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E-A-T
MYTHS & REALITY
IAN LURIE, for MNSearch
No, he’s not
saying e-a-t is
poop. Read on.
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@ianlurie
Me
FORMER FOUNDER/CEO OF PORTENT
Nerd/programmer/writer/gamer
Love marketing, seo, cycling, dungeons & dragons
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@ianlurie
Me
NOW A CONSULTANT LIVING A
GLAMOROUS LIFE OF LEISURE
OFFICE &
CRAFT AREA
BIKE SHOP
GYM
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@ianlurie
Nothing but love.
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@ianlurie
“Interesting”
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@ianlurie
EXPERTISE
AUTHORITATIVENESS
TRUSTWORTHINESS
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@ianlurie
Quality Rater Guidelines
https://bit.ly/2FZ3mC6
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@ianlurie
e-a-t is legit, but
there’s a lot of, well,
me about it…
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@ianlurie
MYTHS, BUSTED
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@ianlurie
E-A-T is not a ranking factor.
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E-A-T doesn’t drive search results.
Quality raters use it to assess search results.
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@ianlurie
E-A-T is not the only guideline.
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@ianlurie
There is no E-A-T score.
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@ianlurie
E-A-T is not an algorithm.
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https://bit.ly/3mMShVG
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@ianlurie
E-A-T IS COMMON SENSE
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@ianlurie
today, i’m gonna write
some untrustworthy,
unsupported content that’s
total horse $h!t.
No one has ever said this (out loud):
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@ianlurie
E-A-T is just a test to make
sure your content isn’t
Cute, but toxic
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@ianlurie
EXPERTISE
Evidence that your knowledge is not a pile of
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@ianlurie
AUTHORITATIVENESS
Proof that you’re not just a know-it-all piece of
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@ianlurie
TRUSTWORTHINESS
Proof that you’re not a deceptive sack of
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@ianlurie
THINGS YOU NEVER EVER DO EVER EVER
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@ianlurie
Nevermake E-A-T an optimization strategy.
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@ianlurie
If you optimize for E-A-T,
you’re just trying to not be
(That’s not a winning marketing strategy)
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@ianlurie
Nevermake a big deal about E-A-T.
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aw, look, he ate
some dirt.
Client before you tell
them about E-A-T.
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he’s got a
tapeworm!!!!
aw, look, he ate
some dirt.
Client after you tell
them about E-A-T
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@ianlurie
WHAT YOU SHOULD DO (AND LEARN)
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@ianlurie
Read allthe guidelines
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@ianlurie
PAGE ACCOMPLISHES THE IMPLIED PURPOSE
If it’s Q&A, it has an answer.
If it’s aproduct page,it has products.
If it’s medical advice, or news, or instructions,it’s accurate.
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@ianlurie
PAGE HAS THE RIGHT AMOUNT OF CONTENT
AND THE CONTENT IS HIGH QUALITY
The right amount isn’t “the average length of the top 10 ranking pages.”
High quality means good grammar, useful and usable presentation.
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@ianlurie
IT’S EASY TO FIGURE OUT WHO’S RESPONSIBLE FOR THIS PAGE
The author, brand, and anyone else I might need to contact.
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@ianlurie
Look at the example sites!!!!
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No content
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Main content gets to the point
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Lots of helpful main content
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Trustworthiness:
Detailed customer service info.
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Low quality main content
Low expertise (factually inaccurate)
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Also: “SEO content”
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Low quality main content:
No answer, ads hard to differentiate
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Awful main content
Blank author profile
Articles site, not a fashion site: No expertise
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But really, do you need E-A-T to tell you this is bad content?
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Pay attention to the principle, not the example.
You don’t need a Pulitzer. It’s all about context.
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@ianlurie
SO, GOOGLE KICKED THE OUT OF YOU
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@ianlurie
OR YOU JUST WANT TO CLEAN UP YOUR
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@ianlurie
If you lost traffic in the recent core updates,
the quality rater guidelines may be a good
diagnostic test and rubric for recovery.
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Now what?
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Abandon your ego
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Abandon your ego
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@ianlurie
Find pure turds and delete
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YMYL article
No expertise
Useless main content
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No useful information
Bad grammar
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@ianlurie
Don’t noindex. Just delete.
(unless it gets lots of traffic)
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@ianlurie
Find turds with nuggets (and roll them up)
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Nuggets!
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site:bicycling.com “commuting”
Find related content
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More nuggets!
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Combine ‘em and redirect accordingly
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@ianlurie
Upgrade your writing.
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Petting Zoo Season Tickets Recipes
Events
Welcome to Capybara Kingdom! We’re the world’s first capybara preserve
and zoo.
Come take in the spectacle of the world’s largest rodents as they cavort and
frolic in our best imitation of their native habitat. We have a capybara petting
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For more informations, lick here
All capybara, all the
time!!! Season passes
for only $50!!!!
10 things you didn’t
know about capybara
New therapy capybara
program launches
Seriously, if you want to learn about Capybara, try this link Escape rumors
completely false
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No content
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@ianlurie
Clarify your source.
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Who really wrote this?
What’s their expertise?
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No content
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No content
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@ianlurie
Match intent.
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I have no fashion sense.
I want real advice.
This doesn’t provide it.
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I want LED terrain.
This is LEDterrain.
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Check the SERP
Commercial
Informational
Mixed
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Check the SERP
Commercial
Informational
Mixed
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Check the SERP
Commercial
Informational
Mixed
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@ianlurie
Update content with a limited lifespan
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@ianlurie
capybarakingdom.com/2020-annual-report/
/2018-annual-report
/2019-annual-report
Current or most recent content
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@ianlurie
capybarakingdom.com/annual-report/
/2018-annual-report
/2019-annual-report
Create a non-dated URL and put updated content here
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@ianlurie
capybarakingdom.com/annual-report/
/2019-annual-report
/2020-annual-report
Redirect from most recent to updated
/2018-annual-report
301
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@ianlurie
capybarakingdom.com/annual-report/
/2019-annual-report
/2020-annual-report
Every year, updated content goes to non-dated URL. Previous year is archived...
/2018-annual-report
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@ianlurie
some-medicalsite.com/symptoms-of-appendicitis
Or, if the content is date-sensitive, previous years are deleted.
Approved diagnostics for appendicitis may
change, but you don’t want to keep the old
ones. This should always be up-to-date.
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@ianlurie
There are no very few miracles
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+400k visitors
50% growth from lowest traffic
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@ianlurie
SERIOUSLY NERDY
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@ianlurie
Find Risky Content At Scale
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@ianlurie
Start with a list of risky words: Phrases and terms that might
indicate problem content.
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@ianlurie
sneakers
capybara
feet
tinkerers
character sheets
bowlers
20-sided die
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@ianlurie
sneaker
capybara
feet
tinker
character sheet
bowl
20-sided die
Stemming (if needed)
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Pick your crawler
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Create a custom extractor
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Find the selector (from @ipullrank)
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Grab text, name, title, bio…
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Crawl the site. You’ve got content!
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Search for your risky terms
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Or get all fancy-schmancy…
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The result
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@ianlurie
Find Ad-Heavy Pages
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No content
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No content
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@ianlurie
Check Grammar At Scale
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Remember this?
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No content
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No content
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No content
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@ianlurie
Check Duplication
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No content
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@ianlurie
THE RULES
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@ianlurie
Don’t treat E-A-T as a ranking factor.
Look at all the guidelines.
Use them as guidelines, not rules.
Don’t panic.
Use common sense.