In the dynamic landscape of Search Engine Optimisation (SEO), keeping up with the times is important to attain and sustain high rankings on search engines. One principle that has gained a lot of prominence in the past few years is E-E-A-T, or Experience, Expertise, Authoritativeness, and Trustworthiness. First introduced as E-A-T by Google, the inclusion of “Experience” has further enhanced how search engines determine content quality.
But what is E-E-A-T, and why should SEO care? Let’s get started.
What is E-E-A-T?
Google uses E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to help prioritise helpful and reliable content. While E-E-A-T isn’t a direct ranking factor, it’s a key part of how Google evaluates content quality. Trust is the most important aspect, but not all content needs to show every element. For example, some content might shine because of the author’s personal experience, while others rely on expertise.
Google pays extra attention to E-E-A-T for “Your Money or Your Life” (YMYL) topics—like health, finance, or safety—because these can significantly impact people’s well-being. Search quality raters also use E-E-A-T guidelines to ensure Google’s algorithms deliver trustworthy results.
In short, focusing on E-E-A-T can boost your content’s credibility and help it perform better in search, especially for important topics.
In December 2022, Google updated its E-A-T framework—Expertise, Authoritativeness, and Trustworthiness—to include Experience, forming E-E-A-T. E-A-T focuses on the creator’s expertise and the content’s reliability, especially for critical topics like health and finance. E-E-A-T adds the importance of first-hand, life experience, making content more relatable and credible for areas like product reviews or travel. Both aim to highlight helpful, people-first content, but E-E-A-T better reflects the value of diverse, experiential information. This update underscores Google’s commitment to surfacing reliable and relatable content.
The breakdown of each factor is as follows:
Experience
This is the first-hand or life experience of the content writer. Google favours content written by people who have hands-on, real-life experience with the subject they are writing about.
For instance, The World Travel Guy, a travel blogger, shares his firsthand experience of the Lankai Pillbox hike in Oahu, emphasising the stunning views and photo spots he encountered. His personal account, supported by images like the one of him racing at the top of the hike, aligns with Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines, making his content more credible than aggregated information.
Expertise
Expertise quantifies how deeply knowledgeable a content author is about a subject. This is especially significant with Your Money or Your Life (YMYL) subjects like finance, health, or professional advice, because misinformation can result in dire effects. Content by known experts or professionals in a field will better rank.
For example, a health article reviewed by a medical doctor,demonstrates strong expertise and enhances its credibility.
Authoritativeness
This aspect measures the authority of the content provider or website within their domain. Authoritative sources are those which are highly recognised and respected by others in the business.
For example, WebMD is a well-regarded medical site. Backlink Analytics data shows it has backlinks from more than 616K domains, including reputable sites like bbc.com and britannica.com. These backlinks from trusted sources enhance WebMD’s authoritativeness in the health and medical field.
Trustworthiness
Trustworthiness is all about the content being reliable and accurate. Sites that are open with their information, source properly, and possess a secure connection (HTTPS) are likely to be trusted by users as well as search engines.
For example, Mayo Clinic is a trusted health website because it provides well-researched, medically reviewed content, clearly cites its sources, and uses HTTPS to ensure secure browsing. This combination of transparency, accuracy, and security builds user trust and enhances the site’s credibility.
Why Does E-E-A-T Matter in SEO?
Okay, so here’s the thing: E-E-A-T isn’t a direct ranking factor that you can plug into an SEO tool and see instant results. But don’t let that fool you—it plays a huge role in how Google decides whether your content is worth showing to users. Think of it as the behind-the-scenes judge of content quality.
Here’s why it’s such a big deal for SEO:
1. It Makes Your Content Better
E-E-A-T pushes content creators to step up their game. It’s all about creating content that’s not just good, but great—well-researched, user-focused, and genuinely helpful. When you focus on experience, expertise, authoritativeness, and trustworthiness, you’re basically ticking all the boxes Google cares about. And let’s be real, Google’s main goal is to serve users the best content out there. So, if your content helps users, Google’s going to notice.
2. It Builds Trust with Your Audience
Trust is everything online. If users feel like your content is reliable and trustworthy, they’re more likely to stick around, share it with others, and come back for more. And guess what? Google loves that kind of behaviour. When users engage positively with your site, it sends a signal to Google that your content is valuable—which can give your rankings a nice little boost.
3. It’s a Must-Have for YMYL Sites
If your website deals with Your Money or Your Life (YMYL) topics—like health, finance, or legal advice—E-E-A-T is extra important. Why? Because these topics can seriously impact people’s lives. Google doesn’t mess around here—it wants to make sure the information users are getting is accurate and trustworthy. If your YMYL site shows strong E-E-A-T signals, you’re more likely to rank well and avoid getting penalised.
4. It Helps Fight Misinformation
Let’s face it: the internet is full of misinformation. Google knows this, and it’s on a mission to promote content that’s accurate and reliable. By following E-E-A-T principles, you’re not just helping your SEO—you’re also doing your part to make the internet a better place. Plus, it positions your site as a go-to source for trustworthy information. Win-win!
5. It Future-Proofs Your SEO Strategy
Google’s algorithms are always changing, but one thing’s for sure: E-E-A-T isn’t going anywhere. In fact, it’s only going to become more important as Google gets smarter about evaluating content. By building E-E-A-T into your SEO strategy now, you’re setting yourself up for long-term success. It’s like investing in a good pair of shoes—it might take a little effort upfront, but it’ll pay off big time down the road.
The Bottom Line
E-E-A-T might not be a flashy, quick-fix SEO hack, but it’s one of the most important things you can focus on if you want to create content that both users and Google love. Whether you’re running a YMYL site or just trying to stand out in a crowded niche, E-E-A-T is your secret weapon for building trust, improving quality, and staying ahead of the game. So, start thinking about how you can weave experience, expertise, authoritativeness, and trustworthiness into your content—it’ll make all the difference!
How to Boost Your E-E-A-T for SEO
Alright, so you’re sold on the importance of E-E-A-T, but how do you actually improve it?
Here are some practical, down-to-earth tips to level up your website’s Experience, Expertise, Authoritativeness, and Trustworthiness:
1. Show Off Your Experience
Let’s start with experience. If you’ve got firsthand knowledge or personal stories related to your topic, flaunt it! People love real-life examples because they feel authentic and relatable. For instance:
• If you’re writing about travel, share your own adventures (and misadventures) from your trips.
• If you’re in the business niche, talk about lessons you’ve learned from running your own company.
The more you can show that you’ve “been there, done that,” the more credible you’ll seem.
2. Flaunt Your Expertise
Next up: Expertise. If you have certifications, degrees, or professional experience, make sure to mention them. For example:
• Writing about fitness? Highlight your personal training certification.
• Sharing financial advice? Mention your background in finance or economics.
And don’t forget to back up your claims with reputable sources. Citing experts or studies adds an extra layer of credibility.
3. Build Your Authority
Now, let’s talk about Authority. This is all about becoming a recognised name in your field. Here’s how you can do it:
• Earn Backlinks: Get other reputable websites to link to your content. It’s like getting a thumbs-up from the cool kids in the industry.
• Collaborate with Influencers: Partner with industry leaders or influencers to create content. Their stamp of approval can do wonders for your authority.
• Guest Posting: Write for well-known blogs or websites in your niche. It’s a great way to get your name out there and build credibility.
4. Be Trustworthy
Trust is the foundation of E-E-A-T, so don’t skip this one. Here’s how to make sure your site screams Trustworthiness:
• Use HTTPS: It’s a small thing, but it tells users (and Google) that your site is secure.
• Be Transparent: Clearly display your contact information, privacy policy, and any affiliations or sponsorships. If you’re making money from affiliate links, say so—it builds trust.
• Keep Your Content Fresh: Regularly update your content to ensure it’s accurate and relevant. Outdated info is a trust killer.
5. Leverage Reviews and Testimonials
Nothing builds trust like social proof. If you’ve got happy customers or readers, let them do the talking for you:
• Showcase positive reviews on your site.
• Share testimonials from clients or users.
• Encourage people to leave reviews on platforms like Google My Business or Trustpilot.
When others vouch for you, it’s like free credibility points.
6. Create Killer Content
Last but definitely not least: High-Quality Content, this is the backbone of everything. Your content should be:
• In-Depth: Cover topics thoroughly—don’t just scratch the surface.
• Well-Researched: Use data, stats, and expert opinions to back up your points.
• Unique: Bring your own perspective or voice to the table. Don’t just regurgitate what everyone else is saying.
• And always keep the user in mind. Ask yourself: “Does this content actually help someone?
Is E-E-A-T Still Relevant in 2025 and Beyond?
Based on industry professionals and sources such as Uprango’s guide, E-E-A-T is likely to be an important SEO consideration for the foreseeable future. As Google keeps emphasising user experience and quality content, websites that meet E-E-A-T criteria will be at a competitive advantage.
Actually, as AI-generated content has become a thing, E-E-A-T is becoming more critical. Google is more interested than ever in being able to tell the difference between human-created and automated content, and E-E-A-T offers a distinct model for determining the validity and worth of content.
Conclusion
E-E-A-T is a cornerstone of modern SEO, emphasising the importance of creating high-quality, trustworthy, and authoritative content. While it is not a direct ranking factor, it significantly influences how Google assesses your website’s value to users. By focusing on experience, expertise, authoritativeness, and trustworthiness, you can improve your SEO performance, build user trust, and future-proof your website.
Improving your E-E-A-T isn’t about overnight tricks—it’s about building a solid foundation of trust, expertise, and authority over time. By showcasing your experience, proving your expertise, building authority, and creating trustworthy, high-quality content, you’ll not only please Google but also win over your audience.
As the online world continues to change, being up-to-date on E-E-A-T and following best practices will be essential to having a robust online presence. For more information, check out Uprango’s definitive guide to E-E-A-T.
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