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Experience, expertise, authority and trustworthiness sound like the kind of thing only Google cares about, but your audience is quietly weighing them up too. Here's what E-E-A-T actually means and how to build it into your content.
E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness, and it’s a framework Google uses to evaluate the quality of content on websites.
The first time this was mentioned was in 2014, where Google added E-E-A-T concepts to their Search Quality Guidelines.
Here’s a closer look at what each letter means:
Experience is about showing that you've genuinely done the thing you're writing about, not just researched it. Google wants to see that the person behind the content has real, first-hand knowledge, whether that's from using a product, visiting a place or working directly in an industry.
Write from first-hand knowledge wherever you can. Share what you've personally tried, tested or been through, rather than repeating general advice. For example, a skincare brand might write "What Actually Happened When We Tested This Serum for 30 days," backed by real results rather than generic product claims.
As with expertise, the content needs to back up the headline. If you say you tested something, show the process.
Tip: Use photos, videos or behind-the-scenes content that prove you were actually there or actually did it. Original images tend to carry more weight than stock photography.
Put simply, this is about showing your customers or audience that you know your stuff. It means publishing content that has been written by someone with deeper knowledge, or specific skills, in a certain area.
To be able to demonstrate your expertise, you should write content that solves real-world problems, or answer common questions, in your industry. For example, a personal trainer might write a blog titled “How to Lose Weight Without Losing Your Mind,” packed with practical, science-backed advice.
However, it is important to remember that these headlines shouldn’t be click-bait. The content should deliver what the headline promises.
Tip: Share your credentials, experience, or awards that prove you’re an expert. Include testimonials or case studies to back up your claims.
Authority is about being seen as the go-to source for information in your field. It’s the digital equivalent of your audience saying, “Oh, they have the answers we need, they know exactly what they’re talking about.”
Earn backlinks from other reputable sites. For instance, if a nutrition blog links to your recipe page as a credible resource, you’re building authority.
Tip: Collaborate with other trusted businesses or get featured in respected publications to boost your authority.
Trustworthiness means your audience feels safe relying on your content. They believe what you’re saying and trust your intentions.
Keep your website secure by using HTTPS, maintaining a clear privacy policy, and showcasing all your customer reviews, regardless of their rating.
For example, if you’re an online shop, ensure your returns policy is easy to find and straightforward.
Tip: Be transparent. Share contact details, team bios, and even photos of your workspace to build confidence in your brand.
Google wants to give people the best, most reliable answers to their queries. By prioritising E-E-A-T, you’re more likely to rank higher in search results and gain the trust of your audience.
Take it from Google’s own Quality Rater Guidelines, which specifically emphasise E-E-A-T for topics like health, finance, and legal advice, where giving bad information could have serious consequences. Even if you’re not in these industries, demonstrating E-E-A-T helps build credibility and keeps your audience coming back for more.
Google uses E-E-A-T to assess whether your content is worth showing to searchers. It evaluates factors like:
Have they actually done, used or lived what they're writing about?
Do other reputable sites link to it?
Is it accurate and up-to-date?
Think of E-E-A-T as a way to prove to Google and your audience that you’re the real deal.
Google’s mission is to provide users with reliable, relevant, and high-quality information. By focusing on E-E-A-T, Google ensures it’s directing users to content that is safe and helpful. For businesses, this means that investing in E-E-A-T can lead to better rankings, increased traffic, and more conversions.
Share behind-the-scenes content, process shots or first-hand accounts of using your own product or service.
Include original photos and videos rather than relying on stock imagery, so readers can see you've actually done the thing.
Write case studies or "what we learned" pieces based on real projects, not just general advice.
Share content that addresses, or even solves, common pain points found in your industry.
Include author bios with credentials on blog posts, so readers know they’re written by real people.
Do your research, and stay up-to-date with the latest industry trends. If you find interesting or useful ones, share your insights.
Work on earning high-quality backlinks from high-authority websites.
Collaborate with influencers or other experts in your specific field.
Publish thought leadership pieces or white papers on your chosen topic.
Display customer reviews and testimonials, no matter their rating.
Ensure your website is easy to navigate, adheres to all accessibility standards, and is easy to navigate.
If you take payments through your website, ensure that the payment options are secure, and you display trusted badges.
Here are some practical steps you can take to boost your E-E-A-T:
Audit your content: Check if it’s accurate, up-to-date, and provides value.
Add credibility indicators: Include references, citations, or links to reputable sources.
Encourage reviews: Ask happy customers to leave Google or Trustpilot reviews.
Improve transparency: Add a detailed “About Us” page and clear contact details.
Regularly update your content: Google loves fresh, relevant content, so keep those blogs and service pages current.
Here are some examples to help you decide how to create E-E-A-T friendly content:
Google’s E-E-A-T principles, unless they roll out a more drastic update in the future, are here to stay. In our opinion, quite rightly so. The principles reflect what users really need from businesses, namely credible, transparent and valuable content, which serves their needs.
Remember, the E-E-A-T principles aren’t just about technical prioritisation, it’s about creating content that provides a genuine use for your consumers, whether they’re active buyers or casual browsers. You need to demonstrate value, and if you do, you can foster professional relationships that last a lifetime.
Build content Google trusts
If you still think you need help with adhering to the E-E-A-T principles, or would simply like to discuss updating your existing content, drop us a message using the form below. Alternatively, you can email us directly.
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