In the ever-evolving landscape of SEO, staying ahead of the curve is crucial. In 2021, I explored the concept of EAT (Expertise, Authoritativeness, Trustworthiness) in search marketing, emphasising its significance in building online authority. Fast forward to 2024, and Ryan Jones, a former Google quality rater, has provided valuable insights debunking common misconceptions around what is now called E-E-A-T (Extended Expertise, Authoritativeness, Trustworthiness). In this updated post, we’ll revisit my ideas in light of Ryan’s clarifications, ensuring you are armed with the latest understanding of SEO dynamics
Understanding E-E-A-T
Let’s begin by aligning our understanding of E-E-A-T with Ryan Jones’ insights. Contrary to common beliefs, E-E-A-T is not a quantifiable ranking signal or factor. As per Google’s Search Quality Rater Guidelines (QRG), it serves as a concept for human raters, guiding them in assessing algorithmic changes. Ryan stresses that elements like author bios, often associated with E-E-A-T, do not directly impact rankings but contribute positively to user experience.
The Shift in Perspective
I was right to highlight the importance of EAT in 2021, especially in Your Money Your Life (YMYL) topics. However, the landscape has evolved. While E-E-A-T remains crucial for sensitive topics, Ryan’s insights prompt us to shift our perspective. Rather than a fixed score, consider E-E-A-T as a qualitative assessment aligning human and algorithmic judgments. Focus on user-centric strategies, understanding that positive user experiences indirectly influence rankings.
Strategies for 2024
Building on my 80–20 rule, let’s adapt our approach. Invest 80% in creating high-quality content that aligns with user intent, emphasising relevance and depth. The remaining 20% should now prioritise technical aspects—ensuring your website is optimised for search engines. While author bios are valuable for building trust, it’s equally crucial to provide a seamless user interface, incorporating structured data and schema markup.
Humanising Content and SEO
In 2021, I urged businesses to showcase expertise through author bio pages. Ryan’s insights reinforce this but add a layer—humanising content. Beyond bios, let your CEO’s persona shine through online. Engage with trending topics and hashtags on social media, showcasing authenticity. Remember, users trust people, so intertwining your CEO’s voice with your content adds a personal touch that resonates.
Aligning with User Preferences
As we step further into 2024, aligning with user preferences becomes paramount. Rather than chasing assumed E-E-A-T signals, listen to your audience. Understand their needs, tailor your content to meet those needs, and foster engagement. Ryan’s emphasis on aggregate click data reminds us that user interactions play a pivotal role in assessing authority.
In 2024, prioritizing user intent and experience is paramount. By listening to our audience, tailoring content to their needs, and fostering engagement, we can build authority and navigate the SEO landscape effectively.
In the dynamic realm of SEO, adapting to new insights is key. Ryan Jones’ article reshapes our understanding of E-E-A-T, urging a user-centric approach. My foundation on EAT in 2021 remains relevant, but with a nuanced perspective. By harmonising technical aspects, humanising content, and aligning with user preferences, Locals Talk can navigate the SEO landscape with authority in 2024.