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

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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.

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Ian Lurie PRO

June 11, 2026

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Transcript

  1. @ianlurie Me NOW A CONSULTANT LIVING A GLAMOROUS LIFE OF

    LEISURE OFFICE & CRAFT AREA BIKE SHOP GYM
  2. @ianlurie today, i’m gonna write some untrustworthy, unsupported content that’s

    total horse $h!t. No one has ever said this (out loud):
  3. @ianlurie E-A-T is just a test to make sure your

    content isn’t Cute, but toxic
  4. @ianlurie If you optimize for E-A-T, you’re just trying to

    not be (That’s not a winning marketing strategy)
  5. he’s got a tapeworm!!!! aw, look, he ate some dirt.

    Client after you tell them about E-A-T
  6. @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.
  7. @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.
  8. @ianlurie IT’S EASY TO FIGURE OUT WHO’S RESPONSIBLE FOR THIS

    PAGE The author, brand, and anyone else I might need to contact.
  9. Pay attention to the principle, not the example. You don’t

    need a Pulitzer. It’s all about context.
  10. @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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  12. @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.
  13. @ianlurie Start with a list of risky words: Phrases and

    terms that might indicate problem content.
  14. @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.