Google clarifies E-E-A-T and Quality Rater guidelines

Google recently clarified the Quality Rater guidelines and the E-E-A-T concept (Experience, Expertise, Authoritativeness, Trustworthiness). According to Danny Sullivan, Google’s search liaison, over the next few weeks, more information on these two aspects will be added to their “Creating useful content” page. These clarifications come in response to the many questions raised within the SEO community.

Clarifying Experience, Expertise, Authority and Reliability
The E-E-A-T concept is essential to understanding how Google’s automated systems rank content. The most important element is trust, although experience and expertise also contribute. Trust can be demonstrated through different aspects of content, without all these aspects necessarily needing to be evoked in the same piece of content. Some content can be useful because of the experience it highlights, while other content can be useful because of the expertise it shares.

Google’s statements on E-E-A-T
Danny Sullivan insisted that E-E-A-T is not a specific ranking factor, is not a score, and is not an algorithm. Despite this, the factors that help identify E-E-A-T-rich content are useful and benefit from greater weight in Google’s algorithms. This is particularly true for content dealing with the following subjects.

Google’s statements on E-E-A-T
Danny Sullivan insisted that E-E-A-T is not a specific ranking factor, is not a score, and is not an algorithm. Despite this, the factors that help identify E-E-A-T-rich content are useful and benefit from greater weight in Google’s algorithms. This is particularly true for content dealing with subjects likely to have a significant impact on people’s health, financial stability or safety.

The role of Google’s Quality Raters
Quality Raters are individuals trained to help Google assess the quality of its search results. They are trained to discern whether content has a good E-E-A-T. The criteria they use to make this assessment are detailed in Google’s Quality Guidelines for Quality Raters. However, Quality Raters do not have the power to change page rankings. Their analyses are not used directly in the ranking algorithms.

How important is E-E-A-T really?
According to Danny Sullivan, rather than focusing on their page’s E-E-A-T score, content creators should instead be asking themselves: “If someone comes across my page from a search query, are they satisfied with what they find there, from the content to the experience?”.

Awaiting further clarification from Google on E-E-A-T
The SEO community is eagerly awaiting further information from Google on their interpretation of E-E-A-T and the role of Quality Raters. At this stage, it’s advisable to keep up to date with future clarifications on Quality Raters and E-E-A-T to continue improving your SEO strategies. Current information on this subject comes mainly from seroundtable.com.

At Uplix, we continually consult new SEO news and trends to ensure that our strategies are up to date and provide our customers with the best possible results. For more information on SEO best practices and how we can help your business achieve its goals, visit our website.

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