I Love to E-E-A-T

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25 years ago, I was a search engine engineer. My job was to protect people from all the different tools. 

Over the years, tools have changed. They’ve gotten more sophisticated, but they’re still tools.

Danny Sullivan, who now works at Google has said the same thing. 

Many of us have heard of Google’s quality guidelines, E-A-T. They have now changed that to E-E-A-T. Why is that important?

The extra E, is looking for experience. It used to be Expertise, Authority and Trust – they added an extra E – Experience

The AI doesn’t have your stories. It doesn’t have your moments – where you’re in Austin eating tacos with your friend or hanging out and eating steak. Because AI is not human, with those stories, Google is able to determine whether it’s content that deserves rank or was it content that was just created for the search engines. 

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You may have heard of the difference between synthetic content vs real content. I can pick a photo or a video from my personal phone gallery – Google knows exactly what device I’m using, where the media was taken – it has all sorts of information. This is what Google’s looking for – a signature of trust. When I take these stories that started out as photos or videos, they can then be turned into blog posts. 

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If you start with your actual content, ChatGPT like any tool or any technology is an amplifier of what you already have. If you start from nothing, nothing times a million is still nothing. So if you start with a seed of stories and friendships that we have, we can add pictures and videos to enhance the initial seed, the nugget that I put in initially. That’s where people are getting it wrong with AI.
Using AI to auto generate everything is where Google will eventually catch you. As Bill Gates has said, AI is a multiplier of what you already have.

So it’s what you put in the machine – you’re going to get 10 times more of it.

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Dennis Yu

About the Author

Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.