United Kingdom
020 3808 7777




heart London


Unveiling Google And Recipe for Higher Rankings

    Reposition Services UK
    author image
    By Dev
    June 13, 2024
    ~ 4 minutes to read

    Unveiling Google’s Recipe for Higher Rankings

    Have you ever wondered what truly makes a website rise to the top of Google’s search results? With over 200 factors influencing rankings, it’s a complex puzzle. But one critical piece is content quality evaluation. Google closely examines the Experience, Expertise, Authoritativeness, Trustworthiness, and overall merit of page content before deciding where it deserves to land.

    Cracking this code can supercharge your visibility on the world’s most popular search engine. Recent insights from leaked Google documents have pulled back the curtain on how the tech giant algorithmically assesses content quality at an immense scale. Understanding these signals is the key to creating web pages that resonate with Google’s strict criteria for what deserves premium rankings.

    The Cornerstone: Experience, Expertise, Authority, and Trust

    The Cornerstone Experience Expertise Authority and Trust

    At the heart of Google’s quality scoring system is a trifecta acronym that marketers have dubbed E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Satisfying these core tenets is essential for any content aiming to rank prominently.

    Experience, as part of Google’s E-E-A-T criteria, emphasises the firsthand involvement and practical knowledge that a content creator brings to a topic. This element values the insights and credibility derived from direct interaction and real-world engagement.

    Expertise reflects the depth of knowledge, skills, and qualifications demonstrated by the content creator on the topic. For instance, an article on financial planning written by a certified accountant would score far higher on this front than one by an unqualified individual.

    Authoritativeness evaluates the reputation and stature of the website or content source itself. Backing from a recognised institution, ample citations, extensive professional credentials, and incoming links from other authoritative domains all bolster a page’s authority signals.

    As for Trust, this pertains to the page content’s accuracy, objectivity, accountability, and overall transparency about who stands behind the information. Content attributed to reputable, verified authors or publishers with robust editorial processes will usually outrank anonymous sources or sites riddled with suspicious claims or disinformation.

    Collectively, these three pillars form Google’s quality foundation. The higher a piece of content ranks in E-E-A-T, the more likely it is to secure premium search visibility.

    Signals That Fuel the Algorithms

    Of course, Google can’t manually review the billions of pages across the internet. That’s where leaked data suggests their complex ranking algorithms take over, powered by a wide array of measurable signals that algorithmically estimate E-E-A-T.

    Some of these signals seem remarkably intuitive. Comments, reviews, and feedback across the web, for instance, act as valuable gauges of a content source’s perceived experience, expertise, authoritativeness, and trustworthiness among the general public. Pages garnering overwhelmingly positive sentiment are more likely to rank better.

    Original, uniquely insightful content also gets a significant boost relative to merely duplicated or auto-generated material pulled from other sites. Google’s systems appear to calculate an “original content score” that rewards pages offering fresh value rather than rehashing freely available information.

    Beyond that, however, the algorithms dig much deeper into assessing quality. They scrutinise everything from how much substantive effort likely went into producing an article to whether its title is misleading or exaggerated for clickbait purposes. Even technical indicators like excessive ad obstructions can suggest low-quality content experiences.

    One fascinating metric that factors heavily is a “scamness” probability score estimating whether a page’s true intent is to mislead or deceive visitors through fraudulent claims or illegitimate business practices. Sites ranking high on this scale face harsh ranking penalties.

    Overall, leaked data points to Google leveraging hundreds of distinct signals mapped back to foundational E-E-A-T criteria. It’s a tremendously sophisticated, multi-layered scoring model continuously refined through feedback from hired human quality raters that evaluate a core set of test pages and queries.

    The Keys to Ranking Success

    The Keys To Ranking Success

    So how can digital publishers and content creators optimise for all these stringent quality standards?

    The following are some key principles:

    1. Establish Qualifications – Ensuring your writers and content team possess proven topical expertise is pivotal, whether through certified education, deep field experience, or other concrete credentials. Prominently showcasing author bios with relevant qualifications is a must.
    2. Build Authority – Creating rich, in-depth content resources demonstrating comprehensive subject mastery is one effective path. It helps to earn authoritative inbound links from other trusted sites over time. Highlighting institutional affiliations or professional memberships can further elevate a site’s stature.
    3. Prioritise Trust – Implement robust editorial standards including fact-checking, proper citations, and transparency around authorship, ownership, and potential conflicts of interest. A professional quality user experience void of disruptive ads or spam also instils trust.
    4. Offer Unique Value – Focus content efforts on delivering fresh perspectives, exclusive data or analysis, rather than reiterating widely available information verbatim from other sources. Eye-catching original multimedia like videos or visualisations can set pages apart.
    5. Mind Quality Audits – Periodically review pages for warning signs that could raise algorithmic red flags like gibberish text, excessive ads, deceptive tactics, potential hacking activity, lack of substantive content effort, or copied/auto-generated material.
    6. Leverage Firsthand Experience – Integrating firsthand experiences and practical insights into your content can significantly enhance its credibility and relatability. Writers who have directly engaged with the subject matter can provide unique perspectives and anecdotes that resonate with readers, making the content more engaging and trustworthy. For example, a travel blog authored by someone who has actually visited the destinations they write about will likely be more informative and authentic than one based solely on second-hand information.

    While no strategy guarantees search rankings, executing these fundamental quality principles positions content for maximum algorithmic scoring across Google’s key E-E-A-T criteria. Over time, creating pages truly enriched with experience, expertise, authoritativeness, and trustworthiness should elevate visibility in search.


    The relentless pursuit of great content quality already lies at the heart of successful SEO and digital publishing. But these latest insights offer an illuminating roadmap into the intricacies of how Google evaluates merit and makes those pivotal ranking decisions to highlight the web’s best knowledge resources. Staying aligned with their criteria is the path to thriving in search for many years to come.