For some topics, such as humor or recipes, less formal expertise is OK. For these topics, popularity, user engagement, and user reviews can be considered evidence of reputation. For topics that need less formal expertise, websites can be considered to have a positive reputation if they are highly popular and well-loved for their topic or content type, and are focused on helping users. Very High Level of E-A-T Highest quality pages and websites have a very high level of expertise or are highly authoritative or highly trustworthy. Formal expertise is important for YMYL topics such as medical, financial, or legal advice. Expertise may be less formal for topics such as recipes or humor. An expert page on cooking may be a page on a professional chef’s website, or it may be a video from an expert content creator who uploads very high quality cooking videos on YouTube and is one of the most well-known and popular content creators for recipes in their area of expertise. Please value life experience and <everyday expertise= as appropriate. For some topics, the most expert sources of information are ordinary people sharing their life experiences on personal blogs, videos, forums, reviews, discussions, etc. 5.3 Think about what expertise, authoritativeness, and trustworthiness mean for the topic of the page. Who are the experts? What makes a source trustworthy for the topic? What makes a website highly authoritative for the topic? Standards for very high E-A-T will differ depending on the topic of the page. YMYL topics will require higher standards.
5.4
Examples of Highest Quality Pages
Webpage/Type of Content
Highest Quality Characteristics
PQ Rating and Explanation
Reporting on environmental toxicity can significantly impact the health and financial security of people, businesses and government agencies. This page is on a YMYL topic. This is a feature article from a newspaper that has won numerous awards. The page has a comprehensive amount of very high-quality MC, including in-depth reporting by authors with extensive knowledge and experience in investigative journalism.
● Very high level of E-A-T for the purpose of the page, including of the publisher and/or authors for a news article ● A satisfying or comprehensive amount of very high quality MC for the purpose of the page ● Very positive reputation (website)
Highest: News 1 Article on a newspaper website
● Very high level of E-A-T for the purpose of the page, including of the publisher and/or authors for a news article ● A satisfying or comprehensive amount of very high quality MC for the purpose of the page ● Very positive reputation (website)
This is an article on a newspaper website that has won a variety of awards. The article has a comprehensive amount of very high quality MC that is unique and original, including in-depth investigative reporting by two authors with extensive knowledge and experience in investigative journalism.
Highest: News 2 Article on a newspaper website
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