Google’s E-E-A-T Program has Nothing to do With Food

At the end of 2022 and the beginning of 2023, Google updated its Search Quality Evaluator Guidelines by introducing its Double E-A-T. In an effort for Google to build a safer and virus-free environment it has over the years built its SQEG (Search Quality Evaluator Guidelines). There are two primary focuses of a Search Quality Rater, the first being Page Quality and the second being Needs Met Rating. There are numerous ways that people search for and acquire information through the web. Regardless, Google and other search engines exist in order to help people find what they are looking for. With this in mind, it’s important that the content that Google presents is high quality and often authoritative or trustworthy. Search engines exist to help people find what they are looking for and ultimately ought to help the searcher. Search results should provide authoritative and trustworthy information, not lead people astray with misleading content. Search results should allow people to find what they’re looking for, not surprise people with unpleasant, upsetting, offensive, or disturbing content. Harmful, hateful, violent, or sexually explicit.

In order to do this Google has implemented the E-E-A-T. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Previous to December 2022 it was known simply as E-A-T, and with the addition of experience, Google is now able to give a more full rating of a site or domain. Experience also indicates that the content will be evaluated through context and first-hand experience in and around the topic. Ultimately though, Google is building an optimization tool to build trust with its clientele

In the recent update to Google’s Search Quality Evaluator Guidelines, the concept of Double E-A-T was introduced, emphasizing the importance of Experience, Expertise, Authoritativeness, and Trustworthiness in assessing the quality of content. Previously known simply as E-A-T, the addition of experience allows for a more comprehensive evaluation of websites or domains. Google’s aim is to cultivate a safer and more trustworthy online environment by ensuring that search results provide reliable and valuable information to users.

Experience:

Quality content often reflects the creator’s firsthand experience with the subject matter. This not only validates suggestions as tried and tested but also ensures authenticity in the insights provided.

Expertise:

Search quality raters assess whether authors have topical expertise, including the requisite knowledge, qualifications, and credentials to offer reliable information. It’s important to distinguish expertise from experience. For example, when discussing topics like saving money, some users seek advice from accredited professionals, while others prefer real-life examples of successful strategies from peers (experience). Both types of content can add value to users and perform well under Google’s E-E-A-T framework.

Authoritativeness:

Authoritativeness directs the reputation of a creator, content, or website within an industry. Google’s quality raters assess authoritativeness based on factors such as the credibility of the creator, the content’s source, and the website’s reputation. For instance, an article on abdominal pain from WebMD is considered authoritative due to WebMD’s established reputation.

Trustworthiness:

Trustworthiness is paramount in Google’s E-E-A-T SEO framework. Quality raters evaluate the trustworthiness of creators, content, and websites, considering factors such as transparency, and factual accuracy. Establishing trust extends beyond content marketing to encompass website security and accessibility. As indicated by Google’s reference to insecure shopping checkout pages as trustworthy. Providing clear authorship attribution, factual accuracy, citing reputable sources, and transparency are essential for building trust with users.

Google’s Double E-A-T framework underscores the critical importance of Experience, Expertise, Authoritativeness, and Trustworthiness in evaluating online content. By emphasizing these factors, Google aims to provide users with reliable and valuable information while fostering a safer and more trustworthy online environment. Ultimately, adhering to Google’s E-A-T guidelines not only benefits users but also reinforces the integrity and effectiveness of SEO strategies in the digital landscape.