Why E-A-T Matters: How to Build Expertise, Authority, and Trustworthiness Online

As the digital world becomes more and more competitive, it’s now more important than ever to create content that aligns with long-standing search engine standards.

In this article, we wanted to explore why Expertise, Authority, and Trustworthiness (E.A.T) principles are so important, and how your business can adapt its approach to creating, or updating, content.

What is E-A-T?

E-A-T stands for 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-A-T concepts to their Search Quality Guidelines.

Here’s a closer look at what each letter means:

Expertise

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.

How to demonstrate your Expertise

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

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.”

How to demonstrate your Authority

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

Trustworthiness means your audience feels safe relying on your content. They believe what you’re saying and trust your intentions.

How to demonstrate your Trustworthiness:

Keep your website secure, for example, Hypertext Transfer Protocol Secure (HTTPS), having 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.

Why is E-A-T important?

Google wants to give people the best, most reliable answers to their queries. By prioritising 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-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-A-T helps build credibility and keeps your audience coming back for more.

How is E-A-T used?

Google uses E-A-T to assess whether your content is worth showing to searchers. It evaluates factors like:

• The expertise of the author: Are they qualified to write on this topic?

• The authority of the website: Do other reputable sites link to it?

• The trustworthiness of the content: Is it accurate and up-to-date?

• Think of E-A-T as a way to prove to Google and your audience that you’re the real deal.

Why Does Google Value E-A-T?

Google’s mission is to provide users with reliable, relevant, and high-quality information. By focusing on E-A-T, Google ensures it’s directing users to content that is safe and helpful. For businesses, this means that investing in E-A-T can lead to better rankings, increased traffic, and more conversions.

How Can You Demonstrate E-A-T in Your Digital Content?

1. Showcase Your Unique Expertise

• 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.

2. Establish Authority

• 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.

3. Build Trustworthiness

• 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.

How Can You Optimise Your Content for E-A-T?

Here are some practical steps you can take to boost your 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.

What Are Some Practical Examples of E-A-T Content Businesses Could Use?

Here are some examples to help you decide how to create E-A-T friendly content:

Expertise: A dentist creates a blog on “10 Ways to Preserve the Health of Your Gums.”

Authority: An accountant gets featured in a local news article about tax-saving tips, with a link back to their website.

Trustworthiness: An online shop displays verified customer reviews and offers a no-questions-asked return policy.

To summarise

Google’s 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.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.

 

If you still think you need help with adhering to the 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.

« All blogs