The concept of expertise, authoritativeness and trustworthiness (E-A-T) has played a central role in ranking keywords and websites – and not just in recent years.
Speaking at SMX Next, Hyung-Jin Kim, VP of Search at Google, announced that Google has been implementing E-A-T principles for ranking for more than 10 years.
Why is E-A-T so important?
In his SMX 2022 keynote, Kim noted:
“E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It’s pervasive throughout every single thing we do.”
From this statement, it is clear that E-A-T is important not just for YMYL pages but for all topics and keywords. Today, E-A-T seemingly impacts many different areas in Google’s ranking algorithms.
For several years, Google has been under much pressure about misinformation in search results. This is underscored in the white paper “How Google fights disinformation,” presented in February 2019 at the Munich Security Conference.
Google wants to optimize its search system to provide great content for the respective search queries depending on the user’s context and consider the most reliable sources. The quality raters play a special role here.
“A key part of our evaluation process is getting feedback from everyday users about whether our ranking systems and proposed improvements are working well. But what do we mean by “working well”? We publish publicly available rater guidelines that describe in great detail how our systems intend to...
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