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E-E-A-T

FigureThe Pillars of E-E-A-T. Trust is the central component that holds everything together.

What is E-E-A-T?

E-E-A-T is not a direct ranking factor like a keyword or a backlink. Instead, it is the "lens" through which Google evaluates content quality. Human quality raters use E-E-A-T guidelines to assess search results, and their feedback helps train Google's algorithms.

The framework is especially important for YMYL (Your Money Your Life) topics — content about health, finance, legal matters, and safety where bad information could harm users.

The Four Pillars Explained

Experience

Does the content creator have first-hand experience with the topic?

  • A product review written by someone who actually used the product
  • A travel guide written by someone who visited the destination
  • A recipe tested multiple times by the author
  • A medical experience shared by a patient (not medical advice)

Experience was added in 2022 (the extra "E") to emphasize real-world knowledge over purely academic expertise.

Expertise

Does the creator have formal knowledge or skills in the topic?

  • A doctor writing about medical conditions
  • A certified accountant explaining tax strategies
  • A licensed electrician providing home improvement advice
  • A trained chef teaching cooking techniques

For some topics, professional credentials matter. For others, demonstrated practical expertise is sufficient.

Authoritativeness

Is the website or author recognized as a go-to source for this topic?

  • Industry publications cited by other experts
  • Websites that journalists and researchers reference
  • Authors who speak at major conferences
  • Brands with strong reputation in their field

Authority is built over time through consistent, quality content and external recognition.

Trustworthiness

Can users trust the content, the website, and the business behind it?

  • Secure website (HTTPS)
  • Clear contact information
  • Transparent about who writes and owns the content
  • Honest about affiliate relationships and sponsorships
  • Positive third-party reviews
  • No history of scams or deception

Trust is the most important element — it is the foundation that makes the other three meaningful.

Why E-E-A-T Matters More Than Ever

The AI Content Era

With AI-generated content flooding the web, Google is doubling down on signals that distinguish quality human expertise. AI can generate text, but it cannot have genuine experience or build real authority.

Helpful Content Updates

Google's Helpful Content system specifically targets content created primarily for search engines rather than humans. E-E-A-T helps demonstrate that content was created to genuinely help users.

YMYL Scrutiny

For health, financial, legal, and safety topics, Google applies stricter quality standards. Poor E-E-A-T signals on YMYL content can significantly hurt rankings.

How to Improve E-E-A-T

Demonstrate Experience

  • Include personal stories and case studies
  • Show photos and videos of you using products or visiting places
  • Share lessons learned from first-hand experience
  • Be transparent when you lack direct experience

Build Expertise

  • Display author credentials and qualifications
  • Create comprehensive, in-depth content
  • Keep content updated with current information
  • Get expert review for technical topics

Establish Authority

  • Earn mentions and citations from other reputable sites
  • Build a strong backlink profile from relevant sources
  • Contribute to industry publications
  • Speak at events and conferences
  • Build a consistent track record over time

Prove Trustworthiness

  • Use HTTPS everywhere
  • Have a clear About Us page with real people and locations
  • Display contact information prominently
  • Cite reputable sources for claims
  • Collect and display third-party reviews (Trustpilot, Google Business)
  • Be transparent about advertising and affiliate relationships
  • Have clear editorial policies

E-E-A-T for Different Content Types

News and Current Events

Expertise and authority are critical. Readers need to trust the source.

Product Reviews

Experience is paramount. Readers want insights from someone who actually used the product.

Medical Information

All four pillars matter intensely. Credentials, experience, authority, and trust can literally affect health outcomes.

How-To Guides

Expertise and experience both matter. Can the author actually do what they are teaching?

Entertainment and Opinion

Standards are more relaxed, but trustworthiness still matters for building audience loyalty.

Common E-E-A-T Mistakes

  1. Anonymous content — No author bylines or bios
  2. Missing About page — No transparency about who runs the site
  3. No contact information — Creates distrust
  4. Outdated credentials — List current qualifications
  5. Ignoring reviews — Not responding to or displaying third-party reviews
  6. Over-claiming expertise — Claiming to be an expert without evidence

Measuring E-E-A-T

E-E-A-T is not a metric you can check in Google Search Console. However, you can audit your site:

  • Do all articles have author bios with credentials?
  • Is your About page comprehensive and honest?
  • Do you have quality backlinks from authoritative sources?
  • Are third-party reviews positive?
  • Is your site technically trustworthy (HTTPS, fast, secure)?

Improving E-E-A-T is a long-term investment, not a quick fix. But for any site competing in competitive or YMYL niches, it is essential.