E-E-A-T and SEO: What You Need to Know

The History Of E-E-A-T

On August 1st, 2018, Google rolled out a major update that dramatically impacted search rankings across the internet including a wide range of sites-including some of the biggest brands. SEO expert Glenn Gabe closely tracked the effects at the time, noting significant shifts in visibility.

As SEOs examined the update, a clear pattern appeared: websites that demonstrated stronger expertise, authority, and trust (known as E-A-T) saw better rankings. This reflected Google’s growing focus on surfacing high-quality and credible content.

In late 2022, Google added an extra ‘E’ for Experience. This change expanded the idea of expertise. It now includes first-hand knowledge and completes the E-E-A-T framework.

What is E-E-A-T?

E-E-A-T is a set of criteria Google uses to evaluate the quality of content and the credibility of its source. Here’s the break down on each component:

Experience

The new addition to the E-E-A-T framework highlights the importance of first-hand experience. Google values content created by individuals who have personally engaged. Demonstrating real-world expertise and in-depth knowledge  with the subject matter. For example, a travel blog written by someone who has visited the destination is more credible than one written purely based on research.

 

 

Expertise

Expertise refers to the author’s knowledge or skill in a particular field. Google prefers content created by individuals with recognised qualifications or a deep understanding of the subject. For example, the health article reviewed by a medical doctor. Users will be more likely to trust the information provided. Google may be more confident to get that content ranking higher.

Authoritativeness

Authoritativeness looks at whether the source is seen as a trusted expert or leader in the industry. Authoritativeness depends on others recognizing you as an expert. This could show up through getting coverage and mentions from the quality third party websites that link to your website/pages or recognition from well-known organisations.

Trustworthiness

Trustworthiness is all about ensuring that the content and website are reliable and honest. This means having secure websites (HTTPS), transparent policies, accurate information, and offering user-friendly experiences. Building and maintaining a reputation for honesty, reliability, and safety is important.

The Difference Between E-E-A-T and E-A-T

Google officially introduced the change from E-A-T (Expertise, Authoritativeness, Trustworthiness) to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in December 2022. This shift  helps Google’s Quality Raters better evaluate the reliability of search results by recognizing that personal experience adds real value to the content. The importance of “Experience” to ensure that content is coming from someone who has direct and real-world experience with the topic.

For instance, a product review feels much more trustworthy when the reviewer has personally used the product, as their opinions are based on real-world experience.

Why E-E-A-T is a Game-Changer for SEO

Search Engine Optimisation (SEO) is constantly evolving, with Google’s algorithms constantly refining to deliver the best user experience (UX). One of the most critical key factors influencing SEO today is
E-E-A-T.

Although E-E-A-T itself is not a direct ranking factor in Google’s algorithm, prioritising it can help the content align with Google’s criteria for what makes a valuable search result.

By demonstrating these qualities, the website can improve its search engine ranking and build strong credibility in the eyes of both search engines and users. Here’s how E-E-A-T shapes SEO success:

1.Google Rewards Real Expertise

Gone are the days when keyword stuffing was enough to rank. Google now prioritizes content created by individuals with real-world experience and industry expertise, ensuring users receive accurate and insightful information.

2.Strengthens Brand Authority

A strong E-E-A-T profile helps establish your website as a go-to source in your industry. When Google recognizes your authority, your content is more likely to rank higher and appear in featured snippets.

3.Aligns with Evolving Search Intent

Search behavior is constantly changing. Google’s algorithm updates focus on surfacing trustworthy and experience-backed content that best matches user intent. Websites that fail – have to adapt and risk losing organic visibility.

4.Protects Against Misinformation & Content Decline

E-E-A-T acts as a safeguard against misleading or low-quality content. Websites that lack credibility, especially in sensitive industries (finance, health, law), may see their rankings decline over time.

5.Future-Proofs Your SEO Strategy

As Google continues refining its ranking algorithms, focusing on E-E-A-T ensures your website remains competitive in the long run. It’s not just about ranking today – it’s about sustaining visibility and trust in an evolving digital world.

By embedding E-E-A-T principles into your content strategy, you create valuable, authoritative, and trustworthy content that both users and search engines appreciate.

How to Improve Your Website’s E-E-A-T

1.Go beyond basic bios

Showcase Author Credentials: Highlight the qualifications and expertise of your content creators. Include author bios and links to their professional profiles.

Use “About Us” pages effectively: Detail the company’s mission, values, and expertise.

2.Create High-Quality, Unique Content

• Focus on in-depth analysis: Go beyond surface-level information and provide insightful analysis, unique perspectives, or original research.
  
• Use visuals: Incorporate high-quality images, videos, and infographics to enhance content and improve user engagement.
  
• Update content regularly: Keep your content fresh and up-to-date to maintain relevance and demonstrate ongoing expertise.

3.Build Authoritative Backlinks:

• Focus on relevant and high-quality sources: Seek backlinks from reputable websites within your industry, such as industry publications, academic institutions, and government agencies.
  
• Build relationships with other websites: Engage with other website owners and content creators in your industry through social media,  guest blogging, and industry events.

4.Secure Your Website:

• Implement a strong security policy: Regularly update your website’s software and plugins to patch security vulnerabilities.
  
• Use a reliable web host: Choose a hosting provider with robust security measures, such as firewalls, DDoS protection, and regular backups.

5.Encourage User Reviews and Testimonials:

• Make it easy for users to leave reviews: Include clear calls to action on your website, such as “Leave a Review” buttons.
  
• Display reviews prominently: Showcase positive reviews on your website and social media channels.
  
• Respond to all reviews: Acknowledge and respond to both positive and negative reviews to demonstrate customer service and address any concerns.

6.Provide Accurate Information:

• Cite your sources: Clearly cite all your sources using proper citation formats.
  
• Regularly review and update information: Keep your content up-to-date with the latest research and industry best practices.
  
• Consider a fact-checking process: Establish a process for reviewing and verifying information before publication.

 

 

• E-E-A-T is not a direct ranking factor, focusing on it can naturally improve your search rankings over time.

• First-hand experience is important – especially for YMYL(Your Money Your Life) topics, but it adds value to any type of content. YMYL industries encompass any business/website that can have an impact on a person’s well being. Such as finance and health.

• Showcasing E-E-A-T means highlighting author expertise, citing reputable sources, building brand authority, and maintaining transparency.

• If you use AI tools, ensure human experts review and refine the content to maintain accuracy and trustworthiness.

• Websites with high E-E-A-T can inspire your own content strategy.

By prioritizing these principles and consistently creating content that builds trust with both the search engines and users, making it a long term SEO approach.

Conclusion

By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, you can create content that ranks higher and strengthens your brand’s reputation. In today’s competitive digital landscape, optimising for E-E-A-T is not optional but, it is essential.

At The Marketing Mix, we specialise in creating SEO strategies that align with Google’s latest standards. From crafting high quality content, boosting website authority, or ensuring transparency and trust, we focus on what really matters, helping you stand out and stay ahead of the competition.

Ready to improve your website’s E-E-A-T and enhance your search performance? Let’s talk.

Contact us today and take the next step toward a stronger online presence.