What is E-E-A-T, and how does it impact SEO

If you work in the field of search engine optimisation (SEO), you’ve probably been hearing quite a bit about E.E.A.T recently.

But what does E.E.A.T stand for in its entirety? Is it a significant overhaul, a minor adjustment, or something between the two? Should you completely overhaul your SEO strategy or just some aspects of it?

The E-E-A-T (Expertise, Experience Authoritativeness, Trustworthiness) factor is an integral component of Google’s algorithm and is incorporated within Google’s Search Quality Evaluator Guidelines. E-A-T is a crucial principle marketers should be aware of and concentrate on.

Expertise: This often involves objective, testable knowledge or skills. For example, can you calculate the load-bearing weight of a bridge?

Experience: This can be more subjective and is often shared through personal narration. For example, how does it feel to experience love for another person?

Authoritativeness: This is about being a go-to source for a particular topic. Think about what makes a source highly authoritative for the topic.

Trust: This involves accuracy, honesty, safety, and reliability in content. What makes a website or content creator trustworthy for the topic?

Understanding E-E-A-T


In the context of E-E-A-T, “expertise” refers to the breadth of knowledge or skill necessary for a given topic. This is an important SEO factor because it establishes the authority and dependability of the content.

Expertise in a field involves more than having a formal education or degree in a particular subject. It’s about proving that you have a thorough understanding of the subject at hand. The high calibre of the information might demonstrate this, the use of language specific to the industry or the capacity to respond to challenging questions about the subject.

If you run a website about photography, for instance, the content should demonstrate a high level of expertise in terms of various photography techniques, tools, editing software, and other related topics. The details should be precise, and the audience should benefit from the information. This could be shown through in-depth instructions, tutorials, or critical assessments of camera gear.

It’s also crucial to remember that various subjects call for varying degrees of expertise. For instance, it is ideal for professional advice in the fields of medicine or finance to come from those experts, whereas an enthusiastic amateur with a lot of practical experience could write a blog about home gardening.

In essence, showcasing expertise in your content contributes to the development of trust with both your audience and search engines, which can enhance the positioning of your website in search results.


“Experience” in the context of E-E-A-T is about the sincerity and breadth of the content creator’s intimate knowledge of the topic. It’s common knowledge that audiences respond more favorably to content created by people with a strong, personal connection to the subject. This is a result of the fact that it frequently offers unique perspectives and insights that those without that firsthand knowledge cannot replicate.

Experience is a key component in a variety of subjects. For example, a review of a product written by someone who has actually used it is much more persuasive and reliable than one written by someone who hasn’t. This idea is relevant to casual conversations on social media platforms and professional analyses of complex subjects.

The required level of experience can change depending on the subject matter. For instance, a health website might need professional medical advice, whereas personal anecdotes from people who have undergone particular treatments could be an invaluable source of emotional support and useful information.

Experience’s primary function in SEO is to harness the power of personal engagement to produce credible, trustworthy content that is intensely engaging and relatable to the audience. It’s about connecting with your audience through real-world experiences and improving the overall success of your SEO efforts.

If you manage a website that offers reviews and suggestions on hiking equipment, for instance. The authors of the content on this website should have actual hiking experience, according to an SEO expert working on it. This is due to the fact that a reviewer who has used a hiking boot or backpack on a variety of trails firsthand will be able to offer perspectives that a non-hiker wouldn’t have. They can talk about the boot’s comfort on protracted hikes, the backpack’s ability to carry heavy loads, or how the equipment performs in various weather scenarios.

Reviews based on first-hand experience are more valuable and authentic to readers, many of whom are hikers looking for trustworthy guidance on what equipment to buy. Because competitors would find it difficult to replicate personal experiences, making the content more distinctive.

Additionally, the authors of the content could include personal anecdotes about their hikes, which would enhance its engaging quality and possibly increase user engagement metrics like time spent on the page or social media shares. These indicators show search engines that users value the content, which might result in higher rankings in search results.

In this manner, the Experience element of E-E-A-T directly contributes to the success of the website’s SEO.


When discussing E-E-A-T (Experience, Expertise, Authoritativeness, and Trust), the term “authoritativeness” refers to the idea that the content creator or the website is regarded as a top resource for the subject at hand. This is important for SEO because it raises the trustworthiness and credibility of the content.

Being regarded as authoritative in the digital age involves more than being well-known or well-liked. The goal is to be regarded as a trustworthy source of knowledge on a particular subject or field. Producing consistently high-quality content, winning recognition from other reputable sources in the same industry, or enjoying a sizable following among the target market could all serve as proof of this.

For instance, if you run a tech blog, you could establish your authority by publishing exclusive interviews with thought leaders in the industry, receiving references from other reputable tech blogs, or having a sizable audience of tech enthusiasts who frequently interact with your content.

It’s also crucial to keep in mind that topical authority can vary. For instance, a website might be knowledgeable about digital marketing but not health and wellness.

In essence, developing authority in your content aids in establishing trust with both your audience and search engines, which can raise the ranking of your website in search results.


The four pillars of E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) are meaningless without trust. It measures how accurate, trustworthy, risk-free, and dependable a page is. The page’s content determines the level of trust that is necessary.

For instance:

  • Online stores need secure payment systems and reliable customer service.
  • Product reviews should be honest and written to help others make informed purchasing decisions rather than solely selling the product.
  • Informational pages on clear YMYL (Your Money, Your Life) topics must be accurate to prevent harm to people and society.
  • Social media posts on non-YMYL topics may not need a high level of trust, especially when the purpose of the post is to entertain its audience and the post’s content does not risk causing harm.

Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T, no matter how experienced, expert, or authoritative they may seem. For example, a financial scam is untrustworthy, even if the content creator is a highly experienced and expert scammer who is considered the go-to for running scams!

The following factors may be considered by search engines when determining the Page Quality Rating for E-E-A-T:

  • What the website or content creators say about themselves: The “About Us” page on the website or profile page of the content creator can reveal a lot about the website or content creator and its trustworthiness.
  • What others say about the website or content creators: independent reviews, references, news articles, and other sources of credible information about the website or content creators.
  • Is there independent, reliable evidence that the website or content creator is experienced, has the expertise, is authoritative or is otherwise considered trustworthy?
  • Is there independent, reliable evidence that the website or creator is untrustworthy?
  • What is visible on the page, including the Main Content (MC) and sections such as reviews and comments: For some types of pages, the level of experience and expertise may be clear from the MC itself.

There are many aspects of Trust, some of which are not captured by Experience, Expertise, and Authoritativeness. Other aspects, such as customer service information for online stores or peer-reviewed publications for academic authors, may impact this score. If a page is untrustworthy for any reason, it has a low E-E-A-T.

Understanding and optimizing for E-E-A-T is essential because search engines like Google aim to provide users with the most relevant and high-quality results for their queries. Websites demonstrating high E-E-A-T are more likely to rank higher in search results. This is especially true for YMYL topics, where Google applies higher standards because inaccurate or misleading information could potentially harm users.

E-E-A-T is a fundamental aspect of SEO. Demonstrating expertise, authoritativeness, and trustworthiness in your content can improve your website’s visibility in Google’s search results and provide more value to your users.

Improving E-E-A-T for Better SEO:

Improving your website’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) is a key strategy for enhancing your SEO (Search Engine Optimization) performance. Here’s how you can improve E-E-A-T:

Improving Content Quality: Ensuring high-quality content is the first step in enhancing E-E-A-T. This implies that it must be thoroughly researched, accurate, thorough, and beneficial to your audience. It should showcase your subject-matter knowledge and benefit your readers. To keep your content current and accurate, update it frequently.

Showcasing Expertise: If you want to show off your expertise, ensure that the people who write your content are knowledgeable and skilled. Ensure your audience knows your status as a subject matter expert. Include author biographies that highlight their expertise and credentials. Have a system in place to make sure user-generated content is accurate and trustworthy if it is.

Building Authority: It requires time and effort to establish authority. It entails developing a solid online reputation, obtaining high-quality backlinks from reputable websites, and becoming recognized as a thought leader in your industry. Engage your audience on social media, contribute to reputable websites, and participate in industry forums.

Earning Trust from Users: Being trustworthy requires being open and dependable. Make sure your website is encrypted using HTTPS, especially if you deal with sensitive user data. Be open and honest about your identity and the purpose of your website. Include details about your contact information, terms of service, and privacy policies. Encourage user reviews and feedback and respond to it.

By concentrating on these areas, you can raise the E-E-A-T of your website, which may increase traffic, visibility in search engine results, and conversion rates.

Remember that SEO is a long-term strategy, so E-E-A-T won’t improve overnight. But you can have a big impact if you work hard and consistently.

When a website becomes a trusted source in its sector, authority is questioned. This is accomplished by delivering consistently excellent content that other trustworthy websites acknowledge and link to. This endorsement strengthens the website’s reputation as a reliable resource over time.

Accuracy, transparency, and dependability help build trust. Websites that prioritize these principles ensure their content is current and accurate, cite reliable sources, and offer a safe, user-friendly environment. This dedication to building trust encourages a devoted audience and improves SEO.