Key SEO Updates for Google That Are Shaping Search Rankings Today

In this blog, we’ll explore some of the most important SEO updates for Google. We’ve briefly talked about them in previous lessons, but we’ll talk about them in more depth here as they have a huge impact on your website’s visibility.

The updates I’d like to talk about are “core web vitals” and “EEAT”. In this blog, I’ll explain what they are, why they matter, and how you can check if your website is optimized for them.

1) E-E-A-T

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google has highlighted the importance of these 4 principles on its website, Google for Developers, which, by the way, is a great website that all SEO experts rely on for checking out Google’s new updates.

These four principles are not direct ranking factors. But they can help us measure the quality of our content. They become even more important when we’re writing about YMYL topics. What is YMYL? YMYL is short for “Your Money or Your Life” topics. These are sensitive topics that could significantly impact your health, your financial stability, or your safety. Google does care about what you read, so the importance of having special topics reviewed by experts has increased since the roll-out of this update.
Now, let’s break down the E-E-A-T concept and talk about each principle individually.

1.Experience:

Experience is the extent to which the content creator has the necessary first-hand or life experience for the topic. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?”

 

2. Expertise:

This refers to the knowledge and skill of the content creator in their subject area. High levels of expertise are crucial for topics requiring specialized knowledge, such as health, finance, or legal matters. To realize how important the expertise is, imagine you’re searching an article on cancaer symptoms (god forbid) and the first result is reviwed by a doctor and the other one is not. which one do you prefer to read? obviously the first one cause you can trust it more.

 

3. Authoritativeness:

This one refers to the credibility of the content creator or the website as a whole. A site recognized as an authority is famouse and is known in its field. So it is more likely to be trusted by users and search engines. To realize how important authoritativeness is, imagine you’re searching “second hand chair”. One of the results is from Vflea and the other one from Amazon. Which one do you prefer to read? obviously the first one because Vflea has a reputation for selling second hand goods.

 

4. Trustworthiness:

This aspect focuses on the reliability of the content and the site. Trustworthy sites are transparent about their information, have clear privacy policies, and are secure (e.g., using HTTPS).

Why E-E-A-T Matters

As Google continues to prioritize user experience, E-A-T plays a pivotal role in determining how content is ranked in search results. Here are some reasons why E-A-T is essential for SEO:

1. Quality Control:

By emphasizing E-A-T, Google aims to ensure that users receive high-quality, reliable information. This is particularly critical for “Your Money or Your Life” (YMYL) content that can significantly impact a user’s well-being or finances.

 

2. Building User Trust:

Content that demonstrates high levels of expertise and authority fosters trust among users. Trust is vital in keeping visitors engaged and encouraging them to return.

 

3. Competitive Advantage:

In saturated markets, establishing E-E-A-T can set a brand apart from competitors. Websites that showcase their expertise and credibility are more likely to achieve higher rankings.

 

4. Adaptability to Algorithm Changes:

Google’s algorithms frequently evolve, but the principles of E-E-A-T remain consistent. By focusing on these aspects, websites can better adapt to future updates.

 

 

How to Enhance E-E-A-T?

Improving your site’s E-E-A-T involves multiple strategies, from content creation to user engagement. Here are key approaches:

1. Create High-Quality Content

Focus on Depth and Detail

Content should be comprehensive, addressing topics thoroughly. In-depth articles, guides, and how-tos can position you as an expert in your field.

Cite Reliable Sources

Backing your claims with citations from authoritative sources boosts credibility. This is especially important for YMYL topics.

 

2. Showcase Author Credentials

Author Bios

Include detailed bios for content creators, highlighting their qualifications, experience, and expertise in the subject matter.

Regular Contributions:

Encourage recognized experts to contribute to your site. Their presence can elevate your authority and expertise.

 

3. Build Authoritativeness

Engage in Thought Leadership:

Publish original research, white papers, or case studies that position your brand as a leader in your industry.

Seek Backlinks:

High-quality backlinks from reputable sites can boost your site’s authority. Focus on building relationships with industry influencers and organizations.

Social Proof:

Utilize testimonials, case studies, and reviews to showcase your expertise and authority. Positive feedback from users can enhance trustworthiness.

 

4. Enhance Trustworthiness

Secure Your Site:

Ensure your website uses HTTPS. A secure connection is a fundamental trust factor for users.

Provide Clear Contact Information:

Transparency about your business, including clear contact information, enhances trust. Users should know who they are engaging with.

Implement Privacy Policies:

Clearly outline your data collection and privacy practices. Users are more likely to trust sites that are upfront about their policies.

 

5. Engage with Your Audience

Encourage User Interaction:

Engaging with your audience through comments, social media, and forums can enhance your site’s credibility. Address questions and concerns directly.

Monitor Analytics:

Use analytics tools to understand user behavior on your site. Identifying patterns can help you tailor content to meet audience needs, enhancing both engagement and trust.

 

 

2) Core Web Vitals

Improving Core Web Vitals is essential for enhancing user experience and optimizing website performance. Core Web Vitals consist of three main metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Each of these metrics evaluates a different aspect of web performance and user interaction.

 

What are Core Web Vitals?

1. Largest Contentful Paint (LCP):

This metric measures loading performance. Specifically, it records the time it takes for the largest visible content element (usually an image or block of text) to load and be rendered on the screen. An ideal LCP score is under 2.5 seconds.

 

 

2. Interaction to Next Paint (INP):

It’s a metric used in web performance and SEO to measure how quickly a user can interact with a web page before the next visual update occurs. INP aims to capture the responsiveness of a site during interactions, helping to assess user experience. A lower INP value typically indicates a better user experience, as it means users can interact with the page smoothly without noticeable delays.

 

 

3. Cumulative Layout Shift (CLS):

This metric assesses visual stability. It tracks unexpected layout shifts that occur during the page-loading phase. A CLS score of less than 0.1 is considered good.

 

Why Core Web Vitals matter?

Core Web Vitals are important because they measure the user experience of a website, focusing on three key aspects: loading performance, interactivity, and visual stability. Here’s why they matter:

1. User Experience:

A website that loads quickly, responds promptly, and doesn’t shift unexpectedly provides a better experience for users. This can lead to higher engagement and lower bounce rates.

2. SEO Impact:

Google uses Core Web Vitals as ranking factors in search results. Websites that meet or exceed these metrics are more likely to rank higher, which can drive more organic traffic.

3. Conversion Rates:

A positive user experience often translates into higher conversion rates. When users can easily navigate a site, they are more likely to complete desired actions, such as making a purchase or signing up for a newsletter.

 

 

How to Enhance Core Web Vitals?

1.Regularly Audit Your Site:

Use tools like Google Lighthouse, PageSpeed Insights, or WebPageTest to regularly evaluate your website’s performance. This helps identify specific areas needing improvement.

2. Optimize Images

– Compress Images: Use tools like TinyPNG or ImageOptim to reduce file sizes.

3. Improve Server Response Time

Use a Good Hosting Provider: Choose a reliable host known for speed.

 

Conclusion
Improving Core Web Vitals is a multifaceted endeavor that requires ongoing attention and optimization. By focusing on LCP, FID, and CLS individually and implementing the strategies outlined above, you can create a faster, more interactive, and visually stable web experience. Not only will this benefit your users, but it will also positively impact your search engine rankings and overall website performance. Regular audits, continuous monitoring, and a commitment to performance excellence will ensure your site remains competitive in an increasingly user-focused digital landscape.