Why “expertise, authority and trust” now matter more than ever for dental content
In March and again at the start of August this year, Google introduced some significant changes in the way that they assess how and where websites appear in the search engine rankings. Resulting from this were large upheavals in the search results with a lot of formerly prominent websites slipping away quite dramatically. On face value, many of the websites which got relegated were actually quite good; so what caused Google to demote them?
This caused quite a lot of concern and even anger in the webmaster community as site owners could not determine why they had suffered and hence what they needed to do to recover the situation. As is usual for Google, very little useful information regarding the specifics of the update were provided, other than some fairly general comments about “producing great content” and referring to their Quality Raters Guidelines. For information, these guidelines are produced by Google for their team who review websites against proposed algorithm updates to validate the results. So a human check if you will.
So what did Google really do to cause this significant upheaval (and, for some, grief!)
Whenever Google introduces a change in it’s search engine systems, lots of independent analysts go to work to try to figure out what actually happened. Much of what is postulated is purely speculative to be frank, but in this case, evidence suggests that the recent changes were all about evaluating which websites demonstrate expertise, authority and trust for their users i.e. “EAT”. This concept is actually referred to in the Quality Raters Guidelines and some of Google’s staff alluded to it in tweets directly after the update. So whilst we can never be totally sure, it does seem that EAT was a significant part of the search algorithm update.