These slides were presented at the SEMrush webinar "4 Hours of E-A-T | Structuring, Visualizing and Evaluating Your E-A-T". Video replay and transcript are available at https://www.semrush.com/webinars/4-hours-of-e-a-t-or-structuring-visualizing-and-evaluating-your-e-a-t/

1. #4thHourOfEat
Structuring, Visualizing and Evaluating
Jason Barnard
@jasonmbarnard
Dave Davies
@beanstalkim
Andrea Volpini
@cyberandy

2. What’s The Difference Between E, A & T?

3. It Can Be Blurred But ...
Expertise
● Based on the creator of the Main Content.
● Ask, “What type of expertise is required to achieve the content’s purpose?”
Authority
● Based on the creator, the content itself, and the site.
● Ask, “Does the creator/content have external signals suggesting they are
authoritative?”*
Trust
● Based on the creator, the content itself, and the site.
● Ask, “Are there internal (content pages, privacy policies, etc.) and external
signals (good or bad BBB listing, etc.) that indicates trust?”

4. * What Are External Authority Signals?
It’s Just My Opinion But …
Authority Signals Are Outlined In The Google Patent Granted In 2017
“Ranking Search Results Based On Entity Metrics” - US20150331866A1
They are:
● Relatedness - How related are two entities?
Ex - Empire State Building and Skyscrapers
● Notability - How notable is an entity in its domain?
Ex - SEMrush is more notable in the SEO tools than the software domain
● Contribution - How is an entity viewed by the world?
Ex - Does it have critical reviews, fame rankings, etc.
● Prizes - Has the entity received prizes.
Ex - The types of awards and prizes and entity has received.
Measures the value of the contribution(s)

5. Using Brand SERPs to
Help Organise Your Work on
Expertise Authority and Trust

8. E-A-T = A Constantly Moving Target
Looking for Stability
And need to look beyond Page 1

9. Track your
Brand SERP
https://kalicube.pro/track

10. How can we become Authoritative for a
given Entity?

11. Entities have Facets

12. The more facets we cover the more we
become Authoritative for that Entity

13. A knowledge graph
as a visualisation of
E-A-T

15. Is there a way to “read and visualize” the
semantic data layer that Google uses to
rank results?

16. Visualizing E-A-T for Jason & Andrea

17. Test to Manipulate What I appear to be

18. 18th
April
21st
April

19. 18th
April
21st
April

20. To What Extent Might Featured Snippets
Be an Indicator of
a Healthy E-A-T Profile

22. SERPs with FS
where you both
1. answer correctly
2. rank page 1
You vs Competition
% of featured snippets

23. How a question-answering featured
snippet would or could work? Can We
Reverse-Engineer Google’s Answer
box?

25. After training a q-a model on Jason’s top
ranking Results w/ BERT

26. How Do You “Measure”
Expertise?

27. There Are No Universal Truths BUT ...
THIS Sure Looks Like Expertise
You Could Look At The Votes
pnuts Knows Their Stuff
And Shares Regularly
Or You Could Look For
Specific Authoritative References
(Seems Tolkien Does Too)

28. There Are No Universal Truths
There’s A Great Principle Shared
By Marketing Genius Terry O’Reilly:
“Prestige Can Only Be Transferred By Association.
One Elements Must Lend Its Prestige To Another.”
The Same Is True Of The Principles Of E-A-T.
Remember This As You Think Of The Signals That
Relate To The Creators In Your Industry.

29. How Do You “Measure”
Authority & Trust?

30. “Measuring” Authority
Domain Receives Authority And The Page
Look For Links, Brand Mentions, Social Shares, Author References, etc.
Even Those That Aren’t Direct Signals, Signal The Fulfillment Of E-A-T Principles

31. “Measuring” Trust
How Does Google Direct Raters To Find Reputation Info?
Using ibm.com as an example, try one or more of the following searches on
Google:
● [ibm -site:ibm.com]: A search for IBM which excludes pages on ibm.com.
● [“ibm.com” -site:ibm.com]: A search for “ibm.com” which excludes pages on
ibm.com.
● [ibm reviews -site:ibm.com] A search for reviews of IBM which excludes pages
on ibm.com.
● [“ibm.com” reviews -site:ibm.com]: A search for reviews of “ibm.com” which
excludes pages on ibm.com.
Also, Keep Your Eye On Key Global And Niche Trusted Review And Reference
Points.
BBB Is Specifically Listed And An Indicator For Negative But Rarely Positive.

32. “Measuring” E-A-T
And ALWAYS:
Review Your Analytics.
Consider If Your Users Are Doing What Is Expected When They Enter At A Page
(bounce rate, engagement metrics, time on page/site, etc.)
If Not …
Then You’re Not Satisfying The User And If You’ve Satisfied E-A-T Principles …
You Would Have.

33. #4thHourOfEat
Structuring, Visualizing and Evaluating
Thank you! Questions?
Jason Barnard
@jasonmbarnard
Dave Davies
@beanstalkim
Andrea Volpini
@cyberandy