E-E-A-T

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of guidelines used by Google to assess content credibility, particularly in industries where accuracy and reliability are crucial, such as health, finance, and legal topics. E-E-A-T helps Google determine whether a page deserves to rank highly based on its ability to provide accurate and trustworthy information.

It was first introduced in 2014 as E-A-T (Expertise, Authoritativeness, Trustworthiness), but Google added an extra “E” for Experience in December 2022. My hunch is this was in response to the potential of AI-generated content, because it emphasises the importance of first-hand knowledge and real-world experience in content creation.

Why is E-E-A-T a ranking factor?

While Google states that E-E-A-T itself is not a direct ranking factor in the sense of an algorithmic signal (like backlinks or content), it influences Google’s ranking decisions by shaping how content is evaluated by its Quality Rater Guidelines. Google’s human quality raters assess whether content meets the standards of E-E-A-T, and their feedback helps refine the search algorithm.

In determining page quality, Raters must consider EEAT:

• The first-hand experience of the creator.
• The expertise of the creator.
• The authoritativeness of the creator, the main content itself and the website.
• And trust: the extent to which the page is accurate, honest, safe, and reliable.

Google Quality Rater Guidelines

A strong E-E-A-T profile makes it more likely that Google will trust your content, leading to higher rankings, especially in Your Money or Your Life (YMYL) topics, which include health, finance, safety, and other areas that impact people’s well-being.

“Some topics require different standards for quality than others. For example, some topics could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society. We call such topics “Your Money or Your Life”, or YMYL. Raters apply very high PQ standards for pages on YMYL topics because low quality pages could potentially negatively impact the health, financial stability, or safety of people, or the welfare or well-being of society.”

Google Quality Rater Guidelines

A breakdown of E-E-A-T

• Experience – Does the content creator have first-hand experience on the topic? Google values insights from those who have actually used a product, undergone a process, or lived through an event.
• Expertise – Is the content created by someone with proven knowledge or skill in the subject area? Google prefers content written by experts, particularly in specialist fields.
• Authoritativeness – Does the website or author have a reputation as a leading voice in the industry? Authority is built through citations, mentions from other trusted sites, and recognition from peers.
• Trustworthiness – Can users rely on the information? Google prioritises content that is fact-checked, transparent, and written by credible sources.

---

Experience

“The first-hand experience of the creator.”

The Experience factor in E-E-A-T focuses on whether the content creator has first-hand involvement or direct knowledge of the topic they are discussing. Google introduced this element in December 2022 to differentiate between purely researched content and content created by someone who has actually lived through or interacted with the subject matter.

Google prioritises content that demonstrates real-world experience because it tends to be more accurate, relatable, and useful to users. It also helps to filter out AI-generated content that lacks depth or practical insights.

---

Evaluating experience

Google looks for signals that the author has actually engaged with the topic. This might include:

• Personal stories or case studies demonstrating hands-on involvement.
• Original insights that go beyond generic or regurgitated information.
• Authentic images, videos, or screenshots taken by the author.
• First-hand product reviews that showcase real usage.
• Step-by-step guides based on actual practice, rather than just theoretical knowledge.

---

Examples of experience

Some examples of how the Experience factor applies to different industries could include:

Product reviews

Strong experience signals:

A tech blogger reviews a new smartphone and includes:

• Photos they took themselves.
• A video showing hands-on usage.
• A detailed account of battery life after a week of use.
• Personal thoughts on how the phone compares to competitors.

Weak experience signals:

A generic article summarises product specifications without any signs that the writer has used the phone.

---

Health and fitness advice

Strong experience signals:

A certified personal trainer writes an article about beginner weightlifting with:

• Personal experiences from coaching clients.
• A breakdown of common beginner mistakes they’ve witnessed.
• A video of themselves demonstrating proper technique.

Weak experience signals:

A content writer with no fitness background publishes a generic blog post on weightlifting, purely based on online research.

---

Travel Blogging

Strong experience signals:

A travel blogger writes about the best restaurants in Rome and includes:

• Photos they took at each location.
• Honest reviews based on meals they actually ate.
• Personal anecdotes about service, atmosphere, and pricing.

Weak experience signals:

An article compiled from online research with no real experience of visiting the restaurants.

---

How to add the “Experience” factor in your content

You can add experience signals throughout your content by:

1. Sharing personal experiences – Add real-life stories, challenges, or lessons learned.
2. Including first-hand images and videos – Use original photos, screenshots, or videos to validate your claims.
3. Providing detailed case studies – Show specific examples of results you’ve achieved.
4. Using testimonials and real-life examples – If you lack direct experience, incorporate user-generated content or expert insights.
5. Going beyond theory – Instead of repeating common advice, inject unique perspectives based on hands-on experience.

---

Expertise

“The expertise of the creator.“

Expertise in E-E-A-T refers to the level of knowledge, skill, and qualifications a content creator has on a particular topic. Google evaluates expertise by looking at who is writing the content, their background, and whether they are genuinely qualified to provide advice on the subject.

This is particularly important for Your Money or Your Life (YMYL) topics, such as health, finance, legal advice, and safety, where incorrect or misleading information could negatively impact a user’s well-being. However, expertise is valuable in all industries, as it helps establish credibility and trust.

---

Evaluating expertise

Google looks at several signals to determine whether an author or website demonstrates expertise:

• Author credentials – Does the writer have relevant qualifications, certifications, or industry experience?
• Published work and recognition – Has the author written for authoritative sites or been referenced by experts?
• Depth of content – Does the article provide in-depth, accurate, and well-researched insights beyond surface-level information?
• Industry experience – Does the author have real-world experience in the field they are writing about?
• Citations and references – Are reliable sources cited to back up claims?
• Consistency – Does the website focus on a niche or publish random, unrelated topics?

Unlike the Experience factor (which is about personal involvement), Expertise is about formal knowledge and skill in a specific domain.

---

Examples of expertise

Health & medical content

Strong expertise signals:

A certified nutritionist writes an article about the benefits of intermittent fasting, including:

• Their professional background and qualifications.
• References to scientific studies.
• In-depth explanations backed by medical sources.

Weak expertise signals:

A freelance writer with no nutrition background writes a blog post on intermittent fasting, summarising general tips without citing credible sources.

---

Financial & investment advice

Strong expertise signals:

A certified financial planner (CFP) writes a guide on how to build an investment portfolio, providing:

• Practical investment strategies based on experience.
• Insights backed by official financial institutions (e.g., FCA, Bank of England).
• A track record of being published on authoritative finance websites.

Weak expertise signals:

A generic article on investing written by a content marketer with no financial qualifications, containing outdated or incorrect information.

---

Legal & business advice

Strong expertise signals:

A solicitor or employment law specialist writes about how to handle wrongful dismissal cases, with:

• Legal references from UK law.
• Practical advice based on real cases.
• A clear disclaimer stating it’s not official legal counsel but expert insight.

Weak expertise signals:

A non-legal expert summarises employment rights laws without citing sources or offering any professional insights.

---

How to add the “Expertise” factor to your content

You can add expertise signals to your content by:

Showcasing author credentials

• Add author bios with relevant qualifications, industry experience, and notable achievements.
• Link to LinkedIn profiles or professional portfolios for credibility.
• If applicable, mention certifications (e.g., “Certified Financial Planner” or “Registered Dietitian”).

Reach out to known experts to write or review content

• If you’re not an expert in a topic, collaborate with professionals to write, review, or fact-check the content.
• Work with guest contributors who have recognised authority in their field.

Provide in-depth analysis

• Go beyond basic information and include real-world insights, case studies, and original research.
• Offer data-driven conclusions rather than just opinions.
• Use diagrams, statistics, and practical examples to support arguments.

Cite credible sources

• Reference peer-reviewed research, government websites, and well-established industry reports.
• Link to official studies, regulations, or expert opinions to add legitimacy.

Build a reputation in your niche

• Regularly publish high-quality, authoritative content in your industry.
• Gain mentions from other trusted websites, expert forums, or media outlets.
• Develop a strong brand identity within your field.

---

Authority

“The authoritativeness of the creator, the main content itself and the website.”

Authoritativeness in E-E-A-T refers to the reputation and recognition of a website or content creator within its industry or niche. It’s about being seen as a go-to source for information on a particular topic.

Google assesses authority by looking at how others perceive your website, whether trusted sources reference your content, and if industry leaders acknowledge your expertise. A highly authoritative website or person is one that others turn to for reliable insights, advice, or thought leadership.

Unlike Expertise (which focuses on knowledge and skill) and Experience (which looks at first-hand involvement), Authoritativeness is about external validation, and how widely your content and credibility are recognised by others.

---

Evaluating authoritativeness

Google looks for clear external signals that establish a site or author as an authority:

• Mentions and citations from reputable sources – Are other trusted websites linking to or referencing your content?
• Backlinks from authoritative domains – Are high-quality sites linking to your pages?
• Industry recognition – Has your brand, website, or author been featured in respected publications or recommended by experts?
• Strong social proof – Do you have a following or engagement on platforms relevant to your industry?
• Consistent niche focus – Does your website build authority by consistently covering a specific topic rather than spreading across unrelated subjects?

A website or individual can have Expertise but lack Authority if they are not widely recognised or referenced by others.

---

Examples of authoritativeness

Medical & health content

Strong authority signals:

A doctor writes an article about heart disease prevention and:

• The article is cited by the NHS, WHO, or British Heart Foundation.
• It appears on a well-known medical site like BMJ, WebMD, or Healthline.
• The author has been interviewed by leading health publications.

Weak authority signals:

A health blogger with no medical credentials writes about heart disease, but:

• The content isn’t linked to or referenced by any authoritative health sources.
• The website is not well-known in the medical field.
• There is no recognition from medical professionals.

---

Travel & hospitality

Strong authority signals:

A renowned travel blogger writes about the best hotels in Bali, and:

• Their recommendations are featured in Lonely Planet, National Geographic, or Condé Nast Traveller.
• Hotel brands reference their reviews on their websites.
• They have a strong social media following and engagement in the travel space.

Weak authority signals:

A travel website compiles a list of hotels, but:

• It isn’t referenced by any authoritative travel sources.
• The author has no recognised expertise in the travel industry.
• There’s no evidence of the recommendations being widely respected.

---

Technology & cybersecurity

Strong authority signals:

A cybersecurity expert writes about best practices for data protection, and:

• The article is referenced by tech giants like Microsoft, Google, or IBM.
• The author is invited to speak at cybersecurity conferences.
• They contribute to respected platforms like Wired, TechCrunch, or The Verge.

Weak authority signals:

A general tech blog writes about cybersecurity without:

• Links or references from industry leaders.
• Any established reputation within the cybersecurity sector.
• Recognition from professionals in the field.

---

How to add the “Authority” factor to your content

You can add authority signals to your content by:

Earning high-quality backlinks

• Get featured on reputable websites within your industry.
• Publish guest posts on well-known platforms to increase exposure.
• Create original research, studies, or expert insights that others want to cite.

Gaining industry recognition

• Get quoted in news articles, podcasts, or industry reports.
• Apply for awards, certifications, or accreditations in your field.
• Speak at conferences, webinars, or panel discussions to establish yourself as a thought leader.

Building a strong online presence

• Maintain an active LinkedIn or industry-relevant profile.
• Engage in industry conversations and contribute valuable insights.
• Use social proof, such as verified reviews, testimonials, and endorsements from experts.

Creating authoritative, shareable Content

• Publish in-depth, well-researched articles that go beyond surface-level information.
• Use data-driven insights, expert opinions, and case studies to enhance credibility.
• Provide unique perspectives or original analysis to differentiate your content.

Gaining citations by trusted sources

• Develop relationships with journalists, influencers, and industry professionals.
• Use platforms like Cision or Response Source to get quoted in major publications.
• Conduct interviews with respected experts, which increases the likelihood of being referenced.

---

Trust

“The extent to which the page is accurate, honest, safe, and reliable.”

Google themselves say that trustworthiness is the most important component of E-E-A-T. Even if your content demonstrates Experience, Expertise, and Authoritativeness, it will not rank well if Google deems your website or business untrustworthy.

Google prioritises websites that are transparent, credible, and reliable. Misinformation, deceptive content, security risks, or poor user experience can severely impact your rankings. Trust is particularly important for Your Money or Your Life (YMYL) topics, such as health, finance, legal, and safety-related information, where accuracy and credibility are essential.

---

Evaluating trustworthiness

Google looks at several key signals to assess trustworthiness, including:

• Clear and accurate information – Is the content factually correct and well-researched?
• Reliable sources and citations – Does the content reference trustworthy sources?
• Website security and transparency – Is the site secure (HTTPS), and does it provide clear contact details and policies?
• Reputation and user reviews – What do customers and industry professionals say about the business?
• Avoiding deceptive practices – Does the site engage in misleading clickbait, exaggerated claims, or hidden fees?
• Expert verification – Is content reviewed by professionals in the relevant field?

Unlike Authoritativeness (which is about external recognition), Trustworthiness is about how users and search engines perceive the credibility of your content and website.

---

Examples of trustworthiness

Health & medical information

Strong trust signals:

A medical article about managing diabetes is:

• Written by a licensed doctor or registered dietitian.
• Citing reputable sources such as the NHS, WHO, or British Medical Journal.
• Hosted on a website with a clear About page, author bios, and contact details.

Weak trust signals:

A blog post about diabetes suggests home remedies without medical backing:

• The author has no medical qualifications.
• There are no citations or references to reliable sources.
• The site lacks transparency about who runs it.

---

Financial advice & investing

Strong trust signals:

An investment guide on retirement savings includes:

• Regulated financial experts contributing to the content.
• References to trusted sources like the Financial Conduct Authority (FCA), HMRC, or major banks.
• A disclaimer stating that it is educational content, not financial advice.

Weak trust signals:

A blog post about “getting rich quickly through crypto”:

• Promises unrealistic returns without evidence.
• Does not disclose risks or provide disclaimers.
• Lacks author information or credentials.

E-Commerce & online shopping

---

Strong trust signals:

A clothing retailer’s website:

• Uses HTTPS encryption to protect customer data.
• Displays genuine customer reviews and return policies.
• Clearly provides company contact details and business registration information.

Weak trust signals:

An online store selling designer handbags:

• Does not use secure payment methods.
• Has no customer reviews or transparency about product origins.
• Lacks a refund or return policy.

---

How to add the “Trust” factor to your website

You can add gain trust signals to your website by:

Ensuring website security

• Use HTTPS encryption to protect user data.
• Secure your site against malware, phishing, and hacking attempts.
• Use secure payment gateways if you sell products online.

Providing transparency & business information

• Include a clear About page with business details.
• Display author bios to establish credibility.
• Provide contact information, including an email and physical address.
• Publish privacy policies, terms of service, and refund policies.

Citing reliable sources

• Reference trusted organisations, studies, and industry reports.
• Avoid making claims without evidence or citations.
• Provide expert reviews or fact-checking for sensitive topics.

Showcasing reviews & testimonials

• Display genuine customer reviews (Google Reviews, Trustpilot, etc.).
• Encourage industry professionals to endorse your content.
• Address negative reviews professionally to build credibility.

Avoiding misleading or clickbait content

• Do not use exaggerated headlines or deceptive marketing.
• Be upfront about costs, risks, and limitations.
• Ensure content accuracy to prevent spreading misinformation.

---

As we enter the era of artificial intelligence and LLMS like ChatGPT and Claude, E-E-A-T is becoming increasingly important. Anyone can use software like ChatGPT to write them an article on anything, and so there is the potential for the Web to be flooded with AI-generated content about every subject imaginable.

How is Google going to organise and serve all this content?

By evaluating the Experience, Expertise, Authoritativeness, and Trustworthiness of every piece of content.

If your website or content doesn’t tick the boxes required for E-E-A-T, then it is highly unlikely it will rank for any meaningful keywords, and it may even fall into a Google penalty at some point.

By demonstrating real-world experience, solid expertise, industry authority, and trustworthiness, you can create content that not only ranks well but also provides real value to users.