Initially, Google relied on the EAT guidelines from 2014, where “E” stood for “Expertise,” “A” stood for “Authoritativeness,” and “T” stood for “Trustworthiness.” But, in 2022, Google added an additional “E” to its framework, “Expertise.” While the initial “EAT” framework only focused on ensuring that valuable and trustworthy information was shared on Google, the “EEAT” framework prioritizes authentic and authoritative content with a high level of trust to rank on Google.
Let’s say we have a keyword “how to make cheese pizza” and two websites meet all the requirements pharmacy email database of Google’s EAT guidelines. Now, to check off that extra “E,” one of the websites includes its own YouTube video on how to make cheese pizza in its website content. And voila! Its search engine rankings go up because the video demonstrates the content creator’s expertise and knowledge.
To understand how EEA works, it is also necessary to understand the role of Google Quality Evaluators and what influences Search Quality Rankings.
What is a Google Quality Evaluator?
Google works with over 16,000 third-party Search Quality Evaluators who provide ratings based on guidelines that represent real users and the information they are likely to need.
The search quality rating mainly consists of two parts:
Page quality
It is used to determine whether your page meets its purpose. This process consists of three steps:
Determine the purpose of the page
Evaluate page security metrics
Decide the page rank (lowest, low, medium, high, highest)
Needs met
Determines whether your page meets user requirements or user intent based on Google search. There are two steps in this process:
Determining User Intent
Determining page ranking (N/A, Not compliantM, SM, MM, HM, CompletelyM)
Other factors that affect your search engine rankings
In addition to the above mentioned, several factors are incorporated to determine the ranking of your website:
### Search history
Google is always aware of your search history and online activities, including the websites you visit and even the places you go. By learning your interests from your search history, Google tries to provide you with the best result that matches your preferences.
### Location
Google uses your device's location settings to customize search results based on its local SEO optimization metrics . For example, if you search for "best restaurants near me," you'll get results optimized for that keyword in your location. As your location changes, so will Google's results.