How To Make Quality Content By Using Google's E-A-T Guideline (with Ovira' s Case Study)

How To Make Quality Content By Using Google's E-A-T Guideline (with Ovira' s Case Study)

May 17, 2022
Marketing Two Cents
Data Analysis Skills |

Active User Rate

Daily Budget

Campaign Budget

Click-through rate increase

Click-through Rate

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Return on Investment

Data Analysis Skills |


Daily Budget

Prioritisation of
Limited Resources

Click-through rate increase


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In the last two months, Google has rolled out two core updates which gave many sites a ranking roller coaster. While Google is constantly optimising the algorithm to ensure the accuracy of search results,  site owners are always worried about the ranking impact on their web properties.

You can see tons of Twitter questions asking John Muller about the best practice at the post-update. In my opinion, there is nothing you can do to fix your site if you see a decline in search rankings after a core update. The rule of thumb is to adopt & adapt and make the best quality of content. In 2019, Google released its advice on core updates, strictly following the E-A-T (Expertise, Authoritativeness, Trustworthiness) guideline. This advice is the best guideline for your BAU content creation and the best advice for any post-update. In this article, I will centralise the directions and share more tips on content quality.

What is the page quality

According to Google, there are several critical factors to determine a page's quality:

  1. The Purpose of the Page (Your Money Your Life sites will be monitored intensively)
  2. Expertise, Authoritativeness, Trustworthiness (Important)
  3. Main Content Quality and Amount
  4. Website Information/information about who is responsible for the MC(main content): Find information about the website as well as the creator of the MC.
  5. Website Reputation/reputation about who is responsible for the MC: Links to help with reputation research will be provided.

Based on these marking criteria above, we can combine SEO best practices to understand why the "best practice" work. Let's dig in.

Step #1 -  Evaluating your content quality with the following questions:

  • Does the content provide original information, reporting, research or analysis?
  • Does the content provide a substantial, complete or comprehensive description of the topic?
  • Does the content provide insightful analysis or interesting information that is beyond obvious?
  • If the content draws on other sources, does it avoid simply copying or rewriting those sources and instead provide substantial additional value and originality?
  • Does the headline and/or page title provide a descriptive, helpful summary of the content?
  • Does the headline and/or page title avoid being exaggerating or shocking in nature?
  • Is this the sort of page you'd want to bookmark, share with a friend, or recommend?
  • Would you expect to see this content in or referenced by a printed magazine, encyclopedia or book?

Asking questions is not enough. We need to have an action plan to tackle each question. While no website is alike, there are some general tips you can follow.

The solutions:

  • Reference trusted sources of your information. You can use anchor text or offer a list of references at the end (Just like this article).
  • Use an analytical mindset to write text-based content. That includes addressing the questions of what, why, how and examples.
  • Make the best use of HTML bootstrap, table, infographic, directive screenshot to create visually straightforward & descriptive content.
  • Use descriptive titles. Structure your heading tags like a book. In my option, I suggest only use one H1 tag on each page for a better structure. (Even tho John has said you can use as many H1 tags as you want)
  • Finally, build your own creator/author portfolio, including a profile image, a bio and social profiles. You can go even further to create a portfolio page for that author. I want to stress about the social profiles - Google uses social media profiles on an author page to identify the person. Share your profiles while building your expertise. Also, don't forget to take advantage of something like <meta name="author" content="Dean (Hongxin) Long">.

Google updated the article structured data help document to add new author properties to the list of recommended properties you can use in Google Search. Google said the company added a new recommended author.url property to the article structured data documentation. The author.url property is a new recommended property you can add to your article structured markup that is essentially a link to a web page that uniquely identifies the author of the article. This link can be to the author’s social media page, an about me page, or a biography page or some other page that helps identify this author. Note: You can use the sameAs property as an alternative. Google can understand both sameAs and url when disambiguating authors

Step #2 -  Evaluating your content expertise with the following questions:

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site's About page?
  • If you researched the site producing the content, would you come away with an impression that it is well-trusted or widely-recognised as an authority on its topic?
  • Is this content written by an expert or enthusiast who demonstrably knows the topic well?
  • Is the content free from easily-verified factual errors?
  • Would you feel comfortable trusting this content for issues relating to your money or your life?

The solutions:

  1. Always attach a list of references to every article. If they are original content with no reference, make sure there's no claim on financial and health advice. (like my blog posts)
  2. Ask for citations from reputable websites or experts. This is where backlinks, social shares, website mentions step in. 
  3. Fact-checking.
  4. Provide customer/user feedback. Get testimonials in text, image and video format and present them with a verified review provider. Here are some examples: Exhibit 1Exhibit 2.

Customer Feedback in Video Format (Amino Z)

Step #3 -  Evaluating your content presentation with the following questions:

  • Is the content free from spelling or stylistic issues?
  • Was the content produced well, or does it appear sloppy or hastily produced?
  • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care?
  • Does the content have an excessive amount of ads that distract from or interfere with the main content?
  • Does content display well for mobile devices when viewed on them?

The solutions:

  1. Make ad-free pages (well I am guilty here as you can see some banner ads in this page)
  2. Proofread your content and use CSS to style a good presentation
  3. Aim for about 140%-180% for optimal readability and accessibility. Limit line length to 70–80 characters. Font size should be a minimum of 16pt. Small fonts need more spacing.
  4. Make your pages mobile-friendly
  5. Use semantic keyword research to covering closely related topics around your main topics. 

Step #4: What are the added value of your content 

  • Does the content provide substantial value when compared to other pages in search results?
  • Does the content seem to be serving the genuine interests of visitors to the site or does it seem to exist solely by someone attempting to guess what might rank well in search engines?

The solutions:

  1. Ask your friends or family to read your content and give genuine feedback.
  2. Search your target keyword term in Google, and check how the term matches the content of the first six results (Google will bold the matched phrases).
  3. Identify your content type - an educational article tends to attract more clicks, but the dairy type only fits influencers. No one wants to read your story if you are not representative.

A True Example Sourced From Google Ads Support

Here’s a simplified example of how Ad Rank works. It doesn’t account for all of the factors discussed above, but instead aims to give you a high-level overview of our algorithms:

Assume five advertisers are competing for a maximum of four ad positions above search results on the Google search results page. The respective Ad Rank of each of the advertisers is, say, 80, 50, 30, 10, and 5.

If the minimum Ad Rank necessary to show above the search results is, say, 40, only the first two advertisers (with Ad Ranks of 80 and 50) exceed the minimum and show above the search results.

If the minimum Ad Rank necessary to show below the search results is 8, then two of the three remaining advertisers (with Ad Ranks of 30 and 10) will show beneath the search results. The advertiser with an Ad Rank of 5 didn’t meet the minimum Ad Rank and so won’t show at all.

For top and absolute top metrics, the advertiser with an Ad Rank of 80 (in the first position above the results) will have 1 impression counting both for top and absolute top, the advertiser with Ad Rank of 50 (in the second position above the search results) will have 1 impression on top, and the advertiser with an Ad Rank of 30 (in the first position below the search results) will have 0 impressions on top or absolute top, same as the advertiser with an Ad Rank of 10 (in the second position below search results).

  Ad Rank Impr. on absolute top Impr. on top Impr. (Abs top) % Impr. (top) %
Advertiser A 80 1 1 100% 100%
Advertiser B 50 0 1 0% 100%
Advertiser C 30 0 0 0% 0%
Advertiser D 10 0 0 0% 0%

To improve your share of the top and absolute top location on the search result page, you can:

  • Improve the quality of your ads and landing page experience
  • Increase your bid

Why ad quality matters

The quality components of Ad Rank are used in several different ways and can affect the following things:

  • Ad auction eligibility: Our measures of ad quality help determine the Ad Rank thresholds for your ad, and therefore whether your ad is qualified to appear at all.
  • Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
  • Ad position: Higher quality ads often lead to higher ad positions, meaning they can show up higher on the page.
  • Eligibility for ad extensions and other ad formats: Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks.

Final checklist - Stanford’s guidelines for web credibility

Finally, don't forget to use evidence-based and scientific methods to improve your web credibility. Stanford’s Guidelines for Web Credibility here provides 10 guidelines for building the credibility of a web site based on three years of research that included over 4,500 people :

Make it easy to verify the accuracy of the information on your site

Remember to provide third-party support (citations, references, source material) for information you present. Even if people don't follow these links, you've shown confidence in your material.

Show that there’s a real organisation behind your site

Showing that your web site is for a legitimate organisation will boost the site's credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.

Highlight the expertise in your organisation and in the content and services you provide

Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don't link to outside sites that are not credible. Your site becomes less credible by association.

Show that honest and trustworthy people stand behind your site

The first part of this guideline is to show there are real people behind the site and in the organisation. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies. Like my Life & Live section where I can present myself fully and share my personal experience apart from my professional life.

Make it easy to contact you

A simple way to boost your site's credibility is by making your contact information clear: phone number, physical address, and email address.

Design your site so it looks professional (or is appropriate for your purpose)

They find that people quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like The visual design should match the site's purpose.

The Rest

  1. Make your site easy to use – and useful.
  2. Update your site’s content often (at least show it’s been reviewed recently).
  3. Use restraint with any promotional content (e.g., ads, offers).
  4. Avoid errors of all types, no matter how small they seem.

Ovira - Improve Reviews Page Ranking (Case Study)

Ovira is a women's health focus e-commerce website that sells clinically backed period pain relief device that uses pulse therapy to provide the best endometriosis, PCOS and period pain relief. With more than 1000+ 5-star reviews, Ovira wants to make sure that whoever is interested in period pain relief can trust the brand and believe it will work. 

The ranking challenge 

Ovira wants to rank the phrase "Does Ovira Work Well" to be the first page for their review page. Unfortunately, the page was nowhere to be found. What's more, this page was missing the Main Content (MC) and only filled with the customer review widget from Okendo (See image below). While the user-generated content (UGC) contain relevant information and authentic customer feedback, the page itself gave little context and were not optimised for any "review" related keywords. With that in mind, I am trying to make this page rank to the first page for "Does Ovira work well".

Key Challenges

The page has only 5,986 impressions with 19 clicks in one month time (Google Search Console)

Key Challenges

The page was ranking high for "Ovira Australia", "Ovira", "period pain tens machine Australia" but was not ranking for any terms related to "review" (only have "Ovira review" ranks #9 in Australia)

Key Challenges

The page has little to no content or context. In addition, the on-page SEO elements were not optimised.

Key Challenges

Content-based websites like Pedestrian TV, Body and Soul rank top for the target terms.

360 SEO Approach 


  1. Use SEMrush to see what keywords are ranking for this page. I see this page only have "Ovira review" ranks #9 in Australia. Traffic 1300 search volume/month
  2. Create a keyword theme for "review" related keywords.
  3. "Does Ovira work well", "best period pain relief", "is Ovira good for period pain", "ovira review", "tens machine for period pain", "best period pain relief machine" are the keywords I can think of
  4. Put these keywords in the position tracking tool even tho they don't have any traffic. Tag them well and make sure we have tracked them

Now is the action plan:

On-page SEO:

  1. Title tag: include the term "Does Ovira Work Well". Like "Does Ovira Work Well | Liked By 1000+ Females | Best Period Pain Relief - Ovira Australia" - 89 characters. Or "Does Ovira Work Well | 1000+ 5-Star Review | Period Pain Relief - Ovira Australia" - 84char
  2. Meta Description: There's no meta at that time. I make sure the following content is included in the description. "Ovira is safe to use and works perfectly well" "Ovira is the best endometriosis and other menstrual-related pain management in Australia" "Don't take our words for it, check our 5-star Aussie reviews."
  3. Page Content: at least 250 words for the content.
  • introduce what's ovira
  • What are endometriosis and other menstrual-related pain
  • what is the technology behind
  • why is it better than other products (free delivery, 100 days return, tested)
  • What's are the customer highlight (highlight "best" "work well" "period pain management")

Off-page SEO:

Use marketing, PR network to gain natural backlinks from the following page:


Technical SEO:

  1. Change URL slug: from /our-customer-review 301 redirect to /ovira-customer-review
  2. Put the page link to the navigation bar (header) and footer.
  3. On the review page, add internal links to the primary product page, Ovira's story page and Google Review page.
  4. All the product pages, about page and career page, should attach a link to this review page
  5. Structured data: WebPage, brand, Review Snippet and FAQ

Advertising to increase traffic:

Use this page as a site link extension to increase visibility and traffic.

What's the result

Data Analysis Skills |

Ranking Improve

Daily Budget

Traffic Increase

Click-through rate increase

In Australia

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In The United State

In Australia

  • "Does Ovira work well" ranks for #3
  • "Does Ovira work" ranks for #5
  • "Ovira review" ranks for #4
  • "Ovira product review"  ranks for #4

In the United States

  • "Does Ovira work well" ranks for #1
  • "Does Ovira work" ranks for #1
  • "Ovira review" ranks for #1
  • "Ovira product review"  ranks for #1


Best Practices
Marketing Strategy
Case Studies
Dean Long | Expert in Growth MarketingHongxin(Dean) Long

Dean Long is a Sydney-based performance marketing and communication professional with expertise in paid search, paid social, affiliate and digital advertising. He's also a distinct MBA Graduate from Western Sydney University.

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