Debunking Misconceptions Surrounding E-A-T: An In-Depth Discussion
For years, there has been much talk and speculation about E-A-T, an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Many in the SEO industry have debated its importance and its role in Google’s ranking algorithm. However, recent clarifications from Google have shed new light on the topic, revealing that E-A-T is not a ranking signal, factor, or system. In this article, we will delve into the origins of E-A-T, explore why it is not utilized by Google, and discuss what signals search engines may actually use to determine the trustworthiness and authority of websites.
E-A-T originated from Google’s Search Quality Rater Guidelines (QRG), which are guides for human raters to evaluate search results and pages. The raters do not have direct impact on ranking algorithms or penalties. Instead, their data is used for evaluating proposed algorithm changes and creating test sets for internal evaluations. It is important to note that the QRG is not a list of ranking factors or systems.
The recent buzz around E-A-T can be attributed to wording changes in Google’s SEO starter guide and tweets by Google Search Liaison Danny Sullivan. Sullivan clarified that the elements commonly associated with E-A-T, such as author bios, expert reviews, and relevant contact information, are not actual ranking factors. This statement has sparked a discussion among SEOs about the true nature of E-A-T.
So why doesn’t Google utilize these elements that are often associated with E-A-T? The answer lies in the complexity of the web and the difficulty of extracting specific types of information from pages. The web is vast and diverse, making it challenging for search engines to glean information like authorship or contact details in a scalable way. Additionally, SEOs have a history of manipulating such elements to improve rankings, leading to the creation of fake authors and profiles. It becomes difficult for search engines to distinguish between genuine and manipulative tactics.
Instead of relying on these traditional E-A-T signals, search engines may use other indicators to determine the authority and trustworthiness of websites. One possibility is a version of PageRank, which evaluates the link authority of a site. Aggregate click data from search logs could also play a role, as it provides insights into user behavior and preferences. By analyzing massive amounts of click data, search engines can identify patterns that indicate the trustworthiness and relevance of sites. Machine learning algorithms can then use this data to evaluate algorithms or adjust rankings.
This approach allows search engines to take the word of their users as a whole, rather than relying on individual website claims about expertise and authority. If a site is truly authoritative and trustworthy, users will naturally link to it more often. However, it is important to note that links alone are not sufficient, as they can be spammed. This is where aggregate click data becomes valuable, as it provides a broader view of user preferences and behavior.
So, where does the definition of E-A-T from the QRG come into play? The raters play a crucial role in providing consistent data for Google engineers to measure algorithm changes. The QRG helps raters understand what qualities align with expertise, authoritativeness, and trustworthiness. Ideally, the algorithmic signals will align with the human ones, but if they don’t, Google will continue to refine its algorithms.
While E-A-T may not be a direct ranking factor, it is still important to consider for the sake of user experience. Users often prefer content written by real people and appreciate factual information from experts in specific fields. Incorporating elements like author bios, contact information, and expert reviews can enhance the user experience and potentially lead to more links, shares, and conversions. Ultimately, focusing on providing valuable and trustworthy content to users is key, regardless of the specific signals search engines utilize.
In conclusion, E-A-T is not a ranking factor, factor, or system, as clarified by Google. It originated from the Search Quality Rater Guidelines and serves as a guide for human raters. While traditional E-A-T signals may not be directly utilized by search engines, other indicators like PageRank and aggregate click data may play a role in determining the authority and trustworthiness of websites. It is important for SEOs to prioritize user experience and provide valuable content to their audience.
