Google E-A-T and Y-M-Y-L

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What do Google's Quality Standards mean and how can you improve the EEAT Score?

Since 2018, Google has emphasized E-A-T (Expertise, Authoritativeness, Trustworthiness) and published specific guidelines on how content should be created. Content is a crucial component in every algorithm update, including the Medic Update from August 2018, which is mistakenly named and not solely focused on medical sites.

With the latest update to search quality evaluation guidelines, Google placed a strong emphasis on the "E-A-T" principles: Experience, Expertise, Authoritativeness, and Trustworthiness. Google evaluates the quality of a page based on these principles.

Some core updates have affected the visibility of major brands in certain niches.

Y-M-Y-L pertains to "Your Money or Your Life" sites. These are types of content that, if inaccurately presented, could directly impact the reader's happiness, health, safety, or financial stability (July 2018 update).

Algorithm updates and social media are influenced by these two pieces of information.

With the publication and revision of the Quality Rater Guidelines, information that aligns with ranking factors should be published. Webmasters should aim to publish high-quality content, which will also be relevant in future algorithm updates.

The Search Quality Rating Guidelines were originally released in 2015.

These guidelines serve as a technical reference for Google's human search evaluators (Google calls them Search Quality Evaluators). These individuals assess how well Google's algorithm performs its job. Therefore, the guide is an essential tool for webmasters and content developers to create high-quality websites.

The answers lie in E-A-T, Y-M-Y-L, and beneficial purpose, which together contribute to producing good content that search engines deliver.

 

What is E-A-T?

E-A-T is not an algorithm. According to Gary Illyes at Pubcon 2019, it's a collection of millions of small algorithms that work together to determine the ranking score, considering E-A-T as the page quality. It's similar to PageRank.

 

 

Is there an E-A-T Score or Y-M-Y-L Score?

There isn't a specific score tied to an algorithm, as Gary Illyes explains. Quality Raters also do not directly influence rankings when analyzing E-A-T.

 

 

Is E-A-T a Ranking Factor?

E-A-T is not a ranking factor but more of a filter, similar to RankBrain. Google's over 200 ranking factors (e.g., Page Speed, HTTPS, keyword usage in title tags) directly influence rankings, while E-A-T as a filter does not. It's more of a soft factor that indirectly impacts rankings.

 

 

Does E-A-T replace a technical SEO audit?

No, E-A-T does not replace a technical audit. The core ranking factors remain crucial. E-A-T relates more to usability. Webmasters and content marketing managers should focus on producing high-quality content.

 

 

Are Y-M-Y-L websites affected by core updates, and does E-A-T contribute to their poor performance after Google updates?

Recent updates have often affected Y-M-Y-L sites, especially those related to health or medicine. However, recipe and other sites must also focus more on content quality. Besides content, page architecture and excessive ads, particularly poor page speed, significantly impact performance.

 

 

Can E-A-T be easily integrated into websites?

Google says no. E-A-T must be earned. A website needs to consistently produce high-quality pages to be deemed overall high-quality. This implies filtering out unimportant topics and optimizing old blog posts for re-publication.

 

 

Understanding E-A-T

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

Expertise

Expertise translates to "competence." To be an expert, one must be knowledgeable and skilled in their field. However, merely possessing knowledge doesn't automatically boost Google traffic.

It's about effectively sharing knowledge with others in a way that resonates. Google, notably through Johannes Müller, consistently advises creating great content that audiences love. This simple response encapsulates what expertise is about.

  • Conduct keyword research on a topic.
  • Analyze competitors.
  • Write better content than competitors.

Find the right balance between comprehensive and straightforward. Format content for digestibility, using visual aids effectively, including rich media like video and audio.

Authoritativeness

Authoritativeness is about being a recognized source cited by other experts or influencers. It involves:

  • Links from relevant authoritative sites.
  • Domain trust factor.
  • Brand credibility.
  • Wikipedia references.

Build links to establish authority and trust, crucial for ranking.

Trustworthiness

Trustworthiness is essential for influencing ranking. Trust is fostered through positive reviews and transparency.

  • Be clear and present a transparent strategy to visitors.
  • Simplify visitor contact.
  • Associate your website with a physical location.
  • Include important policies in the footer (e.g., terms of service).
  • Offer a secure HTTPS website.
  • Address privacy concerns.
  • Clearly define refund and return policies for e-commerce.
  • Present products/services professionally with safety and usage instructions.
  • Include author bios.
  • Link to authorities and associations.
  • Display trust seals and awards (e.g., Trusted Shops).

 

Conclusion: Competence, Authority, and Trustworthiness are key factors for sustained top rankings.

The Google Quality Rater Guidelines are essential reading for web content developers. If you're wondering why you're not in Google's top ten anymore, consider two things: content quality and backlink quality.

Improve both aspects by leveraging expertise to present the best information possible, build trust, and achieve a significant position in Google and other search engines.

The Importance of User Reviews and Feedback for E-E-A-T

An important aspect of improving E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the active management of user reviews and feedback. Positive reviews on platforms such as Google My Business, Trustpilot, or Yelp enhance the credibility and trustworthiness of the website. It is advisable to actively encourage customers to leave reviews and to respond professionally to feedback, whether positive or negative.

Additionally, incorporating testimonials and case studies on your own website can strengthen the perception of being a trustworthy and competent source. These measures help to increase the authority of the site and ultimately improve its ranking in search results.

 

Further Resources: 
Visibility Management: Four Strategies for Sustainable Optimization
Local SEO: Underestimated by Many Companies
Link Building: How Quickly Do Links Work?