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E-E-A-T and important updates to Google’s Quality Score Guidelines

6 minutes of reading
E-E-A-T and important updates to Google’s Quality Score Guidelines
Category SEO

Do you care about visibility, traffic and high ranking? Do you want your website to be of interest to Google search engines? Optimization and positioning are the key, but for both of these elements to function properly, you need to know Google’s Quality Score Guidelines. What does the search engine feed on? Find out what the E-E-A-T guidelines have recently been updated.


Search engine updates. Why should you worry about them?

When it comes to SEO, staying up to date with Google’s updates is essential to achieving success. Google is constantly making changes to its algorithms and search engine guidelines in order to create a better experience for users and provide them with the most accurate results. Therefore, if you want your website to appear on the first page of a Google search query, you need to keep up with these changes and adjust your strategies accordingly.

Google's Quality Score Guidelines. What is that?

QSG is a set of guidelines developed by Google to help webmasters create content that is both helpful and relevant for their users. These guidelines were first introduced in 2016 and have since been updated on a regular basis to ensure that websites are optimized for the best possible search engine rankings.

Essentially, Google’s Quality Score Guidelines are used to measure the quality of a website’s content and how well it matches up with a user’s search query. It provides website owners with instructions on how to optimize their content in order to maximize the chance of appearing higher in search engine results pages, so as not to be exposed to penalties (filters and bans).

E-A-T: basic guidelines

Google’s E-A-T stands for:

  • Expertise;
  • Authoritativeness;
  • Trustworthiness.

Search engine uses these guidelines to help ensure that content is of high quality and provides a good experience for users. This means that content which meets the E-A-T standards will rank higher than content which does not. This algorithm has been in force since 2014, and today it has been extended with a new element.

E-E-A-T: updated guidelines

The update adds one “E” that focuses on “Experience”. With this new update, Google will be taking a deeper look into your website and assessing your experience-based elements. They’ll be looking at how user-friendly the website is, how easy it is for users to find what they’re looking for, and other factors such as load speed.

Let’s look at each of the elements separately.


When Google assesses a website’s credibility, it takes into account the overall experience of the user. This includes everything from the website design to the quality of content and usability. The best way to build a great user experience is to make sure your website is intuitive and easy to navigate. Visitors should be able to find the information they need quickly and without confusion. Additionally, websites should be secure and up-to-date with the latest web technologies, such as responsive design.


This level involves assessments on how substantial the content is and how qualified the writer is in the given field. Depending on the subject, the standards vary. So considering SEO, it is a good idea to regularly update content, provide sources, add biographies of authors, as well as links to social media profiles. Additionally, include facts that can be easily verified by external sources such as experts in the field or official organizations. The more credible and reliable your site is, the higher you can rank.

Your Money, Your Life

Speaking of Expertise, Google draws attention to pages bearing the name YMYL, those that have a direct impact on the life, health and safety of users. These are primarily websites related to medicine, finance, law, e-commerce and official websites of state institutions. However, it is worth remembering that Google allows exceptions in the form of everyday expertise. It is about authors who have relevant life experience on a given topic and thus can be considered experts.


In this case, we are talking about the mother’s reputation and awareness among other experts in the same industry. Particularly important in this case are all citations and valuable backlinks, thanks to which users visit your website. If web users consider you a leader in your industry, the search engine will evaluate you in the same way. When optimizing the website, take care of professional titles, certificates, the use of independent sources, reviews, recommendations, references.


It is a measure of social trust towards you and the website you run. On the technical level, it’s important to secure an SSL certificate, post your contact information on your site, maintain links to credible sites, and more, depending on the type of website you run. Also, it can be beneficial to allow recipients to rate or comment. You’ll create a platform for communication between you and your audience, and you’ll improve your ranking position at the same time. If you receive a negative opinion, it is an opportunity for you to solve the problem and rectify the situation, which is taken into account by other users.

How important are the E-E-A-T guidelines for SEO and why should you include them in your strategy?

In order to plan an optimization strategy, you must understand the three factors that Google values and the factors that impact ranking. Therefore, if your goal is visibility, smooth traffic, click-through rate, or conversion, you should focus on content and user facilities. Only in this way will you find yourself on top of your competitors in organic search results. In spite of its absence from direct ranking factors, E-E-A-T casts a shadow over Google’s guidelines.

Tips on how to optimize your website for E-E-A-T

  • Build a natural link profile. Aim for quality, not quantity.
  • Optimize anchor text and get citations.
  • Keep your content up to date and the frequency of publication.
  • Get comments, ratings, reviews and respond to them as needed.
  • Ensure transparency of information and easy access to contact.
  • You should also make sure that your website is secure, user friendly and accessible.
  • Keep your website audited and other Google updates on a regular basis.
  • Follow current SEO and marketing trends.
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In conclusion

E-E-A-T is a new set of guidelines from Google that are essential to consider when designing your optimization strategy. To make sure that your website follows the guidelines, you need to focus on Experience, Expertise, Authoritativeness and Trustworthiness. These four areas should be well-integrated into your website design, content and other components to ensure a positive user experience. Only in this way will you have a chance to overtake the competition!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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