Google E-E-A-T Guide: Create People-First Content

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness—a set of quality criteria Google uses to assess the credibility and reliability of content. Originally introduced as E-A-T, Google expanded it to include Experience in December 2022, reinforcing the value of first-hand knowledge. 

The addition of Experience underscores Google’s ongoing commitment to rewarding content that genuinely helps users rather than content designed solely to rank well in search engines.

This article will provide a comprehensive guide on how SEOs can effectively implement E-E-A-T by covering:

✅ What E-E-A-T is and how it impacts SEO rankings
✅ How to demonstrate Experience, Expertise, Authority, and Trustworthiness in content
✅ Google’s official recommendations for creating people-first content
✅ Practical strategies to enhance E-E-A-T signals across your website
✅ Common SEO mistakes that undermine credibility and how to fix them

Additionally, this article is part of our series on content SEO, do check out the centrepiece article on SEO for blogs.

Understanding E-E-A-T and Its Role in SEO

While E-E-A-T is not a direct ranking factor, it plays a crucial role in how Google’s algorithms evaluate and rank content, particularly for topics where accuracy and trust are critical. Websites that demonstrate strong E-E-A-T signals tend to perform better in search rankings, especially in industries categorized as Your Money, Your Life (YMYL)—fields where misleading or low-quality content can have real-world consequences (e.g., finance, healthcare, legal advice).

Google’s Search Quality Rater Guidelines (SQRG), which human evaluators use to assess search results, emphasize that content should:
✔️ Be created by individuals with genuine expertise or experience in the subject.
✔️ Be published on a website that has established authority in the industry.
✔️ Provide accurate, reliable, and well-sourced information to build trust with users.

In essence, Google rewards content that is well-informed, trustworthy, and beneficial to users. SEOs who prioritize these principles will gain long-term ranking stability and improved search visibility.

Why E-E-A-T Matters for SEO Success

Google’s core updates increasingly focus on promoting content that aligns with E-E-A-T principles. If your content lacks credibility or appears untrustworthy, it may struggle to rank—even if it is technically optimized.

Here’s why E-E-A-T is a game-changer for SEO:

1. Google Uses E-E-A-T to Fight Misinformation

• Inaccurate or misleading content can harm users, especially in YMYL industries.
• Google’s algorithms prioritize fact-checked, well-sourced, and expert-driven content.

2. Higher E-E-A-T = Better Rankings & Visibility

• Websites with authoritative backlinks, expert-authored content, and strong trust signals tend to rank higher.
• Google prefers content from sources that demonstrate real expertise over those that merely optimize for keywords.

3. E-E-A-T Impacts User Engagement & Conversions

• Users are more likely to trust, engage with, and take action on content that comes from a credible source.
• Establishing expertise and trustworthiness can increase brand authority and customer confidence, leading to higher conversion rates.

How Google’s Quality Raters Use E-E-A-T

Google employs Search Quality Raters—real people who evaluate the quality of search results based on Google’s guidelines. While their assessments do not directly influence rankings, they help Google refine its search algorithms to reward high-quality content.

Raters use E-E-A-T criteria to judge whether a page provides helpful, relevant, and reliable information. Here’s what they look for:

• Who created the content? Is the author qualified to write on the subject?
• Does the content show first-hand experience or expertise?
• Is the website recognized as an authoritative source in the industry?
• Are sources, citations, and credentials provided to build trust?
• Does the website have a good reputation based on reviews, mentions, and external references?

For SEOs, this means demonstrating clear expertise, citing reliable sources, and building a strong brand presence is essential for long-term rankings.

E-E-A-T and YMYL: Why Some Websites Face Stricter Evaluation

Certain topics demand higher E-E-A-T standards because of their potential impact on users’ well-being. Google refers to these as Your Money, Your Life (YMYL) topics, which include:

• Financial Advice: Investment tips, banking guidance, and tax information.
• Health & Medical Information: Disease prevention, treatments, and medication details.
• Legal & Government Topics: Laws, regulations, and legal services.
• News & Current Events: Political updates, global events, and major societal issues.

For these industries, Google expects content to be backed by credible experts, peer-reviewed research, and trustworthy organizations. If your site covers YMYL topics, proving strong E-E-A-T is critical for maintaining rankings.

Experience: Why First-Hand Knowledge Matters

Experience refers to first-hand involvement or direct interaction with the topic being discussed. Google wants to prioritize content that demonstrates real-world experience rather than regurgitated information that lacks originality.

How Google Evaluates Experience:

• Content should be created by someone who has actually used, tested, or interacted with the subject.
• For product reviews, Google favors articles written by people who have used the product rather than generic summaries.
• Experience is especially crucial for YMYL topics, where first-hand insights can help users make informed decisions.

How SEOs Can Demonstrate Experience in Content:

✅ Include personal case studies or real-life applications of the topic.
✅ Use original images, videos, and screenshots instead of stock photos.
✅ Feature first-hand testimonials, interviews, and industry insights.
✅ Add a “Reviewed By” or “Written By” section with an expert’s credentials to verify hands-on knowledge.

Example:
❌ Weak Experience: “This running shoe is comfortable and durable.”
✅ Strong Experience: “After running 50km in these shoes across different terrains, I found that the cushioning held up well, especially on rocky paths.”

Expertise: Establishing Knowledgeable and Credible Content

Expertise refers to the depth of knowledge and qualifications of the content creator. Google prioritizes content written by individuals who possess formal expertise or significant experience in their field.

How Google Evaluates Expertise:

• Is the content written by someone with professional qualifications or years of experience?
• Does the author have a strong background in the industry (degrees, certifications, awards)?
• Are credible sources and references used to support claims?

How SEOs Can Demonstrate Expertise in Content:

✅ Feature expert authors: Ensure content is written or reviewed by qualified professionals.

✅ Showcase author bios: Include relevant credentials, experience, and social media profiles.

✅ Back claims with authoritative sources: Cite research studies, white papers, and expert opinions.

✅ Use data-driven insights: Incorporate statistics, industry reports, and proprietary research.

Example:

❌ Weak Expertise: “SEO is important for ranking websites on Google.”

✅ Strong Expertise: “According to Google’s Search Quality Evaluator Guidelines, websites with strong E-E-A-T signals are more likely to rank well, especially in YMYL industries.”

Authoritativeness: Building Your Reputation as a Go-To Source

Authoritativeness refers to the credibility of the author, website, or brand in a specific industry. A website with high authority is recognized as a trusted source by industry peers, publications, and reputable sites.

How Google Evaluates Authoritativeness:

• Does the website have a strong reputation in the industry?
• Is the author widely recognized as an expert in their field?
• Does the site earn backlinks and mentions from other authoritative sources?
• How SEOs Can Build Authoritativeness

✅ Earn high-quality backlinks from reputable websites and industry leaders.

✅ Get featured in media, podcasts, and authoritative blogs (digital PR).

✅ Showcase awards, certifications, and industry recognitions.

✅ Encourage brand mentions and testimonials from respected professionals.

Example:

❌ Weak Authoritativeness: A blog post on financial advice written by an unknown author with no credentials.

✅ Strong Authoritativeness: A financial advice article authored by a Certified Financial Planner (CFP) and published on a website that’s frequently cited by Forbes and Bloomberg.

Trustworthiness: Ensuring Content is Accurate and Reliable

Trustworthiness is about ensuring that content is accurate, transparent, and safe for users. Google prioritizes websites that provide clear, honest, and well-documented information.

How Google Evaluates Trustworthiness:

Does the website have clear contact information and an “About Us” page?

Are sources, citations, and data fact-checked and credible?

Is the website secure (HTTPS), free of misleading information, and regularly updated?

How SEOs Can Improve Trustworthiness

✅ Ensure website security (HTTPS, privacy policies, transparent data collection).

✅ Cite authoritative sources and fact-check all information.

✅ Publish detailed author bios with links to credentials.

✅ Make sure reviews, testimonials, and editorial policies are visible.

Example:

❌ Weak Trustworthiness: A medical website with no author information, missing sources, and outdated advice.

✅ Strong Trustworthiness: A medical website that cites doctors, includes peer-reviewed studies, and follows compliance guidelines.

How to Create People-First Content That Aligns with E-E-A-T

Now that we’ve broken down Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), the next step is understanding how to apply these principles to create high-quality, people-first content. Google explicitly states that content should be made to help people—not just rank in search engines.

In this section, we’ll cover Google’s Helpful Content Guidelines, the key characteristics of people-first content, and SEO best practices to align with E-E-A-T.

Understanding Google’s Helpful Content Guidelines

Google’s Helpful Content System is designed to reward genuinely valuable content while filtering out content made primarily to manipulate rankings. The goal is to ensure users find original, insightful, and trustworthy information.

Signs of High-Quality, People-First Content

✅ Demonstrates first-hand experience and expertise on the subject.

✅ Provides genuine value—answers a question, solves a problem, or offers unique insights.

✅ Has a clear purpose and is well-structured for readability.

✅ Uses accurate, fact-checked information from credible sources.

✅ Is engaging and user-friendly, with helpful visuals, videos, or interactive elements.

Signs of Low-Quality, Search-First Content

❌ Created primarily to rank rather than help users.

❌ Uses AI-generated content without human expertise or oversight.

❌ Lacks originality, simply rewriting or summarizing existing content.

❌ Overuses keywords and SEO tricks instead of providing real insights.

❌ Fails to cite sources or provide verifiable information.

🚨 Google’s Ranking Impact: If a site has too much unhelpful, search-first content, it may struggle to rank—even if some of its pages are high quality.

Step 1: Start with User Intent, Not Keywords

Understand what users actually want—their pain points, motivations, and search intent.

Use tools like Google’s People Also Ask, Search Console, and Reddit/Quora discussions to find real user questions.

Prioritize content depth over keyword density—Google rewards pages that fully satisfy user intent.

💡 Example:

❌ Search-First: “Best running shoes 2024” stuffed with keywords but no real analysis.

✅ People-First: “I tested 10 running shoes for 30 days—here’s what worked best for different runners.”

Step 2: Demonstrate Experience & Expertise in Your Writing

Include real-world case studies, first-hand insights, and personal experiences.

Showcase author credentials, expertise, and industry background.

If applicable, add a “Medically Reviewed” or “Expert-Verified” label with contributor details.

💡 Example:

❌ Weak Content: A vague guide on investing with no author background.

✅ Strong Content: A guide written by a Certified Financial Planner (CFP) with real-life investment strategies.

Step 3: Make Your Content More Trustworthy

Cite reputable sources (Google Scholar, industry reports, government websites).

Use accurate data, charts, and statistics to support claims.

Keep content transparent and objective—avoid misleading or exaggerated claims.

💡 Example:

❌ Weak Trustworthiness: “This supplement guarantees weight loss.”

✅ Strong Trustworthiness: “According to a study published in the Journal of Nutrition, this supplement showed an average 5% weight reduction in a controlled trial.”

Optimize Content for Readability & Engagement

Use clear, concise, and structured writing (short paragraphs, bullet points).

Add visual aids (charts, infographics, videos) to break up text-heavy sections.

Improve internal linking—connect relevant articles for deeper insights.

💡 Example:

❌ Wall of text: A 2,000-word article with no subheadings, making it unreadable.

✅ Well-structured content: Uses H2s, bullet points, images, and key takeaways to improve skimmability.

Keep Content Updated & Relevant

Regularly review and refresh outdated articles, especially for YMYL topics.

Monitor Google Search Console and analytics to identify declining pages that need improvement.

Clearly indicate last updated dates and what changes were made.

💡 Example:

❌ Neglected Content: A “Best Laptops for 2022” article still ranking in 2024.

✅ Updated Content: A “Best Laptops for 2024” guide that’s been revised with the latest models and benchmarks.

Structuring Your Content for Maximum E-E-A-T Impact

Google values well-organized, user-friendly content that is easy to navigate. Here’s how to structure your articles for maximum impact:

1. Use a Clear Hierarchical Structure

🔹 H1: Main topic (e.g., “How to Choose the Best SEO Agency”)

🔹 H2: Major sections (e.g., “What to Look for in an SEO Agency”)

🔹 H3: Subtopics (e.g., “Red Flags to Avoid”)

2. Add an Author Box & Source Citations

🔹 Display author credentials and a brief bio.

🔹 Link to LinkedIn, company profile, or industry publications.

🔹 Cite sources with hyperlinked references to build credibility.

3. Use Schema Markup for Rich Results

🔹 Implement Author, Article, and Review Schema to improve search visibility.

🔹 Use FAQ Schema to appear in Google’s “People Also Ask” section.

🔹 Optimize for Google Discover by focusing on high-quality, authoritative content.

Common SEO Mistakes That Undermine People-First Content

🚫 1. Relying Too Much on AI-Generated Content

AI tools can assist, but content must be edited and fact-checked by experts.

🚫 2. Writing for Search Engines Instead of Users

Overuse of keywords and SEO hacks without real value will get penalised.

🚫 3. Neglecting E-E-A-T Signals

Lack of author credentials, sources, and external citations makes content look unreliable.

🚫 4. Ignoring User Experience (UX) Issues

Slow-loading pages, intrusive ads, and bad formatting hurt rankings and engagement.

Practical SEO Techniques to Boost E-E-A-T Signals

Now that we understand how to create people-first content, the next step is optimising your website and SEO strategy to reinforce Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Google doesn’t just evaluate the content itself—it also looks at the credibility of the website, its authors, and its external reputation.

In this section, we’ll cover technical SEO, backlink strategies, credibility boosters, and trust-building techniques to strengthen your E-E-A-T signals.

Optimising Author & Website Credibility

Google prioritises content from reliable sources. SEOs must ensure that both the author and website demonstrate authority and trustworthiness.

1. Showcase Author Expertise & Experience

Include detailed author bios on every article.

Highlight credentials, industry experience, and publications.

Link to author profiles on LinkedIn, Twitter, and industry websites.

Use “Medically Reviewed” or “Expert Verified” labels for YMYL topics.

💡 Example:

✅ Good E-E-A-T Signal: A health article by a licensed doctor with a detailed bio and a link to their credentials.

❌ Weak E-E-A-T Signal: A generic article with no author attribution or credentials.

2. Strengthen Your Website’s “About Us” and Team Pages

Provide transparent company details, including history and expertise.

List team members, their roles, and credentials.

Add trust signals like media features, partnerships, and awards.

💡 Example:

✅ Good E-E-A-T Signal: A digital marketing agency showing client testimonials, case studies, and industry certifications.

❌ Weak E-E-A-T Signal: A faceless website with no team information or proof of expertise.

Earning High-Quality Backlinks & Mentions

Backlinks remain one of the strongest authority signals in Google’s ranking algorithm. However, not all backlinks are equal—Google values high-quality, relevant links from trusted sources.

1. Build Authority Through Digital PR & Thought Leadership

Get featured in reputable publications (Forbes, HubSpot, Search Engine Journal).

Publish guest posts on authoritative websites in your industry.

Engage in podcasts, webinars, and expert roundtables to build credibility.

2. Leverage HARO (Help A Reporter Out) for Press Mentions

Respond to journalist requests for expert insights on HARO.

Earn backlinks from news sites, blogs, and research publications.

Establish your brand and team members as thought leaders.

💡 Example:

✅ Good Backlink Profile: A marketing consultant featured in Forbes, Moz, and Semrush, earning contextual backlinks.

❌ Weak Backlink Profile: A website with spammy directory links and low-quality guest posts.

3. Improve Internal Linking for Authority Flow

Link to pillar pages and in-depth guides to improve topic authority.

Use descriptive anchor text to enhance context.

Ensure high-authority pages pass link equity to related articles.

💡 Example:

✅ Good Internal Linking: An article on “SEO Pricing” linking to a detailed SEO cost breakdown guide.

❌ Bad Internal Linking: Random, unrelated internal links with no relevance to user intent.

Improving Website Trustworthiness & Security

A website’s security, transparency, and reputation play a key role in building trust.

1. Ensure Your Website Uses HTTPS

Google flags non-HTTPS sites as “Not Secure”, which reduces trust.

Get an SSL certificate to encrypt user data.

💡 Example:

✅ Secure Site: HTTPS with an SSL certificate.

❌ Non-Secure Site: HTTP with a “Not Secure” browser warning.

2. Display Clear Contact Information & Business Credentials

Add a physical address, phone number, and verified email.

Include customer support and social media links.

Show business registration details or industry certifications (especially for YMYL industries).

💡 Example:

✅ Trusted Site: A law firm listing contact details, team bios, and legal accreditations.

❌ Untrusted Site: A finance blog with no author details, no contact page, and no transparency.

3. Publish Clear Editorial Guidelines & Fact-Checking Policies

Outline how content is researched, reviewed, and fact-checked.

Clearly state update policies for outdated content.

Provide references for all factual claims.

💡 Example:

✅ Good Trust Signal: A health website that cites medical studies and has a fact-checking process.

❌ Bad Trust Signal: A website with outdated health claims and no citations.

Implementing Structured Data for E-E-A-T

Google relies on structured data (Schema Markup) to understand content better.

1. Use Author & Article Schema Markup

Add “Author” schema with credentials, social links, and expertise.

Use “Article” schema for blog posts and news articles.

2. Implement Review & FAQ Schema for Enhanced Visibility

Add FAQ Schema to appear in Google’s “People Also Ask” box.

Use Review Schema for product reviews, showcasing first-hand experience.

💡 Example:

✅ Well-Optimized Page: A tech review site using Author Schema, Product Review Schema, and FAQ Schema.

❌ Poorly-Optimized Page: A generic blog post with no structured data or rich snippets.

Reputation Management: Online Reviews & Brand Signals

Google evaluates off-site signals such as brand mentions, customer reviews, and industry reputation.

1. Encourage Positive Customer Reviews on Trusted Platforms

Get reviews on Google My Business, Trustpilot, and industry-specific review sites.

Address negative feedback professionally to maintain trust.

2. Strengthen Social Media Presence & Brand Mentions

Google considers brand recognition in ranking factors.

Maintain an active LinkedIn, Twitter, and industry community presence.

3. Ensure Consistent Brand Naming Across Digital Platforms

Use the same brand name format on your website, Google My Business, and social media.

Maintain consistency in how your brand is mentioned in PR, directory listings, and citations.

Align NAP (Name, Address, Phone) details across local listings.

💡 Example:

✅ Good Brand Consistency: “FirstPage Digital” listed exactly the same across website, GMB, LinkedIn, and directories.

❌ Inconsistent Brand Name: “FirstPage,” “FirstPage Digital Singapore,” and “1st Page Digital” appearing differently across platforms.

Common SEO Mistakes That Undermine E-E-A-T

Even with a strong understanding of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), many websites make critical mistakes that weaken their credibility and hurt rankings. Google continuously refines its algorithms to demote low-quality content, so avoiding these pitfalls is essential for long-term SEO success.

In this section, we’ll cover the most common SEO mistakes that undermine E-E-A-T and how to fix them.

Relying Too Heavily on AI-Generated Content Without Human Oversight

The Mistake:

• Overuse of AI tools like ChatGPT for mass content production.
• Publishing generic, unverified, or repetitive AI-generated articles.
• No human fact-checking or expert review before publishing.

Why It’s a Problem:

• Google has explicitly warned against unhelpful, mass-produced AI content.
• AI often lacks real-world experience and can generate inaccuracies.
• It fails to demonstrate true expertise, making content look generic.

✅ How to Fix It:

✔ Use AI as an assistant, not a replacement—let experts refine and validate the content.

✔ Ensure all AI-generated content is reviewed by subject-matter experts.

✔ Add personal insights, case studies, and original research to differentiate content.

💡 Example:

❌ Bad AI Content: “SEO is important for ranking higher on Google. It helps websites get more traffic.”

✅ Good AI-Assisted Content: “In 2024, Google’s core updates prioritize high-quality, user-first content. Based on my experience running SEO audits for 200+ sites, the biggest ranking factor has been content depth and topical authority.”

Writing for Search Engines Instead of People

The Mistake:

• Overusing keywords unnaturally (“keyword stuffing”).
• Creating thin, low-value content solely to target search terms.
• Publishing doorway pages—multiple pages with slight variations to manipulate rankings.

Why It’s a Problem:

• Google’s Helpful Content Update penalises content created just for rankings.
• Poor user experience leads to high bounce rates and lower engagement.
• Thin content with little value gets ignored by Google’s algorithms.

✅ How to Fix It:

✔ Focus on answering user questions comprehensively.

✔ Use natural language and conversational tone instead of robotic keyword insertion.

✔ Optimize for search intent, not just keyword matching.

💡 Example:

❌ Search-First Content: “SEO best practices SEO is important SEO rankings improve SEO tips.”

✅ People-First Content: “SEO rankings improve when websites provide valuable, expert-driven content. A well-structured site with relevant, high-quality pages naturally gains visibility in Google.”

Lack of Author Expertise & Transparency

The Mistake:

• Publishing content without an author name or credentials.
• No expert verification or external validation for YMYL topics.
• Anonymous blog posts that lack credibility and trust signals.

Why It’s a Problem:

• Google prioritises expert-written content for sensitive topics like finance and health.
• Low credibility makes it hard to earn backlinks and citations.
• Users are less likely to trust or engage with faceless content.

✅ How to Fix It:

✔ Include an author bio with expertise, qualifications, and experience.

✔ Use “Expert Reviewed” or “Medically Verified” labels for high-trust topics.

✔ Link to author profiles, LinkedIn, and published works to establish credibility.

💡 Example:

❌ Weak Author Attribution: “Posted by Admin” with no bio.

✅ Strong Author Attribution: “By Dr. Jane Smith, PhD in Nutrition, Featured in WebMD & Harvard Health.”

Ignoring Website Security & Trust Signals

The Mistake:

• No SSL certificate (HTTPS)—site flagged as “Not Secure.”
• Lack of contact information, privacy policy, or terms of service.
• Hosting intrusive ads, pop-ups, or malware that disrupt user experience.

Why It’s a Problem:

• Google prioritizes secure and trustworthy sites in rankings.
• Users abandon websites that seem unsafe or unprofessional.
• Google’s Safe Browsing filters penalize sites with security vulnerabilities.

✅ How to Fix It:

✔ Always use HTTPS with a valid SSL certificate.

✔ Provide clear business details, customer support contacts, and legal policies.

✔ Optimize for fast loading times and mobile responsiveness.

💡 Example:

❌ Untrustworthy Website: HTTP site with no contact details or privacy policy.

✅ Trustworthy Website: HTTPS site with a clear “About Us,” contact page, and security certifications.

Neglecting Content Updates & Fact-Checking

The Mistake:

• Leaving outdated articles unedited, even when information becomes irrelevant.
• Failing to update stats, research, or broken links over time.
• Allowing incorrect or misleading content to remain published.

Why It’s a Problem:

• Google devalues outdated content, especially in YMYL industries.
• Misinformation damages brand credibility and user trust.
• Broken links lead to poor user experience and SEO decline.

✅ How to Fix It:

✔ Set a regular content audit schedule to refresh articles.

✔ Clearly display “Last Updated” dates to show content accuracy.

✔ Fact-check all claims, statistics, and sources before publishing.

💡 Example:

❌ Outdated Content: “Google’s top ranking factor is backlinks” (old data).

✅ Updated Content: “Google’s 2024 updates prioritize helpful content and topical authority alongside backlinks.”

Key Takeaways

✅ E-E-A-T is critical for SEO success, especially for YMYL (Your Money, Your Life) topics like finance, healthcare, and legal advice.

✅ People-first content that demonstrates first-hand experience, expert insights, and real-world application will rank better than AI-generated or generic content.

✅ Author credibility matters—articles should be written or reviewed by industry professionals with clear expertise.

✅ Website reputation plays a role—high-quality backlinks, media mentions, and positive reviews help build authority.

✅ Trust signals such as HTTPS security, structured data, and clear brand consistency strengthen rankings and user confidence.

✅ SEO mistakes like keyword stuffing, spammy backlinks, and lack of transparency can undermine credibility and lead to ranking penalties.

How to Future-Proof Your SEO Strategy with E-E-A-T:

🔹 Regularly update content to ensure accuracy and freshness.

🔹 Build a strong author and brand presence through thought leadership, guest contributions, and PR efforts.

🔹 Invest in high-quality content creation, focusing on deep research, expert insights, and real-world experience.

🔹 Optimize for search intent and user experience, not just for search engine rankings.

🔹 Monitor online reputation—respond to reviews, build relationships with trusted sources, and ensure brand consistency across all digital platforms.

In an era where Google increasingly prioritizes trust and credibility, SEO success depends on delivering exceptional content that benefits users first. By aligning with E-E-A-T principles, businesses can build lasting authority, earn user trust, and achieve sustainable search rankings.