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Google might estimate E-A-T In these 14 Ways

Google might estimate E-A-T In these 14 Ways

Google is using some possible signals to measure whether your content and brand have solid E-A-T. 

We all know that Google always rewards content and brands that contain high Expertise, Authoritativeness, and Trust (E-A-T). Google also makes its users aware of its quality rating instructions, especially when broad core algorithm updates are its primary concern.

However, Google has the ability to translate E-A-T (a concept that is not a direct ranking factor or score) into signals that search engines can utilize during search results ranking.

This article is the compilation of 14 possible on-page and off-page components used by Google for assessing E-A-T.

14 Ways Of Google’s Estimation About E-A-T

Quality of the entire website content

E-A-T is considered a meta-review of a publisher, author, or website that is related to several topics. In contrast, Google tends to determine the relevance at the document level, which means the content is created according to the search term and goal.

Google uses E-A-T to estimate the quality of a publisher or author. It also uses classic information retrieval methods accompanying machine learning innovations to evaluate relevance.

Moreover, Google emphasizes that content from different domains can have both positive and negative impacts on each other. Therefore, if you want to know the points you should consider while evaluating the overall website content, you can go through the notes available in the Google Panda update.

Page rank or reference to the author/publisher

Google uses backlinks and congenital PageRanks to inspect old content and websites that are not confirmed from them. They also evaluate the confirmation of E-A-T in the whitepaper.

Google’s algorithms determine signals of those pages that correspond to authoritativeness and trustworthiness. The best-known signal, PageRank, uses links on the Internet to understand the meaning of authoritativeness.

Trust distance to seed sites in the link graph

The advanced PageRank concept is not dependent on numerous incoming links. It is in the proximity of relevant documents to authorizes or seed sites.

Google’s patent Of Creating PageRank Using Distance in Web Links Graphs explains the way of creating a rank score for linked documents based on the presence of the selected site. In this process, Google weighs new websites individually. It is because such websites are of high quality and even provide reliable sources.

The patent states that these websites should be considered individually and limit the numbers to avoid manipulation. The length of the link between the seed page and the document to be ranked is evaluated in the following aspects:

  • Link’s position
  • Degree of objective deviation and number of outbound links of the source page

On the contrary, a website with no direct or indirect links to at least one seed website is not considered in the ranking. From this, we can conclude why some links are included in Google rankings, whereas others are not.

However, not all pages in the page set get a rank score through this process. For example, pages that cannot reach the starting page are not ranked.

Apart from the document, this concept can also be applied to the publisher, domain, or author, who are directly referred by seed sites. They acquire higher authority for the topic or connotation keywords they have linked with the seed sites.

Backlinks anchor texts

Google considers anchor texts of backlinks the ranking signal for the linked target page as well as a classification of the overall domain. Google’s patent for trust-associated Search Result Ranking uses references to trust rate the anchor texts.

Here, the patent explains the technique of supplementing the rank of documents based on trust labels. They obtain information either from the document or by referring to third-party documents that are in the form of links or information concerning this document or entity. The labels are connected with URLs and are recorded in an annotation database.

Author’s credibility or trust

Google’s patent for the credibility of an author of online content, reference is made, taking into consideration multiple factors used for determining the credibility of an author. The patent is all about the ways Search Engines use to rank a document after getting influenced by the reputation score and credibility of an author.

According to Google:

  • Authors can have multiple reputation scores based on multiple topics the content gets published. It means that an author can obtain a reputation score for several topics.
  • The reputation score can be degraded if Google finds duplicate content being published numerous times.
  • The reputation score of an author is unconventional to that of the publisher.

This patent again provides a reference to links that influences the reputation score of an author by the number of links published.

Following are some of the potential signals Google determines for a reputation score:

  • The time period the author has a proven track record of generating content.
  • How knowledgeable the author is.
  • Users rating for the published content.
  • The number of content published by the author.
  • The time gap between publishing content.
  • Whether the content is published by another author with higher average ratings.

Furthermore, the patent discusses the verified information about the profession or role of the writer in the company concerned for this. The relevance of the profession to the subjects of the published material is also important for the credibility of the author. The author’s level of education and training can also have an impact here.

Name recognition of the author or publisher

The more popular author/publisher is more credible and enjoys authority in the close area. Google is capable of measuring awareness algorithmically, considering numerous mentions and search volume. Additional to the patent already mentioned, Google also makes further statements in which they considered the degree of awareness as the potential ranking factor.

Following is the statement Google has published in regard to local search on its Google support pages:

“Awareness Level determines the reputation of a company. It is taken into consideration with the purpose of ranking in local search results. For instance, a well-known museum, hotel, or retail brand features predominantly in the local search results. Additionally, awareness and importance are gained from the information obtained via links, articles, or directories.”

Moreover, At Brighton SEO in 2017, Gary IIIyes of Google outlines the influence of mentions and even claims about the signals Google might be interested in.

“If you are publishing quality content that is also mentioned on the web, including links and mentions on social networks or people talking about your branding, then know that you are doing great in this field.”

Feelings about mentions, ratings, and click-through-rates

Google can execute sentiment analysis through Natural Language Processing. It means that it can determine the sentiments of an entity like a publisher or author. Positive opinions can acquire more credibility than negative ones.

Google’s Sentiment Detection As A Ranking Signal Of Reviewable Entities explains the use of sentiment analysis to determine the feelings of reviewable entities in documents. They utilize the results to rank them and the corresponding documents.

You can use structured and unstructured data as sources. Structured reviews are gathered from popular review sites such as Google Maps, TripAdvisor, Citysearch, or Yelp. 

Entities stored in a sentiment database are represented as groups of entity ID type, entity type, and one or more reviews. These reviews receive a different score, which is calculated by the rating analysis engine.

The score for review sentiment, including additional information such as the author, is determined by the rating analysis engine.

In the patent, Google has also discussed the interaction signal usage that complements sentiments considering ranking as a factor.

Co-event writers/editors use topic-related terminology in videos, podcasts, and documents

The presence of an entity in searchable and interpretable content of specific subject areas assists Google in placing the author or publisher in an objective context. Numerous simultaneous events and authority and reliability of sources are used for evaluating E-A-T. Google has innovated MUM, which considers content as image, visual, or text as well.

Author/editor co-occurrence with subject-related terms in search queries

The presence of entities or terms in relation to the topic in the content helps Google to conduct an E-A-T review. Simultaneous events in the search are also considered a very crucial signal.

Percentage of content that authors/editors have contributed to the current document corpus

Google’s other patent System and Methods for Re-Ranking Rank Search Results explain to us the method search engines use to consider the author’s contribution to a subject document.

Created in August 2018, this Google patent is used for modifying search results taking the author’s score into consideration. They also consider citation points which is the amount of visibility an author acquires in their article.

Rating an author can also be performed by using a percentage of the content the author has created for a particular document.

The original author rating for the relevant entity is the percentage of content concerning the relevant entity is the first instance of the content in the recognized content links.

Author/publisher transparency via author profile and company page

Author or publisher transparency is significant while mentioning them in the Quality Rater Guidelines. It is a signal used by searchers to determine an E-A-T rating. Additionally, the Guidelines For Web Credibility Of Stanford University delivers signs of the questions that need to be addressed while designing the About Us or Author’s Profile page.

You need to show your views on the original organization behind your website. This way, you will be able to make it legit, thereby increasing the credibility of the website. The best way to achieve this is by providing a relevant location or sending the images of your office or member list to the Chamber of Commerce.

Also, emphasize your expertise through the content and services you provide. Be transparent about the experts in your team. Avoid linking your website to unreliable external websites.

For the algorithmic transfer of this metric, it’s too straightforward to just use an author box or about us page. After all, we can effortlessly invent a writer and introduce him as an expert.

The semantic search or entity-based search perspective allows Google to include information collected about an entity, including verification. They say that the About Us page and Author box may only be useful in an E-A-T context if the publisher or author is an authority and expert verifiable on Google. This author may have already left a navigable mark on the web.

Links to references

To find references that identify the editor and author as an authority and expert, you can facilitate the Google review by linking to publications, interviews, speaker profiles at professional conferences, articles in external media, etc., from your site.

Use of https

According to Google, HTTPS is a minor ranking factor. It makes sense when it comes to trust. However, it has a very small impact on ranking.

Knowledge-based trust 

Google’s scientific paper on Knowledge-Based Trust deals with the algorithmic determination of a website’s credibility. It explains the ways you can use to determine the legitimacy of online sources. Apart from analyzing links, it presents a fresh method after examining the published information for correctness.

Previous ratings on the reliability of sources based on links and browser data on website usage behavior, while providing very good information, are weak because tabs from less popular sources are poorly and unreasonably minimized.

With the help of this approach, sources are rated with a Trustworthiness score. However, this excludes the popularity factor. Moreover, websites that do not provide accurate information are considered undervalued. On the other hand, websites publishing generic content in line are rewarded. This minimizes the chances of websites that gain an audience by publishing inappropriate news on Google.


This article is not a comprehensive list of all potential E-A-T signals Google might use. However, there are some signals that are likely utilized by Google to solely gauge E-A-T according to the supportive evidence.

Also, it is not a proctor for SEOs, manipulating SERPs. This concept is only determined to a minor extent via SEO measures. The signals discussed in this article, on the other hand, are based on marketing and PR.

According to Google, no single E-A-T score adds one or all signals together. They have a general idea for the author, website, or publisher via several algorithms.

The entire impression is not just about rating but guesswork of sample pictures of objects with E-A-T. Google may instruct the algorithm to generate a reference model for this concept, which is based on selected model elements. The more similar the features, the better the quality of the template image in other signals.

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