Search engines are obsessed with quality content
Thanks to Hummingbird, RankBrain and now EAT algorithms, Google is putting millions of pieces of content in the background and analyzing what authority, relevance and quality look like in content.
It's essentially an auto-updating, self-learning algo-bot (we're in the future, and it's scary).
Gary Illyes, Google's webmaster trends analyst, actually described Google EAT as "millions of baby algorithms". How awful does that sound? Correct answer: Very.
EAT is Google's official policy for delivering a high quality online experience. It is about three important things:
- The quality of the content
- The authority of the creators of this content
- The website itself
Apart from its self-learning algorithm, Google employs 10,000 people worldwide as "quality assessors".
It's no longer the glory days when search engines weren't crowded and straightforward, your ideas were still unique and generated a lot of traffic with little effort, or when you could add a title tag and be on and off! Top of the page one, no problem.
Content must now be "fun" for users, quality assessors and in the eyes of those creepy "baby algorithms" in order to be successful. No sweat 😅
And it's not just search engines …
We see significantly more algorithm updates on Facebook and all social networks. Our content has to work harder than ever.
We can also better understand what quality content looks like
It's not just the bots that are getting smarter. We are too. We have the latest technology, we are far more accomplished than yesterday's audience. WE KNOW TOO MUCH.
Success depends not only on the quality of our content, but also on our connections
So we know that EAT is about authority and semantic context when deciding whether to rank content.
But Rand Fishkin recently published a theory that one day links will no longer be an integral part of the equation.
In fact, he suggests replacing them with "inferred links" – semantic references that connect topics and keywords to a brand and its content.
It's not just about creating content that is good enough to create links. It's about creating content that is good enough to demonstrate your expertise on a topic and let you know from authoritative sources that have the power to take your content even further.
Seven years after the skyscraper technology and the 10-fold strategy, the focus on high-quality content and connections only increased.
So I don't know about you, but I feel the pressure to create great content every time I open a Google Doc open erstellen 😅
While these theories are clearly still relevant, we can definitely take some steps to make them friendlier in 2021. I will walk you through these on this blog.