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E-A-T major updates to Google’s SEO guidelines | Improve Your Search Rankings

Google’s quality guidelines for search results may be old, but the search engine is constantly innovating. In this blog, we will tell you everything you need to know about the latest changes in Google’s quality guidelines and how you can implement them to improve your search rankings and rankings.

What Is E-A-T?

  • E-A-T is a quality raters’ term that indicates the quality of content on a page.
  • It refers to the trustworthiness, expertise, and authoritativeness of the content on a page.
  • E-A-T is an important element of the quality guidelines because it shows that a page is high-quality and can help users.
  • The ‘Medic’ algorithm update on August 1, 2018 is one of the largest shifts in search engine guidelines. Quality raters help us understand what’s important to search engines.
  • Through their experience and expertise, quality raters provide valuable insight into how pages can improve their rankings with quality content.
  • Hence, quality raters are vital for helping search engines determine if pages are high-quality or low-quality.

It’s essential to incorporate E-A-T into any content marketing strategy to ensure high-quality content is present across all platforms.


E-A-T stands for expertise, authoritativeness, and trustworthiness. Expertise is the knowledge and experience of a particular field or subject. It requires the content to be backed by scientific evidence and created by people or organizations with certifications and accreditations. Expertise is closely linked to authoritativeness and trustworthiness. These factors are essential in determining the quality of a website.

Website quality depends on many factors, including the expertise of its creators and the quality of content. Website creators must have in-depth knowledge of their field or expertise to create high-quality content that can help users make informed decisions.

However, expert content cannot be automatically guaranteed to be quality content. Other factors such as the credibility of the author and quality of the organization must also be considered when evaluating a website’s quality.


Authoritativeness refers to how highly regarded a website is for its knowledge on the topic. This can be evaluated based on the experience of the content creator or through an assessment of their expertise in the industry.

Understanding authoritativeness requires evaluating several factors, including the trustworthiness of the author and content quality. In general, trust is the most important factor when evaluating E-E-A-T.


Trustworthiness is an important factor when it comes to ranking well on Google. It is based on the concept of E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

To be successful in the SEO efforts you need to invest time and effort into building the trustworthiness of your brand.

This involves creating content that is accurate, authoritative, and reliable. You also need to ensure that your website is secure and safe for users to use.

Additionally, it’s important to have a strong customer service team in place to address any customer concerns and provide a positive user experience. All of these factors work together to create a trustworthy SEO profile, one that Google will recognize and reward with higher rankings.

The most significant changes to the search quality raters’ guidelines

Major revisions in the Search Quality Guidelines (SQG) were made in December 2022, according to Google. The updates were made to encourage websites to improve their quality and quality of content.

  • Further updates were made to the Search Quality Rater Guidelines on October 14, 2020, December 05, 2019, and September 05, 2019. These guidelines are meant to help search engine users find accurate, relevant results for their search queries.
  • The guidelines strive to ensure that search results are unbiased and of high quality. They also discourage the use of spam and deceptive practices.
  • As per the guidelines, websites have to follow quality content guidelines and should not engage in keyword stuffing or bot-like behavior. They should also provide high-quality content that is original and relevant to the search topic.

Apart from these, the guidelines also cover topics such as Page loading speed, mobile-friendly rating system, quality rating guidelines, external link quality guidelines, social media guidelines, HTTPS rating guidelines, and DNS rating guidelines.

Domain Website Authority Checker Ahrefs
Domain Website Authority Checker Ahrefs

Understanding the Website – Section 2.5

A quality raters’ primary goal is to ensure the quality of search results for users. To do this, quality raters are instructed to flag search results that include content from unreliable websites or that are inaccessible. In addition to this, quality raters must also assess the trustworthiness of the website and content creators.

The newly added guidance in Section 2.5 of the Google Quality Rater Guidelines suggests that it is important to understand who is responsible for the website and who created the content on the page. This helps quality rater assess the quality of search results and ensure they are relevant and trustworthy.

To conduct quality assessments, a quality rater must understand both web page quality and individual page quality. The webpage quality refers to how well the page fulfills its intended purpose and conveys a high-quality experience for users; whereas individual page quality refers to how well individual content pieces on a page fulfill their respective functions. Google now refers to the reputation of the website and/or content creators instead of just the website itself to help quality raters assess both aspects of webpage quality.

Finding Who is Responsible for the Website and Who Created the Content on the Page – Section 2.5.2

Google puts the onus on raters to identify who owns the website, as well as the responsible party for creating content on the page. When rating a website, raters are expected to determine who owns and operates the website as well as the reputation of the content creator.

In order to be considered quality content, pages must be written by someone with expertise in the topic. Pulitzer Prize-winning journalists are no longer accepted as evidence of high-quality journalism websites. Instead, these pages must be written by experts in their field to be quality content on Google.

For YMYL (‘your-my-l’) pages – those about shopping, finance, news, civics, and groups of people – Google requires that they be written by someone with expertise in the topic. This is to ensure that google-quality search results are providing relevant content related to user queries and expectations.

Overall Page Quality Rating – Section 3.0

Google’s Quality Rater guidelines provide a sliding scale for ranking websites, ranging from lowest to highest quality. This scale is based on a range of factors, including the quality of the content on the website and the trustworthiness of the author(s).

The guidelines offer detailed descriptions of how raters assess good content. Google recommends web publishers to read these guidelines to understand how raters assess good content. In addition, Google offers tips for improving webpage quality and best practices for webpage optimization.

By following these guidelines and engaging in quality-related activities, web publishers can ensure their content meets the high standards set by Google search.

Quality of the Main Content – 3.2

The new version of Google’s quality rating guidelines for main content emphasizes the importance of original content and reviews the quality of the main content based on a variety of factors, including how much effort, originality, and talent or skill went into its creation. These guidelines do not include the word “time” in their evaluation criteria, which suggests that quality of main content is determined by more than just the length of a page’s content. It also shows that Google’s focus this year is on creating high-quality main content to help improve search results. Creating quality main content requires significant effort and originality to be successful.

Reputation of the Website and Content Creators – Section 3.3

The reputation of the website and its content creators is vital to the quality of the content on a page. Google uses reputation research to determine the quality of content on a page, and it can be done by analyzing the topic of the page content. In order to obtain high-quality reputation information, raters should look across different websites and social media sources that cover relevant topics.

Google focuses on the reputation of individual content creators, so it may not always indicate the reputation of a website as a whole. However, it is still useful for search engine users to obtain quality information about the credibility of a website or webpage.

They can do so by asking customers to leave reviews and social media feedback about the page or business. By building your online reputation with high-quality Backlinks from authoritative websites within your industry, you can improve your search rankings over time.

The reputation of the Content Creators – 3.3.4

QRGs are a critical component of search engine optimization (SEO) efforts. They play a vital role in helping search engines identify quality content; however, creating high-quality QRGs can be a challenge. To help SEO teams identify quality content creators, Google has expanded guidelines for identifying the reputation of individual content creators, with specific attention to influencers.

In addition to influencers, quality raters should consider the reputation of content creators in the context of the page topic. This will allow search engines to identify high-quality content that is relevant to their users’ search queries and needs.

Search engine optimization efforts also require businesses to stay on top of their online reputation, making sure they have good reviews and mentions, and responding to negative comments. This will help them improve their search rankings over time.

Google’s guidelines for identifying the reputation of individual content creators with special attention to influencers is a step in the right direction for improving the quality of search results. Businesses should take advantage of these guidelines by conducting thorough reviews of their online reputation and making any necessary changes necessary to improve it over time.

Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) – Section 3.4

The guidelines for E-A-T quality raters include the criteria of expertise, authoritativeness, and trust (E-A-T). These criteria are used to assess the credibility of content for a particular page. High E-A-T content is more likely to satisfy search queries and Google’s ultimate goal.

To ensure that high-quality content is being featured on search results, quality raters are instructed to evaluate the expertise of the content creator, authoritativeness of the content/website, and trustworthiness of the content/website. By assessing these three factors, search engines can determine if the content is high quality or not. When evaluating quality raters’ work, search engines look at their experience in providing quality ratings as well as their expertise in the field.

YMYL Topics: Experience or Expertise? – 3.4.1

The Quality Rater guidelines now include a new table to help distinguish between experience and expertise for YMYL content. The table highlights categories such as opinion pieces, reviews, and instructional content that require expertise while assigning quality raters the task of determining where the author’s experience or expertise may be helpful.

For example, if an author is reviewing a medical device but lacks medical experience, quality raters would assign them a rating of High or Medium depending on their ability to provide both objective assessment of the device as well as their personal experience with the device.

Harmful to Self or Other Individuals – Section 4.2

Google introduced the notion of YMYL topics that are determined based on their ability to cause harm to the user in the previous version of the QRG. Based on this, Google provided a detailed table with examples of what is considered harmful or not, and a similar table explaining what it means for content to be harmful to groups.

In defining harmful content, Google makes clear the difference between free speech and violent/ harassment speech, drawing a clear line between these two categories in its definition of harmful content. In addition to this, Google provides examples of “harmful misinformation” including internet conspiracy theories that are inaccurate, contradict expert consensus, or are unsubstantiated.

These guidelines help creators create quality content while avoiding content that can cause harm to users.

Lacking E-E-A-T – Section 5.1

Lack of E-E-A-T is the first quality characteristic listed in Google’s Quality Rater guidelines. The search engine company has established guidelines to evaluate the quality of a webpage and its information. Good quality pages demonstrate expertise, authoritativeness, and trustworthiness (E-A-T).

Lack of E-A-T is a common quality issue that can negatively affect the quality of a webpage. In its quality guidelines, Google lists the characteristics of an E-A-T page, including high-quality content, organized content, and an easy-to-understand writing style.

Additionally, it stresses the importance of E-A-T and provides guidelines on how to demonstrate good E-A-T. The updated Search Quality Evaluator guidelines released in November 2018 formalized E-A-T as a key quality criterion for the search results page.

Language updates throughout the document

The Google Quality Rater Guidelines—a set of guidelines used to assess the quality of search results and web page content—have been updated recently.

The guidelines, which govern how to evaluate search result quality and relevance, have been significantly revised in recent months. These updates typically include additional instructions for rater to avoid bias and rephrasing of sentences to improve clarity.

Major changes can include the addition of EAT, experience, and expertise to the guidelines. The core content of the document, which details how to evaluate search result quality and relevance, remains relatively unchanged.

This update generally signals that Google may be adjusting its algorithms to target the quality rater guidelines updates.

Pay attention to where Google is going with the QRG

E-A-T is a formula for evaluating the quality of a website’s content. Google’s quality guidelines have been updated to include the issue of effort and originality in content. This means raters will focus more on the amount of time and effort that was put into building the content, as opposed to using automated tactics.

Rater’s should also be careful about assessing the accuracy and consensus of an author’s viewpoints, as these topics can be subjective and vary across the expert opinions.

Finally, raters should also consider the experience in their assessment of content quality. This means rater’s will consider how long an author has been writing quality content on a particular topic or subject area.

How to Improve Your Site’s E-A-T

Establish expertise in your content by ensuring the content creator is an expert on the topic. Ensure that the author of the content is knowledgeable about the topic and has experience writing on it. This will give credibility to the content and make users trust it more.

  • Increase authoritativeness by using sources from trustworthy websites and by providing helpful content that meets users’ needs. This can help build trust and enhance readers’ willingness to share positive feedback about your content on social media. It can also help improve search rankings and boost traffic to your website.
  • Ensure trustworthiness by conveying accurate and reliable information. This includes making sure that the information you provide is accurate, truthful, relevant, and consistent with your brand’s identity and values. It also includes avoiding content that could be considered offensive or misleading.
  • Update content regularly and use a consistent tone and style across the website. This helps keep your content fresh, relevant, and accessible to current audiences. You can also monitor webpage performance metrics such as bounce rates to track the impact of E-A-T improvements.

1. Create High-Quality Content

E-A-T, or Expertise, Authority, and Trustworthiness, is an important element of Google’s Quality Rater Guidelines. These guidelines describe what quality content looks like and how to achieve high-quality content on a website. One of the ways to achieve high-quality content is to carefully choose the author of the content. The author of the content must be an expert in the field and should be trusted by the reader.

The author of the content must also be credible and trustworthy; this means you can trust them without verifying their expertise or trustworthiness. Another quality Google looks for in content is quality. It wants to see relevant, quality content that provides useful information and inspires action.

2. Provide Author Info & Transparency

Website content creators must be credible and trustworthy to ensure the quality of their content. Credibility is an important factor in the search engine optimization (SEO) of a website. SEOs generally look for signals, such as authoritativeness, expertise, and trustworthiness, that demonstrate the content is created by an expert on the topic. In addition to search engine optimization, authoritativeness and trustworthiness can be measured using other techniques such as social media analytics or keyword analysis.

In November 2018, Google introduced the term E-A-T as one way to measure the quality of website content. E-A-T represents the various factors that search engines look for when evaluating website quality. By incorporating these factors into online reviews and assessment tools, search engine optimization (SEO) specialists can better ensure the quality of website content.

3. Use Credible Sources

High-quality website content needs credible sources to reach a trustworthy and authoritative audience. Ranking high in search results depends on the quality of the content on a website. Experts, authority, and trustworthiness of the author are the three key components of high-quality content.

Enhancing E-A-T score is necessary for creating quality content for search engine results page (SERP). Expertise, authoritativeness, and trustworthiness of the author are factors that determine Page Quality rather than a synonym for it. To improve your site’s E-A-T score, use credible sources and create quality content.

4. Create a Positive Brand Reputation

Professional websites provide content of high quality to enhance their reputation in the search engine results page. This is best achieved by creating content of high quality, consistent tone, and voice.

To establish trust with your audience, you must create quality content that answers their questions and provides valuable information. In addition to creating quality content, you must also monitor your social media accounts for interact with your audience and address customer complaints and feedback to demonstrate trustworthiness.

By engaging with your audience on social media, you can build trust and engagement with them over time.

To improve your site’s reputation in search results page, it is important to create high-quality content that answers their questions and provides valuable information. Besides, be active on social media platforms such as Facebook, Twitter, or Instagram to engage with your audience and address customer complaints and feedback.

By consistently posting quality content on your blog or website, you can help increase search engine rankings over time.  Besides, monitoring of social media accounts for interaction with customers is also essential to demonstrate trustworthiness.

5. Monitor & Leverage User-Generated Content

User-generated content (UGC) is diverse, high-quality content created by people other than the website’s author. User-generated content can help boost a website’s E-A-T, as it demonstrates expertise, authoritativeness, and trustworthiness. It must be accurate, reliable, and presented in a way that helps users understand events better.

To prioritize the quality and accuracy of UGC, site owners must take steps to ensure that the content is produced in a professional manner with the factually correct content. This helps demonstrate professionalism and trustworthiness to search engine optimization (SEO) algorithms that prioritize the quality and accuracy of UGC over spammy or low-quality content.

6. Authoritative Link Building

To improve your site’s E-A-T rating, you must establish a secure HTTPS connection on your website. This ensures that search engines can properly process the content of your website and results in higher quality ratings. Additionally, high-quality websites must have expertise, authoritativeness, and trustworthiness (E-A-T) to be considered of high-quality. To achieve this, they must provide reliable and trustworthy content on their websites.

To build authoritative backlinks from other high-quality websites, you must provide quality content on yours. This will help search engines to recognize the authority of your content and improve your E-A-T rating. In addition to building authoritative backlinks from high-quality websites, providing reliable and trustworthy content on your website is essential for improving your E-A-T score.

Ubersuggest Backlink Profile
UberSuggest Backlink Profile

Frequently Asked Questions

What is E-A-T?

E-A-T is an important quality rating factor that search engine evaluators are instructed to take into account when rating the quality of search results.
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness and is assessed based on the expertise, authority, and trustworthiness of the content, website, and creator.
Google search quality evaluators are instructed to pay attention to the expertise, authoritativeness, and trustworthiness of the content and website in order to rate it accurately.

What are the latest updates to Google’s quality rater SEO guidelines?

Google released an update to its quality rater guidelines on August 1, 2018. The update includes changes to the search engine algorithm based on rating data. The most recent update to the guidelines was released on September 6, 2019. This update includes changes to the search engine algorithm, as well as the removal of supplementary content. The evaluation criteria specified in the guidelines includes page quality and needs met.

What do these updates mean for website owners and SEO professionals?

Google updates the Quality Rater guidelines on an ad hoc basis with small changes. This means that rater guidelines may change without much warning, which could signal to website owners and SEO professionals that their content may need to be updated in order to meet Google’s quality standards.
Quality raters do not directly impact website rankings, but their ratings help Google’s ranking engineers determine if a change needs to be made. For example, if a new algorithm is being developed that targets content amendments made by quality raters, rater guidelines will likely reflect this change.
SEO experts need to focus on providing users with the best experience and the best answer to their questions. This means creating high-quality content that is search engine-friendly, indexable, and easy to understand. In addition, content creators should aim to create content that users want or need instead of writing content solely for the purpose of gaining search engine optimization (SEO) benefits.
The addition of the “Experience” factor means website owners and SEO professionals need to be aware of how their content is evaluated by human quality raters. This means that creators must make sure their materials are well-organized, well-written, and easy to understand for people of all levels of experience.


Google has been emphasizing quality content creation for a while now. Google has also provided guidelines to help you create quality content. To further improve your search rankings, you should focus on creating more quality content and building an authoritativeness and trustworthiness reputation. Even after optimizing your website, Google will still penalize you for poor-quality content. If you want to stay ahead of the game, it’s essential that you pay attention to the changes Google is making with their search algorithm guidelines that are influencing rankings. We hope this blog helps you understand the changes better!

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