Exposing The Truth About Common Google E-E-A-T Mix-ups

Google’s Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) guidelines have been a hot topic in the SEO community for some time now. However, there are quite a few misconceptions about what E-E-A-T is and how it works. Together, let’s debunk some of the most common myths surrounding Google’s E-E-A-T and explain how it actually works.

Misconception: Google Uses Author Bios for Search Ranking

One of the most common misconceptions about Google’s E-E-A-T is that Google uses author bios and other assumed E-E-A-T elements for search ranking. This is not true.

To understand why, let’s consider the complexities of web crawling. If you’ve ever tried creating your own web crawler, you’ll know how challenging it is just to extract a date from a page. With numerous formats, coding methods, and potential locations, numerous libraries exist solely for guessing dates. It’s the same way with authorship or contact information. It’s not easy to crawl and scrape at the scale of the web.

So, What Does Google Use?

If Google isn’t using author bios and other similar elements for search ranking, what might they be using? The actual signals used to reward authoritative sites likely boil down to a version of PageRank (i.e., link authority) and aggregate click data from search logs that feed into a machine learning algorithm.

Aggregate Click Data

Aggregate click data refers to the analysis of massive amounts of click data, not simply looking at which site users clicked for a specific query. Rather than take your word on your authoritativeness, search engines can instead take the word of their users as a whole.

If your site is more authoritative and trustworthy, people will link to it more. But links aren’t enough; they can be spammed. That’s where aggregate click data comes in. If your site is authoritative, users are going to click on it.

The Role of Quality Rater Guidelines (QRG)

The QRG provides a human language framework for what types of things a human thinks align with expertise, authoritativeness, and trustworthiness. However, raters do not have access to link data or click data, machine learning outputs, or hundreds of signals about every site to look at. They also do not directly affect any site’s ranking or train the algorithm. Rather, they provide consistent data for Google engineers to measure algorithm changes.

What Other E-E-A-T-Related Elements Do I Need For My Content?

If your main concern is ranking, then you may not need it. However, most of us value users, conversions, sales, and other metrics – and users highly appreciate this type of content. While users prefer content written by real people for many searches, it doesn’t mean that dictionary definitions or product descriptions for sweat pants require human author bios. Real humans aren’t interested in that. Similarly, when searching for medical information, users want factual content from a doctor or a properly reviewed source. Yet, it doesn’t mean you need a doctor to review your article about recycling tires or building a treehouse. Almost everything that SEOs suggest for E-E-A-T benefits users – your actual audience. So, go ahead and implement those recommendations if they align with your users’ needs. Improving their experience will increase the likelihood of them linking to your content, sharing it, recommending your business, or clicking on your results. These actions might actually contribute to higher rankings. However, before investing a significant amount of money in experts that may not be necessary, make sure it aligns with your users’ preferences.

Unveiling the Secrets to Website Optimization

Understanding Google’s E-E-A-T requires a nuanced and comprehensive approach. This involves considering the intricacies of web crawling, QRG and the significant role of aggregate click data. By debunking common misconceptions and delving deeper into the workings of Google’s E-E-A-T, we can gain a clearer understanding of how it impacts website optimization. This deeper understanding enables us to make informed decisions and implement strategies that align with Google’s guidelines, ultimately improving the visibility and credibility of our websites.

AdToro Staff

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