Tips for website owners.
Over the last couple of years, Google’s process for ranking websites on its results pages has undergone a massive face-lift. Instead of rewarding those who have spent hours stuffing keywords into every nook and cranny of their website, Google is attempting to shift towards a more “value-centric” ranking system.
With this in mind, some serious changes have taken place that WILL affect your website’s search rankings if you don’t adjust accordingly. One of these changes is known as Google’s E-A-T rating.
What is Google’s E-A-T Rating?
The big focus of the Medic update was to begin favouring companies that show a high level of expertise, authority, and trustworthiness in the search results – E-A-T. Although each slightly different, the three pillars that make up E-A-T are focused on one over-arching goal – determining the credibility of a site to provide an answer to searchers’ questions.
Google’s E-A-T rating helps users trust the author and content found at the top of the search engine results page so they can feel confident that the information they’re getting is reliable and accurate.
But how does Google determine the components that contribute to your expertise, authority, and trustworthiness?
Turns out, there are actually thousands of employees that are tasked with looking at the individual web pages across various sites and comparing them to a preset list of E-A-T guidelines provided by Google.
The data collected by these evaluators is then used to program Google’s AI so it knows how to identify sites with a high level of expertise, authority, and trustworthiness high. These sites will then be favoured on the search engine results page (SERP).
Google’s E-A-T rating is especially important in the case of searches categorized as YMYL.
What is YMYL?
YMYL stands for Your Money, Your Life, and encompasses search terms related to those two specific areas. For example, websites focused on personal health or finance would be categorized as YMYL. Ever since the medic update mentioned earlier in this post, Google has cracked down on YMYL-related queries with the goal of directing searchers to only the most reputable websites.
If you have a serious query and you need a reliable answer, Goole doesn’t just want to send you to some random guy’s blog, they want to direct you to the site that provides you with the best information.
How Does E-A-T Affect Your Website?
So based on these new developments, it’s important you update your site to incorporate specific elements that boost your expertise, authority and trustworthiness.
Looking into the future, we can expect more similar updates from Google. As their AI continues to improve, it will be those who focus on providing true value to searchers with the credentials to back it up that will separate themselves from the pack.
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