What is EEAT and why it matters for SEO
Join our newsletter
Get access to trusted SEO education from the industry's best and brightest.
TL;DR: What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness—a set of guidelines Google uses to evaluate the quality of website content, particularly in industries where accuracy and reliability are crucial.
This concept is especially important in search engine optimization (SEO) and content marketing, where Google’s ranking depends heavily on these signals.
The full acronym
Experience
Experience refers to the degree to which you or the content creator has professional or personal experience with the specific topic you’re writing about.
This aspect was added on to the original E-A-T concept, recognizing that content from someone with real-world experience can be more valuable, especially in areas like product reviews, digital marketing strategies, and other YMYL (Your Money or Your Life) topics.
For example, an Amazon product review written by someone who has actually used the product will be more credible than one written without firsthand knowledge.
Expertise
Expertise is about your organization’s or the content creator’s knowledge or skill in a particular area.
Google values content that demonstrates subject matter expertise, as it can help potential customers make informed decisions. Industry experts can provide interviews and testimonials for content to demonstrate expertise.
For example: Within the SEO community, experts can showcase their expertise through author bios, certifications, or case studies that validate their credentials.
This is essential for creating trustworthy content, whether it's a podcast script, blog post, or guest post.
Authoritativeness
Authoritativeness measures the overall authority of the content creator, the content itself, and the website hosting it.
This can be reinforced by citations from authoritative sources, earning credible backlinks, and a solid reputation in the field.
Trustworthiness
Trustworthiness is the most critical component of E-E-A-T, focusing on the reliability of the content and its creator.
This includes ensuring that website content is factually accurate, clearly sourced, and free from misleading or untrustworthy information.
Trustworthy sources and transparency, such as including contact information and positive reviews, also play a significant role in building trust with searchers.
Evolution of E-A-T to E-E-A-T
The shift from E-A-T to E-E-A-T reflects Google’s recognition of the growing importance of professional or personal experience in content creation.
This update ensures that not only does the content need to be expert and authoritative, but it also needs to come from a place of genuine experience, further bolstering its credibility.
First-hand experience and its impact
Adding "Experience" to the acronym emphasizes the importance of real-world interaction with the topic.
For instance, if you’re writing a piece of content about earning better search rankings to get more organic traffic, tried-and-true digital marketing strategies that have been tested and proven by the author (ie, you yourself!) will likely carry more weight in Google’s eyes.
This change affects how Google’s search algorithm assesses content, particularly in YMYL topics, where the stakes are higher.
Why E-E-A-T matters for SEO
E-E-A-T as a non-direct ranking factor
While E-E-A-T itself is not a direct ranking factor like keywords or backlinks, it heavily influences how content is evaluated by Google’s Search Quality Rater Guidelines.
These guidelines shape the algorithm’s understanding of what constitutes high-quality content, indirectly impacting ranking signals in search engine results.
Therefore, E-E-A-T signals are crucial for SEO professionals looking to improve their site’s visibility.
The role of E-E-A-T in Google’s algorithm
Google’s algorithm uses E-E-A-T principles to assess the overall quality of web pages.
This assessment helps Google determine which content is most likely to satisfy search intent and provide value to the user.
E-E-A-T and YMYL (Your Money or Your Life) content
YMYL content refers to topics that can impact a person’s health, finances, or well-being.
Examples include medical advice, financial planning, and legal counsel.
Given the potential consequences of untrustworthy information in these areas, Google applies E-E-A-T principles more stringently.
Examples of YMYL topics
Medical advice: Articles on health conditions, treatments, or medications.
Financial advice: Content about investments, taxes, or retirement planning.
Legal information: Guides on laws, legal rights, or contracts.
Building trust with E-E-A-T to improve SERP rankings
Incorporating E-E-A-T into your SEO strategy is crucial for improving SERPs (Search Engine Results Pages) rankings.
Establishing trustworthiness through accurate, well-researched content and authoritative sources can lead to better visibility and higher conversions, especially among potential customers searching for reliable information.
How does E-E-A-T work?
The impact of Google’s Search Quality Rater Guidelines
Google’s Search Quality Rater Guidelines serve as the foundation for E-E-A-T.
These guidelines help raters evaluate page quality and determine whether the content meets the standards set by Google, ensuring that part of Google’s evaluation process remains human-driven.
Evaluating page quality
Page quality is assessed based on factors like the expertise of the content creator, the authoritativeness of the site, and the trustworthiness of the content.
Pages that demonstrate high E-E-A-T are considered higher quality, which is crucial for improving ranking signals.
Differentiating high-quality vs. low-quality content
High-quality content is comprehensive, well-researched, and provides real value to the reader.
In contrast, low-quality content may be thin, poorly sourced, or lacking in expertise.
Google uses E-E-A-T to distinguish between the two, prioritizing content that meets its quality standards and discouraging the use of untrustworthy information.
Demonstrating expertise through author bios, citations, and certifications
Including detailed author bios that highlight the content creator’s years of experience and qualifications can enhance the perceived expertise of the content.
Additionally, using citations from credible sources and showcasing relevant certifications can further validate the content’s authority.
This approach is a core part of search engine optimization in ensuring content aligns with Google’s ranking factors.
The importance of authoritative sources and credible backlinks
Backlinks from authoritative sites are crucial in establishing the authoritativeness of your overall site.
These links serve as digital endorsements so to speak, signaling to Google that your content is trusted by others in your industry.
Effective, quality-based link building through guest posts, earned links, and other quality SEO practices can significantly boost a site’s credibility.
Enhancing user experience and Core Web Vitals in relation to E-E-A-T
Improving the user experience on your website—measured by Core Web Vitals with metrics such as page load time, interactivity, and visual stability—also plays into E-E-A-T.
A positive user experience can increase engagement and decrease bounce rates, contributing to better search engine rankings.
The role of social media and positive reviews in E-E-A-T
Social media presence and positive reviews can bolster your site’s trustworthiness.
Engaging with your audience on platforms like LinkedIn—or through podcasts, review sites like Yelp, or other content formats—can positively impact how Google perceives your site and the content you create.
This is especially true for online stores, where customer feedback, product reviews, and personal experience matter greatly.
Best practices for optimizing for E-E-A-T
Create high-quality, in-depth content
Establish a positive brand reputation and build trust
Understand impact of algorithm updates
Leverage testimonials and real-life experience to build authority
Avoid spammy practices and maintain credibility
Create high-quality, in-depth content
Focus on creating in-depth content that thoroughly covers the topic and addresses the target audience’s needs.
High-quality content that demonstrates a high level of E-E-A-T is more likely to perform well in search results.
Aligning your content creation strategy with these principles is key to success in digital marketing.
Establish a positive reputation and building trust
Maintain a positive reputation by consistently delivering accurate, reliable content. Responding to feedback, addressing negative reviews, and engaging with your audience can help build trust. For example, incorporating testimonials and real-life experiences into your content can enhance its authoritativeness, making it resonate more with potential customers.
Understand impact of algorithm updates
Keep your content up to date to maintain its relevance.
Google’s algorithm updates, such as the Helpful Content Update, often prioritize fresh, accurate content that meets current standards.
Regular value-adding updates to content also help maintain a site’s E-E-A-T signals.
Leverage testimonials and real-life experience to build authority
Incorporating testimonials and personal experiences into your content can enhance its authoritativeness.
These elements provide additional evidence of your expertise and experience, reinforcing your content’s credibility.
Create a system to regularly gather testimonials, reviews, case studies, and product feedback and incorporate it into your content creation.
LEARN MORE: Check out Tory Gray’s Winning SGE with UGC Clearscope Webinar or Amanda Johnson’s How to Incorporate Information Gain to Boost Content Quality at Scale.
Avoid spammy practices and maintain credibility
Avoid spammy tactics such as keyword stuffing, low-quality, high-quantity backlink buying tactics, or using clickbait titles.
These practices can harm your site’s credibility and lead to penalties from Google.
Use AI-generated content responsibly
While AI-generated content, such as that produced by ChatGPT, can be useful, it’s essential to use it responsibly within your content strategy.
Ensure that it is thoroughly fact-checked and meets the same Google E-E-A-T guidelines as human-generated content.
This is critical in ensuring that your content continues to rank well and meets the expectations of both Google and your audience.
LEARN MORE:
Common questions about E-E-A-T
Q: Is E-E-A-T still important as Google moves toward AI Overviews?
A: Yes, E-E-A-T remains critical even as Google integrates more AI-driven overviews into its search experience.
The core principles of trustworthiness, authoritativeness, and expertise are essential in ensuring that Google is serving users (ie, real people) effectively.
Q: Can practicing E-E-A-T help your content get cited in AI Overviews?
A: There’s a lot we still don’t know about what sites are showing in AI Overvies and when. But by following E-E-A-T principles, your content is more likely to be viewed as a credible source by AI algorithms, increasing the chances of being cited in AI Overviews.
LEARN MORE: Your AI Overviews (SGE) Optimization Framework with Garrett Sussman of iPullRank
Q: What role do backlinks play in E-E-A-T?
A: Backlinks from reputable sources are a key indicator of authoritativeness and can significantly enhance your content’s E-E-A-T.
They act as votes of confidence from other websites, signaling to Google that your content is trustworthy. However, aim for quality backlinks from other sites in your industry or topic instead of quantity.
Q: How does google assess E-E-A-T for different industries?
Google assesses E-E-A-T differently depending on the industry.
For example, YMYL topics require a higher level of expertise and trustworthiness due to their potential impact on a person’s life, whereas other industries might focus more on experience and authoritativeness, such as in the case of content marketing or SEO strategies.
Q: What are the common mistakes websites make that harm their E-E-A-T?
Common mistakes include:
Publishing low-quality content
Neglecting author bios
Failing to cite credible sources
Engaging in spammy practices—like over-optimizing for SEO at the expense of content quality or buying spammy backlinks
It’s important to avoid these pitfalls to maintain strong E-E-A-T signals.
Additional Resources
Creating Helpful, Reliable, People-First Content from Google Search Central
Our Latest Update to the Quality Rater Guidelines: E-A-T Gets an Extra E for Experience from Google Search Central
Automatically generating and ranking results: How Google Search Works
