Website E-A-T Quality Assessment
E-A-T stands for Expertise - Authoritativeness - Trustworthiness. This refers to Google's Website Quality Raters Guidelines. The guidelines were written by Google for their quality raters around the world whose job is to perform manual reviews of websites and assess their quality.
WHAT'S GOOGLE QUALITY RATERS GUIDELINES?
Google's mission is to provide a mechanism by which the public can perform a search using a query for answers to their questions. Search engines have algorithms built in them, that crawl the web to bring websites, blogs, or apps that provide answers and solutions to the searchers' requests.
As a business, Google (and all other search engines such as Bing, Yahoo, etc.) are committed to providing the searchers with the best and most relevant results. Many of the searches performed online include people seeking medical information related to their health, or financial information to help them make a financial decision, etc. The public therefore needs to trust that search engines are providing them with not only the best answers, but also the most relevant and trustworthy and authoritative answers.
Google has recently made public the Quality Raters Guidelines that they use to train the human agents (about 10,000) who help perform manual quality reviews of websites online. So, in addition to the technical aspects of the website, search engines are now measuring the expertise, authoritativeness and trustworthiness of the content of the websites. So, if a website provides content that is health related, or personal finances, it is not only good for the content to be well written, but also for the author of the content to be recognized as an expert with recognized authority in the field and who can therefore be trusted.
Websites that do not meed the Expertise - Authoritativeness - Trustworthiness (E-A-T) test will therefore not be ranked at the top of SERPs. This is Google's attempt at maintaining their own credibility and also protecting the searchers.
HOW DO THE GUIDELINES WORK?
Google first produced these guidelines in 2013, and has been and continue to update them regularly. These guidelines were not published publicly until a couple of years ago when they made them public.
The guidelines are incorporated into Google search engine algorithms. At the time of the publication of this page, the guidelines contain 167 pages and can be downloaded on freely here.
Our SEO Audit process now includes Website Quality Review that performs an assessment of your website to determine its E-A-T 'Compliance'.
WEBSITE E-A-T QUALITY EVALUATION AUDIT
Our website E-A-T (Expertise - Authoritativeness - Trustworthiness) Assessment includes a number of points that are also covered in our regular SEO Audit processes. The Quality Review is a service we provide to existing websites for businesses that want to improve their websites' performance. This is even more critical for websites that fall under the YMYL (Your Money Your Life) category. The YMYL refers to businesses that offer information, products or services that can affect the public's health and finances, or could affect them adversely by implementing or consuming the content provided. We will provide an audit report together with recommendations. And our Team is also here to work with you to resolve uncovered issues and improve your website performance. For our new website clients, we incorporate E-A-T into the design of the website.