The Significance of Expertise, Authority and Trustworthiness (E-A-T)

03 Jul, 2023 Google EAT

Many elements play a part in SEO and one of the Google updates is the E-A-T updates referring to ‘Expertise-Authority-Trust’ factors for your website.


Why is E-A-T Important for SEO?

The important elements based around each:


  • The website’s content is authored by subject matter experts within the respective field.
  • The website offers comprehensive and accurate information supported by thorough research and data.
  • The content is well-organised and user-friendly, ensuring easy navigation.


  • The website holds a strong reputation within its industry or niche.
  • Other high-authority websites link to the website in question.
  • The website’s content is referenced or cited by reputable sources.


  • The website transparently communicates its purpose and objectives.
  • Clear and accurate information about authors and contributors is provided.
  • The website operates on a secure and reliable domain.
  • Improving Your Website’s E-A-T Score

Below are ways to improve your website score:

Focus on Quality Content
Include quotes, statistics and references to reputable sources can further bolster your credibility.

Provide and creating content that is tailored for what users are searching for. Keep the structure of your content flow in an understanding way that encourages the user to read the points listed.

Build Backlinks from High-Authority Websites:
Backlinks from high-authority websites contribute to your website’s authority and E-A-T score. To build backlinks, create valuable and insightful content that naturally attracts links from other websites. Consider reaching out to websites in your industry for backlink opportunities or submit guest posts to high-authority websites.

Establish your site as a Subject Matter Expert
Demonstrating expertise in your industry or niche enhances your website’s E-A-T score. Showcase your knowledge and experience through in-depth guides, case studies, or whitepapers. Participate in industry events, speak at conferences, or contribute to relevant online forums or communities.

Be Transparent and Trustworthy
Transparency and trustworthiness are crucial aspects of your website. Clearly communicate your website’s purpose and provide accurate and honest information about your products, services, or content. Disclose any potential conflicts of interest and provide clear information about authors and contributors. Consider obtaining third-party certifications or accreditations to further strengthen your credibility.

Write content that is exactly relative to what you provide.

In summary, expertise, authority and trustworthiness (E-A-T) play a vital role in SEO, influencing a website’s ranking on SERPs. Google’s algorithm prioritises websites with high levels of credibility and expertise, emphasising the need to improve your website’s E-A-T score. By focusing on high-quality content, building backlinks from authoritative websites, establishing yourself as a subject matter expert and maintaining transparency and trustworthiness, you can enhance your website’s E-A-T score, increasing the likelihood of high rankings on SERPs. Investing in E-A-T not only improves your SEO performance but also fosters trust and credibility with your audience, leading to long-term success and growth.