E-E-A-T in the Context of Google Updates and Algorithms

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The quality of a website’s content plays a major role in how it ranks in Google search results. 

As Google’s algorithms continue to evolve, focusing on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) is becoming increasingly important for SEO success.

Recent Google updates like the May 2020 Core Update and the November 2021 Product Reviews Update specifically targeted sites with low E-E-A-T. 

Sites in the health, finance, and product review space were among the most impacted.

Understanding what E-E-A-T is and how Google evaluates it can help you assess vulnerabilities in your own content. 

By improving the E-E-A-T of your pages, you can create high-quality content that aligns with Google’s ideals of providing helpful information to searchers.

This article will explore what comprises E-E-A-T, how it ties into Google’s assessment of overall page quality, evidence it is part of Google’s algorithm, and tips for improving E-E-A-T to maintain or improve your website organic visibility in future Google updates.

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. 

It refers to the core components Google uses to assess the overall quality and reliability of a web page, especially pages on Your Money or Your Life (YMYL) topics.

Specifically:

• Experience refers to first party experience by the content writer, website, and/or company.
• Expertise refers to the knowledge and skill of the creator of the web page. Are they an expert on the topic? Do they have formal credentials or extensive experience that qualifies them to provide this information?
• Authoritativeness refers to whether the creator of the content is a recognized authority or go-to source on the topic. Authoritative sources are widely trusted by others on that topic.
• Trustworthiness refers to the trust users can place in the accuracy and honesty of the content. Is the page well-researched, unbiased, and transparent about sources and potential conflicts of interests? Does the website have a good reputation?

Google’s search quality raters use the concept of E-E-A-T to evaluate whether search results contain content that is authoritative, trustworthy, and made by experts. 

Pages with high E-E-A-T are rewarded in Google’s search rankings.

What is Page Quality (PQ)?

Page Quality refers to Google’s assessment of the overall quality of a web page, which is one of the factors that determines the page’s search ranking position. 

Google’s algorithms and human quality raters aim to determine:

• Does this page achieve its purpose well?
• How well does the page match the intent of the search query?
• How satisfying is this page for users?

High quality pages better serve users and achieve a higher ranking in search results.

Page Quality rating involves looking at the full page, including factors like:

• The experience, expertise, authoritativeness and trustworthiness (E-E-A-T) of the content creator.
• The main content quality, including the depth of information, accuracy, spelling, grammar, etc.
• The quality and amount of supplementary content like ads, user comments, references, etc.
• Design and functionality of the page.
• The reputation of the website and who is responsible for the website.

Understanding E-E-A-T and what constitutes high or low page quality is important for evaluating search results. 

Google’s algorithms aim to rank the highest quality pages for search queries so users have a satisfying experience.

Is E-E-A-T Part of Google’s Algorithm?

There is strong evidence indicating that E-E-A-T plays a role in Google’s search ranking algorithm and evaluation of search quality. 

Here are some key points:

• Google’s quality raters guidelines extensively cover E-E-A-T and how to rate the E-E-A-T or PQ of websites and pages. These guidelines provide instructions to human raters who evaluate search engine results.
• Multiple Google patents mention E-E-A-T as signals for search ranking and evaluation. For example, a Google patent filed in 2018 refers to using “expertise” as a signal.
• Google has confirmed that E-E-A-T is important for ranking highly in search results, especially for Your Money or Your Life (YMYL) topics. Google wants searchers to have access to expertise from trustworthy sources for sensitive topics.
• Studies have found a correlation between websites rated high in E-E-A-T versus low, and search engine ranking positions. Pages with high E-E-A-T seem to be rewarded with higher rankings.

So in summary, while Google does not confirm every detail about its algorithm, there is very strong evidence confirming that E-E-A-T plays a role in search rankings and evaluation. 

Assessing and improving a website/author’s experience, expertise, authoritativeness, and trustworthiness is important for SEO.

Is E-E-A-T a Confirmed Ranking Factor?

Google has not officially confirmed E-E-A-T as a specific ranking factor. 

However, E-E-A-T seems to be used in evaluating the quality of pages, which in turn impacts search ranking positions.

Here are some key points on E-E-A-T and ranking:

• Google has not included E-E-A-T in its list of confirmed ranking factors. However, they have over 200 ranking signals, and only disclose a small subset of them.
• Few ranking factors are “directly” confirmed by Google. Even prominent factors like page speed are described as “one of many” signals.
• Based on the strong evidence above that Google evaluates E-E-A-T for search quality, it logically follows this would impact rankings. High E-E-A-T pages would be rewarded.
• As said before, studies show a correlation between E-E-A-T and rankings, lending support to the idea that high E-E-A-T websites tend to achieve higher positions.

How Does Google Determine The E-E-A-T of a Website/Page?

Google aims to provide the most helpful and trustworthy search results to users. 

A key part of assessing search result quality involves determining the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) of websites and pages.

While Google does not share details on its ranking algorithms, we can make reasonable inferences based on Google’s quality rater guidelines, patents, and public statements.

Quality Raters Guidelines Chapter 4: Lowest E-E-A-T

According to Google’s quality rater guidelines, pages are rated as having the Lowest E-E-A-T when they exhibit characteristics such as:

• The content creator lacks appropriate experience, expertise, authoritativeness, or trustworthiness for the topic. For example, a page about heart surgery created by someone with no medical expertise.
• The page has no evidence of expertise and no convincing reason to trust the content creator. For example, a page about heart surgery by an anonymous author with no evidence of expertise.
• The page contains unsubstantiated conspiracy theories or demonstrably inaccurate content that contradicts well-established expert consensus.
• The page contains potentially dangerous medical advice that goes against scientific consensus and could cause harm if followed.
• The page comes from a website with an extremely negative reputation for providing trustworthy information on the topic.

Quality Raters Guidelines Chapter 5: Low E-E-A-T

Pages with Low E-E-A-T may have some shortcomings such as:

• The content creator has limited expertise for the purpose of the page. For example, a page about elbow surgery by a writer with a dermatology specialization and experience.
• The page has an inadequate amount of high quality main content. For example, a page with just a few generic sentences about heart surgery.
• The content creator has a mildly negative reputation for providing trustworthy information on the topic.
• The page has some minor inaccuracies, omissions, or other content issues that slightly diminish expertise and trust.

Quality Raters Guidelines Chapter 6: Medium E-E-A-T

Medium E-E-A-T pages often have the following characteristics:

• The content creator has a moderate amount of expertise on the topic, sufficient for the purpose of the page. For example, a page about preparing for heart surgery written by a nurse.
• The page offers an appropriate level of depth and detail given the purpose of the page.
• The content creator has a neutral reputation or only minor concerns identified.
• The page generally aligns with high E-E-A-T standards, but may have some minor issues.

Quality Raters Guidelines Chapter 7: High E-E-A-T

High E-E-A-T pages typically exhibit characteristics such as:

• The content creator has very strong expertise for the purpose of the page. For example, a page about heart surgery procedures written by an experienced cardiac surgeon.
• There is extensive evidence of expertise such as professional credentials or an authoritative public profile.
• The content creator is recognized as highly authoritative and trustworthy for the topic.
• The page demonstrates a high degree of accuracy and alignment with expert consensus.

Quality Raters Guidelines Chapter 8: Highest E-E-A-T

Pages with the Highest E-E-A-T often have distinguishing characteristics such as:

• The content creator is the most authoritative source possible for the purpose of the page. For example, an official page on heart surgery procedures published by a prestigious medical institution.
• The content has the highest possible degree of accuracy and alignment with expert consensus.
• The content creator has the clearest evidence of top-tier expertise and an unassailable reputation for trustworthiness on the topic.

Examples of Websites Affected by Google Updates Related to E-E-A-T

Google has rolled out several major algorithm updates aimed at promoting higher quality content and demoting low quality pages, with a focus on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). 

Here are some examples of websites impacted:

YMYL Websites

Many Your Money or Your Life (YMYL) websites with inadequate expertise have been demoted in search rankings. For example:

• Financial advice websites lacking credentials and transparency around authors’ expertise.
• Health and medical pages spreading misinformation that contradicts scientific consensus.
• Online pharmacies lacking indicators of trustworthiness like medical oversight and contact info.

These types of harmful or misleading YMYL pages violate Google’s quality rater guidelines on achieving site transparency and E-E-A-T standards.

Content Farms

Websites focused on churning out high volumes of low quality content have declined in rankings. 

For example, sites like eHow which posted articles on virtually any topic with limited expertise and original reporting. 

These types of “content farms” display characteristics like:

• Lacking evidence of expertise and authoritativeness.
• Generic or scraped content that provides little value to users.
• Focus on targeting keywords rather than providing in-depth information.

Fake News & Clickbait Sites

Misleading news and information sites relying on exaggerated headlines, false claims, and conspiracy theories to drive clicks have been demoted. 

These sites fail to meet standards for accuracy and integrity that Google expects from reputable news providers.

Spam Sites

Websites employing spammy techniques or scraped content focused solely on generating traffic rather than helping users are ranked lower. 

Common signs of untrustworthy pages according to Google’s guidelines include misleading download buttons, disruptive ads, and scraped or copied content.

How to Improve E-E-A-T for SEO

Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) have become crucial elements for SEO success. 

With Google’s algorithms aimed at providing the most helpful, reliable search results, especially for Your Money or Your Life topics, websites must demonstrate high E-E-A-T to rank well. 

This section outlines actionable tips to improve your website’s experience, expertise, authoritativeness, and trustworthiness. 

By producing high-quality content, highlighting author credentials, earning trust signals like testimonials and engagement, and more, you can improve E-E-A-T to align with Google’s standards and earn higher rankings. 

With the right strategies, you can demonstrate that your website and content have the expertise users are searching for.

1. Produce high-quality, informative, and well-researched content

The foundation of high E-E-A-T is content quality. Ensure content is:

• Research topics thoroughly using reputable, authoritative sources. Verify claims and facts. Cite sources clearly.
• Create comprehensive content that provides a lot of value for users. Strive for depth and original perspectives.
• Use a professional writing style with proper spelling, grammar, and formatting. Organize information clearly.
• Include visual elements with helpful images, charts, videos, etc. Create original graphics and visuals when possible.
• Follow SEO best practices like optimizing page speed, using alt text, crafting meta descriptions, etc.

Updating old content also demonstrates expertise and trustworthiness, especially content related to science, health, technology, and current events.

2. Use language that demonstrates authority and professionalism

The tone and language used in content impacts perceptions of expertise and trust. 

• Maintain a formal, professional tone even when using plain language. Avoid excessive use of slang or profanity.
• Be cautious about using humor or sarcasm, which can undermine expertise. Only use judiciously if it serves a clear purpose.
• Stick to clear, standard English grammar rules. Avoid abbreviations and emojis/emoticons.
• Reference authorities, thought leaders, and experts in your space where appropriate. Quote reputable sources.
• Use industry-standard terminology. Spell out acronyms on first use. Define niche terms.

3. Display author information for each piece of content

Providing author bios helps establish their expertise. List credentials, education, experience, and qualifications relevant to the content topic. Avoid using generic bios for all authors.

• For every article/page, include an “About the Author” bio highlighting relevant expertise.
• List author credentials like degrees, certifications, titles, awards, publications, etc.
• Mention work experience, background, and qualifications related to the content topic.
• Use brief 1-3 sentence bios for guest contributors. Include more detail for staff/regular writers.
• Include headshots when possible to put a face to the name. Avoid stock or generic photos.

4. Highlight credentials, qualifications, and expertise of authors

Along with author bios, clearly display certifications, awards, degrees, publication credits, and other credentials demonstrating deep knowledge and experience.

• Prominently display author credentials on homepage bios, contributor pages, etc.
• Badges, certifications, awards – showcase these on author profiles.
• On your About page, highlight team expertise, backgrounds, qualifications.
• Emphasize years of experience, education, training, speaking engagements, publications, etc.
• For doctors/health professionals, note medical specialty, hospital affiliations, etc.

5. Provide clear and transparent information

Be open about sources, data, research methods, potential conflicts of interest, etc. Share details on how content is produced behind the scenes. Transparency builds user trust.

• Explain your research methodology, data sources, potential biases, and selection criteria.
• Link to scientific studies, primary sources, survey raw data, interview transcripts, etc.
• Disclose conflicts of interest, sponsors, or funding sources openly.
• Admit mistakes and issue corrections transparently. Have an editorial standards page.
• Respond professionally to questions and feedback. Engage with your audience.

6. Keep your content up to date

Stale, outdated content suggests limited expertise and trustworthiness. Develop a content update schedule and follow it. Archive or remove outdated content.

• Set a schedule for reviewing and refreshing old content (e.g. every 3-6 months).
• Update statistics, facts, studies, examples, and references regularly.
• Add new data, research, events, trends, and perspectives over time.
• Archive or remove outdated content, especially for science, tech, and event-related topics.
• Show dates on articles and have the latest publish first in categories.

7. Showcase testimonials, endorsements, and social shares

Positive feedback from industry experts and recognized authorities boosts credibility. User engagement also demonstrates people find your content helpful and trustworthy.

• Gather positive feedback from satisfied readers and experts in your industry.
• Publish testimonials from recognized community leaders and influencers.
• Display logos of well-known companies/brands you have worked with.
• Share when content is recommended or used by universities, libraries, etc.
• Promote social shares, links, mentions, and engagement with your content.

Conclusion

Optimizing for demonstrating higher experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) is clearly important for websites that want to rank well in Google search results. 

While Google has not outright confirmed E-E-A-T as a ranking factor, extensive evidence suggests websites with higher E-E-A-T are rewarded in Google’s search algorithms and human quality evaluations.

For websites publishing content, especially Your Money or Your Life advice, having high E-E-A-T should be a priority. 

This includes producing high quality, accurate, and comprehensive content, displaying author qualifications, earning trust signals like testimonials and user engagement, maintaining transparency, and more as covered in this article.

By understanding what constitutes high authority and trust, webmasters can better align their sites with Google’s standards of quality. 

Improving E-E-A-T involves an ongoing commitment, but the long-term rewards can be tremendous.