Apr 11, 2022
In General Discussions
rhis can serve as a feedback loop for Google engineers to make further changes to the algorithm. EAT does not directly impact rankings like an algorithm would. Instead, Google uses a variety of signals in its algorithm to align with the concept of EAT. For example, I believe the Panda update was about Expertise, the Penguin update was about Authority, and the Medic update was about Trust. EAT is important for most websites, but for “Your Money or Your Life” topics, it's essential. The level of expertise required for other subjects varies. Expertise is a page-level rating (compared to an entire site). For this, Google wants to take into account the expertise of the content creator and the content creation process. Authority is based on expertise and takes into account three elements:The authority of the content creator The authority of the content company employee list itself The authority of the site as a whole To be authoritative, you have to be a recognized expert on the subject, whether it is a brand or a person. We know that links and mentions are also essential, although they are not mentioned directly in the SQEG. Like authority, trustworthiness is assessed at several levels: The reliability of the content creator The reliability of the content itself The reliability of the site as a whole Trust is a matter of reputation. And reputation matters, especially when authority and expertise matter. As a component of that, I think overall online sentiment is a key element of trust. You can read more about this in previous articles here and here.