This article is not meant to be an exhaustive list of every possible E-A-T signal Google could be using, but a look at some signals that Google is most likely to be used to evaluate E-A-T, based on supporting evidence and documentation available to us.
Beneficial Purpose, E-A-T, and YMYL: The Keys to Understanding Google’s Definition of Quality for Web Pages & Content
The Search Quality Evaluator Guidelines have been updated three times: in July 2018, May 2019 and again in October 2021. Multiple algorithm updates have happened between now and the original release date, too, including some major Core updates.
This guide references all the information about the current updates and incorporates them into how we understand E-A-T and YMYL.
Remember, the Search Quality Evaluator Guidelines (SQEG) only give us clues, not definitive answers, on Google’s ranking factors. We can only analyze and infer what it all means.
But, it turns out, there is more than enough to go on for making sure our content is up to snuff.
Other interesting information about the reputation score from the patent:
- An author can have multiple reputation scores depending on how many different topics they publish content on.
- An author’s reputation score is independent of the publisher.
- Reputation score can be downgraded if duplicate content or excerpts are published multiple times.
- The reputation score can be influenced by the number of links of the published content.
YMYL: Your Money or Your Life Content
Your Money or Your Life (YMYL) content is the type of information that, if presented inaccurately, untruthfully, or deceptively, could directly impact the reader’s happiness, health, safety, or financial stability.
In other words, the stakes are high for this type of content. If you create a YMYL page with bad advice or bad information, it could affect people’s lives and livelihood.
Google takes this content very, very seriously. Experts with relevant expertise need to write YMYL content.
- News and current events on topics like business, science, politics, and technology
- Government, law, and civics-related topics (voting, social services, legal issues, government bodies, etc.)
- Financial advice on taxes, retirement, investments, loans, etc.
- Shopping information, such as researching purchases
- Medical advice, information on drugs, hospitals, emergencies, etc.
- Information on people of a particular ethnicity, race, religion, nationality, sexuality, etc.
- An author can have several reputation scores, depending on how many different topics he publishes content on. That is, an author can have reputation for multiple topics.
- The reputation score of an author is independent of the publisher.
- The reputation score can be downgraded if duplicates of content or excerpts are published multiple times.
In this patent there is again a reference to links – so the reputation score of an author can be influenced by the number of links of the published content.
The following possible signals for a reputation score are mentioned:
- How long the author has a proven track record of producing content in a topic area.
- How well known the author is.
- Ratings of the published content by users.
- If content by the author is published by another publisher with above-average ratings.
- The number of content published by the author.
- How long it has been since the author’s last publication.
- The ratings of previous publications of similar topic by the author.
Furthermore, the patent discusses a credibility factor for authors. For this, verified information about the profession or the role of the author in a company is relevant. The relevance of the profession to the topics of the published content is also decisive for the credibility of the author. The level of education and training of the author can also have a bearing here.
Name Recognition of the Author/ Publisher:
“Show that there’s a real organization behind your site. Showing that your website is for a legitimate organization will boost the site’s credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.
Fake Author E-A-T & YMYL:
Google is able to recognise an author and all of that author’s content and mentions across the web, without supporting authorship markup anymore. Google calls the process entity reconciliation.