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| E-E-A-T Explained 7 Ways to Build Google Trust |
If you have spent any real time reading about SEO in the last few years, you have almost certainly run into the term E-E-A-T. Google mentions it constantly, agencies build entire pitch decks around it, and half the algorithm update posts you read blame a ranking drop on it. Yet ask five marketers what it actually means in practice and you will get five slightly different answers.
This guide clears that up in plain language, then goes much further, walking through exactly how to build each part of E-E-A-T into a real website, using the same steps I use whenever I audit a client's site for this myself.
The short answer before we go deep.
- E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, four qualities Google's human quality raters look for when judging how good a page really is.
- It comes from Google's Search Quality Rater Guidelines, a public document used to train the people who evaluate search results by hand.
- E-E-A-T is not a single ranking factor you can switch on. It is a framework that Google's ranking systems try to approximate through hundreds of smaller, measurable signals.
- Trust sits at the center of the other three pillars. Google has said directly that trust is the most important piece, since a page can feel experienced and expert and still fail if readers cannot rely on it.
- You build E-E-A-T through real author credentials, original firsthand content, accurate information, a secure and transparent website, and a track record other credible sources vouch for.
That is the summary. Now let's unpack every piece of it, with practical steps you can act on today rather than vague theory you have already read a dozen times elsewhere.
What Is E-E-A-T
E-E-A-T is an acronym Google uses inside its Search Quality Rater Guidelines to describe the qualities that separate a genuinely good page from a mediocre one. The letters stand for Experience, Expertise, Authoritativeness, and Trustworthiness.
It helps to understand what E-E-A-T actually is before worrying about how to improve it. E-E-A-T is not a score sitting somewhere in Google's database next to your domain name. There is no dashboard, no number out of a hundred, and no plugin that tells you your exact E-E-A-T rating. Instead, E-E-A-T is an evaluation framework. Google trains thousands of human contractors, called quality raters, to read real search results and judge whether the pages ranking for a query genuinely deserve to be there. Their notes and scores never touch an individual page's ranking directly. What they do is help Google's engineers see whether a proposed change to the ranking algorithm is moving search results in a better or worse direction overall.
So when someone says "improve your E-E-A-T," what they really mean is this. Shape your content and your website so that, if a human being sat down and read it the way a quality rater would, they would come away convinced the person behind it has real experience with the subject, real expertise, a real reputation, and can genuinely be trusted. Google's own guidance on creating helpful, people-first content frames this around a simple test. After someone finishes reading your content, will they feel they got a complete, satisfying answer from someone who clearly knows the subject.
That single sentence is a better working definition of E-E-A-T than most of what circulates around the SEO world.
A Short History of E-E-A-T
E-E-A-T did not appear overnight. Google has published some version of its Search Quality Rater Guidelines since 2013, and the earlier concept of E-A-T, without the second Experience, entered the document not long after, as a way to describe Expertise, Authoritativeness, and Trustworthiness together.
For close to a decade, E-A-T was the standard shorthand across the SEO industry. Then, on December 15, 2022, Google's Search Quality team published a blog post announcing a new addition. The update explained that raters would now also weigh whether content demonstrated Experience, meaning firsthand, lived contact with the topic, such as someone who actually used a product, actually visited a destination, or actually went through a situation they are now writing about.
The change reflected something Google had clearly been noticing for years. A page can be technically accurate and written by a credentialed expert, yet still feel hollow if the writer has obviously never touched the subject in real life. Picture the difference between a product review written after ten minutes with the manufacturer's spec sheet and one written by someone who used the product every day for three months. Both might get the facts right. Only one feels earned.
Here is a quick side by side of what actually changed.
| Aspect | Before Dec 2022 (E-A-T) | After Dec 2022 (E-E-A-T) |
|---|---|---|
| What it stands for | Expertise, Authoritativeness, Trustworthiness | Experience, Expertise, Authoritativeness, Trustworthiness |
| Core question | Does the creator understand the subject | Has the creator actually lived or used the subject |
| Strongest signal | Credentials and citations | Firsthand use, original media, personal outcomes |
| Typical fit | Medical and financial writing | Reviews, travel guides, tutorials, personal stories |
That single letter addition reshaped how a lot of content gets written today, and it is a big part of why hands-on reviews and first-person testing became such a visible trend across blogs and video platforms alike.
The Four Parts of E-E-A-T Explained
Each letter in E-E-A-T describes a distinct quality, and pages rarely score evenly across all four. Understanding what each one actually asks lets you diagnose exactly where a page is weak instead of vaguely trying to improve everything at once.
Experience
Experience asks a simple question. Has the person behind this content actually done the thing they are describing. Google's own phrasing focuses on firsthand or life experience, the kind that comes from using a product, visiting a place, or living through a situation.
When I review a client's product page, the fastest way to spot missing experience is to look for specifics that only come from actual use. Generic praise like "this blender works great" could be written by anyone, including an AI model that has never touched a kitchen. A sentence like "the blender struggles with frozen mango and the lid seal loosens after about six months of daily use" could only come from someone who owns the thing.
Small, concrete details are what separate experience from guesswork, so weave in things like the exact steps you took, the mistakes you made along the way, and the small annoyances nobody mentions in the marketing copy.
Original photography or a short screen recording is often the single highest leverage experience signal available, since it is nearly impossible to fake and instantly recognizable to both readers and Google's raters.
Expertise
Expertise is about depth of knowledge, whether it comes from formal education, professional experience, or years of hands-on practice in a craft. A board-certified dermatologist writing about skincare has expertise. So does a mechanic with twenty years under a hood, even without a diploma to prove it.
Google has been clear that expertise looks different depending on the topic. A recipe blog does not need a culinary degree, everyday cooking experience is enough expertise for that subject. A page explaining how to treat a burn sits in a far more sensitive category, and readers rightly expect a higher bar of medical knowledge behind it.
Show expertise by explaining not just what to do, but why it works, and by writing with the kind of specific, technical confidence that only comes from actually understanding a subject rather than summarizing what other pages already say.
Authoritativeness
Authoritativeness is about reputation. It asks whether other credible sources, other experts, and the wider web treat you as a go-to voice on the topic. This piece lives largely outside your own website, in the form of citations, mentions, quotes in the press, backlinks from respected publications, and recognition within your field.
You cannot manufacture authority by writing "I am an authority" on your own about page. It has to be earned through consistent, visible work that other people choose to reference. A dietitian quoted by a major health publication carries a stronger authority signal than one who only appears on their own blog, no matter how good the writing is.
Building authority is usually the slowest part of E-E-A-T to develop, since it depends on other people's decisions to link to you, cite you, or invite you to contribute, not just on what you publish yourself.
Trustworthiness
Trustworthiness sits at the center of the other three, and Google says so directly in its own guidance for creators, describing trust as the most important member of the group, a point echoed clearly in independent SEO research as well. The reasoning makes sense once you sit with it. A page can show real experience and deep expertise and still fail the reader if the information turns out to be inaccurate, outdated, or presented in a way designed to mislead rather than help.
Trust shows up in dozens of small signals stacked together. Accurate, up to date information. Clear sourcing for any claims or statistics. Secure browsing through HTTPS. Transparent contact information and a real business address. Honest disclosure when a review includes an affiliate link. A refund policy that is easy to find rather than buried three clicks deep.
Trust is not just about getting the facts right. A page can rank for something completely harmless and still lose points on trust if the checkout process feels sketchy, the ads are deceptive, or pop-ups make the content hard to read.
Is E-E-A-T Really a Google Ranking Factor
This is probably the single most misunderstood part of the whole topic, so let's be precise about it. E-E-A-T itself is not a ranking factor in the way that page speed or a broken redirect is a ranking factor. There is no line of code inside Google's algorithm that reads a page, assigns it an Experience score out of ten, and slots that number into the ranking formula.
Google's own Search Advocate, John Mueller, has said this openly for years, explaining that the Quality Rater Guidelines exist to help human evaluators judge search results, not to function as a checklist websites can complete. In a widely referenced exchange covered by Search Engine Journal, he was asked whether backlinks or on-page credentials could be used to "prove" E-A-T to Google, and responded that raters look at these things the way an ordinary person would when deciding whether to trust a website, not as a formula being fed into the ranking system.
So what is actually happening behind the scenes. Google's ranking systems use hundreds of individual, genuinely measurable signals, things like content relevance, backlink quality, page experience, and freshness. Quality raters do not touch those signals directly. Their ratings are used afterward to check whether a proposed change to the algorithm actually made results better or worse in the raters' judgment. Over time, engineers build automated signals that try to approximate the same qualities the raters are trained to notice.
Think of E-E-A-T as the target Google's engineers are aiming their ranking systems at, while backlinks, content depth, author information, and site security are some of the arrows they use to get closer to it.
Improving your E-E-A-T, in practice, means becoming the kind of page that would score well if a human rater looked at it, which naturally pushes you to improve dozens of things Google's algorithms genuinely can and do measure.
E-E-A-T and YMYL Pages
YMYL stands for Your Money or Your Life, and it is one of the most important ideas paired with E-E-A-T inside the Quality Rater Guidelines. YMYL pages are ones where bad information could genuinely hurt someone, financially, physically, or emotionally, which is why raters are asked to apply a much stricter bar of quality to them.
Typical YMYL categories include medical and health information, financial and investment advice, legal guidance, news covering civic or public interest topics, and anything tied to the safety of a person or a group. A blog post ranking the best hiking boots is not YMYL. A page telling someone how to manage a chronic illness or how to invest a retirement fund absolutely is.
The practical impact for site owners is straightforward. If your content falls into a YMYL category, your E-E-A-T signals need to be noticeably stronger than they would for a hobby blog. A finance site giving investment advice benefits enormously from author bios showing relevant licensing, clear citations to primary sources like government data or peer reviewed research, and a visible editorial process. A recipe blog can get away with a much lighter version of all of that, since a mediocre lasagna recipe rarely puts anyone's wellbeing at risk.
If a wrong answer on this page could hurt someone's health, finances, safety, or rights, treat it as YMYL and build every E-E-A-T signal available around it, starting with a real, credentialed author.
How Google's Quality Raters Actually Use E-E-A-T
To understand E-E-A-T in practice, it helps to know what a quality rater's actual job looks like day to day. Raters work through the Search Quality Rater Guidelines, a lengthy public document you can read yourself. It runs well over 150 pages and walks raters through real search results, asking them to rate two separate things for each one, how well the page satisfies the searcher's intent, and how good the page's overall quality is.
The quality side of that rating leans heavily on the idea of Main Content, often shortened to MC inside the guidelines. Main Content is whatever part of the page actually delivers on its purpose, the article body, the product details, the tool itself. Raters are trained to judge the MC's quality and its E-E-A-T far more heavily than the Supplementary Content around it, things like navigation menus, related post widgets, or footers.
Raters also research the reputation of the website and the specific author whenever that information is findable, checking things like independent reviews of the business, news coverage, complaints, and any evidence of the author's real world experience or credentials. This is why an About page, a real author byline, and outside reputation all end up mattering so much. Google's crawlers are not reading your About page as a direct ranking signal on its own. It is that this is exactly the kind of thing a human rater is trained to look for, and the guidelines themselves keep evolving. Google has updated the document repeatedly, adding modern examples, refining how forum and discussion content is judged, and expanding guidance around newer formats.
How to Build Real Experience Into Your Content
Building genuine experience into your content starts long before you open a blank document, since it really begins with what you choose to write about in the first place. Here are the moves that make the biggest difference in my own work.
- Use your own photos, screen recordings, or video clips instead of stock imagery whenever the topic allows it, since original media is one of the clearest experience signals a reader can spot in seconds.
- Mention specific, sometimes unglamorous details that only come from actually doing the thing, like exact timings, quirks, or a mistake you made along the way.
- Add a short first-person section explaining your own background with the topic, even a few sentences, rather than writing in a fully detached third-person voice the whole way through.
- Include dates when relevant, since "I tested this in early 2026" reads as far more credible than a review with no timeframe attached at all.
- Show the messy middle, not just the polished result, because readers trust a process that includes what did not work as much as what did.
None of this works if the underlying experience is faked, and readers today are unusually good at spotting content that only pretends to have hands-on knowledge behind it. The honest version is almost always the more convincing one.
A quick example makes this concrete. Two articles review the same budget laptop. One lists the spec sheet and calls it fast. The other mentions that the fan gets noticeably loud during video calls after about forty minutes, and that the trackpad occasionally misreads a two finger scroll. Only the second article could have been written by someone who actually used the laptop, and it is also, not by coincidence, the more useful article for a reader trying to decide whether to buy it.
How to Build Expertise People and Google Both Trust
Expertise is easier to build than authority, because it depends mostly on what you already know and how clearly you communicate it, rather than on other people's decisions. A few practical habits go a long way here.
- Write author bios that state real, specific credentials or experience relevant to the topic, rather than a vague line like "passionate content writer."
- Cite primary sources, studies, or official data instead of linking to another blog that already summarized the same study secondhand.
- Explain the reasoning behind advice, not just the advice itself, since showing your work is one of the clearest signs of real understanding.
- Keep technical accuracy tight, and correct mistakes quickly and visibly rather than quietly editing them away.
- Where the topic allows it, bring in an outside expert to review or contribute a section, especially for anything touching health, law, or money.
One pattern I see constantly during audits is a genuinely knowledgeable writer who simply never signals any of that knowledge to the reader or to Google, because the author box says nothing and the article reads exactly like a hundred others on the same topic. Fixing that is often the fastest expertise win available on an existing site.
How to Build Authoritativeness for Your Website
Authority is the slowest of the four pillars to build because it depends on outside recognition rather than anything you can simply write on your own page. Still, there are concrete ways to earn it over time.
- Contribute guest articles or expert quotes to publications that already have a strong reputation in your niche.
- Build a consistent presence around your name or brand, including a well maintained LinkedIn profile, speaking appearances, or podcast interviews where relevant.
- Earn backlinks through genuinely useful resources, original research, or data that other sites want to reference, rather than through link exchanges or paid placements.
- Ask satisfied customers or readers for honest reviews on independent, well known review platforms rather than only collecting testimonials on your own site.
- Keep your entity information consistent everywhere it appears, the same business name, address, and details across your website, social profiles, and directory listings.
Authority compounds slowly. A single guest post rarely moves the needle, but a steady twelve month pattern of genuine mentions, citations, and reviews builds a reputation that is hard for competitors to fake or catch up to quickly.
This is also the pillar most vulnerable to shortcuts that backfire. Buying links or fabricating reviews might create a temporary illusion of authority, but it tends to unravel the moment a journalist, a competitor, or Google's own spam systems take a closer look.
How to Build Trustworthiness Signals
Because trust matters more than the other three combined, it deserves the most careful attention on your site. Most of the fixes here are refreshingly concrete and fully within your control.
- Move your entire site to HTTPS if any part of it still loads over an insecure connection.
- Publish a clear privacy policy, terms of use, and contact page, including a real way for readers to reach a human being.
- Disclose affiliate links, sponsored content, and any paid relationships clearly and near the top of the relevant content, not buried in a footer.
- Keep factual content updated, and add a visible last updated date so readers know the information has not gone stale.
- Fix or remove content that turns out to be wrong rather than leaving outdated claims live indefinitely.
- Make sure customer reviews on your own site cannot be filtered to hide negative ones, since a suspiciously perfect five star average often reads as less trustworthy, not more.
I have watched a client's rankings recover within a few months of nothing more than adding real author names with photos, a working contact page, and an honest refund policy, changes that took a single afternoon of development work yet signaled trustworthiness across the entire site rather than on one page at a time.
The E-E-A-T Checklist (Quick Reference Table)
Sometimes the fastest way to absorb all of this is a single table you can scan in under a minute. Use it as a working checklist any time you publish or update an important page.
| Pillar | What Google Is Really Asking | Fastest Way to Show It |
|---|---|---|
| Experience | Has this person actually done the thing | Original photos, specific firsthand detail |
| Expertise | Does this person truly understand it | Real credentials, clear reasoning, accuracy |
| Authoritativeness | Do other credible sources vouch for them | Citations, press mentions, quality backlinks |
| Trustworthiness | Can this page and site be relied upon | HTTPS, transparency, accurate, current content |
Keep this table open the next time you brief a writer or review a draft before publishing, since running through all four rows takes less time than writing a single paragraph, and it catches most of the obvious gaps before a page ever goes live.
Common E-E-A-T Mistakes That Quietly Hurt Rankings
Most E-E-A-T problems are not dramatic. They are small, quiet gaps that add up across an entire website. These are the mistakes I see most often.
- Publishing under a generic "Admin" or "Team" byline instead of a real named author, even when a real person clearly wrote the piece.
- Copying an About page template from a theme or agency without actually explaining who runs the site and why anyone should trust them.
- Letting old, factually outdated pages sit live for years without a single review, especially in fast moving fields like health, finance, or technology.
- Treating reviews and testimonials as marketing decoration rather than genuine, sometimes mixed feedback readers can verify.
- Writing in a confident tone about a YMYL topic without any relevant credential, license, or clearly disclosed lack of one.
- Chasing keyword volume with thin, AI-generated pages that repeat what already ranks instead of adding a genuinely new angle or firsthand detail, a pattern Google flagged directly in its helpful content guidance.
Every one of these is fixable without a full site rebuild, and in my experience the fixes tend to compound. Adding one real author bio rarely moves a whole site's rankings on its own, but doing it consistently, page after page, article after article, changes the overall impression the entire domain leaves with both readers and Google's systems.
Do not try to fake experience by inventing a persona or a fictional reviewer. Quality raters are specifically trained to look for signs of an invented, unverifiable author, and getting caught fabricating a credential tends to damage trust far more than having no bio at all.
E-E-A-T and AI-Generated Content in 2026
Few questions come up more often in 2026 than whether using AI tools to help write content damages E-E-A-T. Google has answered this directly and consistently since early 2023, stating that its focus has always been on the quality of content, not on how that content was produced. Appropriate use of AI or automation, in Google's own words, is not against its guidelines.
That said, the practical risk is real, and it shows up in a very specific way. AI models are excellent at producing fluent, generic summaries of information that already exists somewhere else. What they cannot do on their own is manufacture genuine firsthand experience, an original opinion formed from actually testing something, or a fact nobody has published yet. A page built entirely from an AI's synthesis of other people's content, with no human experience layered on top, tends to read exactly like every other AI-assisted page covering the same topic, which is the opposite of what earns strong E-E-A-T.
Google's more recent guidance for succeeding in its AI-powered search experiences pushes the same point even harder, encouraging creators to focus on original viewpoints and firsthand experience precisely because those are the qualities that both human readers and AI summarization systems struggle to find anywhere else.
The practical takeaway for 2026 is not to avoid AI tools. It is to use them for the parts they are genuinely good at, drafting, structuring, editing, research summarization, while keeping the actual experience, judgment, and final voice unmistakably human. I use AI drafting tools constantly in my own workflow, but every piece still passes through a real edit where I add details, examples, and opinions no model could have produced on its own.
How to Audit Your Website's E-E-A-T, Step by Step
Running your own E-E-A-T audit does not require expensive software, just a clear process and some honest self-assessment. Work through these steps in order the next time you want a real picture of where your site stands.
Ignore everything you already know about the topic and note whether the content feels like it was written by someone who has actually done the thing.
Confirm each one links to a real bio with genuine, verifiable background rather than a placeholder name.
Ask honestly whether a first time visitor would trust the business behind them within a few seconds.
Read what independent third parties are actually saying about you outside your own site.
Look for outdated statistics, dead links, or advice that no longer reflects current best practice.
Note any credential, citation, or firsthand detail they include that yours is missing.
Pages that dropped after a known core update are often the ones with the weakest E-E-A-T signals on the entire site.
None of these seven steps takes more than thirty minutes individually, and running through all of them for your most important pages once a quarter will catch the vast majority of E-E-A-T gaps long before they turn into a ranking problem.
E-E-A-T for Small Businesses and Local Sites
Small business owners sometimes assume E-E-A-T is a game built for massive media sites with in-house editorial teams, but the opposite is often true. A local business usually has an easier path to strong E-E-A-T than a huge, faceless corporate site, simply because the humans behind it are so visible.
A neighborhood dentist, for example, can lean into experience and trust in ways a giant health portal cannot. Real staff photos instead of stock images. A named dentist with an actual, checkable license listed. Genuine patient reviews linked from a Google Business Profile rather than curated testimonials. Specific, local detail about the practice, its equipment, and its approach, instead of generic copy that could describe any dental office anywhere.
Local relevance also feeds directly into authority. A mention in the local newspaper, a sponsorship of a community event, or a partnership with another respected local business all build the same kind of outside credibility that a national brand earns through press coverage, just at a smaller and often more attainable scale.
The businesses that struggle here are usually the ones that outsource their entire web presence to a generic template and never personalize a single sentence. If your homepage could belong to literally any competitor in any city with a quick find and replace of the business name, that is a clear sign your E-E-A-T needs real attention, not more keywords.
Tools That Help You Track E-E-A-T Signals
No tool measures E-E-A-T directly, since it is a human judgment framework rather than a number pulled from an API, but several tools make the underlying work much easier.
- Google Search Console shows which pages lost visibility after a core update, an early warning sign of a possible E-E-A-T related problem.
- A backlink checker such as Ahrefs or Semrush helps you see whether respected sites in your niche are linking to and citing you, a rough proxy for authority.
- Structured data testing tools confirm that your author, organization, and review markup are implemented correctly, which helps search engines understand exactly who created your content.
- Plagiarism and AI detection tools are useful internally for spotting content that reads as generic before it ever gets published, though they should guide editing decisions rather than replace human judgment.
- A simple shared spreadsheet tracking author bios, last updated dates, and outstanding citation needs is often more useful in practice than any paid platform.
None of these tools will hand you an E-E-A-T score, because that number does not exist anywhere, including inside Google. What they give you is better raw material for the same human judgment call a quality rater would eventually make about your page.
Key Takeaways
- E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it comes directly from Google's Search Quality Rater Guidelines.
- It is not a ranking factor you can switch on. It is a framework Google's algorithms try to approximate through many smaller, measurable signals.
- Trust is the most important of the four, according to Google's own guidance for creators.
- YMYL pages, the ones touching health, money, safety, or civic life, need noticeably stronger E-E-A-T than lower stakes topics.
- Real author bios, firsthand detail, accurate and current information, and a secure, transparent website move the needle more than any technical trick.
- Using AI tools is fine in Google's own words, as long as the final content still carries genuine human experience and judgment.
Building strong E-E-A-T is rarely one big project. It is a habit, applied consistently across every page you publish, that slowly changes how both readers and Google perceive your entire website.
Frequently Asked Questions
Tap any question below to reveal the answer. A couple are already open so you can see how it works.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It comes from Google's Search Quality Rater Guidelines, the document Google uses to train human evaluators who judge how well search results satisfy real users. The framework describes the qualities a genuinely good page should show, rather than a technical setting you can switch on inside your website.
Not in the technical sense. There is no single signal inside Google's algorithm labeled E-E-A-T. It is a judgment framework used by human quality raters, and Google's engineers then build separate, measurable ranking signals that try to approximate the same qualities those raters are trained to notice, such as content depth, backlink quality, and page security.
E-A-T covered Expertise, Authoritativeness, and Trustworthiness and was used in Google's guidelines for years before December 2022. At that point Google added a second E for Experience, recognizing that firsthand, lived contact with a topic, like actually using a product or visiting a place, deserved its own distinct weight alongside formal expertise.
YMYL stands for Your Money or Your Life. These are pages where inaccurate information could genuinely harm someone financially, physically, or legally, including medical, financial, legal, and safety related content. Google asks its quality raters to apply a much stricter quality bar to YMYL pages than to lower stakes topics like hobbies or entertainment.
Trustworthiness. Google states directly in its own guidance for creators that trust is the most important member of the E-E-A-T group, since a page can show real experience and deep expertise and still fail a reader if the information cannot be relied upon or the site itself feels unsafe or deceptive.
Yes, often more easily than a large corporate site. Small businesses can show real staff, genuine local detail, and authentic reviews in ways that feel more human and verifiable than generic corporate copy. Local press mentions, community involvement, and a named, visible owner or expert all build the same kind of trust and authority signal at a smaller, attainable scale.
Not by itself. Google has said openly that its systems focus on the quality of content rather than how it was produced, and using AI or automation is not against its guidelines. The risk appears when AI-generated content has no genuine human experience, opinion, or original detail layered on top of it, since that is what both readers and Google's systems are ultimately looking for.
A quarterly review of your most important pages is a reasonable starting point for most sites. Check author bios, confirm information is still accurate, look for outdated statistics or dead links, and compare your top pages against current top ranking competitors. Sites in fast changing or YMYL categories often benefit from reviewing their highest traffic pages even more frequently.
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