E-A-T: Myths, Truths, And Implications for SEO

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

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

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

@ianlurie
EXPERTISE
AUTHORITATIVENESS
TRUSTWORTHINESS

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

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

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

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

@ianlurie
E-A-Tis not theonly guideline.

@ianlurie
There isno E-A-T score.

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

@ianlurie
E-A-T IS COMMON SENSE

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

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

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

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

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

@ianlurie
THINGS YOU NEVER EVER DO EVER EVER

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

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

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

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

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

@ianlurie
WHAT YOU SHOULD DO (AND LEARN)

@ianlurie
Read alltheguidelines

@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.

@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.

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

@ianlurie
Look at the example sites!!!!

Main content gets to the point

Trustworthiness:
Detailed customer service info.

Low quality main content
Low expertise (factually inaccurate)

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

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

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

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

@ianlurie
SO, GOOGLE KICKED THE OUT OF YOU

@ianlurie
OR YOU JUST WANT TO CLEAN UP YOUR

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

@ianlurie
Find pure turds and delete

YMYL article
No expertise
Useless main content

No useful information
Bad grammar

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

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

site:bicycling.com “commuting”
Find related content

Combine ‘em and redirect accordingly

@ianlurie
Upgradeyour writing.

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

@ianlurie
Clarify your source.

Who really wrote this?
What’s their expertise?

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

I want LEDterrain.
This is LEDterrain.

Check the SERP
Commercial
Informational
Mixed

@ianlurie
Updatecontent with alimited lifespan

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

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

@ianlurie
/2019-annual-report
/2020-annual-report
Redirect frommost recentto updated
/2018-annual-report
301

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

@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.

@ianlurie
Thereare no very few miracles

+400k visitors
50% growth from lowest traffic

@ianlurie
Find Risky Content At Scale

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

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

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

Find the selector (from @ipullrank)

Grab text, name, title, bio…

Crawl the site. You’ve got content!

@ianlurie
Check Grammar At Scale

@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.

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

E-A-T: Myths, Truths, And Implications for SEO

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E-A-T: Myths, Truths, And Implications for SEO