In 2014, Google introduced Expertise, Authoritativeness, and Trustworthiness also known as E-A-T. These 3 words are part of the Search Quality Guidelines. It is utilized in search quality assessment, whereby thousands of reviewers are asked to evaluate webpages and send in their feedback to Google. Furthermore, Google made it their barometer to assess website content. More on: E-A-T And Why Website Owners Should Care.
Thus, E-A-T- is now the guideline to determine if a certain site has offered a thorough and well-written content. The guidelines specifically stated that:
“For all other pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important.”
Google told website reviewers to take into account the following:
- The website,
- and its contents,
- The E-A-T of the content.
One Webmaster Central blog stated the importance of it E-A-T. The dialogues regarding E-A-T has caused misunderstanding, misinterpreting, and chaos to the SEO community. Today, I would like to expose the myths around the subject matter and to explain how E-A-T really operates.
E-A-T is not part of Google’s algorithm.
Remember, Gary Illyes during the Pubcon Q & A said, “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” that can be conceptualized as E-A-T.” He likewise added that E-A-T is not a distinct algorithm.
No such thing as an E-A-T score.
Also, Gary Illyes added that there’s no “E-A-T score”. Nothing like that in Google’s algorithms.
E-A-T is NOT a ranking factor or a ranking element.
This is where confusion starts. Google never stated that this is a ranking element the way it does when it comes to HTTPS, page speed, or the existence of keywords in the title tag. The connection amongst rankings and E-A-T is indirect. Although, if you are pertaining to technical stuff like page speed or something we can gauge instantly, then, it is a ranking factor.
Some sites need to strongly center on E-A-T.
Google has always been clear; when it comes to the Quality Guidelines, it has always stated that it all depends on the content of the website.
An highly rated business advice should be done and produced by those who has the proper education, ability, and certification on the field of business. Without E-A-T, it’s hard to produce such reliable content or topic.
However, for hobbies, it’s a different story. Things such as painting, arts, and crafts do not need such a formal proficiency. Thus, a lower standard in E-A-T review. On the other hand, a company who deals with health, happiness or financial matters, the E-A-T is much needed.
Want more? Debunking Misconceptions on E-A-T (Part 2)