Google is elevating the concept of E-A-T with an extra 'E' for Experience.

Demonstrating first-hand experience is more important than ever for Google Search rankings. Google's search quality rater guidelines have been updated accordingly.

The latest E-E-A-T acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Additionally, Google is placing renewed emphasis on trust.

Google's search quality rater guidelines have multiple chapters evaluating E-E-A-T, from a high to a low level.

Chapter 4.5.2:Lowest E-E-A-T states, "If the E-E-A-T of a page is low enough, people cannot or should not use the MC of the page."

Chapter 5.1: Lacking E-E-A-T states examples of what quality raters are instructed to look for when evaluating a low level of E-E-A-T

The content creator lacks adequate experience, e.g. a restaurant review written by someone who has never been there.

The website or content creator is not an authoritative or trustworthy source for the page's topic, e.g. tax form downloads provided on a cooking site.

For example:

Chapter 7.3 of Google's quality rater guidelines has info about the criteria for reaching a high level of E-E-A-T.

It states, "Experience is valuable for almost any topic. From writing symphonies to reviewing home appliances, first-hand experience can make a social media post or discussion page High quality."

Chapter 8.3 has information regarding the criteria for reaching the highest level of E-E-A-T.

It says, "A website or content creator who is the uniquely authoritative, go-to source for a topic has very high E-E-A-T. A very high level of expertise can justify a very high E-E-A-T assessment."

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