Este mes de diciembre, Google nos ha sorprendido con una de sus famosas «core updates». Actualizaciones del núcleo de su algoritmo que suelen afectar, para bien o para mal, al tráfico orgánico de millones de páginas web. Hoy he invitado a Lily Ray, directora SEO en PathInteractive, quien sabe mucho de este tipo de actualizaciones.
Lily nos habla sobre E-A-T (Expertise Authoritativeness Trustworthiness), un concepto creado en las directrices de Evaluación de Calidad de las Búsquedas, para diferenciar entre sitios web con contenido de buena calidad de aquellos con baja calidad. Y que ha tenido un impacto muy importante en las últimas actualizaciones.
This December, Google has surprised us with one of its famous «core updates». Updates to the core of its algorithm that usually affect, for better or worse, the organic traffic of millions of web pages. Today I have invited Lily Ray, SEO Director at PathInteractive, who knows a lot about this kind of updates.
Lily talks about E-A-T (Expertise Authoritativeness Trustworthiness), a concept created in the Search Engine Quality Assessment guidelines, to differentiate between websites with good quality content and those with low quality. And that has had a very important impact on the latest updates.
E-A-T meaning (10:50)
«It comes from Google’s documents about what it means to be a high quality website. So they train human evaluators who read the guidelines and the guidelines talk a lot about what is good EAT, what is bad EAT. Then the human evaluators look at the search results and the score the results basically in tests that Google does all over the world, 10,000 plus tests all around the world every year….
They talk specifically about like, who wrote the content? Are they experts? Do they have credentials to write a book?»
Influence of quality writers in quality rating (12:30)
«So Google makes it very clear that the human evaluators don’t directly impact the rankings of websites…
So what they do is they provide scores and evaluations and, you know, in mass, Google takes all that data and they adjust the algorithms to reflect the data that they collected from those experiments.
But one rater can’t say that this website should rank here and this website should rank there. So it’s like a big, you know, lots of different data that Google is pulling from to be able to update its algorithms.«
Fundamentals for getting best SEO rankings (14:44)
«So it depends what type of website and what type of company you are. It’s different for different categories. So if you’re e-commerce you have specific requirements to be able to rank well, so that’s going to be things like website performance, usability, structured data, taxonomy like website architecture...
That might be more important for e-commerce sites. Then if you’re a health publisher site, I mean, site architecture is still very important, but like, E-A-T is going to be much more important if you’re writing about medical topics, especially things like cancer, heart attacks or things that are really, uh… a doctor should be writing about them.
That’s where, like we might focus more on E-A-T. Then maybe if you’re like a business to business site, you know, we might be doing something completely different. Maybe we’re addressing the technical problems because your website hasn’t been updated in 15 years. It depends on the site.»
Impact of backlinks (17:35)
«We recommend to our clients, you know, interesting content or videos or whatever content pieces might be relevant for their brand. And then, you know, we’ll do some level of outreach to try to get links, but more often than not the types of companies that we work with, earn links naturally because of who they are...
If you’re focusing on link building and E-A-T and everything, you have to analyze your competitors and see where they’re in terms of what types of links they’re getting, because absolutely, you know, links are a big part of authority. So if you’re lacking links, if you don’t have the same links that your competitor has, it’s going to be very hard for Google to consider you a true authority.»