In August 2018, Google released an algorithm update which impacted the core methodology of Google’s search. The purpose of this was two-fold.
Google’s John Mueller said in the 166 page General Guidelines document that the purpose of the program was to increase search quality ratings; “Your ratings will be used to evaluate search engine quality around the world. Good search engines give results that are helpful for users in their specific language and locale.”
The general guidelines has been structured around a coined term called Your Money Or Your Life pages which has been a focus of Google’s search quality index for over 6 years. However, since 2018 Google has been taking action, essentially refocusing its efforts to ensure a better internet through weeding out low quality sources and supporting high quality websites.
“You now need to be an expert in your field, show that you are an authority and show users they can trust the creator or company of the content to be given true value from Google.ā
Ignoring the focus on the “M” – Money, YMYL pages are about more than just money. Per Google, a website or URL which provides information which can impact someone’s health, happiness, safety, or financial stability is a YMYL page. If you’ve got a website that offers stock tips, the pages that include those tips are YMYL pages.
That’s a lot of websites. It also covers the security of retail sites which request payment information.
Image explanation from the Google General Guidelines Document of E-A-T Search Quality Rating.
Taking analytics from Massive’s client media portfolio we analyzed drops on brand recognition, search traffic and consumer interaction right after the 2018 Google update. We found thatĀ all websites were well designed with best SEO practices applied and a great UX. YMYL guidelines however, were all in check.
What was found:
Massive’sĀ Executive Leadership Branding (ELB) is the solution to E-A-T penalties and a sure way to recover and go up and beyond search expectations.
The ELB program secures the front-facing executives and company representatives with authorship profiles on the leading national and international publications. This translates to the People of the Brand becoming online thought leaders within their own industry.
The remedy is caused through a “power” (or credibility) flow-through. Much like page rank, the authority of these platforms coupled by the association with executive names, the brand itself and the links to the brand’s social and official website gives Google the authority, trust and expertise verification they need.
Leading publication have their reputation with Google because they are pre-vetted, editorial publications which ensures their quality and appropriateness for the mark.
The benefits of ELB go far beyond just E-A-T fixes. The program is used by executives and corporations of all sizes for a multitude of reasons, specific only to their internal strategies.
