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SearchLove Boston 2019 - Marie Haynes - Practical Tips for Improving E-A-T

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By now you have likely heard of Expertise, Authoritativeness and Trust and its importance in Google's algorithms. But how do we improve a site's E-A-T? This talk will give real life examples of sites that made changes to their E-A-T and saw traffic increases shortly afterwards. The goal is to send you away with a list of things you can accomplish to help improve in this area.

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SearchLove Boston 2019 - Marie Haynes - Practical Tips for Improving E-A-T

  1. 1. Practical Tips for Improving E-A-T Dr. Marie Haynes SearchLove 2019
  2. 2. Hello! I am Dr. Marie Haynes You can contact us at help@mariehaynes.com Marie Haynes Consulting Inc. @Marie_Haynes 2
  3. 3. . 3
  4. 4. 4 Yes, those are John Mueller socks!
  5. 5. 5
  6. 6. 6
  7. 7. “ “Our ranking system does not identify the intent or factual accuracy of any given piece of content. However, it is specifically designed to identify sites with high indicia of expertise, authority, and trustworthiness.” Reference: https://storage.googleapis.com/gweb-uniblog-publish- prod/documents/How_Google_Fights_Disinformation.pdf 7
  8. 8. “ “Our ranking system does not identify the intent or factual accuracy of any given piece of content. However, it is specifically designed to identify sites with high indicia of expertise, authority, and trustworthiness.” Reference: https://storage.googleapis.com/gweb-uniblog-publish- prod/documents/How_Google_Fights_Disinformation.pdf 8
  9. 9. “ “We work with Search Quality Evaluators who help us measure the quality of Search results on an ongoing basis. Evaluators assess whether a website provides users who click on it with the content they were looking for, and they evaluate the quality of results based on the expertise, authoritativeness, and trustworthiness of the content.” 9
  10. 10. “ “We work with Search Quality Evaluators who help us measure the quality of Search results on an ongoing basis. Evaluators assess whether a website provides users who click on it with the content they were looking for, and they evaluate the quality of results based on the expertise, authoritativeness, and trustworthiness of the content.” 10
  11. 11. “ “The resulting ratings do not affect the ranking of any individual website, but they do help us benchmark the quality of our results, which in turn allows us to build algorithms that globally recognize results that meet high-quality criteria.” 11
  12. 12. “ “The resulting ratings do not affect the ranking of any individual website, but they do help us benchmark the quality of our results, which in turn allows us to build algorithms that globally recognize results that meet high-quality criteria.” 12
  13. 13. 13 Let’s get into the ME-A-T!
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  16. 16. Author E-A-T Tips 16
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  20. 20. “ 2.6.1 Use reputation research to find out what real users as well as experts, think about a website. Look for reviews, references, recommendations by experts, news articles and other credible information created/written by individuals about the website. 20
  21. 21. “ 5.2 Extensive reputation research is important when giving Highest ratings, and is evidence of the E-A-T on the page. Very positive reputation is often based on prestigious awards or recommendations from known experts or professional societies on the topic of the page. Wikipedia and other information sources can be a good starting point for reputation research. 21
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  30. 30. How do we use this information? 30
  31. 31. We can do this through: ● Research/studies/data ● HARO ● Statistics ● Relationships 31
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  33. 33. What about on-page changes? 33
  34. 34. What about schema? 34
  35. 35. “ “What I would recommend doing is definitely setting up normal author profiles on the website and using things like the schema.org markup that you can use for articles to tell us about who the authors your pieces of content are.” John Mueller 35
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  37. 37. Improving E-A-T via link building 37
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  39. 39. Stop. Doing. This. 39
  40. 40. We need to re-evaluate how we think about links! 40
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  46. 46. 46 $10k per month for link building via content marketing
  47. 47. 47 http://www.seobythesea.com/2018/04/pagerank-updated/
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  51. 51. 51 Let’s look at what we know…
  52. 52. 52 Links PageRank Google uses PageRank to determine E-A-T from authoritative websites
  53. 53. Is it possible that Google combatted link spam by only counting links from sites with good E-A-T for YMYL queries? 53
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  55. 55. If links only counted if they came from sites with good E-A-T, then this type of link would not help or hurt a site. 55
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  59. 59. If you can get links that are there because someone truly wants to recommend your content, THESE are the ones that matter! 59
  60. 60. 60 Finished! Don’t forget to check out our weekly SEO newsletter: mariehaynes.com/newsletter

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