Two metrics to measure authority
Posted: Tue Feb 11, 2025 7:44 am
The authority in content generation with AI
It’s important that we don’t mistake authority with objectivity: two experts in virology might hold different positions on the long-term effects of vaccines, for example. For this reason, we believe that it makes more sense to think of authority as a qualitative value related to someone’s journey or trajectory in a branch of knowledge. It is about the perspective that they can offer based on that professional journey. Andrew Glover, in an article in Forbes magazine, considers that AI tools: “lack the ability to make inferences and comparisons, provide experiences and anecdotes of their own, or provide a truly deep and authoritative indonesia mobile database dive into a topic.” Today we are not in a position to grant authority to artificial intelligence models. They’ll have to earn it over time, like the rest of us.
Below, we detail two key concepts to understand how Google will manage to determine the authority of content in the age of artificial intelligence.
E-E-A-T
The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of guidelines and evaluation criteria that Google uses to measure the relevance of the content of the sites and thus be able to rank them accordingly. The first E, which stands for “Experience”, was added at the end of 2022. This extra “E” has a very clear message: Google is saying that, faced with the rise of AI-produced content, the proven experience of a given author will be more important than ever.
These guidelines are constantly changing to accommodate the new digital reality. More than 5,150 improvements to Google’s algorithms were implemented in 2021 alone: “These changes may be big releases or small tweaks, but they are all designed to make Search work better for our users,” says Google. Reading about these guidelines and criteria, it’s clear that content that’s copied, auto-generated, or “created without effort, originality, or talent” is granted a “low quality” score. This does not mean that Google is against AI-generated content. In fact, there are plenty of experiences where Google is ranking AI-created content at the top of the results page.
It’s important that we don’t mistake authority with objectivity: two experts in virology might hold different positions on the long-term effects of vaccines, for example. For this reason, we believe that it makes more sense to think of authority as a qualitative value related to someone’s journey or trajectory in a branch of knowledge. It is about the perspective that they can offer based on that professional journey. Andrew Glover, in an article in Forbes magazine, considers that AI tools: “lack the ability to make inferences and comparisons, provide experiences and anecdotes of their own, or provide a truly deep and authoritative indonesia mobile database dive into a topic.” Today we are not in a position to grant authority to artificial intelligence models. They’ll have to earn it over time, like the rest of us.
Below, we detail two key concepts to understand how Google will manage to determine the authority of content in the age of artificial intelligence.
E-E-A-T
The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of guidelines and evaluation criteria that Google uses to measure the relevance of the content of the sites and thus be able to rank them accordingly. The first E, which stands for “Experience”, was added at the end of 2022. This extra “E” has a very clear message: Google is saying that, faced with the rise of AI-produced content, the proven experience of a given author will be more important than ever.
These guidelines are constantly changing to accommodate the new digital reality. More than 5,150 improvements to Google’s algorithms were implemented in 2021 alone: “These changes may be big releases or small tweaks, but they are all designed to make Search work better for our users,” says Google. Reading about these guidelines and criteria, it’s clear that content that’s copied, auto-generated, or “created without effort, originality, or talent” is granted a “low quality” score. This does not mean that Google is against AI-generated content. In fact, there are plenty of experiences where Google is ranking AI-created content at the top of the results page.