Ever feel like Google’s playing chess while we’re still learning checkers? Their latest move really shakes things up for anyone creating content online.
Google Targets Fake E-E-A-T
Roger Montti recently dug into Google’s updated guidelines for their human search raters, and the big news? They’re cracking down hard on content that *pretends* to be expert, experienced, authoritative, and trustworthy – what we call E-E-A-T.
Raters Turned Detectives
Basically, Google’s telling its raters to be detectives. They need to spot the fakers. Think about those websites with smiling stock photo “authors” who supposedly have tons of experience but leave no real trace online. Or review sites recommending products they’ve clearly never touched. Roger Montti points out that the guidelines now explicitly ask raters to look for proof of *real* experience. Did the author actually use the product? Do they show unique photos or videos? Or are they just rehashing information found elsewhere?
The Rise of ‘Experience’
This push heavily emphasizes the ‘Experience’ part of E-E-A-T. Simply summarizing what others say isn’t enough anymore, especially for important topics dealing with your money or your life (YMYL). Google wants content creators to show their work, prove they’ve walked the walk. If a page feels fake or lacks genuine insight, raters are told to give it the lowest possible score.
Implications for Creators: Authenticity is King
What does this mean for us? Authenticity is king. Forget shortcuts that try to *look* credible. Focus on genuine expertise, share real experiences, and build actual trust. Google’s raising the bar, rewarding the real deal and aiming to push the pretenders down. It’s a clear signal that genuine value and transparency are the future of content that ranks.
But how deep does this rabbit hole go…? For a deeper dive into exactly what the raters are now looking for, you should definitely check out Roger Montti’s breakdown of fake E-E-A-T.