El 23 de enero de 2025 Google ha llevado adelante una considerable actualización de sus Directrices para Evaluadores de Calidad (QRG), marcando un punto de inflexión en la evolución de su algoritmo e integrando criterios más rigurosos para la evaluación del contenido online. Esta actualización no solamente subraya el compromiso con la mejora de la experiencia de usuario, sino que establece un nuevo estándar en la búsqueda en línea. Por eso, para 2025 el E-E-A-T (experiencia, conocimiento, autoridad y confiabilidad, por sus siglas en inglés) se ha consolidado como el pilar fundamental al que prestar atención para determinar qué contenido merece una posición destacada en los resultados de búsqueda.
Qué es E-E-A-T y por qué es importante?
Como hemos mencionado previamente, E-E-A-T es un acrónimo que hace referencia a cuatro criterios cruciales que Google emplea con el fin de evaluar la calidad de un contenido o de una página web. Originalmente se hacía referencia a E-A-T, pero Google comenzó a dar importancia también a la experiencia, añadiendo una E adicional y enfatizando la importancia de los contenidos basados en vivencias reales. Cada componente del E-E-A-T tiene un papel vital:
- Experiencia: Refiere especialmente a si el creador del contenido en particular posee experiencia directa en el tema que está abordando, lo que se puede demostrar, por ejemplo, a través de casos de éxito. Google busca priorizar el contenido respaldado por experiencia real y verificable.
- Conocimiento: Lo que se evalúa en este caso es si el autor del contenido tiene conocimientos técnicos, académicos o profesionales acreditados sobre la materia tratada.
- Autoridad: Es lo que determina si el autor, la web o el dominio son reconocidos como una referencia en su campo o sector. La autoridad se construye sobre todo a partir de menciones en medios relevantes, perfiles sólidos de backlinks de dominios de alta calidad o colaboraciones con otros expertos.
- Confiabilidad: Finalmente, la confiabilidad busca asegurar que el contenido sea veraz, transparente y seguro para los usuarios. Algunos puntos esenciales en este caso son el uso de HTTPS, políticas claras de privacidad y exactitud en los datos.
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Estrategias para potenciar el E-E-A-T en tu contenido
Adaptarse a estos nuevos ajustes en las QRG exige un enfoque estratégico e integral en la creación de los contenidos. Por eso, la primera recomendación es demostrar experiencia real y optimizar el E-E-A-T, lo que implica incluir biografías detalladas de los autores y certificaciones pertinentes, mostrando credenciales profesionales y experiencia demostrable. El contenido debe dar cuenta de conocimientos prácticos y ejemplos concretos. Además, en caso de hacer uso de la IA, es importante que haya una revisión llevada a cabo por expertos.
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Por último, junto con invertir en contenido de valor y original realizado por profesionales, es importante enfocarse en la intención de búsqueda y la experiencia del usuario, asegurándose de que el contenido responda a las preguntas y necesidades específicas del usuario, personalizando los resultados considerando factores como la ubicación y el idioma.
¿Quieres contenido optimizado para merecer una buena posición entre los resultados de búsqueda? En Ecoeureka somos la agencia para ti. Contamos con profesionales de las distintas áreas que te acompañarán a alcanzar tus objetivos de mejora y crecimiento a partir de un desarrollo eficaz y estratégico.