Google E-A-T SEO: How to Create Content Google Wants


Initially it appeared that this “medic” update seemed to be hitting a variety of websites that offer medical and health-related guidance, and more than any other type of vertical. So, the renowned journalist and writer for search engines Barry Schwartz declared it “the medic update.”

While this update definitely affect a number of sites for medical information, the update also struck numerous other sites that could be classified as the umbrella of what Google refers to as “YMYL sites” — it’s a flashy acronym (and this isn’t a confused singer who is singing a particular Village People hit).

Digital marketers are known for their use of jargon and lots of acronyms, however this time Google was the one Google their own company that added E-A-T and YMYL to the growing list of jargon that could be confusing to insiders.

YMYL is a high-quality score for content that is ” Your Money or Your Life”. Google does not just focus on giving information that is the most relevantinformation but they will also provide the accurateinformation. When it comes to certain types of search there’s a significant chance that they could adversely affect the user’s “happiness, health, or wealth” -in other words, in the sense that are these pages not of high quality could have the ability to negatively impact a user’s health and well-being.

When it comes to financial health, health and security, Google doesn’t want to offer links to sites which offer uninformed advice or opinions, or possibly fake websites. Google would like to make sure that it is possible that they’re only providing sites that have a superior level of competence as well as reliabilitythat’s an aspect ofwhat E-A-T means! This is Google’s way to protect users from content that is not of high quality and can cause harm to a user.

If your company is under the umbrella of health, happiness, or wealth, then E.A.T. might be essential for you to comprehend So keep reading!

Google guidelines for evaluating search quality


E-A -T and YMYL were derived from a crucial Google document called “the Google Search Quality Evaluator Guidelines”.

In the year 2015, in the year 2015 Google made public its Guidelines for evaluating the quality of its search results and this provided us with an idea of what’s considered as a excellent (or very low) quality site, from the perspective of Google.

Take a look at this 2015 article from the Moz blog: 30+ key takeaways of the Google Search Quality Rater’s Guideline for a deeper understanding of the importance of these guidelines and why SEOs must follow these guidelines to the letter.

The document was created for their human rating team who conduct important searches every day and evaluating sites that rank high in those that appear in Google results for these searches. It is believed that there are 10,000 employees who are employed by Google to conduct this type of spot check, a process which is designed to assess the efficiency of the algorithm used to rank websites in recognizing the quality of a web page.

The lessons learned from the quality rating team help inform Google’s engineers about how to improve the algorithm for ranking. As the people at Google frequently insist, the algorithm for ranking is a constantly improving process and updates are made frequently.

Watch Marie Haynes talk at Brighton SEO 2018. She dissects the “Search Quality Evaluator Guidelines” to us in simple English along with her personal ideas.

The update for 2018 to the guidelines

A week following the July 2018 revision to the guidelines, Google added a few changes which had a major impacts: Quality evaluaters will now be required to examine not just a website’s E-A.T, but the creators’ E-A-T as well. This is a huge change.

From now on, Google will be looking to determine who the person who wrote a page’s primary content is, and how they’re reputable in regard to the subject especially in the case of a YMYL topic.

This implies that we should start building author E-A -T and websites E-A-T. One method to accomplish this is to have author boxes that include hyperlinks to profiles of authors elsewhere online , and also making use of author schema markup i.e. structured data that informs Google everything about the author which makes it much easier to link the author with other signals of authority (such a author profiles on websites that are reputable and social media profiles and so on. ).

Below is an example of a excellent profile of the author [KB1This is an example of a good author profile [KB1] provided to Google quality assessors in these guidelines. It identifies the author of the content and also provides information about the author’s credentials. It’s quite easy for algorithms to make connections and locate the author across other web sites (something we’re assuming Google will do).

One of the most significant takeaways (or idea) of this article is E-A.T.

In fact, as Marie Haynes’ tweet points out, the phrase E-A -T is mentioned in 186 instances in the book. It’s not a question that this is a crucial factor in how a website’s quality is judged by Google.

We must ensure we are aware of the meaning of Google E-A-T is, exactly.


Being an expert is described in The Oxford Dictionary to mean “very knowledgeable about or skillful in a particular area”. But, having this knowledge by itself isn’t enough bring traffic to your site from Google.

It is important to know how to present this information in a way that is engaging to people. It’s not about only knowing the facts, but also understanding the needs of your target audience and how to best convey the knowledge to them.

When a Googler is looking for the answer to “How can my site improve its rankings?” the standard answer is something like: “Create great content that your audience loves.” Although this might seem like a simplistic solution (and it could be) however, it’s an answer that pretty much is what I’m talking about in this article in the real sense.

How do we create expert content? Let’s look at a few suggestions to address the question:

  1. Learn what you target audience is looking for, and then satisfy and surpass the expectations of your audience. It starts with keyword research.
  2. Try to be aware of the intention behind the words you find during your keyword investigation.

You must know the stage the searchers find themselves at in their journeys as a consumer or engaged in your business. There’s a variety of scenarios here depending on the specific scenario, but if looking for, say, a search term that is clearly aimed at someone who is unfamiliar with the issue, you should be careful not to make use of too much language or gloss-overs that a novice will not be able to comprehend.

  1. Find the right balance between being thorough and maintaining a simple style. It’s all about structuring your text to make it easily digestible with visual aids, or using rich media such as audio or video. An excellent example could be Moz’s Whiteboard Friday series. We want the person who reads the content to be able to comprehend the topic at the end while not being too complicated.
  2. Imagine the next questions a searcher could be faced with and make sure you have the right content in place to respond. Content that can be used as supplementary information must be internally linked and easily accessible. It’s all about being the primary resource for knowledge in your area of expertise.


Expertise is great but it’s just the beginning. When other experts or influential people in your field are using you as a reliable source for their information, or the name (or your name) is associated with pertinent topics and topics, then you’re more than just an expert butyou’re the expert.

Here are some KPI’s that are used when measuring your authority:

  • Links from authoritative and relevant websites are, of course, a major aspect in ranking websites, and we cannot discuss any strategy to ensure SEO achievement without emphasizing this.

    Important note: When we talk about hyperlinks, it’s about building the authority of your domain. That means we’re looking for relevant websites that have built credibility in the domain already to recommend us . there’s no more endorsement a website can receive from another owner of a website more so than a link.

  • Although links are great but getting mentioned in the media or on well-known websites in your field will increase your authority in Google’s eye. Therefore, mentions are not the only thing to aim for.
  • We can utilize Moz Domain Authority score Moz domain authority score to determine the credibility that is a website. It can be used to take a glance at our site as well as for websites that are linked to us . It also gives us an understanding of the current state of authority.
  • Another reliable indicator of trustworthiness and authority is the Majestic “trust ratio” score. If you achieve a score of close to 1.0 it means that things are running smoothly.
  • If the content you post is shared widely in a consistent and genuine manner across social media This is a indicator of increasing authority.
  • Establishing a branding strategy is a great idea for a variety of reasons, not just for SEO authority. The volume of searches that are branded is a great indicator of how your authority as a brand is performing. If increasing numbers of people are looking for your brand’s name, this is fantastic news. If they’re looking for your brand’s name and have a relevant keyword this is even more amazing.
  • The presence of a Wikipedia profile for the company or those in your business is a huge indication of your authority. Keep in your mind that obtaining a Wikipedia page isn’t straightforward unless you’re a well-known person or brand. But, it does show in the Google raters’ guidelines which is why it’s something to be striving for.


Trustworthiness that is proven is crucial. While authority and expertise are two factors that can increase your rankings however trustworthiness or a absence of it could easily derail your rank on Google.

If you fail to control any negative feelings about your business, it will be a victim on Google. The most important thing is to be awestruck by your customers. And should you encounter any concerns, you should address them prior to you end with a negative image associated with your brand. Google is extremely explicit regarding it in their guidelines. Having too many negative reviews are a indicator of poor quality.

Positive reviews on websites such as Tripadvisor, Trustpilot, Facebook, Google My Business, and many more are sure be a huge help. When you’re operating in areas like the US, Canada, or Mexico or Mexico, then you should encourage positive review through specifically. It is the Better Business Bureau is the most reliable source of customer feedback for Google and is mentioned several times in their guidelines for the evaluation of search results.

A few ways we can increase trustworthiness on our site are:

  • It is important to have a easy way to get in contact with the owners of the website.
  • The website should be linked to a physical address, i.e. the address of your store or office.
  • It should include a T&Cs page or T&Cs page that is easily accessible to customers (usually through in the footer).
  • Ensure that your website’s domain is secured. Properly implementing HTTPS is crucial for Google and will ensure that all data that users input isn’t snatched by a malicious third party.
  • The company should have a privacy policy that is readily available (usually at your footer).
  • If you’re accepting transactions you must be able to clearly define your refunds and guidelines.
  • If you’re selling items, ensure that you include all the specifications of the product , and include any safety tips that could be pertinent.
  • If you’re sharing your knowledge in general it’s a best practice to include an author’s bio and also to reference external sources when appropriate. Linking to authority websites is a great idea.

Wolfgang Wolfgang key takesaways

If you’re sharing content on a topic, specifically health, medical or financial related topics, you’ll must have a proven track record of competence, authority, and credibility for Google in order to suggest your information.

If Google recommends a website to a person searching they don’t want users to get a false report (fake stories!) especially when it might affect their finances, health, or even their happiness. A bad advice is not good advice however when it comes to these issues, it’s the most harmful.

The use of E-A-T as a structure when you’re conducting your business’s digital marketing, you’re adopting a comprehensive method to content and SEO. The three pillars of E-A-T are a wise choice especially if you’re looking to place your website’s pages in the top positions in Googlefor the most relevant keywords in your field.

It could be bad information for people in the race to get a quick victory, but experience credibility, authority, and trustworthiness require time to develop and maintain, and there are no quick fixes; this is something to be aware of. The days are long gone that you can appear in a matter of minutes and dominate the results pages of Google. The E-A T criteria, according to definition, refers to the gradual growth of a brand’s reputation in the form of a good online profile in a natural manner.

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