First in this series, an introduction to Google´s Search Quality Evaluator and its role in shaping search engine results.
SGE is an experimental update to Google’s search engine that uses artificial intelligence to generate contextual answers to complex questions.
SGE leverages AI in order to enhance its search experience. The best thing is to read Google´s explanation located here.
Important take outs
Results will be served to us differently namely:
When appropriate, SGE will show an AI-powered snapshot to help people quickly get an overview of a topic, with factors to consider and helpful information.
These snapshots serve as a jumping-off point from which people can explore a wide range of content and perspectives on the web. SGE will show links to resources supporting the information in the snapshot, so people can check the information and explore further.
This allows people to dig deeper and discover a diverse range of content, from publishers, creators, retailers, businesses, and more, and use the information they find to advance their tasks.
Pillars? What are the pillars of authority and how will that affect business and marketing?
This means that Google will place more value on the pillars of authority and expertise in web content. EEAT will become the new acronym to use as a touchstone for content.
To quote Google: E-E-A-T (is an acronym created by Google for Experience, Expertise, Authoritativeness, and Trustworthines). It is not a ranking factor but rather a component of Google’s Search Quality Evaluator Guidelines
To sum it up simply – authority, trustworthiness and expertise. Don´t just write a peripheral blog about a subject you know scores well. Write a blog based on your company´s expertise by an authority on that subject within your company.
Internal thought leaders, quality and informative content are what I see as key things to identify and start with.
Next up: Building authority in your content.