1. E-A-TMYTHS&REALITY
IAN LURIE, for MNSearch
No, he’s not
saying e-a-t is
poop. Read on.

2. @ianlurie
Me
FORMER FOUNDER/CEO OF PORTENT
Nerd/programmer/writer/gamer
Love marketing, seo, cycling, dungeons & dragons

3. @ianlurie
Me
NOW A CONSULTANT LIVING A
GLAMOROUS LIFE OF LEISURE
OFFICE &
CRAFT AREA
BIKE SHOP
GYM

4. @ianlurie
Nothing but love.

5. @ianlurie
“Interesting”

6. @ianlurie
EXPERTISE
AUTHORITATIVENESS
TRUSTWORTHINESS

7. @ianlurie
Quality Rater Guidelines
https://bit.ly/2FZ3mC6

8. @ianlurie
e-a-t is legit, but
there’s a lot of, well,
me about it…

9. @ianlurie
MYTHS, BUSTED

10. @ianlurie
E-A-T isnot a ranking factor.

11. E-A-Tdoesn’t drivesearch results.
Quality raters use it toassess search results.

12. @ianlurie
E-A-Tis not theonly guideline.

13. @ianlurie
There isno E-A-T score.

14. @ianlurie
E-A-T is not an algorithm.

15. https://bit.ly/3mMShVG

16. @ianlurie
E-A-T IS COMMON SENSE

17. @ianlurie
today, i’m gonna write
some untrustworthy,
unsupported content that’s
total horse $h!t.
No one has ever said this (out loud):

18. @ianlurie
E-A-T is just a test to make
sure your content isn’t
Cute, but toxic

19. @ianlurie
EXPERTISE
Evidence that your knowledge is not a pile of

20. @ianlurie
AUTHORITATIVENESS
Proof that you’re not just a know-it-all piece of

21. @ianlurie
TRUSTWORTHINESS
Proof that you’re not a deceptive sack of

22. @ianlurie
THINGS YOU NEVER EVER DO EVER EVER

23. @ianlurie
Nevermake E-A-T an optimization strategy.

24. @ianlurie
If you optimize for E-A-T,
you’re just trying to not be
(That’s not a winning marketing strategy)

25. @ianlurie
Nevermake a big deal about E-A-T.

26. aw, look, he ate
some dirt.
Client before you tell
them about E-A-T.

27. he’s got a
tapeworm!!!!
aw, look, he ate
some dirt.
Client after you tell
them about E-A-T

28. @ianlurie
WHAT YOU SHOULD DO (AND LEARN)

29. @ianlurie
Read alltheguidelines

30. @ianlurie
PAGE ACCOMPLISHES THE IMPLIEDPURPOSE
If it’s Q&A,it has an answer.
If it’s aproduct page,it has products.
If it’s medicaladvice,or news,or instructions,it’s accurate.

31. @ianlurie
PAGE HAS THE RIGHT AMOUNT OF CONTENT
AND THE CONTENT IS HIGH QUALITY
The right amount isn’t “the average length of the top 10 ranking pages.”
High quality means good grammar, useful and usable presentation.

32. @ianlurie
IT’SEASY TO FIGURE OUT WHO’SRESPONSIBLE FOR THISPAGE
Theauthor,brand,and anyoneelseImight need tocontact.

33. @ianlurie
Look at the example sites!!!!

35. Main content gets to the point

36. Lots of helpful main content

37. Trustworthiness:
Detailed customer service info.

38. Low quality main content
Low expertise (factually inaccurate)

39. Also: “SEO content”

40. Low quality main content:
No answer, ads hard to differentiate

41. Awful main content
Blank author profile
Articles site, not a fashion site: No expertise

42. But really,do you need E-A-Ttotellyou this is bad content?

43. Pay attention to the principle, not the example.
You don’t need a Pulitzer. It’s all about context.

44. @ianlurie
SO, GOOGLE KICKED THE OUT OF YOU

45. @ianlurie
OR YOU JUST WANT TO CLEAN UP YOUR

46. @ianlurie
Ifyoulosttrafficin the recentcore updates,
the quality rater guidelines may be a good
diagnostic test and rubricfor recovery.

47. Now what?

48. Abandon your ego

49. Abandon your ego

50. @ianlurie
Find pure turds and delete

51. YMYL article
No expertise
Useless main content

52. No useful information
Bad grammar

53. @ianlurie
Don’t noindex. Just delete.
(unless it gets lots of traffic)

54. @ianlurie
Find turds with nuggets (and roll them up)

55. Nuggets!

56. site:bicycling.com “commuting”
Find related content

57. More nuggets!

58. Combine ‘em and redirect accordingly

59. @ianlurie
Upgradeyour writing.

60. Capybara Kingdom
Petting Zoo Season Tickets RecipesEvents
Welcome to Capybara Kingdom! We’re the world’s first capybara preserve
and zoo.
Come take in the spectacle of the world’s largest rodents as they cavort and
frolic in our best imitation of their native habitat. We have a capybara petting
zoo, capybara events, capybara information and yes, weekly capybara
adoptions.
For more informations, lick here
All capybara, all the
time!!! Season passes
for only $50!!!!
10 things you didn’t
know about capybara
New therapy capybara
program launches
Seriously, if you want to learn about Capybara, try this link Escape rumors
completely false

62. @ianlurie
Clarify your source.

63. Who really wrote this?
What’s their expertise?

66. @ianlurie
Match intent.

67. I have no fashion sense.
I want realadvice.
This doesn’t provide it.

68. I want LEDterrain.
This is LEDterrain.

69. Check the SERP
Commercial
Informational
Mixed

70. Check the SERP
Commercial
Informational
Mixed

71. Check the SERP
Commercial
Informational
Mixed

72. @ianlurie
Updatecontent with alimited lifespan

73. @ianlurie
capybarakingdom.com/2020-annual-report/
/2018-annual-report
/2019-annual-report
Currentor most recent content

74. @ianlurie
capybarakingdom.com/annual-report/
/2018-annual-report
/2019-annual-report
Create a non-dated URL and put updated content here

75. @ianlurie
capybarakingdom.com/annual-report/
/2019-annual-report
/2020-annual-report
Redirect frommost recentto updated
/2018-annual-report
301

76. @ianlurie
capybarakingdom.com/annual-report/
/2019-annual-report
/2020-annual-report
Every year, updated content goesto non-dated URL. Previousyear isarchived...
/2018-annual-report

77. @ianlurie
some-medicalsite.com/symptoms-of-appendicitis
Or, ifthe content isdate-sensitive, previousyearsare deleted.
Approved diagnosticsforappendicitismay
change, but youdon’t want to keep the old
ones. Thisshould alwaysbe up-to-date.

78. @ianlurie
Thereare no very few miracles

79. +400k visitors
50% growth from lowest traffic

80. @ianlurie
SERIOUSLY NERDY

81. @ianlurie
Find Risky Content At Scale

82. @ianlurie
Start with a list ofrisky words: Phrasesand termsthat might
indicate problemcontent.

83. @ianlurie
sneakers
capybara
feet
tinkerers
character sheets
bowlers
20-sided die

84. @ianlurie
sneaker
capybara
feet
tinker
character sheet
bowl
20-sided die
Stemming (if needed)

85. Pick your crawler

86. Create a custom extractor

87. Find the selector (from @ipullrank)

88. Grab text, name, title, bio…

89. Crawl the site. You’ve got content!

90. Search for your risky terms

91. Or get all fancy-schmancy…

92. The result

93. @ianlurie
Find Ad-Heavy Pages

96. @ianlurie
Check Grammar At Scale

97. Remember this?

101. @ianlurie
Check Duplication

103. @ianlurie
THE RULES

104. @ianlurie
Don’t treat E-A-T asa ranking factor.
Look at all the guidelines.
Use themasguidelines, not rules.
Don’t panic.
Use common sense.

105. @ianlurie
Totally sanitary
Ian lurie
ian@ianlurie.com
@ianlurie