In its January 2025 quality guidelines update, Google has reinforced the importance of Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) in search results evaluation. The update explicitly instructs human quality raters to identify and report fake authorship and misleading claims of expertise often employed by marketers. Despite the rise of "EEAT optimization" services promising quick fixes, Google warns these tactics can undermine content quality. Authenticity is key, with businesses encouraged to present their genuine accomplishments and credentials transparently to improve their real EEAT metrics instead of resorting to deceptive means.
In the updated January 2025 guidelines, Google emphasizes that raters should identify and flag fake authorship and expertise to combat deception in EEAT optimization.
Marketers should focus on improving their authentic EEAT components rather than relying on misleading tactics that can jeopardize their content's integrity and ranking.
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