Google Answers if Links or Content Determine E-A-T Scores

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Search Engine Journal features Google's John Mueller speaking frankly on the topic of using E-A-T as an SEO or technical factor.



Google's John Mueller answered a question about what determines website E-A-T scores. They asked whether links played a role or if it was a content-based score. John Mueller answered in a way that debunked the idea of E-A-T scores or that it is a technical or SEO factor. E-A-T is an abbreviation for Expertise, Authoritativeness and Trustworthiness. They are qualities that Google's third-party Quality Raters are tasked to look for when evaluating websites ranked with new algorithms that are being tested.

The person asking the question was trying to find out what SEO or technical factors might be involved with obtaining a high E-A-T score. The person wanted to know what determines E-A-T for a website:

John Mueller begins his answer with background information about what E-A-T is and how Google uses it:

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  • For me, Google E-A-T is based on the quality of content, where the user who is searching for a particular thing can find the perfect answer. If they find the answer and do not bounce back, then Google will rank the page.
  • Contrary to what is widely disseminated, E-A-T is only used by reviewers on a tiny and very specific kind of website. Chances are, it has nothing to do with the vast majority of eCommerce websites unless you are selling the type of things that deal with people's health or finances (e.g. supplement pills or software for picking stocks).

    It also has nothing directly to do with the algorithm. It's about actual human beings looking at websites and which ones they trust more over others. Sites linking to that site wouldn't even be a factor (since you cannot see sites that link to a site by looking at that site), although outbound links may factor in their decision. Then, they report their opinions to Google and Google tries to adjust their algorithm to do a better job of ranking those specific kind of sites in the order that humans would find most trustworthy - something extremely difficult, if not impossible to do thus far.
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  • Concentrating on EAT is good for Websites. We need not worry about google as it will do good for our users and also for the website.
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