Google is constantly updating the algorithm it uses to rank websites during user searches. Some updates, however, are more important than others. On August 1st, 2018, Google rolled out a massive core ranking update that significantly affected many websites. It changed the algorithm to focus on three main things: expertise, authority, and trustworthiness (E-A-T). The goal of the update was to seek out high-quality pages that users can trust for accurate information. Advancing your Google E-A-T rating can move you up the SERP (search engine result pages), but it takes certain best practices.
Content still reigns supreme in terms of search engine optimization (SEO) and ranking high on Google. In fact, having high-quality content is more important than ever after the recent core ranking update.
Content is the most effective way to demonstrate these traits and, by extension, to boost your E-A-T rating. High-quality content in 2019 has the right keywords, but inserts them naturally throughout the copy. It also has meaningful, valuable content that is easy to skim and understand.
Google didn’t offer much in the way of advice for the new roll out. It insisted website owners had nothing to fix, even if they lost their positions on the SERP. Google’s goal for the broad change was to get people to think about content on a larger scale. Soon, however, SEO experts were pinpointing exactly what the update affected. Brands can use Google’s Quality Rating Guidelines to compare their content to the search engine’s desired content, and to eliminate content that doesn’t hit the mark.
The Quality Rating Guidelines manual has a ton of information (it’s 160 pages long), but the most important pieces are in the content examples. Google offers examples of what it deems high-quality content. These examples all have something special that differentiate them from the pack. Experts believe Google created the E-A-T algorithm update to identify this “something special,” in the form of websites that are credible and trustworthy.
High-quality content cites author names and biographies if the copy is editorial in nature. Getting to know the person responsible for the website is important for authority and trustworthiness. The author of blog posts and other informational content should be an accredited subject-matter expert. This is especially true for YMYL (Your Money Your Life) industries. Experts believe the August 1st update especially impacted YMYL websites, discrediting sites that did not name licensed physicians or financial advisors as authors.
The new update affected the medical industry so significantly that initially Barry Schwartz of RustyBrick was calling it the Medic Update. If you own a business within the field of YMYL, you can boost E-A-T ranking by including content straight from expert sources, such as licensed physicians. Your goal should be to optimize the authority, credibility, and trustworthiness of your site through your content.
If you want more information or assistance about optimizing your site for Google E-A-T, work with the experts at Toledo SEO for Growth.
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