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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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Capybara Kingdom 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 zoo, capybara events, capybara information and yes, weekly capybara adoptions. 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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@ianlurie Clarify your source.

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Who really wrote this? What’s their expertise?

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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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@ianlurie Check Grammar At Scale

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Remember this?

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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.

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@ianlurie Totally sanitary Ian lurie [email protected] @ianlurie