Google and other search engines want to find content that people find valuable. They want to provide users with a good user experience that gives credible and useful answers to what they are searching for. These users are then more likely to use those search engines again. This is evident in the regular algorithm updates, Google’s new AI-powered Search Generative Experience (SGE), and inclusion of ‘experience’ in A-T. According to Google’s guidelines, Experience, Expertise, Authoritativeness, and Trustworthiness are all important considerations in page quality rating. The most important member of the A-T family is Trustworthiness. The core of E-E-A-T is content that Google rates as trustworthy due to a combination of expertise, experience, and authority.
How does Google evaluate E-E-A-T?
Google’s quality raters use levels to rank E-E-A-T. These are as follows: Lowest: These pages fall into three categories: harmful, untrustworthy, and spams. Lacking: Pages in this category are seen as low quality as they lack expertise, experience, or authority for the topic or purpose of the page but are B2B Telemarketing Lead Generation not harmful. For example, it could be a blog written about flying a plane but the writer has no experience in doing that. High level: These pages offer significant amounts of expertise, credibility, and trustworthiness to serve a purpose and achieve it well. Google looks at the level of effort, level of talent or skill, and originality, along with a positive reputation. Very high level: The highest ranking pages are those that show evidence of a high level of effort, originality, talent, or skill.
What is YMYL?
Another thing you should look at, alongside A-T, is ‘Your Money or Your Life’ (YMYL). Google classes web pages as YMYL when the content has the potential to impact a person’s happiness, health, financial stability, or safety. This includes content that focuses on current events and news, finance, government and law, health and safety, and shopping. Examples of YMYL content could be: how to fill USA CFO out a tax form, how to save for retirement, or how to treat bowel cancer. This page from the Centers for Disease Control and Prevention about measles detection is a good YMYL example.
