“E-A-T – expertise, authoritativeness, and trustworthiness – has become a buzzword,” said Dr. Marie Haynes, CEO of Marie Haynes Consulting Inc., in her presentation at SMX Advanced. “E-A-T is Google’s attempt to figure out which businesses and individuals are authentic.”
Despite working in search marketing for many years, Haynes noted she only recently thought about the ways semantic search – information retrieval in which both the contextual meaning and the intent of a query are taken into consideration – could improve a site’s E-A-T. Her time spent digging into the Quality Raters’ Guidelines (QRG) helped make this connection.
Contrary to what some believe, E-A-T is not a single ranking factor, but rather a collection of signals Google uses to determine what content is high-quality and useful for searchers. And, according to Haynes, semantic search knowledge can help marketers optimize sites for this rating system.
“A lot of the things we’ve been saying Google can do can be explained with semantic search capabilities,” she said. “Semantic [search] relies on understanding the meaning of words, and we’ve seen how proud Google has been in their advancements in understanding language.”
Semantic search and its relation to E-A-T
Google’s Hummingbird algorithm, which rolled out in 2013, was designed to revamp the way the search engine understands and ranks content. With an improved understanding of intent at its core, the update helped Google better evaluate the...
Read Full Story: https://searchengineland.com/improve-e-a-t-semantic-search-smx-advanced-385792
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