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E-A-T: Have We Been
Looking At It
Backwards?
Edward Ziubrzynski | Fibre Marketing
SLIDESHARE.NET/USERNAME
@EddieBearZ

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Who Am I?
Edward Ziubrzynski

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Who Am I?
Edward Ziubrzynski
Head Of Onsite SEO

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

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The Medic Update

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The Medic Update - EAT

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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

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The Medic Update - YMYL

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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

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

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E + A = T

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

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More Expertise And Authority,
Means Better Trust Right?

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Trust Is The Metric You Need to
Strive To Improve

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T = A + E

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So How Do We Take A
“Trust” First Approach

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Step One: Onsite

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Onsite: Content

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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

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

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

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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

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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

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Onsite: User Reviews Healthcare
Example

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Step Two: Off Site

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

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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

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Off Site: Reviews

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Off Site: Reviews
July 2018
August 2018

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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.

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Key Takeaways

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

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Key Takeaways:
2) Frequently Update Your Website
Content

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

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

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

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Final Words

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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

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Thank You For Your Time

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E-A-T: Have We Been
Looking At It
Backwards?
Edward Ziubrzynski | Fibre Marketing
SLIDESHARE.NET/USERNAME
@EddieBearZ