What is E-E-A-T: what you need to know

When it comes to ranking well on Google, there’s more to it than keywords and backlinks. Google wants to serve its uses the best and most reliable content.

Welcome E-E-A-T. Otherwise described as Experience, Expertise, Authoritativeness and Trustworthiness.

This is a part of Google’s Search Quality Evaluator Guidelines. They help determine the value and credibility of content.

Why does this matter? Because whether you’re running a business website, writing blog posts or managing an online shop, how Google views your content can make or break your visibility online. If Google doesn’t trust your site, chances are your customers won’t either.

Let’s break down what E-E-A-T actually means. And why it could be the secret ingredient your SEO strategy is missing.

What Does E-E-A-T Stand For?

Each letter highlights something Google looks for:

Experience

This is all about first-hand knowledge. Have you actually used the product you’re reviewing? Been to the place you’re writing about? Tried the method you’re explaining?

Google values real-world involvement. It makes your content more useful and genuine. Travel blogs based on actual trips with real photos. Tutorials built from personal trials. Product reviews written by someone who’s tested the item themselves.

Expertise

Expertise goes a bit deeper. It’s not just about trying something out. It’s about knowing it inside and out.

Google wants to see content written by people who understand their topic. That could mean formal qualifications, professional experience or even a well-established track record in a niche. A doctor writing about health. A mechanic sharing car repair tips. Expertise helps content stand out.

Authoritativeness

Now we’re talking about reputation. Is the author—or the site—seen as a go-to source in the industry?

Authoritativeness is built over time through things like backlinks from respected sites, positive mentions or being quoted by others. It’s a sign that your content doesn’t just say the right things but that others trust you to say them.

Trustworthiness

Finally, trust. This is about making your site and content feel safe, honest and dependable.

That includes having clear authorship, citing sources, checking your facts and making sure your website is secure (hello SSL certificate). Visitors should feel confident they’re in good hands. This is especially true for those dealing with sensitive topics (health, money or personal data).

The Evolution of E-A-T to E-E-A-T

Google used to focus on three things when judging content:

Expertise, Authoritativeness and Trustworthiness—known as E-A-T.

In late 2022, they made an important change and added Experience as the fourth element.

So why the change?

Because Google realised that first-hand experience can add a whole new level of value to content. If you’re reading a product review, would you rather hear from someone who’s actually used the product? Or someone just rewording the spec sheet?

This new layer encourages content creators to show they’ve been there, done that. It brings content to life. And builds more trust with readers.

By officially including Experience, Google is telling us that real-world involvement is essential for high-quality content.

Why E-E-A-T Matters for SEO

How does this affect rankings?

E-E-A-T isn’t a direct ranking factor. It’s not like page speed or mobile-friendliness. It does, however, play a big role behind the scenes.

Google’s Search Quality Evaluator Guidelines are used by real people. These are “quality raters”. They are people who help Google assess whether content is high quality and useful.

The guidelines are full of references to E-E-A-T. The better your content scores here, the more likely it is to be seen as trustworthy by Google’s algorithm over time.

This is especially important for what Google calls YMYL content. “Your Money or Your Life.” It includes topics like health, finance, safety or legal advice. If your content could impact someone’s wellbeing or financial decisions, E-E-A-T becomes critical. Google wants to be 100% sure you know what you’re talking about. And that readers can trust you.

How to Improve Your Website’s E-E-A-T

The good news? You can actively work on your E-E-A-T. Here are some practical ways:

• Use author bios with credentials.

Let readers (and Google) know who wrote your content and why they’re qualified. Add bios, job titles or relevant experience.

• Get quality backlinks.

Links from trusted websites in your niche help build authority. Focus on building relationships, guest posting or creating link-worthy content.

• Include real experiences and testimonials.

Customer reviews, case studies or your own personal take. First-hand input makes your content feel more real. And more credible.

• Keep content accurate and up to date.

Outdated information can harm your trustworthiness. Review key pages regularly and update them as needed.

• Show trust signals.

Make your site feel safe. Use HTTPS, add privacy policies, include a contact page and make sure your brand feels transparent and professional.

Speak to Epic New Media

Improving your website’s E-E-A-T is a move towards long-term SEO success. Especially if you want to stand out competitively.

Business owners, marketers or content creators all need to show Google that you’re:

• Experienced.
• An expert.
• Authoritative.
• And trustworthy.

Knowing where to start—or how to level up—can be challenging.

That’s where we can help.

Epic New Media helps brands grow their online presence. We use smart, ethical and effective digital marketing strategies. From content optimisation to technical SEO, we know what it takes to meet Google’s standards and build real trust online.

Need help improving your E-E-A-T? Get in touch with our team today and let’s make your website work harder for your business.