Kyle Roof Reveals 2023 E-E-A-T Secrets

Last updated: Jan 1, 1970

The video is a podcast interview with Kyle Roof discussing the Yandex leaks and the use of the document retrieval method BM25 in relation to E-A-T and on-page optimization.

The video is a podcast interview with Kyle Roof, a popular speaker in the SEO community, discussing the topic of E-A-T (Expertise, Authority, and Trustworthiness) in relation to website building and SEO. The host, Gail Britton, mentions that they will be building upon a previous podcast episode on the same topic and asks for Roof's take on recent Yandex leaks. Roof discusses a document retrieval method called bm25 and how it relates to Google's approach to understanding content. He also mentions that the system relies heavily on the use of LSI keywords and does not prioritize grammar.

  • The podcast discusses SEO, building niche websites, and building authority sites.
  • Kyle Roof is a popular speaker on the show and will discuss E-A-T and on-page optimization.
  • The Yandex leaks have been a buzz lately, and BM25 is all over the factors that were released.
  • BM25 is a bag of words way to do it and takes all the words and looks at term frequency.
  • On-page optimization depends on competition and other factors, and grammar mistakes don't affect rankings.
  • Insights from Yandex leaks can provide valuable information about how Google ranks websites.
  • Expertise is related to education and degrees, while experience is related to personal experience and time spent in a field.
  • Using BM25 can help websites improve their E-A-T and on-page optimization.
  • Google evaluates if a review is based on first-hand experience with the product or service and checks for duplicate content.

Kyle Roof Reveals 2023 E-E-A-T Secrets - YouTube

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Introduction

  • The podcast is about SEO, building niche websites, and building authority sites.
  • The guest for the podcast is Kyle Roof.
  • Kyle Roof is a popular speaker on the show.
  • The podcast will discuss E-A-T and on-page optimization.
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Yandex Leaks

  • The Yandex leaks have been a buzz lately.
  • BM25 is a document retrieval method that is similar to TF IDF.
  • BM25 is all over the factors that were released.
  • The index was built as a Google clone.
  • The results are about 70% the same between Google and Yandex.
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BM25 and E-A-T

  • BM25 is a bag of words way to do it.
  • It doesn't care about grammar or how close words are together.
  • It takes all the words and looks at term frequency.
  • LSI keywords work perfectly in this type of system.
  • Putting the right keywords in your content tends to spike up the rankings.
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Kyle Roof Reveals 2023 E-E-A-T Secrets - YouTube

On-Page Optimization

  • Putting the right keywords in your content tends to spike up the rankings.
  • It hasn't been challenged in the SEO world for a while.
  • Grammar mistakes don't affect rankings.
  • On-page tools like Page Optimizer Pro help in optimizing content.
  • Optimizing content depends on competition and other factors.
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Yandex Leaks and Google's Ranking

  • Yandex's ranking algorithm is closer to Google's than previously thought.
  • Insights from Yandex leaks can provide valuable information about how Google ranks websites.
  • There are two different levels to consider: conversion and ranking.
  • Having nice words on a page is important for conversions, but it doesn't necessarily affect ranking.
  • Further analysis is needed to fully understand the implications of the Yandex leaks.
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Experience and Expertise in E-A-T

  • The search quality evaluator guidelines emphasize the importance of experience and expertise in E-A-T.
  • Expertise is related to education and degrees, while experience is related to personal experience and time spent in a field.
  • Google may use contextual terms to determine if a website has the necessary experience and expertise for a particular topic.
  • Terms related to personal experience, length of time, and involvement in a field may be used to determine experience.
  • Terms related to education, degrees, and work experience may be used to determine expertise.
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Using BM25 for E-A-T and On-Page Optimization

  • BM25 is a document retrieval method that can be used for E-A-T and on-page optimization.
  • BM25 looks for specific terms and contextual terms that are expected to be present in a high-quality website.
  • For example, terms related to personal experience and product trials may be used to indicate E-A-T in a product review.
  • Using BM25 can help websites improve their E-A-T and on-page optimization.
  • AI could be used to automate the process of determining E-A-T, but it may be too expensive for Google to implement.
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Implications for Affiliates and Website Owners

  • Affiliate sites may be particularly affected by the emphasis on experience and expertise in E-A-T.
  • Website owners should focus on providing high-quality content that demonstrates their experience and expertise in a particular field.
  • Using contextual terms and specific terms related to personal experience and education can help improve E-A-T and on-page optimization.
  • Further analysis and experimentation may be needed to fully understand the implications of E-A-T for website owners and affiliates.
  • Reading the search quality evaluator guidelines can provide valuable insights into how Google ranks websites and what factors are important for E-A-T.
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First-hand Experience and Duplicate Content

  • Google evaluates if a review is based on first-hand experience with the product or service.
  • They also check if the content is duplicate and the same as other reviews on different websites.
  • Google can quickly evaluate these factors without spending a lot of money.
  • Using personal experience terms can indicate that the review is based on first-hand experience.
  • Affiliates can be smart and sneaky by finding unique facts about the product to add originality to their review.
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Expertise

  • Google considers the extent of the content creator's knowledge or skill for the topic.
  • Different topics require different levels and types of expertise to be trustworthy.
  • Google guidelines suggest evaluating what the page and content creator say about themselves, what other sites say about the content creator, and what the page shows about expertise.
  • On the niche podcast, it is important to show that there is a real person behind the content.
  • Expertise can be demonstrated through actions shown on video or comments by other people that point out their expertise or lack thereof.
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Remote Expertise

  • It is not always physically possible to touch the product, especially in exotic locations.
  • Experience can be brought in by talking about being a user of the product category for a long time.
  • Expertise can be demonstrated through knowledge and skill for the topic.
  • Google guidelines suggest evaluating what the page and content creator say about themselves, what other sites say about the content creator, and what the page shows about expertise.
  • Expertise can be demonstrated through actions shown on video or comments by other people that point out their expertise or lack thereof.
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The Hoops Geek Example

  • The Hoops Geek reviews basketball shoes by summarizing YouTube reviews for those shoes.
  • They do not get the shoes themselves but have a guy watching videos and putting a quantitative score on each shoe.
  • They show the video on the side and give a score for robustness, weight, etc.
  • This is a way to bring experience to the site by creating original insights from YouTube videos.
  • Reviewing based on what is seen in a commercial is also acceptable.
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Factors Considered by Google

  • Google does not consider what other websites say about you.
  • Google does not make value judgments between two degrees.
  • Google added experience to E-A-T because expertise alone is not enough.
  • Google values someone who has a degree over someone who doesn't.
  • Google added experience to E-A-T to add nuance.
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Establishing a Person Schema

  • Google wants to establish that there is a human behind the content.
  • Using person schema can help demonstrate degrees, certificates, and profiles.
  • Google will not go farther than establishing that there is a person behind the content.
  • Google's guidelines are for humans to review pages and give feedback.
  • Google is expecting to get to a point where they can identify minimum standards of expertise.
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Technicality of Google's Algorithm

  • Google's guidelines are not factors for the algorithm.
  • Google is looking at different factors than what they would explain to a human.
  • Google is willing to be wrong a small percentage of the time.
  • Google is confident that they can identify minimum standards of expertise.
  • Google added experience to E-A-T to add nuance.
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Experience vs. Expertise

  • Google added experience to E-A-T because expertise alone is not enough.
  • Personal experience shared on a topic can have high E-A-T if it is consistent with expert consensus.
  • Some information and advice must come from an expert.
  • Google has added nuance by adding experience to E-A-T.
  • You do not necessarily need to hit both experience and expertise to do well.
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Expertise and Experience

  • It's important to pick a direction when building a page that is E-A-T sensitive, either the experience or expertise way.
  • It doesn't matter if a doctor or someone who has been on the keto diet for 10 years writes a page on the keto diet.
  • Design elements that try to prove expertise or experience, such as a list of degrees or doctor-reviewed pages, can increase trust from users and make it easier for bots to come to a conclusion.
  • Adding terms on the page that convey expertise or experience, such as degrees, awards, and certifications, can help increase trust and should be added to the schema.
  • Anything that can be added to the page to increase trust should be added because it only helps in the long run.
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Cheap E-A-T

  • Some sites try to get cheap E-A-T by hiring doctors in other countries and putting them on their about page to demonstrate expertise.
  • It's not about whether the person has a degree or not, it's about having a real person.
  • Google won't make a value judgment of doctors from different countries, it's about the person being a doctor.
  • Associate the right person and think about adding design elements that can't hurt.
  • It's better to head your bets and do things that may help rather than not doing them at all and exposing yourself to more risk.
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Authority

  • Google considers the extent to which the content creator of the website is known as the go-to source for the topic when determining authoritativeness.
  • Most topics do not have one official authoritative website or content creator, but when they do, the website or content creator is often among the most authoritative.
  • Authority can be built by creating high-quality content, getting backlinks from authoritative sources, and being active on social media.
  • Authority can also be lost by creating low-quality content, getting backlinks from low-quality sources, and being inactive on social media.
  • Authority is important because it can affect rankings and trust from users.
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BM25

  • BM25 is a document retrieval method that Google uses to determine relevance and ranking.
  • BM25 takes into account the frequency of the query terms in the document, the length of the document, and the frequency of the query terms in the corpus.
  • BM25 can be used in on-page optimization by including the query terms in the title, headings, and content of the page.
  • BM25 can also be used in off-page optimization by getting backlinks with the query terms as anchor text.
  • BM25 is not the only factor that Google uses to determine relevance and ranking, but it is an important one.
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Importance of Topical Authority and User Generated Content (UGC)

  • Google defines authority as being the go-to source for a topic, not just answering one question.
  • Topical coverage is necessary to be considered an authority on a topic.
  • UGC, such as comments, is a strong indicator of authoritativeness and trustworthiness.
  • Comments also allow for slow incremental build of content and keyword-rich responses.
  • Comments can be moderated and responded to with optimized responses for keywords.
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The Potential Risks of Removing Comments

  • Google loves comments and considers them a strong indicator of authority.
  • Removing comments can potentially harm a website's authority and trustworthiness.
  • Comments can be moderated and optimized for keywords.
  • Comments allow for slow incremental build of content and keyword-rich responses.
  • Make sure that the comment section can be easily crawled by Google.
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Control of Page Optimization with Comment Sections

  • Comments can be moderated and responded to with optimized responses for keywords.
  • Starting with a larger article is easier to control, but fake UGC can be built out over time.
  • Fluffed SEO content can be condensed into a concise article, but comments can still be added for incremental build of content.
  • Make sure that the comment section can be easily crawled by Google.
  • Always make it easy for Google to crawl the comment section.
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Considerations for Making Comments Effective for SEO

  • Make sure that the comment section can be easily crawled by Google.
  • Comments can be moderated and optimized for keywords.
  • Comments allow for slow incremental build of content and keyword-rich responses.
  • UGC, such as comments, is a strong indicator of authoritativeness and trustworthiness.
  • Make sure that the comment section is readable by Google and not hidden in JavaScript.
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Authority

  • Google's definition of authority is different from being the go-to source for a topic.
  • Launching a thousand pages at once will perform better and faster than launching one page for a thousand days.
  • It's not always easy to determine who is the go-to authority, especially on topics without consensus.
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Trust

  • Trust is the most important member of the E-A-T family.
  • Untrustworthy pages have low E-A-T, no matter how experienced, expert, or authoritative they may seem.
  • Google's guidelines state that every page belongs to a website, and it should be clear who is responsible for the website and who created the content.
  • Trust comes down to the company behind the website and the person who wrote the content.
  • It's important to make it as clear as possible that there is a real company behind the website and a person who created the content.
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Contact Information

  • Having contact details with a unique street address, matching phone number, and multiple email addresses can show that you have multiple departments and look official.
  • Customer service is extremely important, especially if there is money involved.
  • Affiliate sites need to hold themselves to the highest standard because money is involved.
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Conclusion

  • Authority and trust are important factors in E-A-T.
  • It's important to make it clear who is responsible for the website and who created the content.
  • Having contact information and good customer service is crucial, especially for sites involving money.
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Legitimacy and Business Address

  • Google evaluates who owns the website and who wrote the content.
  • Running an affiliate site is a business, and it should be run like one.
  • Having a business address and a local phone number is essential.
  • Google's point is that if you can't start a legitimate business, you shouldn't be in the index.
  • Companies Made Simple is a service that can help with business address and phone number.
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About Us and Team Page

  • The about us page and the team page are essential for authoritativeness.
  • Google recommends looking for the about us page.
  • The about us page should discuss the company's founding, core values, and why it exists.
  • The team page should feature all the humans involved in the company.
  • Some people combine the about us and team page, but it's better to have them separate.
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Editorial Guidelines

  • Bigger publications tend to feature prominently the editorial guidelines.
  • Creating a page that runs people through the thought process when picking a recommended product is a great idea.
  • It's not in the guidelines, but it's observed in large corporations running for bigger field keywords.
  • The editorial guidelines can be featured in the meta area with a new link.
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Authoritativeness and E-A-T

  • Authoritativeness is a crucial factor in E-A-T.
  • Google looks for expertise, authoritativeness, and trustworthiness in content.
  • Expertise is about the content creator's knowledge and experience.
  • Authoritativeness is about the content creator's reputation and standing in the industry.
  • Trustworthiness is about the content creator's reliability and honesty.
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Editorial Transparency

  • Dedicated pages for editorial guidelines are common.
  • These pages provide great content for the website.
  • Having a separate page for editorial guidelines is totally fine.
  • Editorial transparency is not about guidelines, but about what is observed.
  • Having a whole editorial guidelines page is a good idea.
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Untrustworthy Pages

  • A web page that claims to offer independent review but is created to make money for the owner is considered untrustworthy.
  • It might be duplicate content or information that exists on the web.
  • It is not necessarily unique to the site.
  • It is difficult to say if a review is independent as a robot.
  • It might be more wishful thinking and something that they want to capture.
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Limitations of Analyzing the Entire Internet

  • It is technically possible to analyze a page as a robot, but analyzing the entire internet at that level of depth costs an incredible amount of electricity.
  • It needs physical computers to process that information.
  • Google still struggles with JavaScript.
  • Google cannot get through the entire web.
  • Google needs to do it as cheaply as possible.
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Technical Understanding of SEO

  • The SEO world often lacks a technical understanding of how search engines work.
  • Processing search results at scale that fast is absurd.
  • Google has to do it as cheaply as possible.
  • Google must not waste money.
  • Physical servers and CPUs are required to process all of this in real-time.
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HTML Sitemaps and Trust

  • HTML sitemaps can help alleviate indexing issues on a website.
  • Google likes to discover pages through clicks, and an HTML sitemap can encourage crawling.
  • Having an HTML sitemap can increase the chances of Google recognizing important pages on a website.
  • HTML sitemaps can act as a fail-safe for technical issues on a website.
  • HTML sitemaps can help ensure that pages like the about us page, team page, and privacy policy pages get crawled.
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Chat GPT and E-A-T

  • Chat GPT is a new tool that can help create AI-generated content.
  • Google has come on record saying that they don't care about AI content, but rather bad content.
  • Chat GPT-generated content may be treated as duplicate content by Google.
  • Google may devalue Chat GPT-generated content due to the potential for multiple websites to post the same content.
  • Using pure AI content may result in the same consequences as using spun content from 2012.
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Detector Tools and AI Content

  • There are now multiple detector tools available to identify AI-generated content.
  • Open AI released an official detector tool recently.
  • Google has been working on AI for some time, indicating that they may be able to detect AI-generated content.
  • AI-generated content may be detected as duplicate content by Google.
  • AI-generated content is essentially a very smart spinner.
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Interview Wrap-Up

  • HTML sitemaps can be a helpful tool for websites with indexing issues.
  • Chat GPT-generated content may be treated as duplicate content by Google.
  • Detector tools are becoming more prevalent and may be able to identify AI-generated content.
  • Google's focus is on bad content rather than AI-generated content specifically.
  • Using pure AI content may result in the same consequences as using spun content from 2012.
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Using AI and Human Writers for Content Creation

  • AI content can be used to fast forward the rough draft of an article.
  • Human editors are necessary to add a human voice to the content and ensure it stays out of trouble.
  • Both AI and human writers should be used for content creation.
  • Early stages of content creation can be done using AI, while human writers take over later.
  • AI can provide sections, titles, and subheaders for an article.
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The Role of Links in E-A-T

  • Links from external websites can confirm the trust factor of a website.
  • Citations can help establish who a website is and that it is a real thing.
  • Links are already covered on the backlink side, so they don't need to be put on the E-A-T side.
  • Links can play a big part in E-A-T, but they are more of a backlink category than an E-A-T category.
  • Proper PR campaigns can increase trust in a website and improve its relevancy.
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Page Optimizer Pro's E-A-T Feature

  • Page Optimizer Pro pulls in factors from a website and its competitors to check against E-A-T guidelines.
  • The tool identifies factors that a bot can find and compares them to competitors' factors.
  • The tool helps automate checks against competitors to ensure a website has all necessary E-A-T factors.
  • Competitors' contact information can be used to ensure a website has all necessary contact information for its niche.
  • Page Optimizer Pro may be the only tool with this feature.
  • The tool can save time, especially for those with clients.
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Reading the Google Guidelines for E-A-T

  • Reading the Google Guidelines for E-A-T is important for SEO.
  • The guidelines are 120 pages long, but the middle 60 pages may not be worth reading.
  • Reading the table of contents and finding interesting sections is the best way to read the guidelines.
  • Some sections are relevant for SEO, while others are useful for understanding E-A-T.
  • The guidelines are not as dry as people may expect and include many examples.
  • The podcast channel will provide links to the guidelines and a promo for Kyle's tool.

Watch the video on YouTube:
Kyle Roof Reveals 2023 E-E-A-T Secrets - YouTube

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