Now your website needs to be good enough to E-A-T…that is it has to pass the guidelines that were just released by Google called E-A-T (“Expertise, Authoritativeness or Trustworthiness”):
High quality pages and websites need enough expertise to be authoritative and trustworthy on their topic.What makes a page Highest quality?We require at least one of the following:• Very high or highest quality MC , with demonstrated expertise, talent,and/or skill.•Very high level of expertise, authoritativeness, and trustworthiness(page and website)onthe topic of the page.•Very good reputation(website or author) on the topic of the page.
Getting Google to rank your website on the top of the first page of results takes a little doing, but Google just gave us some really big insights with their recent so called ‘leak’ of information – their Search Quality Rating Guidelines, Version 5.0 ( PDF of the report I found for free) Google hires human search raters (link to youtube video by Matt Cutts that explains “How does Google use human raters in web search?”) to help rank websites according to how good their website is and now has provided information on the factors that they use to rank websites.
Google (and all search engines) are in the business of trying to find the best content for their searchers. The general understanding from Google is that they want the latest information, presented in the simplest ways without too many distractions from ads and other miscellaneous ‘stuff’.
They want information from people who know what they are talking about, who are an authority on the subject and are trustworthy. They are who they say they are and provide up-to-date, quality information in the form of content. There is Main Content and Supplementary Content in Google’s eyes and also Advertisements/Monetization (Ads).
Main Content is any part of the page that directly helps the page achieve its purpose. ~Google
So what is a page’s purpose? To provide information, tell the reader about you, tell them why massage is important and things like that. More specifically in Google Words:
- Common helpful page purposes include (but are not limited to):
- To share information about a topic.
- To share personal or social information.
- To share pictures, videos, or other forms of media.
- To express an opinion or point of view.
- To entertain.
- To sell products or services.
- To allow users to post questions for other users to answer.
- To allow users to share files or to download software.
Google says: High quality pages are designed to achieve their purpose: they are well organized, use space effectively, and have a functional overall layout. While every page is different, functional pages should have the following characteristics:
– The MC should be prominently displayed “front and center.”
– The MC should be immediately visible when a user opens the page.
– It should be clear what the MC actually is. The page design, organization, and use of space, as well as the choice of font, font size, background, etc., should make the MC very clear.
Google also says: Supplementary Content contributes to a good user experience on the page, but does not directly help the page achieve its purpose.
It could be removed from the page without any great loss but it does provide something else for people to go to – the what’s next in their adventure on your website.
It is all the social media buttons, “read more” links, newsletter sign up forms and things like that.
Good Enough to E-A-T
These are some highlights from the Google Quality Ratings Guide 5.0 March 2014:
- Uses Main content to help users (searchers)
- Uses Supplemental Content to continue to help users
- Use ads or montetization that are upfront (not deceptive) and distracting
- Uses content that is 100 % ORIGINAL (not copy and pasted from ANYWHERE especially online)
- Each page has a clear purpose to inform or educate users
- All of the content on a webpage can be classified as one of the following: Main Content (MC), Supplementary Content (SC), or Advertisements/Monetization(Ads).
- Has a clear about section to identify the writer/owner of the business
- Has a clear way to contact people in the business
- Has a clear way to always get back to the homepage from every page
- Websites function well for users as web browsers that constantly change
- Has a good reputation in other places online such as review sites, BBB, discussions and forums
- High quality medical advice should come from people or organizations with appropriate medical expertise or accreditation
High quality medical advice or information should be written or produced in a professional style and should be edited, reviewed, and updated on a regular basis. (Directly from Google)
- Functional Page Design :Some pages are “prettier”or more professional looking than others, but you should not rate based on how “nice” the page looks.
- Information is current and updated – “well maintained”
You are the expert on massage! You are the authority! You are trustworthy! You have taken the time to study, learn and get your massage license. As an expert you owe it to society to share your information!
So how do you do that with your Website? By writing content, creating content in the form of photos, charts/infograms, videos and more.
Want more help in making this all happen for your website? Join me in the Summer Boot Camp – DIY Websites.