Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
Google E-E-A-T: How To Demonstrate First-Hand Experience Ep. 559
Google expanded EAT to EEAT by adding Experience, requiring content creators to demonstrate firsthand, personal involvement with a topic to be rated trustworthy by Google's quality raters.
Key takeaways
- Trust sits at the center of EEAT and Google says untrustworthy pages have low EEAT regardless of experience, expertise, or authoritativeness.
- A restaurant review written by someone who has never eaten at the restaurant is a direct example Google gives of lacking EEAT.
- Building personal authority online through content, speaking, and events signals firsthand expertise that supports EEAT.
- Pages on YMYL topics that are highly inexpert should be considered untrustworthy and rated lowest by quality raters.
A website or content creator who is the uniquely authoritative go to source for topic has very high eat.
Questions this episode answers
Who are Google quality raters and what do they do?
Google quality raters are a team of anywhere from 10 to a hundred thousand people that Google has hired to determine how well Google search results solve a user's needs. Their feedback helps Google understand the impact of algorithmic changes, though the guidelines do not directly affect the algorithm or rankings.
What makes a page qualify for very high EEAT?
According to Google's search quality rater guidelines, a website or content creator who is the uniquely authoritative go-to source for a topic has very high EEAT. A wealth of firsthand experience or a very high level of expertise on the specific topic can also justify a very high EEAT assessment.
What are examples of pages that lack EEAT?
Google's guidelines cite a restaurant review written by someone who has never eaten at the restaurant, an article about skydiving written by someone with no expertise, a tax form hosted on a cooking website, and a shopping page with minimal customer service information as examples of pages lacking EEAT.
In their words
Consider the extent to which the content creator has the necessary firsthand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience.
Host
trust is the most critical component of EEAT, Google says, because untrustworthy pages have low EEAT, no matter how experienced expert or authoritative they may seem.
Host
a positive reputation cannot overcome the lack of eeat for the topic or purpose of the page.
Host
Terms defined in this episode
- EEAT
- Google's expanded quality framework standing for Experience, Expertise, Authoritativeness, and Trustworthiness, with Trust placed at the center as the most critical component.
- Google Quality Raters
- A team of anywhere from 10 to a hundred thousand people hired by Google to assess how well search results solve user needs, guided by a 172-page document of rating guidelines.
- YMYL
- Your Money, Your Life, a category of topics where highly inexpert pages should be considered untrustworthy and rated lowest by Google quality raters.
- Search Quality Rater Guidelines
- A 172-page Google document with three main sections covering page quality rating, understanding mobile user needs, and needs met rating, used to train quality raters.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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