rank people for medical-based information who are phonies claiming that they know all this medical stuff when they really don’t.
The same goes for financial information. If I went out there and I started giving advise on 401Ks and retirement, how to live life when you’re 60 years old, keeping in mind I’m 34 and I have no clue about retirement yet because I’m nowhere near that age.
Why should I rank for that? I could be doing a disservice and harming people.
Google’s doing this for the best interest of people using Google and it’s the right thing to do.
So today, I’m going to teach you how to build up your expertise authority, and trustworthiness.
This is what’s called EAT, right? Expertise, authority, trustworthiness, stands for eat.
And when you build this up you can start ranking for more things. Now pages that can be potentially hit by the medic update or by Google’s EAT, you know, update is usually ones that are in happiness, health, financial stability, or anything that’s related to the safety of other people.
So just news websites, government, law-related websites, financial advice websites, shopping information, medical advice, information just generally on people, all these are types of sites that we’re seeing that are being effected.
So let’s go into how you can optimize for EAT so that way you can do well.
Tip #1. Establish your own expertise, right? So, I want you to start putting your bio everywhere.
When you write content, put your bio. Tell people why you are an expert on that topic. Why should they pay attention to you? Google doesn’t want a journalist who’s a freelance writer talking about financial advise. Or, a general writer that you get on Upwork talking about medical conditions and what you should do if you have a brain tumor. They want people who are experts, doctors writing on medical-based content.
In addition to that, you can also try to guest post on other websites, that helps, especially if they’re in your niche. Get on other people’s podcasts, that helps again. This all brands you as an expert.
Tip #2. Work with trusted sources.
If you’re talking about scientific-based research, include links in your article to back up your sources, your claims.
When I talk about marketing stats, sometimes I mention stats like, did you know 49% of the search that happen on Google result in no clicks? I don’t just say that because I’m making it up. I say it because I got that data from Jump Shot, right.
They publish it around the web and with their data and they analyze billions of clicks, they said 49% of all searches that happen on Google result in no clicks. So by citing your sources, it makes you seem more reputable and it makes you seem more trusted.
Tip #3. Design your content to be helpful for people.
With the specific purpose in mind of helping other people, not Google, not Facebook, not Instagram. I know this is hard because as I see it as a marketer we’re like, how can I optimize my page for Google or for Facebook.
They want to optimize their pages, their listings, their results for their end user, so if you also do the same yeah in the short run you may not rank where you want or get as much social love, but in the long run you will do better.
What do people want to achieve by reading your content? Ask people that and if you can answer that within your content, you’ll do great. Does your page have a beneficial purpose? If it does, great.
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