What Is E-E-A-T, And How Does It Impact SEO?

Google has recently updated its E-A-T concept and added an extra ‘E’ for experience, resulting in E-E-A-T. According to this, pages created by individuals with a certain level of experience in a particular topic are seen as more trustworthy and authoritative than those without such experience.

Although E-E-A-T does not have a direct impact on search engine rankings, it is considered a valuable metric for assessing content quality and improving the chances of success in Google searches.

In this blog post, we will discuss the importance of EEAT for search engine optimization (SEO) and provide tips on how to adjust your content optimization strategies for SEO.

What Is E-E-A-T?

The Google EEAT framework evaluates website content based on Experience, Expertise, Authoritativeness, and Trustworthiness. It was introduced in 2014 and gained more attention after the ‘Medic’ update in August 2018. This update emphasized E-A-T factors, page quality and user experience, affecting search rankings for some websites.

Search Quality Raters

Google hires a group of people called Search Quality Raters to evaluate the relevance, accuracy, and usefulness of search results. Their feedback helps Google improve its algorithms for better user search results. It’s important to note that quality raters have no direct impact on site rankings, but their evaluations inform Google’s ranking algorithms.

Google Quality Rater Guidelines

The Search Quality Guidelines is a document that human quality raters use to evaluate website and search engine results page quality. Google uses their judgments to improve its search algorithm. SEO experts refer to this document to understand the signals that Google is trying to measure.

E-E-A-T guidelines for website evaluation are:

– Determining the author of content or website domain ownership.

– Researching content creators’ E-A-T (Expertise, Authoritativeness, Trustworthiness).

– Rating the quality of web pages and content.

– Identifying high-quality and low-quality content.

– Comparing mobile and desktop experiences.

– Identifying potential user harm from page designs or usability issues.

– Scoring domains and pages on a rating slider from “Fully Meets User Needs” to “Fails to Meet User Needs”.

To ensure user safety and protect them from scams and misinformation, Google prioritizes websites that demonstrate experience, expertise, authority, and trust (EEAT). In the next section, we will provide tips on how to effectively showcase EEAT in your content in order to align with Google’s helpful content update.

Understanding the Components of E-E-A-T

Google’s new content update places greater emphasis on high-quality web pages that meet the standards of experience, expertise, authoritativeness, and trustworthiness. This means that the search engine uses E-E-A-T in SEO to evaluate the quality of content, and it’s important to understand how to communicate these standards in your content effectively.


Google values reviews and opinions from people with first-hand experience of a product or service. Seeking information from experts is important, as people look for different types of information based on their needs.

The inclusion of “experience” in Google Quality Rater Guidelines is a positive development in the age of AI, which cannot replicate the complexities and nuances of genuine experiences.

Demonstrating Experience in Your Content

Highlighting the people behind your company on an About Us or Meet the Team page can improve consumer trust, leading to greater user engagement and conversions, according to Stanford’s web credibility guidelines.


Google’s helpful content update guidelines state that content is more valuable when created by subject-matter experts who possess experience but are not solely defined by it.

Experience vs. Expertise

Expertise refers to the level of skill or knowledge that someone has in a particular subject, while experience refers to the hands-on involvement that a person has had in a particular activity or job. To demonstrate expertise in your content,

Google looks for evidence of it in the content itself rather than at the website level. You can establish expertise by providing clear sources, demonstrating relevant qualifications, utilizing a Persona schema, and avoiding factual errors.

Establishing expertise helps build trust with your audience and signals to Google’s algorithm that your site is authoritative and deserves a higher ranking.


An authoritative website is widely recognized as a trustworthy source of information, especially by industry experts and influencers. To establish authority, you can follow three helpful content update guidelines:

1. Creating a comprehensive content structure

2. Acquiring backlinks from other authoritative sites

3. Building a personal brand or digital profile around a specific topic,

It’s important to note that authority depends on the specific area of expertise. For instance, a website such as WebMD is considered authoritative in the medical industry due to its reputation and knowledge. However, their authority does not extend to other subjects such as technology.

Demonstrating Authority in Your Content

To establish your authority online, it’s important to create a content strategy that covers everything your target audience needs to know. Make sure you convey E-E-A-T in SEO content. Here are some strategies to help you achieve this:

Make an E-E-A-T SEO checklist. Create valuable content using relevant keywords and natural language. Add expert quotes for credibility. Promote on social media, collaborate with influencers, and contribute to authoritative websites. Encourage testimonials. Use tools to track performance. Consider hiring an experienced SEO content writer.

Remember that building authority takes time and consistent effort. Continuously seek ways to improve and provide value to your audience. Don’t hesitate to hire quality content writing services or SEO content writing services to help improve your strategy.


It is important to note that Google considers trustworthiness as the most significant signal in E-E-A-T. This means that your website’s security and your content’s legitimacy, accuracy, and transparency are crucial in determining your website’s ranking on Google search results.

Even if your content scores high in experience, expertise, and authority, it will still have a low E-E-A-T score without trust. Therefore, building a secure website and providing transparent, accurate, and expert-backed information is important to demonstrate trust in your content.

To build trust in your content, you need to ensure that your website is secure by migrating from HTTP to HTTPS, and you should include details such as your business name and contact information.

You can also create a Google Business Profile (GBP), include privacy policies, refund/return policies, and terms and conditions pages, and ensure that your online stores feature secure payment methods.

In addition, you should state who created the content and include the author’s contact information, support information with expert consensus, ensure that data is accurate and up-to-date, and provide sources and references to support your claims.

Following these guidelines can improve your website’s E-E-A-T score and increase your chances of ranking higher in Google search results.

Does E-E-A-T Impact SEO?

The million-dollar question is whether E-A-T can improve your Google ranking. The answer is no. E-E-A-T is not a Google ranking factor and does not directly affect your SEO. A ranking factor is an objective and tangible signal that Google’s algorithm uses to determine a web page or site’s relevance, authority, and usefulness.

Factors that can improve your Google ranking include the number and quality of backlinks, relevant keywords, loading speed, mobile-friendliness of the site, and user engagement and click-through rates of the content.

Experience, expertise, authoritativeness, and trustworthiness are subjective human concepts that are not easily quantifiable or measurable. Therefore, Google relies on Quality Raters to provide feedback on whether their algorithm updates accurately measure the objective signals aligned with E-A-T.

E-E-A-T is crucial for SEO. It helps in providing high-quality, informative, and trustworthy content. If your website lacks E-E-A-T, Google may prioritize your competitors’ content. Aiming for high E-E-A-T levels can improve your online reputation, attract more visitors, and drive conversions and revenue.

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The Connection Between E-E-A-T and SEO Ranking Factors

Google can use external factors such as backlinks and third-party mentions to correlate E-E-A-T signals. Here’s how:

Backlinks and mentions are important aspects of an effective SEO strategy. The thoughtful placement of backlinks from high-authority domains that are relevant to your niche can help build trustworthiness and expertise for your website. Google uses backlinks to determine your topical authority.

However, not all backlinks are equal. High-value backlinks indicate that other sites trust and value your content. Google uses complex algorithms to distinguish between high-quality and low-quality links.

When search engines crawl the web, they start from certain pages called “seed sites”. These seed sites are important as they can help ensure more complete and diverse search results. The proximity of links to these seed sites is considered valuable and can impact a website’s ranking in search results.

Therefore, having closer links to these seed pages can be beneficial for a website’s SEO. Other factors that are associated with E-E-A-T content guidelines include positive reviews, reputation, and forum mentions. Feedback from satisfied customers and positive ratings on review platforms are indicators of trust and credibility.

A website’s reputation is evaluated based on factors such as the author’s expertise, the website’s history, and its track record of delivering accurate and reliable information. Mentions and discussions about a website or brand in reputable forums can demonstrate the website’s authority and expertise in a particular topic.

Final Thoughts:

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is crucial for Google’s content evaluation, which shapes search rankings and user experience. Although not a direct ranking factor, E-E-A-T is essential for SEO, as it ensures high-quality and trustworthy content.

Demonstrating experience, expertise, and authority through content contributes to online reputation and user trust. Adhering to E-E-A-T principles is crucial for a reliable and relevant website in search results.

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