- What is E-A-T?.
- Who does it affect?.
- Example of sites penalized for not having E-A-T on their sites.
- What can you do to recover if your site has dropped as a result of the E-A-T updates.
- What do the highest quality pages have?.
- What makes a page ‘low quality’?.
- How to avoid getting penalised in future.
- Summary and E-A-T Checklist.
Google update their algorithms thousands of times each year, from minor changes to updates that rock the industry such as the ‘Panda’ and ‘Penguin’ updates of years gone by.
In August & September 2018, Google dropped the “Medic” update (an unofficial name), where sites across several sectors/niches saw huge drops in visibility almost overnight; but most notably in the medical sector, hence the name.
There was also an update around March 12th, as confirmed by Google on Twitter:
<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>We understand it can be useful to some for updates to have names. Our name for this update is "March 2019 Core Update." We think this helps avoid confusion; it tells you the type of update it was and when it happened.</p>— Google SearchLiaison (@searchliaison) <a href=”https://twitter.com/searchliaison/status/1106445826925064192?ref_src=twsrc%5Etfw”>March 15, 2019</a></blockquote>
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There have been several reports of what the biggest factor was in this update (e.g. content, links etc. as with previous updates), however this update focussed on several factors that come under the collective term “E-A-T”, (Expertise, Authoritativeness and Trustworthiness).
With this in mind, here’s everything you need to know about E-A-T to ensure your site doesn’t get penalised, or if you have seen a drop off in visibility; what you can do to help recover.
Before we dive into our guide on E-A-T, here are some abbreviations that you might see cropping up several times throughout, so we’ve highlighted what they mean below:
- E-A-T: Expertise, Authoritativeness, Trustworthiness
- SQRG: Search Quality Rater’s Guidelines
- MC: Main Content
- YMYL – Your Money or Your Life
Check out Google’s Search Quality Rating Guidelines here.
Expertise, Authoritativeness and Trustworthiness (E-A-T) is effectively what Google’s Search Quality Raters look for in a site, and in Google’s own words is one of the most important to consider when evaluating a site:
E-A-T can apply to an author or the entire site itself.
This is explained in more detail below:
What the search quality raters want to see is a level of expertise either from the author or the site as a whole. This means, for example if there are two articles on the same subject – one is post by Martin Lewis from Moneysavingexpert.com or from “John Smith” on a brand new finance blog; which one is a user more likely to trust? Martin Lewis is regularly featured both on and offline, as having a huge amount of experience in the field of finance.
Google want to know that the person creating the content is an expert on the subject – do they have qualifications? Are they cited as a source anywhere? Whilst you may be financially qualified to give advice, if you’re new to the game then Google may not consider you an expert just yet. Things like having awards as a journalist can help contribute to making you an ‘expert’ in the eyes of a search engine.
If the site as a whole is focused on a particular subject such as medicine or finance – do they have any awards from external groups or societies? If so, this can also help.
Overall – there needs to be some sort of proof that you are an expert; if in the medical profession do you have a page on a hospital/treatment centre website that highlights your credentials?
Work on building your online reputation –this could be just making sure that if there’s mentions of your name; get them linked to you, and if you have any qualifications; include these in your author bio, and link to any pieces you’ve had published online.
The main other things are links from high authority sites, and reviews from customers. If you have links from news sites, Wikipedia, industry websites, governing bodies etc. you’ll be seen as trustworthy, however you also need strong customer reviews on external sites like TrustPilot and Feefo, or reviews on your Google My Business listing.
Also, having the basics in place a secure checkout/shopping page is also a signal of trust – so make sure you’ve got a switch to HTTPS on your site if you haven’t already done so.
There are quite a few elements to E-A-T, so we’ve put together this guide to explain what they are and what you can do to ensure your site is meeting Google’s requirements.
In a nutshell – every website owner!
Although, those websites that impact YMYL (Your Money or Your Life) are held to stricter guidelines than those in other sectors; so sites in the health and finance sectors need to make sure their sites are on point and don’t contravene Google’s guidelines in any way.
Whilst that’s easier said than done, we’ve got everything you need to know here, so read on.
A ‘your money or your life’ page is any site or page that can have an impact on your finances, lifestyle or wellbeing. Below are a few examples of this:
- Shopping/financial transactions – any online store, online banking or money transfer/payment service
- Finance websites – any site that provides information on finance; such as mortgages, tax, loans, insurance etc.
- Medical/health websites – a page that provides information about a particular condition such as treatment, symptoms, causes etc. It could also cover drugs/medication, or diet advice
- Legal information – anything that provides legal advice on important life decisions such as wills, divorce etc.
- News – news about major events/important topics; these should be factual and citing similar to what other news outlets are reporting.
If the content on the page can influence someone’s decision and impact their wellbeing, safety or finances then it is considered an YMYL page, and therefore falls under stricter guidelines than something like a personal blog that is highlighting what someone has had for dinner for example.
Some sites saw bigger drops in visibility than others, but overall it was YMYL sites that were impacted the most, particularly in the health sector.
There have already been case studies looking at the likes of Draxe.com which saw huge drops following the medic update last year (see below), losing over half a million keywords from the top 100 results:
Therefore, we’ve picked out a couple of other sites that dropped in visibility, and looked into why this might have happened for each site.
Landc.co.uk are a free mortgage broker service in the UK, and are considered to be one of the market leaders in this area, however following the updates in August and September, their visibility dropped off by around 25%. This is based on the total number of keywords ranking in the top 100 results (the figure was 15,501 in July, compared to 11,473 in November).
The below shows the number of keywords they were ranking for (according to SEMrush) – when looking at top 3 rankings, they dropped by around 35%, from 1,103 to 704 keywords in the top 3.
Looking at ahrefs, there’s also a significant drop off in both traffic and the number of keywords ranking from the end of July onwards, around the time of the updates:
So, why did Landc drop off?
At first glance, they’re doing a lot right in terms of external reputation.
Looking at their links, they’ve got some links from highly authoritative sites:
They’ve got links from The Guardian, The Telegraph, Moneysavingexpert, Yahoo Finance, Express.co.uk, ITV.com, bbc.co.uk and more:
If you were to ask any digital marketer where they’d want links for a finance site, they’d want to be getting links from those huge websites, so if Landc have a dream backlink profile, what else could it be?
It clearly isn’t their reviews, as they’ve got a lot of happy customers:
If you go to Trustpilot, the vast majority of their reviews are generally “excellent” or “good”, so their reputation can’t be the issue:
Their about page (https://www.landc.co.uk/about-us/) has a lot of information about who they are, how long they’ve been around, and the fact they’ve won several awards:
They’re clearly a brand that can be trusted, so what caused the drop in rankings?
A core part of their site is their ‘guides’ section, made to help educate home buyers about all aspects of moving house and getting a mortgage, such as their first time buyers section:
There’s a lot of content that is clearly useful and answers most of the questions that a first time buyer would ask.
The problem is however, that there’s nothing about the author on these guides, for example:
This post was written by “Lisa Parker” – who is she? What are her financial qualifications? Is she a mortgage advisor?
Can the user trust that what she has said is factually correct? Probably, however to a search engine quality rater, there’s nothing that says why she’s an authority on fixed rate mortgages.
Looking at another guide, there’s a similar issue:
Who is Adam Jones? Is he financially qualified? Again, whilst Landc as a company are clearly experts in this field, there’s nothing to back up the credentials of the author – it could be a simple fix to put this right and see their rankings recover.
If it’s not down to external reputation, and they meet most of the other E-A-T requirements as stated in the SQRG, then surely the authority of the content creator is playing a part in this.
GNC.co.uk saw a clear drop off in their rankings according to SEMrush, but why?
Most of their core pages on the site haven’t changed since before the update hit in August (see below)
- Current about us page: https://www.gnc.co.uk/info/about-us
- Current contact page: https://www.gnc.co.uk/info/contact-us
- Historic about page: https://web.archive.org/web/20180203011829/https://www.gnc.co.uk/
- Historic contact page: https://web.archive.org/web/20171222192441/http://www.gnc.co.uk/info/contact-us
However – they are owned by Holland and Barrett, who have a far more in-depth page that shows off their credentials in the health supplement sector: https://web.archive.org/web/20180129155049/https://www.hollandandbarrett.com/info/who-we-are
It’s clear who Holland and Barrett are, how long they’ve been around, and they’re an internationally known brand:
Also, they’ve won a string of awards from external companies who vouch for their products and expertise:
So, if GNC’s site is relatively the same, and their parent company is a well-known brand, was their drop off down to external reputation?
At first glance, a brand search shows they’ve got a knowledge graph with all their social profiles and information on, and cited on Wikipedia:
If you search for “GNC reviews”, straight away it’s clear that there’s a lot of room for improvement, as their reputation on several review sites isn’t great – their average rating on most sites is poor – if you look at Trustpilot.co.uk (one of the most well-known review sites), their customers clearly aren’t happy:
They’re really not hitting the E-A-T requirements, for example they’ve got an information and advice section that hasn’t been updated in months, however there’s no information about the author of the content, to back up what they’re saying, for example if we look at the following post:
- No author information – who wrote the content? What is their background, are they experienced in HIIT to create a piece of content around it?
- No publishing date/ No last reviewed date – is it still relevant?
Despite being on GNC.co.uk, it could be a guest blog from someone with no experience in this sector, and therefore as it’s related to health, it falls under the ‘YMYL’ category, so is subject to stricter review guidelines:
So, if we look at everything together:
- Not much information on their about page as to their history, their expertise etc.
- Really bad customer reviews on several different review sites
- Content isn’t kept up to date, is lacking in depth and doesn’t have any information about who wrote the content and what their credentials are.
GNC did recover slightly following the Google update in March, however they’re still not really meeting the requirements set out in the search quality rater’s guidelines, so unless they change direction, it’s unlikely they’ll increase visibility in the future.
So, if your site dropped as a result of Google’s medic update (or you’re unsure why it’s dropped), don’t panic.
Unless you’ve been actively spamming links or duplicating content; chances are you can restore your rankings to their former glory.
Here’s everything you need to ensure you have in place, along with why you need it (with examples from Google’s SQRG).
As outlined above – make sure there’s enough information about who the author is – their name, any qualifications they have, how long they’ve been in the sector, links to any profiles on governing bodies websites, links to external coverage of them (such as awards, testimonials etc.)
Make it clear who has created your content and their credentials – if for example you’re talking about mortgages, make it clear your author has the relevant qualifications, how long they’ve been in their field etc. – give that element of trust to the user that what you’re telling them is correct and won’t impact their finances negatively.
The easiest way to do this is to create a bio page for your authors, and then link to this page from your author bio section. A great example of this is on Moneysavingexpert.com:
In the example with land.co.uk earlier – we highlighted that the authors of their guides don’t highlight their credentials when it comes to finances – there’s literally just a name and a photo, without a link to any more information about the author and his background, or his financial qualifications:
There’s a very similar example in the rater’s guidelines, where it’s specifically mentioned that there’s no evidence that the author has any financial expertise, and this is a characteristic of a low quality page:
If you’re an YMYL site and don’t have author information – get it in place ASAP!
Ensure there’s an ‘about’ page, or a section about who is responsible for the content or keeping the site up to date. Whilst this may seem trivial, it’s an important factor in a page’s quality rating:
If it’s an YMYL site, you really need to have about information on there, such as who the company is, the registered office address, history of your company, and profiles of your senior management team will also help reinforce who your company is.
If you’ve had significant press coverage, or won any awards, include this information too.
Make it easy for someone to get in touch with your website – have the contact information prominent, or a link to a contact page where there’s a phone number, email address or a contact form. This is specifically in the SQRG:
By not having contact information readily available, particularly on YMYL sites; you’re really shooting yourself in the foot. Raters are told to rate a page as low quality if there’s not much contact information available (amongst other things)
In their examples of “lowest quality” pages, having no contact information is called out too:
So, if you want to make sure you’ve got this one covered:
- Create a contact page (if you don’t have one already)
- Link to it in your site’s navigation (or footer)
- Make sure you’ve got a contact form, phone number and email address. If you’ve got physical stores, make sure the contact info for these is easy to find.
Customer reviews can help boost the trust around your brand. If you’ve got lots of happy customers, it’s a signal that people can be safe buying from you, or that you’ll give great quality service.
Once someone has made a purchase or signed up to your service; follow up with an email encouraging them to leave a review. It doesn’t matter if there are a few negative reviews about your brand; as they will exist in every walk life – the people reviewing your site are told to use their own judgement, so if you have 200 positive reviews and 3-4 bad ones, don’t sweat it.
Search raters are told to look for as many different sources of reviews as possible, so it’s worth also considering setting up a Google My Business listing and a Facebook page if you haven’t already, so people can leave reviews about you here too. Remember, the more reviews, the better!
The below is taken from the guidelines, where they are told to look for external mentions/the reputation of the brand or website:
Therefore, a combination of both great customer reviews and mentions of your company from external websites should help you meet the guidelines’ requirements.
Links from Authoritative Websites
The holy grail – getting links from the high end websites. Easier said than done, but those with links from high authority websites such as news websites, government sites etc. will be beneficial.
Consider responding to #journorequests on Twitter, or creating a PR campaign that might attract links/coverage of your brand – not every mention has to be linked, but other sites talking about and linking to your brand will make the world of difference.
Links count as a ‘vote’ from one website to another – if you’re linking to a site you’re effectively vouching for its content. Have a look at what your competitors are doing, or what other content has worked well and got coverage, and look to create something better.
If there are specific industry news sites – reach out to them and see if there’s a case study or guide that you can create for them, and include a link/mention to your own site in.
Gary Illyes was asked about this at Pubcon last year (see the tweet below from E-A-T Expert Marie Haynes)
<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>I asked Gary about E-A-T. He said it's largely based on links and mentions on authoritative sites. i.e. if the Washington post mentions you, that's good.<br><br>He recommended reading the sections in the QRG on E-A-T as it outlines things well.<a href=”https://twitter.com/methode?ref_src=twsrc%5Etfw”>@methode</a> <a href=”https://twitter.com/hashtag/Pubcon?src=hash&ref_src=twsrc%5Etfw”>#Pubcon</a></p>— Marie Haynes (@Marie_Haynes) <a href=”https://twitter.com/Marie_Haynes/status/966325146968559616?ref_src=twsrc%5Etfw”>February 21, 2018</a></blockquote>
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Content should be kept up to date, and reviewed regularly, especially if your content falls under the YMYL bracket.
If content is outdated, such as old medical advice, or financial legislation that has changed, then you’re less likely to rank over someone who reviews their content regularly and keeps it up to date. Under the rater’s guidelines, if the content “fails to meet” user needs, it specifically highlights content being outdated as a reason for not meeting user requirements:
Elsewhere in the guidelines document, it highlights on several occasions the importance of content being updated regularly:
There will however be times when this isn’t either relevant or possible to do so – however having your content regularly reviewed at least is a great way to ensure that your content is kept up to date.
Check out the NHS as a great example of this, for example on their flu page; they have a note to say when it was last reviewed, and when it will be reviewed again:
If your content is unlikely to ever change; consider adding in a ‘last reviewed’ date on your site – especially if you’re in a “Your Money or Your Life” category.
Content has always been one of the most important ranking factors, and today it plays a bigger part than ever in how a site ranks.
The content on your site needs to be as useful as possible, and provide answers to questions that people are searching for. The content of your page is evaluated based on the E-A-T of your site, but what does this mean?
Below is an extract from Google’s SQRG, where they look at what are the most important factors:
With this in mind, here’s an example scenario of a “Your Money or Your Life” query:
A user is looking to buy a home for the first time, and is looking for information about the process of buying a house, getting a mortgage, what are the costs involved etc.
There are two sites trying to rank for “first time buyer mortgages” – which one would you rank highest out of the two below?
A mortgage comparison site, that offers the user a list of the top 10 mortgage deals available to first time buyers, but doesn’t allow them to enter their details (such as how much deposit they have, their salary etc.), and there’s no information about the website, or about the process of buying a home.
Alongside the mortgage deals list there are banner ads that make it hard to differentiate between the site’s content and the adverts.
A similar mortgage comparison site that has a landing page for first time buyers, that also includes the following:
- A mortgage calculator to show what your monthly payments might be
- A stamp duty calculator explaining the additional fees you’ll have to pay depending on the value of your home
- A guide to the most commonly asked questions that first time buyers ask
- Tips for viewing a home for the first time
- How to negotiate on price
- A checklist of things you’ll need to buy
- What information you’ll need for a mortgage application
- Reviews/testimonials from happy customers
Clearly, site 2 would be providing a better user experience, and therefore should rank higher within Google’s results.
Google have previously said that having additional supplementary content can help a site perform better – although supplementary content can be in the form of additional content or simply a link to another page on the site:
“Supplementary Content contributes to a good user experience on the page, but does not directly help the page achieve its purpose. SC is created by webmasters and is an important part of the user experience.”
In other words – make it easy for your customers to find everything they need to know about your product or service, and try to make it better than anything else out there.
Take a look at your own site’s pages, and search for your top keywords, and check out the content of the sites that rank above you, then ask yourself:
- Is it better than my content?
- Does it answer the most common questions around our niche?
- Is the content more in-depth?
- Does the site ranking above us have more positive external reviews?
You should be able to quickly identify areas for improvement within your own content.
The highest quality pages are the ones leading the way in terms of E-A-T overall, and usually have the following:
By ‘very high quality content’, we mean better than the rest. Huge, in-depth guides that cover everything you need to know about a particular subject, with different types of content such as text, imagery and videos, created by someone who has significant expertise:
Whilst you’ll never have 100% excellent ratings/reviews, the best sites or companies tend to have the vast majority of their customer’s reviews as positive.
Also, they’re linked to and cited often as a source of information, or asked to provide information for a particular news piece, and win awards for the work they’ve done or the service offered.
A very high level of E-A-T means that they’re doing everything right – they’ve got some or all of the following:
- Content created by experts in their field, renowned for their work
- In-depth main content that is as a result of a lot of research and expertise
- A range of different content types including links to other resources
- On a secure website that will protect your data
- Often linked to or cited as a source of content
- Includes lots of product information
- Has a significant number of positive reviews
- Includes step by step instructions on how to complete a task
Depending on the sector you’re in, not all of these may be achievable, but let’s look at an example of a high quality site – ao.com, an e-commerce white goods and electrical site here in the UK.
What makes Ao.com so good? Let’s have a look
Ao.com are flying in terms of reviews, with an average of 9.1 out of nearly 120,000 reviews
A whopping 95% of these are ‘excellent’ or ‘good’ – that’s over 113,000 customers who are happy with the service they’ve received from ao.com.
Ao.com lead the way in terms of how they advise users on which are the best products to buy – they’ve created a ‘best buy’ section that explains which products to go for, such as: https://ao.com/best/fridges
We’ve highlighted a few elements that are important to a user – customer reviews, the dimensions of the product so a customer knows it will fit in their kitchen, and an image gallery to give the user more pictures of what it looks like.
These ‘best buy’ pages are separate from the main product pages – they’re not always the most expensive products that are highlighted, but usually the ones that have the best reviews or represent great value for money.
If you look at a particular product page, they’re even better than the best buy pages: https://ao.com/product/fmn431w20c-hisense-american-fridge-freezer-stainless-steel-42307-27.aspx
What makes this page so good?
- Product video review by ao.com
- Product information unique to ao.com, not just the standard manufacturer information
- Tools and time required to install the product
- Key features
- Reviews from customers
- Size dimensions
- What materials the product is made from
- Prominent link to a help and advice section for FAQs
- Easily accessible links to contact/about information
- Secure website so you know your payment details are safe
Alongside the best buy and product pages, there are buying guides that highlight things to look for when buying a fridge freezer: https://ao.com/help-and-advice/help-me-choose/kitchen-and-home/buying-guides/integrated-fridge-freezer
Although they don’t have authors on each product page, they have a great ‘about us’ page that explains who they are, what they do, where they’re based etc., so this satisfies Google’s requirements for having this information available.
Overall, they’re a perfect example of how an e-ecommerce site should be done, particularly with the way they present their content and handle customer enquiries.
When a site gets marked as low quality, it can be for one of a number of things (listed below), although sometimes these may be things that you’ve accidentally overlooked.
The things that the raters look out for are:
- Lacking E-A-T: as outlined earlier, sites need to have a high level of E-A-T, so this means the content needs to be created by someone with expertise in a particular field (such as financial content created by someone with adequate qualifications), the content has to be relevant and on a trustworthy site, and should be secure if it’s an e-commerce platform.
- Low quality main content: this is pretty self-explanatory, if the content isn’t actually useful or informative, or isn’t in-depth when it needs to be, then it will potentially be labelled as low quality. Raters are also told to look out for clickbait/misleading page titles, or content that doesn’t answer a user’s query.
- Unsatisfying amount of main content – again, pretty self-explanatory; if there’s not a lot of content about a subject where there should be, then this can lead to being rated as low quality.
- Intrusive/distracting ads – if a page is littered with ads and popups to the point where the main content is inaccessible to the user, or the ads are difficult to close, then this can also lead to your site being marked down.
- Negative reputation of the content creator or the site itself: if a particular creator of content is known for stealing other people’s content or providing incorrect/misleading information, this can often have a negative impact on a site’s visibility. Also, if there are a lot of external reviews where customers are unhappy with the service or information provided, then this can also lead to a low rating.
- Unsatisfying amount of information about the website or main content creator – as covered earlier, there needs to be information such as who the company is, an ‘about us’ page that describes who the company are, contact information that is easy to find, a physical address etc. If the person who has created the content doesn’t have any information ab
Those things don’t seem that bad right? Well, there’s one rating worse, which is “lowest quality” – If ‘lowest quality’ then you’re in real trouble.
Chances are however, that unless you’ve outsourced your SEO to the shadiest person ever or your site has been hacked, then you won’t be graded so badly.
To be considered ‘lowest quality’ there’s some pretty strong criteria that raters are told to look out for, and it’s easy to see why a site would be considered to be of the ‘lowest quality’ when you see the type of things they’re told to look out for:
- Lowest amount of E-A-T: If there’s no E-A-T or a low amount of it, then a site “fails to achieve its purpose” and therefore won’t rank as highly as a result.
- No MC (main content): If pages exist purely for SEO purposes and don’t actually provide any information to a user, or there’s very little content on the page, then this will hinder your site’s performance
- Lowest quality main content: If content is factually incorrect, or is difficult to read due to the way it is presented, or because of the site’s design, then this won’t benefit your users and therefore you shouldn’t be ranking well in the SERPs.
- Copied MC: Self-explanatory really; if your content is copied from elsewhere and is literally word for word the same as another site (or only changed very slightly), then this is won’t help a user either and can actually lead to your site being penalised,
- Auto-generated MC: if all the content on a site is replicated via feeds or simply copied automatically from elsewhere, without any original content or additions from the site copying the content, then this will be rated as lowest quality when reviewed.
- Obstructed or inaccessible MC: If it is impossible to view the content without having to view an ad first, or clicking an advert then this is hindering the user’s ability to access your site, so will again be considered as of the lowest quality.
- No information about the creator of the content or the website itself: As outlined above, there needs to be information in place about who owns the site, who the company is, customer service information etc., and author bios in place. Without this information, someone reviewing your site can’t determine if you are trustworthy or not, and therefore may give you a lower rating.
- Pages that misinform users: If for example you’re in the medical sector and providing medical advice that is incorrect, or misleading financial information then you’re likely to be considered as ‘misinforming users’ so you’ll be rated accordingly.
There are other things that can also lead to a lowest quality rating such as sites that are made to spread hate/cause upset by targeting and discriminating against people based on their race, gender, nationality etc. Anything that can cause harm to a user will be marked as lowest quality.
So, we’ve covered what E-A-T is, who is impacted by it, examples of sites that have seen a reduction in visibility due to the E-A-T of their site, things to avoid doing, and examples of high quality sites.
When evaluating the E-A-T of your own website, remember the following:
- Make it clear who runs the website – create an about us page that explains your company history, and link to any external press coverage, awards you’ve won etc.
- Make contact information easily accessible – if someone needs to get in touch, don’t make it hard for them to do so!
- Author information – if you’re providing guidance/information, get your experts on the case! Create author bio pages that highlights your credentials as an expert in the field, and link to them from your guides
- External reviews – encourage your customers to leave reviews on Trust Pilot, Feefo etc. the best way to do this is send a follow up email once your product or service has been delivered. If you don’t ask for reviews, you won’t get them (unless it’s a negative one!)
- Content reviewed and refreshed – check your core pages; is your content up to date? Does it need adding to? Are your competitor’s pages better than yours? If so, revise yours so it is more in-depth and answers your user’s queries
- Check for any copied content – it may have been done accidentally, or if several sites are copying your content, refresh yours so that yours is unique
- Make your content easily accessible – don’t cover the page in adverts that are intrusive
- Try and get external links from authoritative websites – if you’re cited as a source of information you’ll be considered more trustworthy
- Make the switch to https if you haven’t already – having a secure site is already a confirmed ranking factor, and if you’re handling any customer information it needs to be secure.
Finally, have a read of Google’s Search Quality Rater’s Guidelines and ensure your content matches their requirements