If you want your website to rank well in Google, you need more than just keywords and backlinks - you need E-E-A-T.
Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) are the pillars of quality content in today’s SEO landscape.
They’re not direct ranking factors, but they heavily influence how your content is assessed by Google’s Search Quality Raters—and therefore how your site performs in search results.
So, what is E-E-A-T, why does it matter, and how can you improve it on your website?
What Does E-E-A-T Stand For?
Experience
Experience
Expertise
Expertise
Authoritativeness
Authoritativeness
Trustworthiness
Trustworthiness
Why E-E-A-T Matters for SEO
Google’s ultimate goal is to provide users with the most helpful, accurate, and relevant content. E-E-A-T is how it evaluates whether a page is deserving of high rankings.
This is especially important for YMYL pages (“Your Money or Your Life”) – content that can impact someone’s health, finances, safety, or overall well-being. Think healthcare sites, financial advice, ecommerce, or legal guidance.
If your website lacks E-E-A-T, you may struggle to rank – even with strong technical SEO and backlinks.
How to Improve E-E-A-T on Your Website
Showcase Real-World Experience
- Use original photos, videos, or case studies
- Share personal insights or first-hand knowledge
- Highlight user-generated content or reviews
Pro tip: Include “written by” author bios that highlight the author’s first-hand experience in the topic.
Demonstrate Subject Matter Expertise
- Include credentials, certifications, or awards
- Create in-depth, informative content - not fluff
- Reference reputable sources and studies
Pro tip: For medical, legal, or technical content, get experts to review or co-author your posts.
Build Authoritativeness in Your Niche
- Earn backlinks from trusted, relevant sites
- Get mentioned in media, directories, and blogs
- Consistently publish high-quality content
Pro tip: Feature testimonials, case studies, and third-party mentions to show your authority.
Boost Trust on Every Page
- Use HTTPS and secure all forms or checkout processes
- Display customer reviews and trust badges
- Be transparent with contact info, policies, and authorship
Pro tip: Add a clear “About Us” page and cite your sources where appropriate.
Real-World E-E-A-T Example
Let’s say you run a nutrition blog:
- Experience: Share your journey with a specific diet and include photos of meals you’ve prepared.
- Expertise: Get a certified nutritionist to fact-check your content.
- Authoritativeness: Earn backlinks from health directories or have your content shared by other nutrition experts.
- Trustworthiness: Include sources for nutritional data, use HTTPS, and post a privacy policy.
The result? Better rankings, more trust, and more conversions.
Tools & Tips to Improve Your E-E-A-T
- Google Search Console – Track search performance and technical trust signals
- Semrush or Ahrefs – Monitor backlink profile and competitor authority
- Grammarly or Hemingway App – Polish your content for clarity and professionalism
- Expert Review Process – Set up a peer or subject expert to review content before publishing
Final Thoughts: Google E-E-A-T
Google’s E-E-A-T isn’t a quick SEO hack – it’s a long-term content strategy. By demonstrating real experience, publishing expert-led content, earning recognition in your niche, and building user trust, your website is more likely to rank higher, engage longer, and convert better.
Focus on people first. Google will follow.
Need help building E-E-A-T into your website?
We help businesses grow their organic traffic by turning their websites into credible, trusted resources that Google – and users – love. Book a call with us to find out where your site stands and how to improve it.
Whether needing one service or the full package, call our expert team on 01256 806333 or start the conversation at hello@advantedge.agency
