Hidden Downsides of E-E-A-T

E-E-A-T is all anyone can talk about lately.

However, I want to talk about the hidden downsides of this new ranking factor - more lying.

I posted on LinkedIn a few weeks ago about how you can just lie to Google so you satisfy the E-E-A-T algorithm.

Just add in wordage that makes it sound like you have first-hand experience with a product.

  • "When I tested this"
  • "In my experience"
  • Etc...

Google has no way of knowing if you really do have experience or not. Users may be able to pick up on your B.S. but Big G can't.

And this is where the problem lies.

We all use the internet as a source of information and hope that the info we receive is reliable and accurate.

However, E-E-A-T has just created more lies on the internet.

Let's take this website for instance: https://waterfiltercast.com/

At first glance, this looks like a fairly trustworthy site as they've done a decent job with branding.

Click into any of their articles and the content is well put together with graphics and titles stating that all products are "Tested"


But that's a complete lie.

Andrew (pictured below) is the author and according to their About Page he has credentials that you should trust:

Andrew Miles is a New-York based licensed master plumber with over 30 years of experience in the industry. He has projected and engineered plumbing systems for decades, both as an independent contractor and as an employee for some of the most prestigious plumbing companies in the city.

Now, let's take a gander at his LinkedIn profile that they link to: https://www.linkedin.com/in/andrew-miles-nyc/

Give that profile a glance and within minutes it'll be clear to you how fake it is.

It's great that you and I can determine that this is a fake person but guess who can't?

1. Google - otherwise this site wouldn't be ranking so well

2. Consumers - vast majority of people don't work in digital marketing and they have no idea how to find this sort of B.S. on the internet.

That's it for today!