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EAT: Have We Been Looking At It Backwards

The document discusses the importance of E-A-T (Expertise, Authority, Trust) in online content, especially following Google's Medic update, which impacts the quality assessment of content. It emphasizes the need for high-quality, expert-driven content, ongoing updates, and positive off-site reviews to build trust and authority. Key strategies include assigning experts to content, implementing an onsite review strategy, and managing online perceptions positively.

Marketing◦

3
Who Am I?
Edward Ziubrzynski
Head Of Onsite SEO

4
Who Am I?
Edward Ziubrzynski
Head Of Onsite SEO
Fibre Marketing

9
The Medic Update – EAT
“We Will Consider Content To Be Low Quality If It
Is Created Without Adequate Time, Effort,
Expertise, Or Talent/Skill.”
Google 2018

11
The Medic Update - YMYL
“Low Quality YMYL Pages Could Potentially
Negatively Impact A Person’s Happiness, Health,
Financial Stability, Or Safety.”
Google Quality Rater Guidelines, section 2.3

12
As English Speakers, We’re Geared
To Read Left To Right

15
This Was New To Us In 2018 – It’s Not
Now

16
More Expertise And Authority,
Means Better Trust Right?

18
Trust Is The Metric You Need to
Strive To Improve

21
So How Do We Take A
“Trust” First Approach

24
Onsite: Content
“High E-A-T medical advice should be written or produced by people or
organisations with appropriate medical expertise or accreditation.
High E-A-T medical advice or information should be written or produced
in a professional style and should be edited, reviewed, and updated on
a regular basis.”
Google Quality Rater Guidelines, Section 3.2

25
Onsite: Content
It’s Not Enough To Just Write A Piece
Of Content Once, And Leave It
Unchanged

26
Onsite: Content
Ultimately, writing content that can be
trusted, means it will demonstrate
expertise and authoritativeness

27
Onsite: User Reviews
“Some topics require less formal expertise. Many people
write extremely detailed, helpful reviews of products or
restaurants.
Google Quality Rater Guidelines, Section 3.2

28
Onsite: User Reviews
“Many people share tips and life experiences on forums,
blogs, etc. These ordinary people may be considered
experts in topics where they have life experience.”
Google Quality Rater Guidelines, Section 3.2

30
Onsite: User Reviews Healthcare
Example

32
Off Site: Reviews
Possessing High-quality Reviews Off Site, Is
Just As Important As On Site.

33
Off Site: Reviews
Dr Axe suffered as a result of the of the
Medic update, losing around 80% of his
traffic due to poor reviews across the wider
web

35
Off Site: Reviews
July 2018
August 2018

36
Off Site: Disavow Links
Performing A Links Audit And Disavow Is A
Crucial Part To Demonstrating The Links To
Your Website That You Don’t Want To Be
Associated With.

38
Key Takeaways:
1) Assign Experts To Your Content,
Don’t Just Keep Them In A Meet The
Team Section

39
Key Takeaways:
2) Frequently Update Your Website
Content

40
Key Takeaways:
3) Implement An Onsite Review
Strategy – Google Trusts Your
Audience More Than You!

41
Key Takeaways:
4) Make Sure Your Perception Across
The Wider Web Is Positive

42
Key Takeaways:
5) Disavow Spam Links That Could Be
Interpreted As You Trying To Game
The SEO System

44
Final Words:
If You Can Be Trusted To Provide Products,
Services, Or Information, You Will In Turn
Clearly Demonstrate Your Expertise And
Authority Within The Industry

EAT: Have We Been Looking At It Backwards

1.
E-A-T: Have WeBeen Looking At It Backwards? Edward Ziubrzynski | Fibre Marketing SLIDESHARE.NET/USERNAME @EddieBearZ
2.
2 Who Am I? EdwardZiubrzynski
3.
3 Who Am I? EdwardZiubrzynski Head Of Onsite SEO
4.
4 Who Am I? EdwardZiubrzynski Head Of Onsite SEO Fibre Marketing
5.
5
6.
6
7.
7 The Medic Update
8.
8 The Medic Update- EAT
9.
9 The Medic Update– EAT “We Will Consider Content To Be Low Quality If It Is Created Without Adequate Time, Effort, Expertise, Or Talent/Skill.” Google 2018
10.
10 The Medic Update- YMYL
11.
11 The Medic Update- YMYL “Low Quality YMYL Pages Could Potentially Negatively Impact A Person’s Happiness, Health, Financial Stability, Or Safety.” Google Quality Rater Guidelines, section 2.3
12.
12 As English Speakers,We’re Geared To Read Left To Right
13.
13
14.
14 E + A= T
15.
15 This Was NewTo Us In 2018 – It’s Not Now
16.
16 More Expertise AndAuthority, Means Better Trust Right?
17.
17
18.
18 Trust Is TheMetric You Need to Strive To Improve
19.
19
20.
20 T = A+ E
21.
21 So How DoWe Take A “Trust” First Approach
22.
22 Step One: Onsite
23.
23 Onsite: Content
24.
24 Onsite: Content “High E-A-Tmedical advice should be written or produced by people or organisations with appropriate medical expertise or accreditation. High E-A-T medical advice or information should be written or produced in a professional style and should be edited, reviewed, and updated on a regular basis.” Google Quality Rater Guidelines, Section 3.2
25.
25 Onsite: Content It’s NotEnough To Just Write A Piece Of Content Once, And Leave It Unchanged
26.
26 Onsite: Content Ultimately, writingcontent that can be trusted, means it will demonstrate expertise and authoritativeness
27.
27 Onsite: User Reviews “Sometopics require less formal expertise. Many people write extremely detailed, helpful reviews of products or restaurants. Google Quality Rater Guidelines, Section 3.2
28.
28 Onsite: User Reviews “Manypeople share tips and life experiences on forums, blogs, etc. These ordinary people may be considered experts in topics where they have life experience.” Google Quality Rater Guidelines, Section 3.2
29.
29
30.
30 Onsite: User ReviewsHealthcare Example
31.
31 Step Two: OffSite
32.
32 Off Site: Reviews PossessingHigh-quality Reviews Off Site, Is Just As Important As On Site.
33.
33 Off Site: Reviews DrAxe suffered as a result of the of the Medic update, losing around 80% of his traffic due to poor reviews across the wider web
34.
34 Off Site: Reviews
35.
35 Off Site: Reviews July2018 August 2018
36.
36 Off Site: DisavowLinks Performing A Links Audit And Disavow Is A Crucial Part To Demonstrating The Links To Your Website That You Don’t Want To Be Associated With.
37.
37 Key Takeaways
38.
38 Key Takeaways: 1) AssignExperts To Your Content, Don’t Just Keep Them In A Meet The Team Section
39.
39 Key Takeaways: 2) FrequentlyUpdate Your Website Content
40.
40 Key Takeaways: 3) ImplementAn Onsite Review Strategy – Google Trusts Your Audience More Than You!
41.
41 Key Takeaways: 4) MakeSure Your Perception Across The Wider Web Is Positive
42.
42 Key Takeaways: 5) DisavowSpam Links That Could Be Interpreted As You Trying To Game The SEO System
43.
43 Final Words
44.
44 Final Words: If YouCan Be Trusted To Provide Products, Services, Or Information, You Will In Turn Clearly Demonstrate Your Expertise And Authority Within The Industry
45.
45 Thank You ForYour Time
46.
E-A-T: Have WeBeen Looking At It Backwards? Edward Ziubrzynski | Fibre Marketing SLIDESHARE.NET/USERNAME @EddieBearZ

Editor's Notes

#6 The Medic update's purpose was to emphasize and improve the expertise, authority, and trustworthiness (E-A-T) of pages that have the power to affect a person's well-being and happiness. Google punished pages it perceived to have a no or low E-A-T and rewarded website that had a high E-A-T. It’s safe to say, that when Google Search Liaison tweeted this out, there was a collective gasp in the SEO community
#7 I started working in SEO July 2018, two short weeks later, Google blessed us with the Medic Update – at the time the largest algorithm update ever released.
#8 As you can imagine, being in the industry for less than two weeks and seeing arguably the biggest algorithm update to ever hit be rolled out had me panicking to say the least – especially considering websites, such as NHS Wales and Myprotein suffered huge drops in traffic and visibility as a result
#9 Expertise – You need to be an expert in your field. This means you need to show the expertise of the creator for the Main Content (MC) and mention it within your text. Authoritativeness – You need to show that you are an authority, or the authoritativeness of the creator for the main content – this comes from the expertise of your writers or organisation. Trustworthiness – You need to show users they can trust the creator or company of the main content and the website.
#11 August 2018 saw an update to the Google algorithm that affected websites classed as ‘YMYL’. YMYL stands for ‘Your Money or Your Life’ and refers to queries that involve your money, finances and your life, health and well-being. The reason these queries are important for Google to tighten up on, is that they can strongly affect a person’s life. If non-authoritative and non-factual sites are prominent in these kind of queries giving bad advice, then that could be dangerous to the well-being or financial state of that searcher
#15 The mathematical approach
#17 To address levels of EAT on your website, you’d think adding some team member profiles, and reviews would be enough to enough to add that level of trust to your website
#18 What if I told you this was wrong
#20 We adopted a Trust first approach to a YMYL heavy client following the update in 2018, and have recorded demonstratable growth year on year, as we differentiate them from their competitors within the industry
#21 When you develop trust on your website, authority and expertise follow – we implemented this on our clients website and, as Trust levels went up, authority within the industry and perceived expertise followed suit
#22 When discussing Trust, we need to look at the element beyond the realms of EAT. Improving levels of trust on a B2B website, is far different to raising them on a B2C website. Similarly, a service led website requires a different approach to improving trust than an ecomm store does.
#23 We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
#24 It is not enough to just publish a meet the team section, and think that Google is going to reward you with more favourable ranking positions. This section has to mean something. Having your experts appear within this section is a great start, but if they only feature within this section, what’s the point?
#25 For content to be trusted, it has to either be written by experts or authorised by experts within the industry, and follow general consensus We saw websites promoting CBD fall following this update, as at the time, it wasn’t the general consensus within the industry
#26 Showing commitment to providing the best, most factual and up to date content at any time is crucial to search engines and users trusting your content
#28 By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
#29 By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
#31 As the screengrab shows on screen, the top performing result for a generic query, such as “Care in Manchester” shows that public perception of your organisation is crucial to it performing well organically. Here, the top result has a star rating, and is the only result on the SERP to do so. The addition of structured data also allows the website to bring a greater level of information onto the results page before the user even interacts with the with the website. Out of these results, the top result is the one that would get my click, as it has demonstrated that they can be trusted to carry out a service, thanks to the user generated reviews generating the aggrega
#32 We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
#36 As demonstrated on screen, Dr Axe’s traffic plummeted at this time, as his reputation within the industry from a medical and customer service perspective, was poor

EAT: Have We Been Looking At It Backwards

1.
E-A-T: Have WeBeen Looking At It Backwards? Edward Ziubrzynski | Fibre Marketing SLIDESHARE.NET/USERNAME @EddieBearZ
2.
2 Who Am I? EdwardZiubrzynski
3.
3 Who Am I? EdwardZiubrzynski Head Of Onsite SEO
4.
4 Who Am I? EdwardZiubrzynski Head Of Onsite SEO Fibre Marketing
5.
5
6.
6
7.
7 The Medic Update
8.
8 The Medic Update- EAT
9.
9 The Medic Update– EAT “We Will Consider Content To Be Low Quality If It Is Created Without Adequate Time, Effort, Expertise, Or Talent/Skill.” Google 2018
10.
10 The Medic Update- YMYL
11.
11 The Medic Update- YMYL “Low Quality YMYL Pages Could Potentially Negatively Impact A Person’s Happiness, Health, Financial Stability, Or Safety.” Google Quality Rater Guidelines, section 2.3
12.
12 As English Speakers,We’re Geared To Read Left To Right
13.
13
14.
14 E + A= T
15.
15 This Was NewTo Us In 2018 – It’s Not Now
16.
16 More Expertise AndAuthority, Means Better Trust Right?
17.
17
18.
18 Trust Is TheMetric You Need to Strive To Improve
19.
19
20.
20 T = A+ E
21.
21 So How DoWe Take A “Trust” First Approach
22.
22 Step One: Onsite
23.
23 Onsite: Content
24.
24 Onsite: Content “High E-A-Tmedical advice should be written or produced by people or organisations with appropriate medical expertise or accreditation. High E-A-T medical advice or information should be written or produced in a professional style and should be edited, reviewed, and updated on a regular basis.” Google Quality Rater Guidelines, Section 3.2
25.
25 Onsite: Content It’s NotEnough To Just Write A Piece Of Content Once, And Leave It Unchanged
26.
26 Onsite: Content Ultimately, writingcontent that can be trusted, means it will demonstrate expertise and authoritativeness
27.
27 Onsite: User Reviews “Sometopics require less formal expertise. Many people write extremely detailed, helpful reviews of products or restaurants. Google Quality Rater Guidelines, Section 3.2
28.
28 Onsite: User Reviews “Manypeople share tips and life experiences on forums, blogs, etc. These ordinary people may be considered experts in topics where they have life experience.” Google Quality Rater Guidelines, Section 3.2
29.
29
30.
30 Onsite: User ReviewsHealthcare Example
31.
31 Step Two: OffSite
32.
32 Off Site: Reviews PossessingHigh-quality Reviews Off Site, Is Just As Important As On Site.
33.
33 Off Site: Reviews DrAxe suffered as a result of the of the Medic update, losing around 80% of his traffic due to poor reviews across the wider web
34.
34 Off Site: Reviews
35.
35 Off Site: Reviews July2018 August 2018
36.
36 Off Site: DisavowLinks Performing A Links Audit And Disavow Is A Crucial Part To Demonstrating The Links To Your Website That You Don’t Want To Be Associated With.
37.
37 Key Takeaways
38.
38 Key Takeaways: 1) AssignExperts To Your Content, Don’t Just Keep Them In A Meet The Team Section
39.
39 Key Takeaways: 2) FrequentlyUpdate Your Website Content
40.
40 Key Takeaways: 3) ImplementAn Onsite Review Strategy – Google Trusts Your Audience More Than You!
41.
41 Key Takeaways: 4) MakeSure Your Perception Across The Wider Web Is Positive
42.
42 Key Takeaways: 5) DisavowSpam Links That Could Be Interpreted As You Trying To Game The SEO System
43.
43 Final Words
44.
44 Final Words: If YouCan Be Trusted To Provide Products, Services, Or Information, You Will In Turn Clearly Demonstrate Your Expertise And Authority Within The Industry
45.
45 Thank You ForYour Time
46.
E-A-T: Have WeBeen Looking At It Backwards? Edward Ziubrzynski | Fibre Marketing SLIDESHARE.NET/USERNAME @EddieBearZ

Editor's Notes

#6 The Medic update's purpose was to emphasize and improve the expertise, authority, and trustworthiness (E-A-T) of pages that have the power to affect a person's well-being and happiness. Google punished pages it perceived to have a no or low E-A-T and rewarded website that had a high E-A-T. It’s safe to say, that when Google Search Liaison tweeted this out, there was a collective gasp in the SEO community
#7 I started working in SEO July 2018, two short weeks later, Google blessed us with the Medic Update – at the time the largest algorithm update ever released.
#8 As you can imagine, being in the industry for less than two weeks and seeing arguably the biggest algorithm update to ever hit be rolled out had me panicking to say the least – especially considering websites, such as NHS Wales and Myprotein suffered huge drops in traffic and visibility as a result
#9 Expertise – You need to be an expert in your field. This means you need to show the expertise of the creator for the Main Content (MC) and mention it within your text. Authoritativeness – You need to show that you are an authority, or the authoritativeness of the creator for the main content – this comes from the expertise of your writers or organisation. Trustworthiness – You need to show users they can trust the creator or company of the main content and the website.
#11 August 2018 saw an update to the Google algorithm that affected websites classed as ‘YMYL’. YMYL stands for ‘Your Money or Your Life’ and refers to queries that involve your money, finances and your life, health and well-being. The reason these queries are important for Google to tighten up on, is that they can strongly affect a person’s life. If non-authoritative and non-factual sites are prominent in these kind of queries giving bad advice, then that could be dangerous to the well-being or financial state of that searcher
#15 The mathematical approach
#17 To address levels of EAT on your website, you’d think adding some team member profiles, and reviews would be enough to enough to add that level of trust to your website
#18 What if I told you this was wrong
#20 We adopted a Trust first approach to a YMYL heavy client following the update in 2018, and have recorded demonstratable growth year on year, as we differentiate them from their competitors within the industry
#21 When you develop trust on your website, authority and expertise follow – we implemented this on our clients website and, as Trust levels went up, authority within the industry and perceived expertise followed suit
#22 When discussing Trust, we need to look at the element beyond the realms of EAT. Improving levels of trust on a B2B website, is far different to raising them on a B2C website. Similarly, a service led website requires a different approach to improving trust than an ecomm store does.
#23 We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
#24 It is not enough to just publish a meet the team section, and think that Google is going to reward you with more favourable ranking positions. This section has to mean something. Having your experts appear within this section is a great start, but if they only feature within this section, what’s the point?
#25 For content to be trusted, it has to either be written by experts or authorised by experts within the industry, and follow general consensus We saw websites promoting CBD fall following this update, as at the time, it wasn’t the general consensus within the industry
#26 Showing commitment to providing the best, most factual and up to date content at any time is crucial to search engines and users trusting your content
#28 By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
#29 By definition, Google is going to trust your website visitors and their search engine users far more than your organisation. This is because all businesses are going to highlight their experts, flex why they should be seen as an industry leader through experience and authority within the industry. This content is self serving, self promotional and self generated. That’s where your target audience comes in. Each favourable review you have indicates that you can be trusted to provide a product, a service, or reputable information. This also goes on to demonstrate your authority within the industry, as you have numerous trust signals that demonstrate to search engines and website visitors that you can be trusted to offer the service you do within your respective industry. As further reinforced by the quality rater guidelines, personal experiences are interchangeable with expertise, here you develop your expertise, through the perceived conception of positive user reviews. Ultimately, experts within their respective industry will provide the best service.
#31 As the screengrab shows on screen, the top performing result for a generic query, such as “Care in Manchester” shows that public perception of your organisation is crucial to it performing well organically. Here, the top result has a star rating, and is the only result on the SERP to do so. The addition of structured data also allows the website to bring a greater level of information onto the results page before the user even interacts with the with the website. Out of these results, the top result is the one that would get my click, as it has demonstrated that they can be trusted to carry out a service, thanks to the user generated reviews generating the aggrega
#32 We break building Trust up into two areas onsite and offsite signals Each are just as important as the other in their own right, so ensuring you give them both ample time is a must to progressing yours or your clients website
#36 As demonstrated on screen, Dr Axe’s traffic plummeted at this time, as his reputation within the industry from a medical and customer service perspective, was poor

EAT: Have We Been Looking At It Backwards

EAT: Have We Been Looking At It Backwards

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