Observed Signal · Dec 18, 2022 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Google Adds Experience to E-E-A-T Guidelines
Google has updated its Search Quality Rater Guidelines, expanding the E-A-T framework to include an additional component, Experience, alongside Expertise, Authoritativeness, and Trust. The updated concept is referred to as E-E-A-T, with Experience defined as the content creator's first-hand or life experience on the topic. Examples illustrate how content created by someone with real-world experience can be more trustworthy for certain queries. The Guidelines, previously known as General Guidelines, are used by Quality Raters / Search Evaluators worldwide to assess SERP quality, and while they do not directly alter rankings, they influence rankings indirectly through evaluator feedback. The update emphasizes original, helpful content across formats and sources and notes that older E-A-T documents have been superseded. The article also references the term “Double-E-A-T” as an alternative framing of the concept.
Policy update from Google affecting how search quality is evaluated and potentially influencing content creation for SERP performance.
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Key Takeaways & Evidence Grounding
- Google updated the Search Quality Rater Guidelines to include Experience in E-E-A-T.
- E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust.
- Experience is defined as first-hand or life experience of the content creator, with examples given.
- General Guidelines guide Quality Raters / Search Evaluators; they do not directly affect rankings but have indirect relevance.
- Several older E-A-T documents have been superseded by the update.
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The Value of Real Experience
This opinion column argues that search and visibility are shifting from link-based results to AI-generated answers. Tools like ChatGPT, Gemini and Perplexity synthesize and rank sources rather than returning lists of links, meaning visibility will be determined by whether machines include a source in their answers. The author contends this changes PR: keywords alone are insufficient and organisations must make genuine expertise and repeatable signals publicly visible. Thought leadership, credible spokespeople and demonstrable experience feed into the E-E-A-T framework (Experience, Expertise, Authoritativeness, Trust) that AI systems and search engines use to assess source quality. As generative AI multiplies generic content, personal and organisational visibility rooted in real experience becomes a strategic asset rather than an ego project.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
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