The quality rater guidelines have been updated to include an extra E for Experience.

The Google search ranking systems are rated using these guidelines, and they don’t directly impact rankings. They can also be helpful to content creators seeking to understand how to assess their content to succeed on Google Search. You can learn more about the guidelines here

The search ranking systems Google uses to assess the E-A-T on your search results are familiar to many creators.

Is the information you get from Google adequate, relevant, and trustworthy, or is it superficial, irrelevant, and untrustworthy?

These are just a few questions that Google has helped to answer and why they are adding to their E-A-T system.

How can Google better evaluate its results?

E-A-T is acquiring E: expertise. But does the content also indicate that it was created with some level of expertise, such as by using a product, visiting a location, or describing what someone experienced? There are some instances when you care most about content produced by someone with firsthand life experience on the topic at hand.

For example, looking for information on how to fill out your tax returns correctly is a situation where you would like to see content produced by an expert in accounting. On the other hand, if you’re looking for tax preparation software reviews, you might prefer to see a different sort of information—perhaps a forum discussion from people who have used different services.

The recent search rater guidelines include E-E-A-T, commonly known as “Double-E-A-T.” Furthermore, the guidelines emphasize the importance of information being original and helpful to people and that valuable information may come from various sources and in various formats.

These updates are not fundamentally new ideas; instead, they seek to reflect better the subtleties of how people look for information and the diversity of available quality information.

The Google search ranking systems are evaluated using these guidelines and don’t directly influence rankings. They can also be helpful to content creators seeking to understand how to assess their material to succeed on Google Search. For more information, please review the Google page on how to create valuable, people-focused content.


  • Brent W. Peterson

    Who is Brent Peterson? Brent is a serial entrepreneur and marketing professional with a passion for running. He co-founded Wagento and has a new adventure called ContentBasis. Brent is the host of the podcast Talk Commerce. He has run 25 marathons and one Ironman race. Brent has been married for 29 years. He was born in Montana, and attended the University of Minnesota and Birmingham University without ever getting his degree.

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