Way back in 2013, Google issued an exhaustive set of guidelines for its own people who manually rate websites. It has updated the guidelines over the years.
But you need not go through the elaborate set of dos and donts. One of the most important takeaway from the guidelines is E-E-A-T. It expands to Experience - Expertise - Authoritativeness - Trust.
As you would have guessed, Google says that websites that have experience-based content, and content that is of top quality and shows your authority on the subject get the top ranking in its view. Such content leads to gaining trust of the website visitors, which in turn leads to loyalty and other gains.
In terms of SEO (Search Engine Optimization) of web content, the qualitative aspects mentioned above lead to enormous long-term benefits. While the usual technical/ off-page/ on-page SEO techniques that SEO professionals learn and then apply universally result in short-term visibility to search engines, long-term results require the content to be valuable.
I have watched videos of experts from Google's search team in which they have stated that high-quality/ authoritative content already is rated high by all search engines and this would keep getting more important as search engines become more human-like by using AI tools.
So, friends, if you are the CEO or top manager with a say on how your website should run, review the content of your website (and other web content- apps, social media accounts, etc.) and match it with the E-E-A-T expectations of Google, other search engines and AI tools.
https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
also improve own posts on itb
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