Understanding the Impact of E-A-T on Google's Ranking Algorithm

SearchLiaison sheds light on E-A-T and SEO Despite the seeming contradiction, the concept of something not being a ranking factor but still affecting website rankings is explained by SearchLiaison. In a recent tweet, they discussed how to approach E-A-T and its application to SEO.

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

Google developed a feature about ten to thirteen years ago to ensure that the content users consume is both safe and helpful. These principles guide our daily work.

Our E-A-T template, which rates sites based on Expertise, Authoritativeness, and Trustworthiness, is applied to every query and result. This approach is integrated into all aspects of our work.

YMYL queries, which stands for Your Money or Your Life queries, are given special attention because they involve important decisions such as mortgages or finding the nearest ER. These queries are crucial to people's well-being.

Although E-A-T (Expertise, Authoritativeness, Trustworthiness) has a greater impact on YMYL queries, it is important to note that E-A-T applies to all types of queries that we analyze.

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

It's worth noting that back in 2012, Google's senior engineer, Matt Cutts, emphasized the importance of experience and expertise in creating high-quality content that can rank well. Matt Cutts discussed this in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

Google aims to provide users with diverse search results. Although some results may not be exact duplicates, they may lack unique content. In such cases, Google will display only one of these similar results to offer users a variety of website options in the search results.

They should consider what sets them apart and what makes them unique. It's important for them to identify their value add.

For example, if Jane is writing about a topic she has no knowledge or experience in, readers may not find her opinion as valuable.

Matt uses the example of Roger Ebert, a Pulitzer Prize-Winning movie reviewer, to show how someone's background and expertise can make their opinion valuable to readers and their content worthy of ranking.

While Matt didn't specifically mention that a webpage author's background, experience, and expertise are ranking factors, he did highlight how these factors can set one webpage apart from another and align it with Google's ranking criteria.

In 2012, it was mentioned that Google's algorithm can identify what sets a webpage apart. Fast forward to 2020, Google's John Mueller reiterated the importance of standing out and being engaging for Google to take notice and rank a webpage.

If you are concentrating on a small amount of content that is similar to what others have, it is important to find ways to set yourself apart and show that your website offers something unique compared to the millions of other ringtone websites with similar content.

This advice applies to any website that offers the same things as many others on the internet.

It is important to ensure that the content you offer is unique, compelling, and of high quality. This way, both our systems and users will be inclined to visit your website because it provides something unique and valuable, rather than just any other random website.

In 2021, Mueller also mentioned the importance of getting Google to index a webpage.

Is it a long-awaited innovation for the web? Or is it simply another red widget?

This idea of being unique and standing out from other websites has been ingrained in Google's algorithm for a while. Just like the Googler mentioned in the video, as well as Matt Cutts and Mueller.

Are they talking about signals?

E-EA-T Algorithm Signals

We understand that Google is searching for something related to a person's expertise and background within the algorithm. Now, let's delve into the next step and understand its significance.

I recall reading a comment from Marie Haynes about E-A-T, where she referred to it as a framework. It struck me as interesting how she was able to conceptualize E-A-T in that way.

When SEO experts talked about E-A-T, they were always focused on how to show E-A-T. They often referred to the Quality Raters Guide for help, which seems logical because it is a guide, right?

However, I believe that the solution doesn't actually lie in the guidelines or what the quality raters are specifically searching for.

The concept I want to discuss is related to the most crucial aspect of Google's algorithm, which is relevance.

So, what exactly is relevance? Is it a task you need to complete? In the past, relevance was mainly associated with keywords, which was quite straightforward for SEO professionals to grasp. However, the focus has shifted from keywords as Google's algorithm now incorporates natural language understanding (NLU). NLU plays a key role in allowing machines to comprehend language as it is spoken naturally.

So, relevance simply means being related or connected to something else. For example, when we talk about quenching thirst, water is relevant because it can satisfy our thirst.

Now, let's consider how a website can be relevant to the search query "how do I satiate my thirst?"

An SEO expert would say that to improve relevance, the webpage should include keywords that match the search query, such as "satiate" and "thirst."

The next important step for the SEO expert would be to identify related entities for "satiate" and "thirst." This involves conducting entity research to ensure that the webpage effectively addresses the search query, "How do I satiate my thirst?"

Hypothetical Related entities:

Thirst: Water, dehydration, drink,

After identifying their entities and keywords, SEO experts combine them to create a 600-word essay. This essay incorporates all the keywords and entities to ensure that their webpage is relevant to the search query, "How do I satisfy my thirst?"

I believe we can take a moment to consider how absurd that sounds, don't you think? If someone were to inquire, "How can I quench my thirst?" You would likely suggest water or a cold, refreshing beer because that's what being pertinent entails.

Relevance is simply an idea. It is not tied to specific entities or keywords in modern search algorithms since machines now interpret search queries in a more natural language manner, especially with AI-powered search engines.

E-A-T is simply a concept. It is not related to author bios or LinkedIn profiles, nor does it involve making your content claim that you have personally used the product being reviewed.

SearchLiaison recently shared their thoughts on E-A-T, SEO, and Ranking.

Just claiming to have a rigorous testing process and following an E-A-T checklist doesn't guarantee a top ranking or automatically improve a page.

SearchLiaison wraps up the gift of E-A-T knowledge with this final point.

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Relevance is not just a collection of keywords and entities; it is a concept that revolves around answering the question.

Similarly, E-A-T (Expertise, Authoritativeness, Trustworthiness) is not merely a task that you perform. It is more of a reflection of who you are.

SearchLiaison explained that their automated systems do not prioritize a page just because it claims "I tested this!" Instead, they focus on what people actually find helpful in content. The key is to create content that is genuinely useful for users, as this is what their automated systems aim to recognize and reward with various signals.

Improved Understanding of E-A-T

Understanding E-A-T is not about simply adding it to a webpage or showcasing it on the webpage. Instead, it is a concept, similar to relevance.

When it comes to E-A-T, think of it like someone asking you about your family. Just like how most people can confidently answer questions about their family, the same goes for expertise, authoritativeness, and trustworthiness in content. Whether it's a product review or YMYL content, treating E-A-T like talking about your family is key.

Editor's P/S:

This article provides valuable insights into the concept of E-A-T and its relation to SEO. It clarifies that E-A-T is not a ranking factor but rather a framework that aligns with Google's goal of delivering high-quality content to users. The article emphasizes the importance of creating content that is relevant, useful, and reflective of the author's expertise and trustworthiness. By understanding E-A-T as a concept rather than a checklist, website owners can focus on producing content that genuinely serves users' needs, which will ultimately lead to improved rankings.

Overall, the article reinforces the notion that SEO is not just about technical optimization but also about creating content that resonates with users and provides value. By embracing E-A-T and prioritizing user experience, website owners can improve their search rankings and build a strong foundation for their online presence.