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Google is, understandably, secretive about its search formulas. The deepest insight into its algorithm we typically get is the occasional tweet from the company’s senior webmaster trends analyst, John Mueller. That’s why it strikes me as almost unbelievable that Google has published a guide that details how they assess the quality of various websites.
It’s called the Google Quality Search Raters Guidelines, and you can use it to immediately improve your organic rankings. The guide does not inform as to how the company’s search algorithm ranks websites; instead, it provides insight regarding how well its search formula performs and details various aspects a website must have to be deemed of the highest quality. It even includes real-life examples of such sites, as compared to those deemed low-quality. As Ben Gomes, Google’s vice president of search, helpfully explained to CNBC, “You can view the rater guidelines as where we want the search algorithm to go.”
The most crucial element to extract from the 175-page guide is the concept of “E-A-T”, which stands for Expertise, Authority and Trust. These are particularly vital if your business is in a “YMYL” (“Your Money Your Life”) category, as Google holds firms in this category to a much higher standard. Per Google Quality…