You may be aware that Google’s algorithm is designed to judge whether the content it crawls is quality and trustworthy. What you might not know is that a team of people are responsible for making sure Google is doing it right. Did you know? Google employs a team of subcontractors who periodically verify the accuracy of the algorithm by manually performing the same searches on Google as Internet users. Summary What are Quality Raters? EAT: not a new concept What is the EAT? How does Google’s algorithm evaluate the EAT? EAT and YMYL How does Google rate a high EAT? What can we learn from these good examples? Examples of low EAT for Google What can we learn from these bad examples? How to improve the EAT Optimize your “About” and “Author” pages
Their role is to manually verify that the most visible results displayed by Google in its SERPs meet the EAT criteria. In other words, Quality Raters manually review the organic results displayed by Google’s algorithm. These algorithm checkers are given a list of searches to perform, like “what’s the best smartphone?” », And are responsible for checking the quality of websites that rank well for these searches. Although these Quality Raters are contractors and are not employed by Google, they undergo extensive training to learn what a good search result should look like. The main resource that Google uses to train its Quality Raters is a guide of around 160 pages called the Search Quality Evaluator Guidelines . The set of principles that Quality Raters are responsible for using to evaluate the content of web pages indexed in the SERPs can be summarized by the acronym EAT:
What are Quality Raters?
Expertise, Authoritativeness and Trustworthiness. In French: Expertise, Authority and trust / reliability. quality-missers-meme-eat. EAT: not a new concept Although this acronym was discovered and discussed as early as 2013 in Google’s first guidelines for Quality Raters, it was largely ignored until 2018. extract-google-guidelines-2013 Excerpt from Google blog post making the Quality Raters guide public In 2018, Google released a new algorithm update called “ Medic Update ”. This update aimed to give better organic positioning to YMYL (Your Money, Your Life) websites that published well-researched and reputable content. It was then that digital marketers realized that EAT was more important for SEO rankings than initially thought. The importance of EAT became even more evident when Google updated its Search Quality Guidelines in May 2019. Indeed, in this version,
the Mountain View firm has clearly endorsed this concept, repeating the term EAT 135 times, or almost once per page. What is the EAT? The EAT is made up of three principles that Google uses to evaluate every content it crawls: Expertise, Authority (Authoritativeness) and Reliability / Trustworthiness. Expertise : The author of the content must be a subject matter expert. Quality Raters are responsible for finding expertise by identifying an author’s experience on the topic they are writing on. This does not always mean that the author has received a formal education or diplomas, but that this is not his first try and that the majority of his articles are documented, sourced, allowing verification of each information provided.
EAT: not a new concept
Authority : The author must be a person well known on the subject or in his industry. For Google Quality Raters, that doesn’t mean the author has to have 100,000 Twitter followers, although that doesn’t hurt. This could mean that the author or publication has won awards in their industry or been featured in major specialist media, making them an authority on the subject. Reliability : It must be proven that the content of the website can be trusted. Quality Raters examine reliability by looking at the website as a whole. They endeavor to find confidentiality policies, editorial policies, legal notices, author pages, biographies and precise texts on the security of the site (for an e-commerce for example).
Google’s Quality Raters use this acronym to confirm that Google ranks high-quality websites above lower-quality, less reliable websites. How does Google’s algorithm evaluate the EAT? We know that Google’s Quality Raters are supposed to rate search results for the EAT, but does Google’s algorithm actually rate the EAT too? Surprisingly, Google has given us the answer to this question. In a white paper published in February 2019, Google confirmed that EAT factors are part of its algorithm. Unfortunately, this white paper didn’t tell us what the exact ranking factors are that influence the EAT. To determine the ranking factors that go into the EAT assessment, we may collate this information by taking into account, in addition, Danny Sullivan’s Twitter ads.