Google E-E-A-T: How To Demonstrate First-Hand Experience Ep. 559

hi and welcome to the seo podcast unknown secrets of internet marketing my name is chris first one of the owners of ewr digital and my name is matthew bertram seo strategist digital strategist for today so today it's matthew like is it yeah i feel like you usually say matt and then you don't like it no i'm like i'm just you know you can call your i'm getting older my hair's green you're just gonna add more letters to your matthew robinson filamental yeah i don't know i just uh i don't know i'm just feeling like a matthew today welcome back to another fun-filled edition of our podcast uh i covered that already um the you know the article that we're going to jump in today is uh it's about eat it's about google eat except it's about google eat eat um how to demonstrate firsthand experience uh because that's the new e in eat oh i like it's experience the new i think it needs to be a shape now or something like that like and it's like it fits together could it be like google guidelines formerly known as eat well we have four so we can make a cube cube yeah actually no we can't make a cube we can make a a square a square you're right a cube never mind there's an additional dimension you know this is live everyone are you telling me by the way if you're tuned in we really appreciate you if you happen to be tuned in on youtube great hey hello you can actually you can actually see us uh make sure that you do subscribe and click that notification bell uh anybody else who's tuned in uh we would appreciate you to you know follow us on well yeah stuff stuff just stuff we gotta get into this but you know chris it's interesting so i've been on a number of other podcasts recently that we're we're getting going okay and um you're just gonna start off making me jealous is that what this is

you've been on another podcast well yeah but i'm not on here bragging about it well no what i was saying is all those podcasts we're having guests on okay and the guests do not like going live they want it recorded oh they want it edited oh yeah it's it's very different and and i i think that it's fun that you see what you see is what you get here um and flaws and all flaws and all yeah but but i mean people that we're having on like literally it's it needs to be edited back and forth a few times and then it gets released and it's like condensed from like you know whatever 20 minutes to like five it's it's really it's just an interesting process and all i'm doing is comparing you're like fun filled yeah our process and it's fun filled this is more fun i can tell you though uh now now i'll make you jealous i've been on 120 different podcasts oh my god or so maybe more because there's a whole series i did on some some some smaller kind of just broadcast maybe not even podcasts and some of them talk about we have the ability to edit right like so don't worry or whatever i'm like we have the what i say is don't worry like this doesn't and and i haven't gone back and listened to them all maybe some of them are actually edited and and condensed and they've gotten rid of some stuff yeah uh and in general i'm just like hey it needs to be live like you will people freeze that you know like right you if you if you haven't been on a podcast before and you're you're you're you're talking about something and you know we all forget our thoughts now and then you just freeze completely and you have that everybody's listening mortified i forgot my thought this is horrible yeah so no i basically i feel like chris you aren't trying to make me jealous you were trying to

make a competition you know my wife recently called me competitive and this is probably for formerly known as the green room but my wife recently called me competitive i'm like i'm not really competitive like when i lose at games i don't care when when i don't know you because my wife wins she wins like raffles i i saw that y'all were at the and she didn't win this but i guess she kind of won this she goes on the front page of something for the world cup for france yeah like yeah but she's lucky is what she is yeah she's like she's like also attractive also attractive that makes you lucky does that make you lucky yeah i think so attractive privilege matt is there any doubt about that do we need to do a podcast on that i feel like so real quick interesting about that photo and she is on like the front cover of well she was on front cover of one not front cover but like of the article right and then she was like eight uh attractive fans who still have hope and she was the french representative right ironically in the french representative photo she does have a french scarf that she's holding in front of her u.s jersey that she's wearing she's got france on the right cheek and england on the left cheek because that day we went to france we went to two games which will never happen in another world cup um because guitar so condensed uh you know in terms of spatial yeah it was it's pretty cool um so so we needed a flag for each of the games we're going to so she's really a mishmash yeah she's turned the right way all right we should jump into this article uh thank you guys for having the patience hopefully you're having as much fun as we are of course before we really get into the article we do need to talk about our sponsor oh yes this sponsor is phenomenal we appreciate

them they have an mostly we appreciate them because they have an amazing product and that sponsor is se ranking yeah and we're just going to leave it there i know that you have a spiel okay but i'm just going to say uh we use it we use it oh i said that you're going to say i use it we use it like uh you know and i i think that you should check it out it's uh very competitive with the other tools yeah um it's got a great interface they're adding new tools all the time uh they got great data they've won awards they have won a ton of awards yeah and and they're a ukrainian company they're all displaced okay so the people i'm working with are out of poland please go support them uh check it out they have a great product they're working really hard on making it the best in the industry they're trying to penetrate the u.s market please go check it out um if you go to it's in the show notes on best seopodcast.com forward slash se ranking yeah and it's yeah so if you go 30 day trial 30 day trial and and i would tell you that any new tool okay except for being right because you just they they figured they figured out a strategy right you just do what adworks does they have most of the market press a button and we'll do the same thing yeah now there are some problems with that we found out recently yeah i was some automations but yeah but what i will tell you is anytime you're switching up a new tool it's a little bit different yeah okay it feels a little bit different um they're putting things in different places you can't find everything but it doesn't mean it's bad yeah there's actually a lot of really awesome things about the thing i like most i'm gonna just give you the thing i like most when you jump into this because you know i don't

know me and chris by the way took us 45 minutes to get in this podcast we should have been talking about it in the green room and we were just catching up on stuff and like we just enjoyed it yeah we're just yeah so um what i really like about it is i'm doing a lot of gmb stuff um and in the uh keyword rankings yeah they show you your placement in the gmb okay yeah in the same kind of threshold of how you're doing each week oh wow yeah and and you can change that look to doing it by a day or or um even uh doing it over longer periods of time but i like being able to see in one place just like yeah where i'm ranking for that i i just i just like their touches so they've really put a lot of work into it a lot of thought so so try it you've got to really if if you do like a 30-day challenge like if there was like a 30-day challenge of something and you start doing it for 30 days try a feature every day for 30 days no no try the same feature oh yeah the same way for 30 days or 21 days and create a habit yeah but also i like that too that's because they have so many features that's a new challenge yeah that's that's the number two challenge first well do the same thing every day well yeah where i was here's here's the challenge we got here's the challenge chris has a challenge and i have a no no here's the challenge go to best seopodcast.com forward slash se ranking and go check it out we'll talk more on that on the next podcast all right so let's jump into this and this is again google e eat how to demonstrate firsthand experience this is by matt southern uh we've done covered articles by matt southern great name and we've covered i mean it's not matthew because that's your name

today well that's why i had to change it yeah which matter are we talking about um matthew patiff to matt yeah southern not to i mean to you but i'm matthew okay and um and we're going to cover this so so here we go all right demonstrating firsthand experience is more important than ever for google search google is upgrading the concept of eat that's e-a-t with an additional e for expertise isn't that experience because expertise was there all along right expertise is always i think he mistyped this right so it was it was expertise authority authoritativeness and trustworthiness yeah that's right and so he mistyped it the original the original e was for expertise the additional e is for experience yeah the new e-e-a-t acronym stands for experience expertise authoritativeness and trustworthiness and that's what i think they're talking about and i've certainly seen this and google's trying to prioritize this they want you to prove that you okay you're saying the right things you're you know you have the right links you have the right seo show me that you can actually do it show me the proof that's that's really what they're asking for is all right prove it to me yep yeah prove it to me because we have an algorithm that can check that you thank you for tuning in all right so google's updated search quality rater guidelines say this about experience so this caused me to stop because there may be some of you out there who don't know what search quality raters are oh yeah there's actually a really long 40 page manual about it and we've made our content uh writers read it yeah yeah i actually have a condensed version though but but yeah do they have a quiz they should have a quiz all right so i pulled up an article from ahref google's quality raters guidelines demystified for seo so first what are google quality raters okay google quality raters are a team of anywhere from 10 to 100 000 people that google has

hired they determine how well google search results solve a user's need so it's basically a team of qaqc people who are saying hey we did this search here's the doesn't match the results that i'm expecting google uses their feedback to help understand the impact of algorithmic tweaks the guidelines don't directly affect the algorithm or rankings but google said in a cnbc interview that the guidelines fundamentally show what the algorithm should do yeah yeah yes yep well okay so i would read and rephrase that but i think i'm going to say the exact same thing so but what how i've understood it to be true is that there's a lot of different algorithms and it's very hard to explain the complexity of how it's done and what whatnot this is how it's broken down for humans on basically what they're trying to achieve right and if you know what they're trying to achieve you can just make your own assessment yeah yeah yep yeah so what are google quality guidelines matt said it's 172 page document it has three main sections and this is all we're going to cover actually had a bunch of mine's 40 pages i've shortened oh oh you shorten it yeah but it's still long page quality rating guidelines understanding mobile user needs and needs met met rating guidelines so this is how it's the it's the book how google trains uh their quality raters on yeah on like what to do and basically this article that we're covering uh by matt southern is talking about a recent change where they've gone from eat to eat let's jump into it i would even tell you that this has probably even been something google's been kind of doing because i i was doing a test a while back um let's use the example of a lawyer okay because i this is actually a true true thing so optimizing a lawyer site um a couple years ago maybe two years ago and um i was asking right i need some unique content right to

for gmb and or gbp now right and yep uh i think you're supposed to put a coin in i called it right i knew what i was doing on that one but jargon jar all right i'll put a cord in there yeah we need buttons oh yeah we need buttons and sounds christ i'm afraid if you had buttons go ahead we've had them in the past and they were awesome oh yeah uh one button uh what was i going to say so the images uh when i put an image that had a real image of a picture on it and then it had the name of the company in the picture or had the word lawyer in the picture yep it ranked better like the page the page ranked better because it was proving out a real unique picture that had that word in it was already happening so i think this is an extension of that yeah yeah all right so here's what google uh their their search quality raters guideline says about experience this is quoting uh quote 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 and i would add to that related to the topic for example which would you trust a product review from someone who has personally used the product or a quote-unquote review by someone who has not in addition to adding experience as a factor google is placing renewed emphasis on trust i love it right good trust i'm buying their stock yeah that's a good idea trust is placed in the center of so there's actually a venn diagram where trust is placed in the center of experience expertise and authoritativeness maybe we could have pulled this up but really it is a venn diagram with trust in the middle uh a circle on the top third is authoritativeness a third uh um i can pull

it up yeah you you can pull that up i can pull that up experience is in the bottom right third and expertise is in the bottom left third consider the extent to which the page is accurate honest safe and reliable i was going to pull it up but remember how i don't know the panel is just no longer there oh yeah i don't know what's going on something's missing on this yeah so hopefully this is recorded yeah yeah um trust is the obviously with this venn diagram where trust is that kind of bullseye and but huge uh 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 so we have a client that is also in the supplement space and we just rewrote a whole page for them or route to rewrite their whole home page and it's gonna it's gonna be pretty interesting um because we're gonna roll it out and see what happens so pretty excited about that yeah um if you're already following google's guidelines regarding eeat that's the single eeat um up to this point well you're on your way to building a level of trust that google's quality raters are looking for here's how to ensure you maintain that trust by demonstrating firsthand experience so now we're going to read this is chapter 4.5.2 this is the lowest eeat if the eeat of a page is low enough people cannot or should not use the emcee of the page if a page or y-m-y-l your money your life topic is highly inexpert it should be considered untrustworthy and rated lowest use the lowest rating if the website and content creator have an extremely negative reputation to the extent that many people would consider the web page or website untrustworthy makes sense yep yeah that makes sense and again this is defining how does that google rater search rater kind of determine if it's you know google if it's a low eeat if it's a

lacking eeat if it's a high eeat and then we'll cover very high person's name yep i imagine it you think about um i listened to a podcast about facebook and how they figure out if content is appropriate right so somebody may flag it or maybe everything goes through this filter okay and they have like two seconds to figure out if it's good or not and these are humans who are figuring these things out and they have to have the guidelines and then i thought about this if you've got these kind of google search testers and um raters and like how much time do you give because because you and i will look at a page like maybe we're looking at a product and then like hey the author maybe that is this product any good what do people say about it you know 20 minutes later we're like oh that was a good result that's not what's happening here it reminds me of resumes so when when people are looking at resumes i think it's like something like seven seconds or five seconds that they're looking at if it doesn't meet the qualifications it goes in the no good pile and then like hey i'm going to look at this later it made the first round cut like they're looking quick yeah it's got to be fast yeah all right so those that are lacking eeat right low quality pages often lack an appropriate level of eeat for the topic or purpose of the page here are some examples so say the content creator lacks adequate experience say a restaurant review written by someone who has never eaten at the restaurant that would be low lacking eeat the content creator lacks adequate expertise an article about how to skydive written by someone with no expertise in the subject or somebody who's gone once this is absolutely like what we were seeing probably two years ago when we're writing things for service-based industries we're hiring people and paying more um to write something specific that's different

than all the things that have been written yeah uh for that topic and then we kind of seo it yeah we're having to find subject matter experts writing content about specific things and um we were we were ghostwriting that on a number of those for clients um using the real names of the writers and their backgrounds um would have been beneficial as as guest posts would have been really beneficial yeah all right the website or content creator is not an authoritative or trustworthy source for the topic of the page so a tax form that you might download from a cooking website like the tax form isn't relative to the right no yeah and the page or website is not trustworthy for its purpose so shopping page with minimal customer service information right those are customer services something that you kind of expect um that's why i always thought like unique you we talk have talked in the past about unique selling propositions and people will say well great customer service well is anybody out there selling the fact that they have poor customer service then it's not that well what about a website that doesn't have a location or about us page or really a contact us form like question yeah yeah um additionally google says a positive reputation cannot overcome the lack of e eat for the topic or purpose of the page all right so next is how does one of these google raiders search raiders uh raid or ray tours yeah um rate doors rate one as having a high level of eat okay google google says pages with high eat are trustworthy or very trustworthy experience is valuable for almost any topic social media posts and forum discussions are often high quality when they involve people sharing their experience from writing symphonies to reviewing home appliances first-hand experience can make a social media post or discussion page high quality i like it yep and then finally this is this is very high level of e eat the highest level of e

google says very high eat is a distinguishing factor of highest quality pages all right listen carefully right slow down the 2x speed that you're listening to this podcast oh and chris will talk even slower a website or content creator who is the uniquely authoritative go-to source for a topic yes has very high e eat yes yes a content creator with a wealth of experience may be considered to have a very high e eat for topics where experience is the primary factor in trust a very high level of expertise can justify a very high e eat assessment very high e eat websites and content creators are the most trusted source on the internet for a particular topic i like that and the e was a little distracting i'm gonna be honest the e eat i kept hearing eat and it's like a new buzzword i like it eat eat eat let's go eat focus on eat don't eat the eat all right so that's a a great article by matt southern um patiff to you uh it's great sometimes to kind of delve into the details the behind the scenes google all that fun stuff of the of you know this is the the literature that google has in place uh to help people assess the quality of their own algorithm um there's a lot to learn here well i i can tell you google's main focus is to organize all the information in the world and how that information is associated with other information and to also help people make micro decisions so whatever it is think about that page that you're looking to optimize is it answering that question does it have all the relevant links and are you providing the know like and trust to help them buy right or the expertise authoritativeness and trust as well as experience to help them buy and then this even goes into authorship and um this is why uh personal branding and and building your authority online and um utilizing oh my gosh what is it

called like the avatars what's the wordpress avatar called is it called avatar uh like like the icon well there's like like link tree and all these sort of things where you're interconnecting yourself and articles and and your and the expertise that you've put out that you put out because what do experts do they talk they speak um they go to events they put out content they write videos like they do all those things and so this is saying you're this is again building on authorship as well as saying all right you're saying all this do you have like is what you're how should i value what you're saying certainly they started with your money your life okay does a doctor say that that has a good rating or a bad rating but is it a doctor versus a not doctor doctor should get more quality and then better doctors or doctors in that specialty or whatever and you have published lots of articles in that area yeah yeah and i think that we're trying to sift through the information because you know now here's another big change update for google too just here's a little bonus um google has been doing this on mobile for a minute but now they're going to be doing on desktop it's not called infinity scroll or whatever it's right but they're making like the scroll i think it's keep going 80 or 70 or something searches oh wow yeah so so being on the first page of google is either a lot easier a lot harder but now it's really about positioning yeah um but they know that people are not going to click to the next page which makes sense but they will scroll um and and but this is about waiting and google and twitter and all the you're talking about public information you're talking about uh the public conversation and things that you're putting out there google's trying to you know balance or not balance um the the national discussion uh and and you know these

algorithms are trying to figure out who should be ranked what because you know the higher it is up in google the more quote-unquote trustworthy it is that's why people look to google to determine that yep and google has to keep staying on top of it or there's a lot of competition at its heels um and so we don't know who they are baidu is coming for you um duck duck go yeah being yeah being would be happy to but really copy what you're doing at least in the ppc right but i mean look like like google needs to continue to uh uh stay on top and and really i think that uh providing that good content and providing that trustworthy content and providing that e is really uh important when you're looking at information because everybody hates spammy results or not the result they're looking for when they're searching in google and they click on a link and it's misleading i i can tell you i dealt with that actually not too long ago like yesterday before yesterday i clicked on a link and i went to this page and i was like this is not what it said it was oh wow i haven't experienced that in like i yeah you know well it was talking about a report and i don't think google understood what was in the report so on the page it did have the right kind of content on the way but then i downloaded the report i gave them my email and then uh it didn't boo yeah boo boo yeah all right hey we're gonna ask you to do three things okay youtube.com forward slash best seo podcast subscribe click the notification bell instagram.com forward slash the best seo podcast uh go there and connect with us tiktok.com forward slash at the make sure you put the at symbol yeah so tiktok.com forward slash at best seo podcast follow us connect with us whatever we got lots of fun videos out there oh that was three there is

one more you are going to go to best seopodcast.com forward slash se ranking and sign up for the 30-day trial try out the software give us some feedback like like let us know what you're thinking what your experience is website and just check out what they're doing yeah that's what i would encourage you to do is go uh click on the link and see what they're doing yeah all right i think that's really good yeah hey if you would like to grow your business with the largest simplest marketing tool on the planet yeah i don't even have it go to ewr digital for increased revenue in your business once you get to ewrdigital.com just click the free consultation button and schedule a time that works with your schedule really flexible you can yeah whatever whatever works for your schedule we have lots of amazing testimonials about that uh about that first call about the value people give it like our thought process is as you can tell from this podcast like give value uh give value to you the listener give value to people coming in and as you give more and more value uh people will connect and trust us and you start to work with us yeah that would be that would be great check out our stuff if you like it hopefully you've got value until the next time my name is chris burris my name is matthew bertram bye bye for now