E-A-T (expertise, authoritativeness, and trustworthiness) is one of the popular key terms that every SEO company and professionals are looking to improve. No matter how good and effective your SEO strategy is, if you fail to prove your expertise, authoritativeness, and trustworthiness for th particular subject matter then google may never recommend your content or website to their searchers.
When it comes to determining the right SEO strategy for a website. Many SEO experts may go behind algorithms updates and basic SEO steps (on & off-page), but in reality, it is difficult to determine how google works? Google is very much mysterious in disclosing every detail about their work.
But every mystery includes some unidentified clue, same goes with Google.
In the year 2015 google launched a search quality evaluator guideline for their human rating team evaluating search result web pages. The guideline gave a brief insight into how Google works and what they look on a web page and how they identify the difference between high-quality web pages and low-quality web pages.
The guideline released by google contains three key points which can easily help you to get an answer from the above questions:
· Beneficial Purpose
· E-A-T (Expertise, Authority, and Trustworthiness)
· YMYL (Your Money, Your Life)
If you are reading this article then it means the above terms are not new to you, leaving one or two. So, Before getting into in-depth knowledge about the above keys, we would like to draw your attention to why you should analyze the search quality evaluator guideline and how it can help you to grow your business authenticity in Google. Below you will find an in-depth explanation of what is E-AT and YMYL? How you can improve your website E-A-T?
Why is it important to understand the Search Quality Rating Guideline?
Many of you may know that Google crawler decides the rank and quality of the websites and webpages. Yes, that’s true but other than that Google also has a human rating team worldwide who evaluates google search results to check the effectiveness of the algorithm. There are about 10,000 people contracted by google who are working behind to check the algorithm’s effectiveness in recognizing the quality of the web pages.
The human rating team evaluates every search result to ensure the algorithm is displaying the correct and accurate results for the searches. Raters conduct actual search results to evaluate the quality of the page displayed by the Google algorithm.
The Search Quality Rating Guideline released by google gave an idea to most of the marketer and SEO specialists about what is considered as the high-quality webpage and low-quality web page according to the Google crawler.
If you want to succeed in the industry then it is important for you to go beyond on-page and off-page activities. Getting an in-depth idea about how the algorithm works and how the web page quality is evaluated, will not only help you to rank on the top but it also helps you to understand what type of web page and content google wants.
That’s where E-A-T comes in, google always wants to recommend the best search results to their users. Google ensures that all the websites or web pages recommended by them display high-quality expertise, authority, and trustworthiness (E-A-T). The main idea behind deploying E-A-T is Google wants to save their searchers from low-quality content which is based on wrong and hypothetical thoughts that can harm their searchers.
The results (after evaluation) from the human quality rating team helps Google engineers to identify how they can improve the ranking algorithm to provide better search results. This is how it works, firstly the human research team identifies the flaws, and depending on that google makes changes in their algorithm and offers updates to users.
Key to SEO Success: Beneficial Purpose, E-A-T (Expertise, Authority, and Trust), YMYL (Your Money, Your Life)
What is E-A-T?
E-A-T stands for three common English words that relate to every person, industry, job profile, and more. E-A-T is created by Google and it stands for Expertise, Authority and Trust, Each word in the E-A-T has got its own importance and displays measures that business should take to be a leader in their fields. E-A-T helps Google in determining the expertise, authoritativeness, and trustworthiness of a website and its content.
After July 18 update many websites were affected due to the addition of some extra features in the algorithm. And one of the most important additions that google made was reviewing authors E-A-T too. Yes, you read it right now not only your website but the authors E-A-T will also be verified by the quality evaluators. Read more on
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