You've likely heard about Google's E-A-T guidelines, but what is E-A -T actually about? This guide will break it down and explains the actions are needed to tackle E-A-T issues in SEO. Let's get started!
Since Google strives to provide its users with the best possible experience, and will reward content that meets the highest standards of excellence with more prominent positions in results of searches (SERPs). Google assesses the quality of websites by examining its own standards for competence, authenticity and trustworthiness.
Why is having knowledge as well as authority and trust important? In the end, it's not as if trust isn't the only factor that matters. Google standards for quality rating aren't the only way to decide a site's ranking. In essence, E-A-T determines a web page's value. Good raters will keep E-A-T in mind when assessing the extent to which a website or page is able to provide what users require. They will determine whether they're receiving a satisfactory online experience, and whether the content they're looking at is in line with their requirements. If they believe that the user is at ease reading, sharing, and even recommending the content, it's a sign that the website has an E-A-T rating of high quality. Consider E-A-T as the reason users prefer your site to the competition's. In turn, E-A-T could have a direct impact on the way Google is able to evaluate -- and eventually ranks your site. Therefore, your website will only be as effective as the effort you invest in it. Since E-A -T can be found at both the page-level and site-level, it is essential to ensure that each part of your website is striving to comply with Google's standards. If your site's pages are categorized as YMYL sites that's even more vital. Don't trust us to tell you the truth. Google states that a page or site that's not properly E-A-T is "sufficient reason to assign an unsatisfactory rating to a website." Therefore, if you're not a professional or one who is an authority or reliable, your website's page might be deemed to be low-quality. You must create engaging relevant, accurate, and useful content. You must also make use of E-AT to satisfy the requirements of both high-quality raters and actual users. If you do that, your site is doing exactly what Google would like to see. E-A-T is important because it assists Google guide users to the most relevant, high quality content to satisfy their question. The process of assessing the credibility of the content will also guarantee the safety of Google's users, particularly those who could be vulnerable to identity theft or fraud. The more information Search Quality Raters offer regarding the efficacy in Google's algorithms, the better the search engine gets in interpreting E-A-T signals. The more advanced Google's algorithm gets more sophisticated, and the better "intuitively" it will be able to reward content of high quality and deflect lower-quality content to the back of the search results. If you aren't able to demonstrate competence credibility, authority, and reliability in your content, Google will rank your competitors' content and point your potential customers to them instead of your own. Inability to optimize your E-A-T signals could result in lower rankings and less traffic, which means lesser leads, and lower revenue. This is not a good thing for your business. The concept of E-A-T has always been important, but Google’s ability to measure it and include this information in their decisions for determining where to rank sites has changed over the years. For example, in early August 2018, many sites were impacted by Google’s core algorithm update that has become known as the “Medic” update. While unconfirmed by Google, the larger SEO community examined the data and concluded that this update hurt YMYL sites that were not meeting E-A-T expectations. On the flip side, it seems to have rewarded YMYL that met high-quality standards. The concept of E-A-T has always been relevant, but the way Google is able to quantify it and incorporate the information they collect in their decision-making on where to rank websites has evolved over time. For instance, in the beginning of August 2018, a number of websites were affected by Google's algorithm update, which is now popularly known as The Medic Upgrade. Although it is not confirmed by Google, the greater SEO community analyzed the information and concluded that the change hurt YMYL websites that weren't conforming to E-A-T standards. However, it appears to have awarded YMYL that met the high-quality standards. Matt Gore is the search engine specialist at SEO Charleston, An SEO Agency, Located In Charleston, SC 29403. Matt loves creating and ranking websites and assists with various web projects. He believes that your attention should be focused on providing the most optimal user experience. He only employs White-Hat SEO techniques.
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