Google finds valuable content by measuring factors based on the “You Are What You E-A-T” rule which stands for: Expertise, Authoritativeness and Trustworthiness. Creating content based on E-A-T improves page quality and the better the content mixed with trustworthy verified-user Google and Yelp reviews, the more likely the website/business will rank high on Google and other search engine results.
Great content must be varied from SEO-friendly content, videos, shopping carts and free downloads. To gain higher rankings, each of these factors should demonstrate E-A-T in your sector.
Whether a site is about entertainment, business, or classified ads, all sites must demonstrate that they have expertise according to Google’s analysis. In this case, Google considers these businesses to have people who have invested time and care into developing their service and products.
Good, solid content has long played a role in establishing a website’s authority, and Google’s Search Quality Evaluator Guidelines reveal just how true this is.