{"id":1533525,"date":"2024-02-19T08:51:21","date_gmt":"2024-02-19T13:51:21","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1533525"},"modified":"2024-02-19T14:28:31","modified_gmt":"2024-02-19T19:28:31","slug":"google-and-eeat-explained","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/google-and-eeat-explained","title":{"rendered":"Google and EEAT, Explained"},"content":{"rendered":"<p>Google hires thousands of personnel to view and evaluate web pages for organic search rankings. A key metric for those human raters is &#8220;Experience, Expertise, Authoritativeness, and Trustworthiness.&#8221; Google emphasizes pages that demonstrate those qualities.<\/p>\n<p>What&#8217;s unclear, however, is how Google integrates EEAT into <a href=\"https:\/\/www.practicalecommerce.com\/googles-core-update-vs-helpful-content\">its algorithm<\/a>. Google executives have shared conflicting views.<\/p>\n<p>In 2022, Google&#8217;s vice president of search, Hyung-Jin Kim, <a href=\"https:\/\/www.seroundtable.com\/google-eat-every-single-query-34440.html\">stated<\/a> that EAT was a &#8220;core part.&#8221; (Google originally coined the metric as &#8220;Expertise, Authoritativeness, and Trustworthiness.&#8221; In December 2022, it added &#8220;Experience,&#8221; morphing &#8220;EAT&#8221; to &#8220;EEAT.&#8221;)<\/p>\n<p>In 2024, Google&#8217;s search liaison, Danny Sullivan, <a href=\"https:\/\/twitter.com\/searchliaison\/status\/1755283334631231514\">tweeted<\/a> it had never been a ranking factor.<\/p>\n<p>Google&#8217;s &#8220;Search Central Blog&#8221; <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content#eat\">states<\/a>:<\/p>\n<p style=\"padding-left: 30px;\"><em>Search raters have no control over how pages rank. Rater data is not used directly in our ranking algorithms. Rather, we use them as a restaurant might get feedback cards from diners. The feedback helps us know if our systems seem to be working.<\/em><\/p>\n<p>Hence EEAT is for Google&#8217;s quality control. But it&#8217;s also for creators. The blog post adds, &#8220;&#8230; the guidelines may help you self-assess how your content is doing from an E-E-A-T perspective, improvements to consider&#8230; .&#8221;<\/p>\n<p>The bottom line is Google wants to rank web pages with strong EEAT. The guidelines (<a href=\"https:\/\/services.google.com\/fh\/files\/misc\/hsw-sqrg.pdf\">PDF<\/a>) include:<\/p>\n<ul>\n<li>Expertise of the author. Add details such as work history.<\/li>\n<\/ul>\n<ul>\n<li>Research methods. Explain how the content was created. For example, for product reviews, state how many you tested and how.<\/li>\n<\/ul>\n<ul>\n<li>Purpose. Address the rationale for publishing the content. It&#8217;s a vague suggestion, although it reinforces the goal of helping humans, not search engines. Potential reasons might include client interactions, outside commentary, new data, and more.<\/li>\n<\/ul>\n<p>EEAT applies to informational content, not <a href=\"https:\/\/www.practicalecommerce.com\/how-to-optimize-full-funnel-product-pages\">product<\/a> or <a href=\"https:\/\/www.practicalecommerce.com\/seo-how-to-surface-shopify-pages\">category<\/a> pages. Moreover, Google scrutinizes content that impacts &#8220;the health, financial stability, or safety of people, or the welfare or well-being of society.&#8221; Google calls such content &#8220;Your Money or Your Life&#8221; \u2014 YMYL.<\/p>\n<p>Google tells its raters that YMYL pages require much expertise and authority. So if you publish financial or health advice, closely <a href=\"https:\/\/www.practicalecommerce.com\/ai-tools-for-seo-content-briefs\">follow the guidelines<\/a>.<\/p>\n<h3>EEAT in Brief<\/h3>\n<p>Here&#8217;s my interpretation of EEAT in practice. The underlying principles existed long before the acronym. Many are more or less common sense: Ensure your content is trustworthy, thorough, authentic, and <a href=\"https:\/\/www.practicalecommerce.com\/googles-core-update-vs-helpful-content\">helpful to humans<\/a>.<\/p>\n\n<table id=\"tablepress-119\" class=\"tablepress tablepress-id-119 tablepress-responsive tablepress-responsive-stack-headers tablepress-responsive-stack-phone\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Content Type<\/th><th class=\"column-2\">EEAT Inclusions<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Health topics<\/td><td class=\"column-2\">Detailed author info to demonstrate expertise. Include citations in the content to (i) professional research, (ii) opinions of doctors and scientists, and (iii) reputable publications.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Financial or legal advice<\/td><td class=\"column-2\">Detailed author info to demonstrate expertise. Include citations in the content to (i) opinions of accountants and lawyers, (ii) professional organizations, and (iii) reputable publications.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">News reporting<\/td><td class=\"column-2\">Accurate factual information; expertise of experienced journalists; quotations from experts on the topic.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Legislation, public policy, societal concerns<\/td><td class=\"column-2\">Official government sources; reputable media sources; trusted and varied opinions; independent research.<\/td>\n<\/tr>\n<tr class=\"row-6\">\n\t<td class=\"column-1\">News or advice related to children<\/td><td class=\"column-2\">Views and recommendations of professionals (doctors, educators, counselors); professional publications and organizations; independent research.<\/td>\n<\/tr>\n<tr class=\"row-7\">\n\t<td class=\"column-1\">Product reviews.<\/td><td class=\"column-2\">The writer's first-hand experience, including the number of products tested and the process and timeframe. <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-119 from cache -->\n","protected":false},"excerpt":{"rendered":"<p>Google coined &#8220;Experience, Expertise, Authoritativeness, and Trustworthiness&#8221; for its human evaluators, yet the concepts apply to all search optimizers.<\/p>\n","protected":false},"author":2425,"featured_media":1533546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58323],"tags":[],"class_list":["post-1533525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technical-seo",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - 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