What is E-E-A-T?

25 Mar, 2024 Google E-E-A-T

What are the key attributes that define top-tier content and websites?

Experience, expertise, authoritativeness, and trustworthiness are abbreviated as E-E-A-T.

E-E-A-T represents the benchmarks both Google and users seek—premium content providing comprehensive answers and guidance.

E-A-T was initially introduced in Google’s Search Quality Guidelines back in 2014 and has since evolved into a pivotal aspect of SEO. Its significance heightened following the August 2018 Google Medic update. Furthermore, Google has recently incorporated the “experience” factor into its Search Quality Guidelines, expanding the acronym with an additional “E.”

Possessing exceptional SEO content that bolsters E-E-A-T can enhance your prospects of securing top positions on SERPs and enduring the challenges of forthcoming Google algorithm modifications.

This article might whet your appetite for delving deeper into the components of E-E-A-T and its contributions to your SEO strategies.

Let’s explore the essence of these concepts further.

Understanding the Fundamentals of E-E-A-T

According to Google’s Search Quality Evaluator Guidelines, E-E-A-T content embodies a significant degree of experience, expertise, authority, and trustworthiness.

Important: MC denotes main content. Google emphasises that crafting top-notch MC demands dedication, creativity, proficiency, and expertise (content wholly generated by AI isn’t applicable).

Incorporating such superior content onto your website can yield the following advantages:

  • Enhanced search engine standings: Google’s algorithm favours content that boosts your website’s E-E-A-T.
  • Elevated engagement metrics: This includes prolonged time spent on pages and increased navigation to other sections of your site.
  • Heightened social engagement and inbound links: Individuals are inclined to share your content when it’s recognized as valuable E-E-A-T material.
  • Greater prominence in featured snippets: Imagine being at the pinnacle of Google’s search outcomes, overshadowing even the initial paid advertisements and capturing maximum attention.

Still not sure what these E-E-A-T marketing principles mean?

Let us break them down.


The latest addition to the E-E-A-T guidelines, expertise, underscores the importance of the writer (or content creator) possessing substantial knowledge in a given subject. The revised search quality evaluator guidelines articulate this as follows:

“Assess the degree to which the content creator possesses firsthand or practical experience relevant to the topic. Many types of content are deemed reliable and effective when crafted by individuals with extensive personal expertise. For instance, which would you find more credible: a product evaluation from an individual who has directly utilised the product or an assessment by someone lacking such experience?”

High-quality MC emphasizing expertise might manifest as a blog post evaluating a product, such as a new bicycle, or an editorial authored by an individual with years of hands-on experience in a particular industry or field.


You’re a seasoned authority in your domain. Now, it’s time to demonstrate your expertise to your audience through the creation of advanced-level content.

How does this translate into action?

Consider a scenario where a lawyer aims to assist potential clients. They must ensure their content aligns with their area of proficiency.

For instance, a real estate lawyer might craft content discussing critical legal considerations when purchasing a property. This serves as just one potential topic. By analysing data derived from users’ search intentions, they can precisely identify what their audience requires.

Moreover, drawing from personal experience on a subject can showcase proficiency.

Take, for instance, a chef offering guidance on cutting onions without inducing tears. How? Through their hands-on experience and expertise, they can provide precise instructions, catering even to individuals seeking to refine their culinary skills at home.

In instances where you’re addressing topics slightly outside of your expertise, thorough research backed by credible sources is imperative. Additionally, collaborating with reputable subject matter specialists can elevate your content to meet the standards of proficiency required.

The ultimate objective is for your audience to perceive you as a reliable authority in the field, relying on both you and your offerings. It boils down to establishing yourself as the go-to resource in your niche and delivering users the precise, top-notch content they seek.


Don’t halt your efforts at experience or expertise—consider them merely the starting point.

You also wield authority.

Establishing authority occurs when your work garners recognition within your domain or niche. What you strive for are endorsements from reputable websites entrenched in your industry, advocating for your content.

When other specialists link back to your content, it underscores its credibility and trustworthiness. It reaffirms that your content fulfils the promises made by headlines and title tags.

The more frequently your content accrues backlinks and mentions on external platforms, the greater its perceived authority becomes.

SEO triumphs are incomplete without authority.

Consequently, this bolsters the authority of your domain.

This epitomises E-E-A-T marketing in practice.

While inbound links reign supreme, acknowledgments in news articles or on social media platforms pertinent to your niche are also highly esteemed by Google.


Earning trust is a notable achievement.

Google won’t elevate your ranking if your content lacks credibility.

Trustworthy, top-tier content is precise, current, and seamlessly transitions from titles to body text.

For a dependable site, swift loading times and user-friendly navigation are essential foundations.

Here are five additional swift pointers to fortify your site’s reliability:

  • Be sure to identify the appropriate contact for site ownership.
  • Specify the physical location (e.g., office, store address, etc.).
  • Maintain an accessible Terms and Conditions page for users.
  • Safeguard your website’s domain security. (Reminder: Google prioritises HTTPS implementation to safeguard users’ data).
  • When presenting expertise, reference all relevant sources when necessary. Keep in mind: Link to reputable websites.

Why is E-E-A-T important?

E-E-A-T marketing is an effective approach to keep your content responsible (apart from Google stating that it is vital).

Why is E-E-A-T Important

What’s the big deal about experience, expertise, authoritativeness, and trustworthiness?

The Quality Rater Guidelines (QRG) from Google don’t directly dictate a page’s ranking—so what does?

It’s the intrinsic value of the pages within a site that determines the site’s position in the SERPs.

Essentially, E-E-A-T delineates a website’s worth.

page quality rating

The Page Quality ranking slider indicates where the page’s value lies based on its purpose and the relevance of shared content.

When evaluating a site or page, quality raters prioritise E-E-A-T, ensuring alignment with users’ needs. They gauge the quality of the online experience and whether the information meets users’ expectations. If raters perceive that users would find the content comfortable to read, share, and recommend, the site earns higher E-E-A-T signals.

Consider E-E-A-T as the driving force behind users’ preference for your site over competitors’.

Although QRG doesn’t directly influence SERP ranking, E-E-A-T can significantly influence Google’s perception of your website.

Enhance your standing with Google by producing E-E-A-T-focused marketing content.

E-E-A-T and YMYL Pages

Google places significant emphasis on E-E-A-T for “Your Money or Your Life” (YMYL) pages.

YMYL pages encompass subjects that have a direct impact on visitors’ legal, financial, medical, and safety matters. These topics have the potential to profoundly influence an individual’s health, welfare, or financial stability.

Given the high stakes involved, it’s crucial that these pages are replete with experience, expertise, authoritativeness, and trustworthiness.

Examples of this are:

  • Verywell Family: A platform assisting users throughout the journey of pregnancy and parenting
  • Amazon: An e-commerce giant catering to sellers and consumers worldwide
  • Fordham Journal of Corporate and Financial Law: A distinguished publication showcasing significant advancements in business law
  • WebMD: A prominent destination for health and medical updates and insights

Google upholds stringent E-E-A-T SEO standards for these types of websites.


Because the content they offer must be precise and reliable for both users and Google to regard them seriously. YMYL content that is credible, top-quality, and aligns with search queries while boasting a high E-E-A-T value instills confidence in users.

Just ponder the repercussions of YMYL content that falls short.

For instance, a medical website dispensing inaccurate health guidance could lead to severe health repercussions for users who heed the advice.

Websites genuinely providing valuable information or addressing users’ needs are more likely to meet these criteria than those attempting to manipulate Google’s system.

Pages and sites that truly uphold E-E-A-T principles assist individuals in making crucial decisions through their excellent writing and engaging multimedia content.

YMYL Topics

The QRG emphasizes that YMYL sites lacking E-A-T are categorized as low-quality sites.

For instance, when offering guidance on the ideal diet for individuals with type 1 diabetes, your audience expects assurance in your expertise. It’s imperative to ensure your content is robust, avoiding exacerbating their conditions.

When executed effectively, you establish yourself as a trustworthy authority. Your audience will rely on your research and guidance. E-E-A-T is indispensable in crafting truly beneficial YMYL content.

Even if your subject matter isn’t immediately recognized as YMYL, it’s prudent to heed Google’s E-E-A-T guidelines for added security.

The latest QRG update provides more insights into the YMYL evaluation process, including enhancements such as the accuracy of raters and advancements in search functionality.

Top Strategies for E-E-A-T in Your Content

Now that you’re aware that E-A-T pertains to Google’s algorithm rather than cuisine, you grasp its significance for your website.

By prioritising experience, expertise, authoritativeness, and trustworthiness, you’re embracing a holistic approach to SEO and content marketing.

Let these four foundational principles bolster the credibility of your content.

Your objective is twofold: to secure top rankings on Google for the most pertinent search terms in your field and to ensure your content is exceptionally useful and precise.

Implement these E-E-A-T best practices to enhance the authority and trustworthiness of your website:

  1. Craft a Detailed About Page: If it’s not already in place, introduce yourself to your audience.
  2. Partner with Peers in Your Field: Collaborate with another reputable brand through guest posts or joint research. Google values content from trusted sources, enhancing its visibility to users.
  3. Keep Your Content Current: Content can quickly become outdated. Regularly review your material to ensure it remains relevant. Pay attention to statistics, links, and SEO tactics.

Instances of E-E-A-T Demonstrated in Practice

An exemplary showcase of E-E-A-T in practice is the wirecutter. This product review and advice platform, owned by The New York Times, consistently showcases firsthand experience through its team of writers, editors, and contributors. Each review or buying guide includes a segment elucidating why consumers can rely on their recommendations.

For example, you can see below they have provided some information on why you should trust their reviews on the best USB microphones

E-E-A-T in Practice

Nerdwallet is another notable example of effectively showcasing experience and expertise. Take, for instance, their post on whole life insurance, which not only includes an author bio but also provides citations for its editor and a subject matter expert (SME) who contributed to its review.

Author Bio

Experience and Expertise

E-E-A-T doesn’t supplant the traditional E-A-T guidelines; rather, it enhances them. Highlighting expertise in a particular field is another avenue through which you and your content team can assist in addressing queries and offering valuable insights to your audience, viewers, or clientele.

FAQs About E-E-A-T


What is the meaning of E-E-A-T?
E-E-A-T represents experience, expertise, authority, and trustworthiness. According to Google, pages exhibiting a high level of E-E-A-T are considered high-quality. Google introduced the Experience component in 2022.

How can I ensure my content adheres to E-E-A-T?
You can consult the Google Search Quality Evaluator Guidelines and implement changes to your website to prioritise furnishing users with original, top-notch content on your niche subjects.

How does E-E-A-T benefit my SEO endeavours?
E-A-T—now expanded to E-E-A-T—signals play a role in assessing whether a website and its pages are credible sources of information on a topic and deliver genuine value to users.

In Conclusion

Crafting abundant content in E-E-A-T (and its predecessor, E-A-T) demands a comprehensive, site-wide approach.

There are no quick fixes when it comes to cultivating experience, expertise, authoritativeness, and trustworthiness.

Your objective is to nurture an organic, steadily expanding brand with a favourable online presence.

Implement the suggestions we’ve outlined to ensure your website is primed for success in SERPs.

Keep in mind that Google scrutinises both the overarching scheme and minute particulars.

Verify that every facet of your website strives to meet the highest E-E-A-T standards (this is especially crucial for YMYL pages).

Gone are the days of instant dominance over Google’s results pages. Establishing E-E-A-T takes time.

The encouraging news is that once you attain high E-E-A-T, it becomes challenging to dislodge you from Google’s top positions.