EAT & Quality Rater Guidelines SEO




EAT & Quality Rater Guidelines SEO



E-A-T became the talk of the town in August 2018 and since then it’s been the highlight of an array of SEO articles. Being in the eyes of Google is a key towards being on the top, although not an easy job. 

However, one of the significant aspects you need to take into consideration is the concept of E-A-T and Google’s Search Quality Rater Guidelines (QRG) is closely linked. Let’s get some insights about this concept and embark on an effective SEO journey. 

What is E-A-T?
E-A-T is an acronym for Expertise, Authoritativeness and Trustworthiness. 

For instance, if you’re searching for the right dosage of aspirin as a medication to reduce the effect of your fever, E‑A-T is undoubtedly significant. If Google were to outline content related to this topic written by an inexperienced writer, posted on an unreliable website lacking authority, then there are chances of the content being misleading and mistaken.  

E-A-T also proves really essential for requests like ‘how to improve credit score’. As such, information from unauthoritative website portals cannot be trusted and considered legit.

Where Does E-A-T Come From?
Google updated its QRG in July 2018 but no one knew how strongly it would impact the SEO industry. This update focused on the author and content quality. E-A-T was now considered important and with the ‘Medic’ algorithm update of August 1, 2018, the industry witnessed the largest shifts, especially for YMYL type of content. 

The confirmation of a ‘broad core algorithm update’ and Google’s published document in February 2019 confirmed the significance of 2019. However, Google published a follow-up algorithm alteration and amendments on March 12, 2019.

Google will continue to outline the overall reputation and E-A-T. The presented content by an individual or any other company will surely be evaluated in the E-A-T SEO 2020 guidelines by Google.

What Does the YMYL Acronym Stand For?

YMYL stands for ‘Your Money Your Life’ content is a type of information that is presented misleadingly, imprecisely, and falsely can negatively impact your reader’s contentment, well-being, and or financial stability. 

To be precise, the risk factors are high to promote and publish this type of content. Only professionals with exemplary expertise can write such type of content. Here are some topics to be considered as per QRG:

  • Current Events as well as News
  • Civics, litigation, Government-related subjects
  • Finance pieces of Advice
  • Information related to Shopping
  • Healthcare Advices
  • People Information 

Five Factors to be Considered Crucial  
Google states that the below five factors play a vital role in surfacing quality rating: 

1)Purpose of Page
Google says, “Ultimately, the goal of Page Quality rating is to evaluate how well the page achieves its purpose.” It also highlights that “A High quality page should have a beneficial purpose and achieve that purpose well.”

This makes it crystal clear that web pages with a ‘beneficial’ purpose are really essential. The web pages should prove helpful for the users in some or the other way. So, pages with harmful and mean purposes or having no helpful purpose will always receive the lowest quality rating. 

These web pages can have diverse purposes and the potentials and norms can vary with respect to the purposes. For instance, when it comes to a page’s purpose, Google’s algorithms work totally different for a healthcare website and from a humorous website.

2)E-A-T
The importance of E-A-T has always been in controversy across the SEO community as a grade aspect. But Google’s guidelines (QRG) really prove its significance and prominence saying “Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well? The standard for expertise depends on the topic of the page.”

As such, it’s is mandatory for the quality raters to consider the below while assessing E-A-T:
1)Author’s Expertise
2)Authoritativeness and Trustworthiness of the Content, Website as well as the Author

Quality raters are motivated to use their verdict on the level of E-A-T needed for high-quality pages. So, your content should highlight a good level of expertise and your website should be authoritative and trustworthy.

3)High-quality Content
The content quality plays a vital role in generating good quality ratings. Let’s go through some below examples for better understanding: 

1)Informative content should be exhaustive and written clearly. All the facts should be accurate alongside backed by proficient consensus when conceivable
2)In the case of shopping, easy-to-understand content is appreciated 
3)Content on a humorous and satirical website should be entertainment-induced

Your ‘Main Content’ is what will help your web page in meeting its purpose. Be it a shopping option, online game, video, or just text – content has to be impactful engaging.  

Quality raters need to ensure that they go through the main content before passing their verdict such as read the blog, play the game, watch the video, add the product to the cart and so on.

Google’s algorithms do not entertain clickbait or misleading titles. It supports titles that are accurate as well as expressive. Your main content may vary depending on the topic, but it should be of high-quality for making your page high-quality.   

Just consider two articles – one ‘encyclopedia’ and another one is a ‘how-to’. In such cases, an encyclopedia article will showcase high word count but the same cannot be applied to a how-to article. 

Google’s foremost motive is to quench the needs of its customers. Helping users find what they seek is their forte. This makes it really mandatory for your content to fulfil the intent of the users. If the users tap the back button and go for a next search then your content lacks keywords that they type into the search box.

4)Clear Information
The websites should have clear information for the ones who are responsible for the pages as well as the website accordingly. Varying stages of contact information is also required depending upon the site’s purpose.

Most of the websites may have a simple contact form to connect with the users, while other websites may highlight information in a more detailed manner. This type of information can prove satisfying for getting a high-quality website (some examples to be taken into consideration):   

About Page
Author Page(s)
Contact Page 

5)Emphasize on Positive Reputation

Google’s quality rater guidelines strongly emphasize on a ‘Positive’ reputation. Here, the quality raters are guided to go through different sources before judging an author and company or its website. For instance, they look for reviews and feedback online or roam across different high-quality news sites.

The raters also Google for the reputation information. Now, if you’re an owner of a smaller website that has no evidence of reputation then do not develop the misconception that this will make it low-quality.


It’s all about positive reputation – if your company has felicitated with awards professionally then it can surely help your company attain a ‘highest’ quality rating. 


However, if some noteworthy sources are proposing negative expressions for your company, then this will make it tough to rank in Google. 


The ranking mantra is ‘Respond Politely’ – as far as most of the reviews and feedback express positivity, a small amount of negativity is harmless.

How to improve Google E-A-T

Consistently striving to enhance your Google E-A-T can create a win-win situation. Here’s what you can do:  

Link Building – Many Google trends analysts say that E-A-T largely depends upon references and links from highly authoritative websites. As Google understands better that ‘which links are to be considered’, ensure that you prioritize the building of high-quality links.

Keep Up With Times – If your website focuses on YMYL topics such as finance or medical advice, then being up to date with your content plays a crucial role in improving E-A-T. On the other hand, if you cover non-YMYL subjects, then following the same would prove beneficial. 

Fact Check – Google’s quality rater guidelines state that factually right information improves E-A-T. Be it news or a scientific blog, mentioning legit sources will help you reap the benefits.  

Attract More Reviews – Use online feedback as the foundation of a positive reputation. Instead of outlining one particular site for feedback, you should focus on gathering positive reviews online to stand authoritative and trustworthy. 

Hire Professionals – If you focus on YMYL subjects, professionals with good industry expertise can work miracles for your company. Hire folks with a proven track record and have the potential to roll out high-quality content.

Show Credentials – When it comes to improving Google E-A-T, flashing your credentials can prove impactful. You can highlight this in your ‘About’ or ‘Team’ page or also demonstrate in the Author bio.

Go For A Wikipedia Page – There are a few mentions about Wikipedia in the QRG. But it’s not easy to get a Wikipedia page. However, if your company has gathered a good authority across the industry, then it’s better to go for one. Endeavouring for getting cited on an existing page can also be fruitful.   


Gather More Mentions – Quality raters look for website mentions to assess reputation. It will surely improve your authority. 
So, are you ready to enhance your SEO and E-A-T!