Update to Google’s New Experience Algorithm
You've probably heard of Google's E-A-T algorithm...
If not, it simply denotes expertise, authority, and trust. This is part of their algorithm, and by following it, you can improve it.
Google, on the other hand, decided to add an extra "E" to E-A-T. So it's now E-E-A-T.
So, what is this new "E" that Google introduced?
It represents experience.
So what’s the difference?
You might be thinking that if you are an expert, you should have experience.
What if you're not an expert but have personal experience with the subject and want to share your insights?
It can be a little confusing... fortunately for us, Google has provided an explanation to avoid confusion.
Google Quality Rating Guidelines – Page 26
As you can see, experience according to Google's definition differs from expertise.
So, why did Google include the extra E?
It makes sense... before, Google just wanted you to demonstrate your expertise, authority, and trustworthiness. However, experience is what distinguishes great content.
It stands out when you incorporate your own personal learnings and demonstrates your experience within your content.
That is what is difficult to replicate with AI... at least for the time being.
For example, you may not be aware that I have been a marketer for over 5 years... and if I write marketing content, one might assume that it is more reliable than content written by someone who is new to marketing.
Even with all of that, simply writing another marketing post does not guarantee that it will stand out or be amazing.
On the other hand, unless you have a lot of experience, it would be difficult to showcase data within my content based on my past learnings, talk about past experiences of what has worked and what hasn't when it comes to marketing, and break down how marketing is different for multiple verticals and regions.
Additionally, if you owned a business and hired a marketing firm, BizzDesign, to help you expand your marketing domestically, you could write a piece of content sharing your experience even if you aren't an expert.
It would still be an excellent piece of content because companies would be able to learn how you chose a company to assist you, what you learned from expanding your business overseas, and what companies should be prepared for other than marketing.
If your content demonstrates that type of experience, it becomes more unique and valuable.
That is what you must do with your content in order to shine at all times.
So, how do you highlight your experience?
Consider anything unique you can add that others may not be aware of. That is what the public desires.
Even when you read product or company reviews, you don't care about the generic ones; you care about the one-of-a-kind ones that provide real insight... ones that clearly come from someone's understanding of a product or service.
For example, if I were to write about how to teach your children to eat, I might mention how messy they are, especially when they are young. I also learned how to put a plastic tablecloth underneath the baby chair to make cleanup much easier after they are done.
If I were to write content about traveling around the world, I might discuss how you should get an American Express Platinum card so you can go to the Priority Pass or Amex lounges at the airport for free, which is a great way to relax and get free food... it makes your international trips much more comfortable, especially if you are flying in economy.
Consider anything you have gone through that could benefit others. When you incorporate that into your content, it improves it significantly.
Now, my two examples above aren't mind-blowing, but if you're writing a blog post and include 5 or 6 items like the ones above, it will improve the quality of your post.
Make sure your experiences are relevant to the topic of your writing.
What effect does this have on YMYL?
When it comes to Google's algorithm, one of the most sensitive categories is Your Money, Your Life. Google is extremely cautious about displaying information that could harm someone unless it comes from a trustworthy source.
For example, if I told you how to cure a medical condition, Google would frown upon it because I am not a credible source. I'm not a doctor, I've never practised medicine, and following medical advice from me could harm you.
When it comes to YMYL topics, this is how they see experience.
Google Quality Rating Guidelines – Page 28
Conclusion
Google has stated that the most important aspect of its E-E-A-T algorithm is trust. But that doesn't mean you should disregard the other factors, particularly experience.
Consider this: when you read something, don't you appreciate it when people share their personal experiences? Hopefully, they will improve your life.
That type of content stands out and shines because experiences make content genuinely unique. It is something that an AI writer cannot do (at least at the moment).
So the real question is, do you include your personal experiences in your content?