E-A-T: Myths, Truths, And Implications for SEO

What the quality rater guidelines are and are not, and how you can use E-A-T as an SEO yardstick.

Transcript

1. E-A-T MYTHS & REALITY IAN LURIE, for MNSearch No, he’s not saying e-a-t is poop. Read on.
2. @ianlurie Me FORMER FOUNDER/CEO OF PORTENT Nerd/programmer/writer/gamer Love marketing, seo, cycling, dungeons & dragons
3. @ianlurie Me NOW A CONSULTANT LIVING A GLAMOROUS LIFE OF LEISURE OFFICE & CRAFT AREA BIKE SHOP GYM
4. @ianlurie Nothing but love.
5. @ianlurie “Interesting”
6. @ianlurie EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS
7. @ianlurie Quality Rater Guidelines https://bit.ly/2FZ3mC6
8. @ianlurie e-a-t is legit, but there’s a lot of, well, me about it…
9. @ianlurie MYTHS, BUSTED
10. @ianlurie E-A-T is not a ranking factor.
11. E-A-T doesn’t drive search results. Quality raters use it to assess search results.
12. @ianlurie E-A-T is not the only guideline.
13. @ianlurie There is no E-A-T score.
14. @ianlurie E-A-T is not an algorithm.
15. https://bit.ly/3mMShVG
16. @ianlurie E-A-T IS COMMON SENSE
17. @ianlurie today, i’m gonna write some untrustworthy, unsupported content that’s total horse $h!t. No one has ever said this (out loud):
18. @ianlurie E-A-T is just a test to make sure your content isn’t Cute, but toxic
19. @ianlurie EXPERTISE Evidence that your knowledge is not a pile of
20. @ianlurie AUTHORITATIVENESS Proof that you’re not just a know-it-all piece of
21. @ianlurie TRUSTWORTHINESS Proof that you’re not a deceptive sack of
22. @ianlurie THINGS YOU NEVER EVER DO EVER EVER
23. @ianlurie Nevermake E-A-T an optimization strategy.
24. @ianlurie If you optimize for E-A-T, you’re just trying to not be (That’s not a winning marketing strategy)
25. @ianlurie Nevermake a big deal about E-A-T.
26. aw, look, he ate some dirt. Client before you tell them about E-A-T.
27. he’s got a tapeworm!!!! aw, look, he ate some dirt. Client after you tell them about E-A-T
28. @ianlurie WHAT YOU SHOULD DO (AND LEARN)
29. @ianlurie Read allthe guidelines
30. @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.
31. @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.
32. @ianlurie IT’S EASY TO FIGURE OUT WHO’S RESPONSIBLE FOR THIS PAGE The author, brand, and anyone else I might need to contact.
33. @ianlurie Look at the example sites!!!!
35. Main content gets to the point
36. Lots of helpful main content
37. Trustworthiness: Detailed customer service info.
38. Low quality main content Low expertise (factually inaccurate)
39. Also: “SEO content”
40. Low quality main content: No answer, ads hard to differentiate
41. Awful main content Blank author profile Articles site, not a fashion site: No expertise
42. But really, do you need E-A-T to tell you this is bad content?
43. Pay attention to the principle, not the example. You don’t need a Pulitzer. It’s all about context.
44. @ianlurie SO, GOOGLE KICKED THE OUT OF YOU
45. @ianlurie OR YOU JUST WANT TO CLEAN UP YOUR
46. @ianlurie If you lost traffic in the recent core updates, the quality rater guidelines may be a good diagnostic test and rubric for recovery.
47. Now what?
48. Abandon your ego
49. Abandon your ego
50. @ianlurie Find pure turds and delete
51. YMYL article No expertise Useless main content
52. No useful information Bad grammar
53. @ianlurie Don’t noindex. Just delete. (unless it gets lots of traffic)
54. @ianlurie Find turds with nuggets (and roll them up)
55. Nuggets!
56. site:bicycling.com “commuting” Find related content
57. More nuggets!
58. Combine ‘em and redirect accordingly
59. @ianlurie Upgrade your writing.
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62. @ianlurie Clarify your source.
63. Who really wrote this? What’s their expertise?
66. @ianlurie Match intent.
67. I have no fashion sense. I want real advice. This doesn’t provide it.
68. I want LED terrain. This is LEDterrain.
69. Check the SERP Commercial Informational Mixed
70. Check the SERP Commercial Informational Mixed
71. Check the SERP Commercial Informational Mixed
72. @ianlurie Update content with a limited lifespan
73. @ianlurie capybarakingdom.com/2020-annual-report/ /2018-annual-report /2019-annual-report Current or most recent content
74. @ianlurie capybarakingdom.com/annual-report/ /2018-annual-report /2019-annual-report Create a non-dated URL and put updated content here
75. @ianlurie capybarakingdom.com/annual-report/ /2019-annual-report /2020-annual-report Redirect from most recent to updated /2018-annual-report 301
76. @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
77. @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.
78. @ianlurie There are no very few miracles
79. +400k visitors 50% growth from lowest traffic
80. @ianlurie SERIOUSLY NERDY
81. @ianlurie Find Risky Content At Scale
82. @ianlurie Start with a list of risky words: Phrases and terms that might indicate problem content.
83. @ianlurie sneakers capybara feet tinkerers character sheets bowlers 20-sided die
84. @ianlurie sneaker capybara feet tinker character sheet bowl 20-sided die Stemming (if needed)
85. Pick your crawler
86. Create a custom extractor
87. Find the selector (from @ipullrank)
88. Grab text, name, title, bio…
89. Crawl the site. You’ve got content!
90. Search for your risky terms
91. Or get all fancy-schmancy…
92. The result
93. @ianlurie Find Ad-Heavy Pages
96. @ianlurie Check Grammar At Scale
97. Remember this?
101. @ianlurie Check Duplication
103. @ianlurie THE RULES
104. @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.
105. @ianlurie Totally sanitary Ian lurie ian@ianlurie.com @ianlurie