Google E-A-T is a ranking factor of the most important search engine. It was introduced in 2018 and measures the expertise, authority and trustworthiness levels of a website. The Quality Rater Guidelines serve as the basis for assigning these scores. The E-A-T score is another step in the evolution of Google’s algorithms, which focus on the quality of content as well as the reputation of authors when evaluating websites.
Google’s E-A-T score is determined by three values:
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The manual checking of websites is based on the Google Quality Rater Guidelines. The following characteristics, for example, are checked in detail in order to distinguish high-quality websites from those of lesser importance:
The rating scale is made up of the gradations Lowest, Low, Medium, High and Highest.
The aim of the Google E-A-T Score is to show how relevant and useful a website is for a specific search query. Human beings are also involved in determining this score. However, ultimately Google E-A-T is only one of many points in a complex evaluation system. In practice, the process is as follows:
The results are in turn analyzed with the help of artificial intelligence. Using machine learning, it identifies structures that distinguish the content of the relevant websites from the less relevant ones. This means that the Google E-A-T score is ultimately determined through the interaction of humans and machines.
Not every online presence and not every blog must observe the E-A-T Score in SEO. EAT is mainly relevant for so-called YMYL pages: Your Money or Your Life. This refers to websites dealing with money, finance, economics (Your Money) or technology, politics, science, minorities or other sensitive topics (Your Life).
The finance sector naturally also impacts online stores or sites that are generally geared towards commercial success. Online marketing must therefore carefully monitor EAT as a SEO factor. Anyone doing SEO for an online store should therefore pay greater attention to customer reviews or trust elements such as seals of approval. The following factors are included in Google E-A-T:
Content is also important for the SEO factors expertise, authority and trust. It has an effect on the Google rating of the website and the authors behind it. This is reflected in the E-A-T score. High quality texts are still the basis for high quality websites that rank well in Google.
