Getting online content right isn’t always straightforward, it can be both exciting and overwhelming. But here’s the good news: Google has thrown us a lifeline with E-E-A-T. It’s not just a catchy acronym; it’s the essence of what makes content truly resonate. Wondering why E-E-A-T has become the buzzword for many bloggers and content creators alike? Let’s take a look and discover its magic!

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. If you’ve been around the SEO block, you might recall its predecessor, E-A-T, which focused on Expertise, Authoritativeness, and Trustworthiness. So, what changed? Google decided to add “Experience” to the mix, emphasising the importance of user experience in the grand scheme of web content.

E-E-A-T is a handy set of guidelines that Google uses to sift through the vast amount of content online, ensuring that what tops the search results is not only relevant but also credible and high-quality.

While we’ll dive deeper into the key differences of each component in the upcoming sections, it’s essential to grasp that E-E-A-T is pivotal in today’s SEO landscape. Whether you’re a seasoned blogger or just starting your digital journey, understanding E-E-A-T will help you understand the key fundamentals of great content.

Google’s E-E-A-T guidelines in a nutshell

Ever felt like SEO is a bit like trying to solve a jigsaw puzzle without the picture on the box? Don’t worry, you’re not alone! Let’s make things a bit clearer by breaking down Google’s E-E-A-T guidelines into bite-sized pieces. Each of these elements is a key player in making sure our online content shines bright and true.


In today’s fast-paced digital world, first impressions matter immensely. When users land on a webpage, they expect a seamless, intuitive experience. This goes beyond just aesthetics.

  • Loading Speed: A slow-loading website can deter users, leading to higher bounce rates. Ensuring your site loads swiftly, especially on mobile devices, is crucial.
  • Navigation: A well-structured site with clear navigation aids users in finding the information they seek effortlessly. Broken links or a confusing layout can frustrate users and diminish their overall experience.
  • Interactivity: Engaging elements, such as interactive infographics or videos, can enhance user experience, making the content more memorable and shareable.
  • Accessibility: Ensuring your website is accessible to all, including those with disabilities, not only broadens your audience reach but also enhances user experience.


Expertise is the foundation of credible content. It’s about showcasing deep knowledge and understanding of a particular subject.

  • Credentials: While formal education or certifications can bolster credibility, they aren’t the only markers of expertise. Practical experience, extensive research, and a history of producing quality content in a specific niche also count.
  • Content Depth: Surface-level content rarely satisfies. Delving deep into topics, providing insights, nuances, and comprehensive information, showcases genuine expertise.
  • Personal Touch: Sharing personal experiences or anecdotes related to the topic can make the content more relatable and authentic, further establishing expertise.


Being an expert is a start, but having your expertise recognised by others in the field elevates your content to another level.

  • Backlinks: When reputable sites link back to your content, it’s a nod to your authority on the subject. These endorsements, known as backlinks, boost your site’s authoritativeness in Google’s eyes.
  • Endorsements: Mentions or endorsements from other experts, industry leaders, or institutions can significantly bolster your content’s authority.
  • Engagement: Positive user engagement, such as comments, shares, and testimonials, can also serve as indicators of authoritativeness.


Trust is a fragile thing, hard to build but easy to break. It’s the foundation upon which users decide whether to engage with a website, make a purchase, or share personal information. Google, in its Search Quality Rater Guidelines (SQRG), underscores the significance of trust by stating:

Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem. For example, a financial scam is untrustworthy, even if the content creator is a highly experienced and expert scammer who is considered the go-to on running scams.

  • Transparency: Being open and clear about who you are, what you do, and why you do it fosters trust. This includes disclosing affiliations, sources of information, and any potential biases.
  • Security: Ensuring your website is secure, especially if it handles transactions or personal data, is paramount. Features like SSL certificates signal to users that their data is protected.
  • Accuracy: Providing accurate, up-to-date information is crucial. Any misinformation, even if unintentional, can erode trust quickly. It’s essential to steer clear of Black Hat SEO techniques that can mislead users and harm trustworthiness.
  • Reviews and Testimonials: Positive feedback from users or clients can significantly enhance a site’s trustworthiness. Conversely, addressing negative feedback openly and constructively can also build trust.

By understanding the paramount importance of trust in the E-E-A-T framework, content creators can better align their efforts with Google’s vision, ensuring their content is not only informative but also trustworthy.

E-E-A-T vs E-A-T

In the world of digital marketing, understanding the difference between E-E-A-T and E-A-T is important. At their core, both acronyms represent Google’s guidelines for evaluating the quality of web content.

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a framework that emphasises the importance of content being knowledgeable, reputable, and reliable.

E-E-A-T, on the other hand, introduces an additional component: Experience. While E-A-T laid the foundation for assessing content quality, E-E-A-T recognises the significance of the user’s overall experience on a webpage.

In short, E-E-A-T is the evolved version of E-A-T, bringing the user’s experience into the spotlight while retaining the core principles of expertise, authority, and trust.

Is E-E-A-T a ranking factor?

E-E-A-T provides guidelines that Google’s “Quality Raters” use to assess the quality of search results. While E-E-A-T itself isn’t a direct “ranking factor” in the traditional sense, its principles are deeply intertwined with how Google perceives and ranks content.

  • Websites that produce content backed by expertise are likely to be viewed more favourably.
  • Content that is authoritative and garners recognition from other reputable sources can achieve higher visibility in search results.
  • Trustworthiness, especially for sites dealing with sensitive topics or transactions, can influence a site’s standing in search rankings.
  • A positive user experience, which includes factors like page speed, mobile-friendliness, and intuitive navigation, can also impact rankings.

In essence, while E-E-A-T might not be a direct ranking factor that you can measure or quantify like backlinks or page speed, its principles play a crucial role in shaping Google’s algorithm. Adhering to E-E-A-T guidelines can undoubtedly enhance the quality and credibility of your content, positioning it favourably in the eyes of both Google and its users.

How does E-E-A-T impact SEO?

Search Engine Optimisation (SEO) is all about enhancing a website’s visibility in search engine results. With the introduction of E-E-A-T, Google has made it clear that the quality and credibility of content are paramount. But how exactly does E-E-A-T influence SEO?

  • Content Quality and Relevance: E-E-A-T emphasises the need for content to be created by individuals with expertise in the subject matter. High-quality, relevant content that aligns with E-E-A-T guidelines is more likely to rank well in search results.
  • Building Authority: Websites that consistently produce authoritative content can establish themselves as thought leaders in their niche. This not only boosts their E-E-A-T score but also enhances their chances of earning valuable backlinks, further improving SEO.
  • Trust and Credibility: Trustworthiness is a cornerstone of E-E-A-T. Websites that are transparent, provide accurate information, and ensure user data security are deemed more trustworthy, positively influencing their search rankings.
  • User Experience (UX): With the addition of “Experience” in E-E-A-T, the importance of UX in SEO has been underscored. Factors like site speed, mobile optimisation, and user-friendly navigation can impact both E-E-A-T evaluations and search rankings.
  • YMYL (Your Money or Your Life) Pages: For websites that deal with critical life decisions, like health or finance, adhering to E-E-A-T guidelines is even more crucial. Google holds such pages to a higher standard, ensuring that users receive reliable and accurate information.

While E-E-A-T might not be a direct ranking factor, its principles are deeply integrated into what Google considers to be high-quality content. By focusing on enhancing expertise, authority, trustworthiness, and user experience, websites can align their SEO strategies with Google’s vision, ultimately achieving better search visibility and user engagement.

10 Tips to improve your site’s E-E-A-T

Elevating your site’s E-E-A-T score can significantly boost its standing in search results. Here are ten actionable tips to enhance your website’s Experience, Expertise, Authoritativeness, and Trustworthiness:

  1. Author Credentials: Ensure that content, especially on expert subjects, is written by qualified individuals. Display their credentials, experience, and even a brief bio alongside the content.
  2. Regularly Update Content: Keep your content fresh and up-to-date. Regularly review and update older articles to ensure accuracy and relevance.
  3. Cite Reliable Sources: When making claims or presenting data, always cite reputable sources. This not only bolsters your content’s credibility but also showcases thorough research.
  4. Optimise User Experience: Ensure your website is mobile-friendly, loads quickly, and has a clear, user-friendly navigation structure.
  5. Encourage Reviews and Testimonials: Positive feedback from users or clients can enhance trustworthiness. Display genuine reviews and testimonials prominently.
  6. Secure Your Website: Implement SSL certificates and ensure that any user data collected is secure and protected.
  7. Engage with Your Audience: Respond to comments, address concerns, and encourage discussions. This can establish authority and foster trust.
  8. Build Quality Backlinks: Aim to get backlinks from reputable websites in your industry. This can significantly boost your site’s authoritativeness.
  9. Be Transparent: Have clear policies in place, such as privacy policies, terms of service, and disclosure statements. Transparency can greatly enhance trust.
  10. Educate and Inform: Instead of just selling or promoting, focus on educating your audience. Offering valuable insights, guides, or tutorials can establish expertise and authority.

By implementing these tips, you can align your website more closely with E-E-A-T guidelines, enhancing its quality in the eyes of both users and search engines.

E-E-A-T and YMYL sites

Understanding the relationship between E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) sites is crucial for anyone keen on optimising their online content, especially when it pertains to sensitive topics.

What are YMYL pages?

YMYL stands for “Your Money or Your Life.” These are pages or sites that could potentially impact a person’s future happiness, health, financial stability, or safety. Examples include:

  • Medical information sites
  • Financial advice or transactional sites
  • Legal advice pages
  • Safety guidelines or emergency information
  • Any topic that involves major life decisions, like parenting or purchasing a home

Given the potential impact of YMYL pages on users’ lives, Google holds them to a higher standard compared to other types of content.

The significance of E-E-A-T for YMYL sites

For YMYL sites, the principles of E-E-A-T are not just guidelines; they’re essential. Here’s why:

  1. Expertise: Given the sensitive nature of YMYL topics, it’s paramount that the information provided comes from a knowledgeable source. For instance, medical advice should ideally come from healthcare professionals.
  2. Authoritativeness: YMYL sites should be recognised as a trusted authority in their domain. This can be achieved through endorsements from industry experts, citations in reputable publications, and positive user engagement.
  3. Trustworthiness: Users need to trust the information on YMYL sites, given the potential implications on their lives. Ensuring accuracy, citing reliable sources, and having a secure website are all crucial.
  4. Experience: The user’s journey on a YMYL site should be seamless. This means easy navigation, clear information, and a positive overall experience.

While E-E-A-T is important for all websites, it’s absolutely critical for YMYL sites. Given the potential impact of these sites on users’ well-being, Google expects them to adhere strictly to E-E-A-T guidelines, ensuring that users receive only the most reliable, accurate, and trustworthy information.

E-E-A-T and AI-Generated content

The emergence of artificial intelligence (AI) in the content creation sphere has ushered in new challenges, especially when viewed through the lens of Google’s E-E-A-T guidelines.

AI tools have revolutionised content creation, churning out everything from news articles to creative pieces with remarkable coherence. But this prowess raises questions about the authenticity, trust, and overall quality of such content.

How AI content measures up to E-E-A-T

  • User Experience: While AI can craft well-structured content, the real test lies in its relevance, context, and personalisation. It’s crucial for AI to be fine-tuned to align with user needs.
  • Human Touch vs AI: AI content might lack the depth and refinement that comes from human expertise. This becomes especially evident in topics demanding deep knowledge, like health or finance.
  • Building Credibility with AI: Gaining authority with AI-generated content can be a tall order. Without human names or experts backing the content, how do you establish its credibility?
  • Trust in the Age of AI: The genuineness of AI content is under scrutiny. Users need assurance that what they’re reading is authentic, accurate, and not just machine jargon. Being open about AI’s role in content creation is key to building this trust.

Striking the right balance

For those in the digital content space, it’s about finding the sweet spot. AI is a powerful ally, but it’s essential to ensure the content it produces aligns with E-E-A-T standards. Some ways to achieve this include:

  • Merging AI and Human Input: Let AI lay the groundwork, but bring in human experts for refinement and validation.
  • Openness is Key: If you’re using AI for content, be upfront about it. This transparency fosters trust and sets the right expectations for readers.
  • Prioritise Quality: Instead of churning out content en masse with AI, the focus should be on quality, ensuring it resonates with E-E-A-T principles.

While AI is reshaping content creation, staying true to E-E-A-T guidelines is crucial. As we navigate this ever changing digital world, the challenge for content creators is to ensure that technological advancements don’t overshadow quality, authenticity, and trust.

Let’s wrap it up

Stepping into the bustling streets of online content, with its ever-changing rules and flashy new tools, can feel a tad overwhelming. Yet, at the heart of it all, our mission stays the same: to serve up trustworthy, top-notch content to our readers.

E-E-A-T, emphasising Experience, Expertise, Authoritativeness, and Trustworthiness, is more than just a guideline; it’s a roadmap for content creators. Whether you’re exploring AI-generated content, focusing on YMYL pages, or enhancing your site’s quality, E-E-A-T principles should guide your efforts.

In the sea of online content, it’s our values that shine through. By putting readers at the forefront, being transparent, and aiming for the best, we hope our content stands out and resonates.