Google has human quality rater’s and they have a set of guidelines. These guidelines assign quality scores to a specific result for a specific query.
These hypothetical scores are not really there to impact the direct rating at that time but rather to improve Google’s algorithm.
Depending on the keywords or search term (query) the user types into a google, a set of results will appear on the SERP (search engine results page). These results will vary for each term typed in.
What happens next is actually measured by Google and can affect whether or not a result appears next time in the SERP for that query.
Apparently, a rating can be assigned to an author or a brand rather than just a website. Sounds like Google authorship again to me.
The E-A-T Rating is an ancronym of the following:
Short List of Best Practices
- Make sure Google knows you are the author. A clear author must be defined to be scored
- YMYL (Your Money or Your Life) posts and pages are pages where extreme authority is required (such as medical and finance). It’s imperative that these are written by someone authoritative on the topic, a specialist in that area if you will. A bio explaining the expertise will help the rating as Google will view it as a quality metric.
- Make support and contact info obvious and everywhere.
- If there is more than one author on a website, a short bio of the author of a blog post should be included.
- A positive, reputable brand is part of the rating. These days, reputation is going to matter with SEO.
- Pages with low-quality content, or authors with a negative reputation, lacking bio, or lacking credentials should be removed from the website.
- Having a secure website is an absolute quality signal now. Invest in your SSL certificate.
- Spammy websites with artificial branding and logos are at risk with E-A-T. They won’t be trusted.
- While user-generated-content can still be considered quality, where they are YMYL topics with advice from everyday readers and not specialists, they will be rated low.