Google's new SEO news that can affect your website. EEAT and EAT
Nowadays, positioning in search engines through SEO practices is a fundamental area to have visibility and people accessing our website. Until now there were 2 types of practices that could determine your positioning: Recommended practices and "Black Hats".
Leaving aside the Black Hats (very useful practices that can lead to a permanent ban from Google because they violate the search engine's policies), we are going to focus on best practices, also known as "White Hats".
In the latter, come the changes that can make our website to be positioned up or down. And let me tell you that it is one of the biggest changes that Google wants to apply in recent years.
Until now, within the recommended practices, there was the EAT(Experience, Authority and Trustworthiness) system. The EAT is a set of criteria that Google uses to evaluate the quality of web pages and their content.
Let's look at these terms in detail:
EXPERIENCE
Refers to the quality of the content created by the author(s) of the website and its ability to provide accurate and useful information on the subject matter in question
AUTHORITY
It refers to the reputation and prestige of the website and its authors. To assess authority, Google evaluators take into account factors such as the number and quality of links pointing to the page, presence on social networks and mentions in the media.
RELIABILITY
Trust refers to the website's ability to provide accurate and truthful information. To assess trust, Google takes into account the presence of errors, deception and fraud on the website.
Good. You know the system. Now Google has made a paradigm shift, called the EEAT system. Exactly the same as the previous one, but with one more value (the E).
What does the new E?
Expertise o Ability in Spanish
With this new term, Google evaluators seek to determine the degree of real knowledge that the author has of the content. As mentioned in their press releaseThere are situations in which the content you value the most is the one produced by someone with first-hand experience in the subject matter".
Basically, it's about showcasing the personal expertise you have about a niche, which is a ranking factor that Google now looks for in content.
For example, let's say you are going to publish a review of a product that you bought two months ago and with which you have already had the opportunity to experiment. Surely, you will already know many very specific things about advantages, pros and cons, which is due to your personal experience with it.
However, if you publish a generic review that doesn't highlight any real insight, it won't be of much value to readers. Makes sense, doesn't it?
Well, Google's idea with this update is to rank higher the quality content that comes from reliable sources. Therefore, the author will now have the same relevance as the quality of the content.
The new formula must be taken care of in its entirety, so you will have to apply new SEO or SEM strategies to position your website in the most relevant results and in the top positions.
This will produce on the positive side, that the websites that are positioned have more relevance and are truthful, thus avoiding positioning of false websites or with intent to deceive, but on the negative side, it can sink your website in the depths of the search engines. So be careful with all the details. Google robots are becoming more and more accurate and identify web content better.
In additionIn addition, Google's new environmental policies are going to change, since maintaining so many search results involves an energy expenditure that has a high environmental impact.
Therefore, Google is going to ELIMINATE many websites from the results and now it will not be so easy to be in the search engines and much less... in the first positions.
Stay tuned for the latest news on changes in Digital Marketing and SEO. It will help you to stay positioned.
