Many talk about how Google has made an update, a change in the algorithm, in technology. But we forget that Google also hires people to ensure that the results of the algorithms are good, and these people are known as search raters. Each of them is responsible for following the Google Quality Rater Guidelines to evaluate search systems and website ranking.
Many of us who work with SEO are familiar with the Google Quality Rater Guidelines and the concepts of E-A-T, which refer to "expertise, authoritativeness, and trustworthiness." But now, Google wants search raters to better measure the results and has added a new E, for "Experience."
Google wants us to demonstrate that we have experience, not just that we are experts and have authority. In other words, the era of taking ideas and comments from others to gain top rankings is coming to an end.
Let's explore in this article the new adjustment with our experts, Blas Giffuni and Camilo Ramírez, who explain the most recent change they have made in the Google Quality Rater Guidelines and how we can demonstrate experience to improve our SEO.
What does E-E-A-T mean?
E-A-T or "Expertise, Authoritativeness, and Trustworthiness" are parameters or elements to consider when evaluating the content I own or the website I have to know what possibilities there are to rank well in search engines.
Now, this is history. Google has added a new parameter, "Experience," and this refers to experience. This means that the quality of the content can also be evaluated based on whether the content creator has experience in the topic.
E-E-A-T can be very useful when it comes to self-assessing our content to appear in Google Search results. Let's explore each of the elements in detail.
E for Expertise
Expertise refers to being an expert, which means demonstrating to Google that you know and understand your topic. In other words, when you upload content, you speak about your topic with authority, have experience, and have done your homework well by mixing content or bringing in content from websites related to your topic that have authority. For example, if I have a car website, I must show Google that I am an expert in cars, I must document that I am an expert to have ranking possibilities.
So what happens if I have the same car website and I talk about bicycles and am well documented, do I have alternatives? Yes, as long as you document yourself and do it well, the content will have ranking possibilities for that term even if it is outside your general topic.
A for Authoritativeness
This element refers to authority, and it has to do with how recognized you are in creating content and maintaining a consistent editorial line with the general topic.
This is where speaking at conferences matters, having a personal brand matters because you have to demonstrate that you are an authority on your topic. Show Google that you can demonstrate that you know and that you are gradually gaining followers, gradually gaining an audience, in other words, that we are building our authority.
Suppose you put content on your website related to motorcycles and show Google not only that you are an expert but also that other people, other websites are referring to you or mentioning you. There you are already showing authority on the subject of motorcycles.
By the way, to the extent that I can build a reputation, not only for what I have on the site but for what happens on other channels, would what we know as the Social Graph be relevant in the authority element? The truth is that this would only point to social networks. It would be much better to call it the Knowledge Graph about you. Keep in mind the following: "Everything I can do for myself on other channels that reinforces who I am is vital in that authority." For example, when you create your profile on your website and you are creating content, make sure to put the links where you appear.
T for Trustworthiness
Trustworthiness has to do with how reliable the website is overall, both in terms of security, SEO, its sources, how good its knowledge is. Trustworthiness considers whether the website is accurate, honest, safe, and reliable.
Trustworthiness is the most important element of all parameters. When they show the graph of how expertise, experience, authority are interrelated, we can see that the T of Trustworthiness is in the center, trust. This is the most important element of all.
The reliability of a website will also be supported by experience, authority, and expertise.
And why is the new E for Experience so important?
One might think that this element is related to Local SEO and Ecommerce because Google, in its guide, gives the following example about a product review on a website: "Which would you trust: a product review from someone who has personally used the product or a "review" from someone who has not?" But reading more about the topic, the experience relates Google to whether "you are talking about a topic that is not related to what you do." This means that a website must be focused on specific topics (also known as clusters or Mid-Term Keywords).
How could I open up to new topics?
A car website wants to publish about health topics. Speaking of SEO, the question that arises is, what experience does that domain have in terms of health? It is very important to reflect on this. So, the first question you should ask yourself for this is: What is the goal of the website?
There is no problem with talking about topics that can relate to the main topic or what we call the objective of your website. The most important thing is that the central theme remains the central theme.
New interests of brands
Now, what if a brand expands its portfolio? That is, today a company not only produces cookies but also produces snacks and tea.
That has a lot to do with the configuration of companies. If we analyze well, each line ends up being like a separate company. It is common to see that each line develops its own content strategy, each one is different, and each marketing team has its strategy.
However, above the lines is an authority that finally brings together all the lines of business. For example, we have the cookie line and the tea line, so each line develops its marketing and content strategy, but in the end, the organization or group is responsible for creating content that relates tea to cookies and produces content about cookies that can be accompanied with tea.
Conclusions:
A new criterion for evaluating websites by Google has emerged, which has to do with experience, in which essentially websites that can demonstrate that they know about a topic and have the experience to speak with total authority on a particular topic, will have an advantage in terms of positioning because Google will be able to verify that experience and will be able to scale their website more quickly in the ranking.
In other words, experience as an evaluation criterion has much to do with saying and demonstrating that you know the topic, have knowledge because you have done it, lived it. It is not about stealing 4 or 5 points on the subject of an article and another 4 points from another article, and with this, creating a blog entry. For Google, we must demonstrate that we know and work on the topic.
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