Everything You Need to Know about Google’s E-E-A-T

by | December 14, 2023

What is E-E-A-T?

In the world of digital marketing and search engine optimization (SEO), staying on top of the latest ranking factors and algorithms is crucial. One term that has gained significant prominence in recent years is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Understanding E-E-A-T and its impact on your website’s performance in search results is essential for any online presence. In this article, we’ll dive deep into what E-E-A-T is, why it matters, and how you can enhance it to boost your SEO and user experience.


When it comes to creating content for the web, experience plays a pivotal role. It’s the practical application and personal involvement in a subject area that enriches the content. When a content creator draws on their own experiences, or when the content is enriched by firsthand accounts from experts, it adds a layer of authenticity and relatability that is invaluable. For example, a travel blogger who has explored the hidden gems of a city can offer unique insights and personal anecdotes that a general overview cannot. This depth of personal experience helps in building a connection with the audience, making the content not just informative but also engaging and memorable.


Expertise is the foundation upon which E-E-A-T is built. It’s not just about what you say but also who is saying it. It involves a deep understanding of the subject matter, underpinned by qualifications, extensive study, or professional experience. This expertise needs to be evident in the content, whether through the presentation of nuanced arguments, the ability to simplify complex topics for a general audience, or the provision of detailed analyses that go beyond surface-level information. For instance, a financial analyst writing about investment strategies will be able to offer sophisticated insights based on industry knowledge and experience, thereby enhancing the content’s value and relevance to the reader. Having content created by individuals or organizations that are experts in the subject matter can significantly boost your E-E-A-T score. If you claim to be an authority in a niche, your content should reflect that authority through in-depth knowledge and expert insights.


Authoritativeness is all about how others perceive your website or content. It relies on external sources recognizing your expertise and credibility in your niche; this can come in the form of backlinks, mentions, and citations from other reputable sources. An authoritative site is seen as a go-to resource in its field, consistently producing content that is not only informative but also influential. Achieving this level of authority requires a strategic effort to engage with the community, contribute to industry discussions, and produce content that is not only informative but also share-worthy. Being recognized as an authority by industry leaders and peers can substantially improve your E-E-A-T.


Trustworthiness is the cornerstone of E-E-A-T; it influences how users and search engines perceive your content. Trustworthiness is cultivated through transparent practices, accurate and honest information, and adherence to ethical standards. This means avoiding misleading headlines, ensuring the accuracy of the content, and updating information as new data becomes available. A trustworthy site builds a loyal audience base and is favored by search engines, which aim to provide users with reliable and safe online experiences.

Why is E-E-A-T Important?

E-E-A-T holds immense importance in the world of SEO for two primary reasons: search rankings and user experience. Pages with high experience, expertise, authoritativeness, and trustworthiness are more likely to rank higher on the Search Engine Results Page (SERP). Google regards these pages as the best and highest-quality content and rewards websites that prioritize these four pillars.

Moreover, E-E-A-T enhances the user experience by assuring visitors that the content they encounter is well-researched and trustworthy. Users are more likely to engage with and trust content that is backed by solid E-E-A-T principles.

Are E-E-A-T Factors Search Ranking Factors?

There’s often a debate in the SEO community about whether E-E-A-T factors directly influence search rankings. It’s important to clarify that while Google has not explicitly listed Experience, Expertise, Authoritativeness, and Trustworthiness as individual ranking factors, these elements play a significant role in determining the quality of content, which is crucial for search performance.

Google’s search algorithms are designed to provide users with the most relevant, high-quality content available. E-E-A-T serves as a framework to assess the quality and reliability of content and websites. Sites that demonstrate high levels of expertise, authority, and trustworthiness are more likely to be viewed favorably by Google’s algorithms, which can lead to better visibility in search results.

  1. Expertise and Authoritativeness: Google aims to rank content that has been created by knowledgeable and credible sources, especially for YMYL (Your Money or Your Life) topics, which could significantly impact a person’s health, financial stability, or safety. When content creators showcase their expertise and are recognized as authorities in their field, their content is more likely to be ranked as valuable and reliable.
  2. Trustworthiness: Google’s algorithms also consider signals that indicate a website’s trustworthiness, such as secure connections (HTTPS), clear and fair information practices, and the presence of contact information. Websites that ensure a safe browsing experience and present accurate, transparent information tend to rank higher.
  3. User Experience: While not explicitly labeled as ‘Experience’ in Google’s public documentation, the user experience is a critical aspect of how Google assesses the quality of a website. Sites that provide a positive user experience, including fast loading times, mobile optimization, and intuitive navigation, indirectly support the E-E-A-T principles by ensuring users can easily access and engage with high-quality content.

Levels of E-E-A-T

E-E-A-T exists on a spectrum ranging from the lowest to the very highest levels. Understanding these levels is crucial for evaluating where your website currently stands and how to improve its E-E-A-T score.

Lowest E-E-A-T

Websites at this level typically appear spammy and lack credibility. They often fail to provide an optimal user experience and may engage in unethical or black-hat SEO practices. Low E-E-A-T websites should be considered untrustworthy, both by search engines and users.

Lacking E-E-A-T

This level represents websites or content creators who lack experience or display untrustworthy behavior. For instance, if a website offers downloads unrelated to its niche or expertise, it can damage its E-E-A-T score. It’s essential to ensure that your content and website align with your claimed expertise and intent.

High E-E-A-T

High E-E-A-T websites are typically associated with established news outlets, government websites, or well-known organizations. However, even small businesses and individual blog posts can achieve high E-E-A-T if they consistently deliver high-quality content that aligns with user intent. The key is to provide valuable, trustworthy information that satisfies the user’s search query.

Very High E-E-A-T

Websites with very high E-E-A-T scores are the cream of the crop. They not only look good to users but also deliver content that demonstrates a deep level of experience and expertise. Such websites consistently provide answers to user queries, and they often receive links and references from other high-quality, authoritative sources within their niche.

SEO Tips for Achieving E-E-A-T

To boost our online presence, we need to master Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness. Let’s dive into some practical SEO tips to help us stand out:

  1. Publish Expert Content: Ensure that every piece of content on your site is crafted by individuals with proven expertise in their field. This isn’t just about having the knowledge; it’s about demonstrating it through insightful, accurate, and helpful information that addresses your audience’s needs.
  2. Showcase Your Credentials: Don’t shy away from highlighting the qualifications and achievements of your content creators. Including author bios with detailed backgrounds, certifications, and professional experiences can significantly boost your site’s credibility and user trust.
  3. Enhance Content Quality: Dive deep into your topics to provide comprehensive insights. High-quality content that covers topics thoroughly, offers unique perspectives, and is backed by research will set you apart as an authoritative source.
  4. Build a Strong Backlink Profile: Focus on earning backlinks from reputable sites within your industry. Each quality backlink serves as a vote of confidence, enhancing your site’s authoritativeness and improving its visibility in search results.
  5. Engage with Your Community: Foster a sense of community around your brand by actively engaging with your audience through comments, forums, and social media. This engagement not only builds trust but also provides insights into your audience’s needs and preferences.
  6. Regularly Update Content: The digital world is ever-evolving, and so should your content. Regular updates ensure your information remains accurate, relevant, and trustworthy. This commitment to current content reflects positively on your site’s E-E-A-T.
  7. Secure Your Site: Implementing HTTPS is a fundamental step in establishing trust. A secure site protects user data, reduces the risk of security breaches, and signals to users and search engines that you take privacy seriously.
  8. Gather User Reviews and Testimonials: Positive feedback from real users can significantly enhance your site’s trustworthiness. Displaying genuine reviews and testimonials lends credibility to your offerings and helps persuade new visitors of your reliability.
  9. Optimize for User Experience: A seamless, user-friendly website design contributes to a positive user experience, indirectly supporting your E-E-A-T efforts. Ensure your site is easy to navigate, loads quickly, and is mobile-friendly.
  10. Utilize Structured Data: Implementing structured data helps search engines understand the context of your content, which can improve visibility and click-through rates. This clarity supports your site’s authority and trustworthiness.

How to Maintain Your Site’s E-E-A-T

Maintaining your site’s Experience, Expertise, Authoritativeness, and Trustworthiness is a dynamic process that involves consistent effort and strategic planning. Here’s how to keep your site’s E-E-A-T robust and resilient:

  1. Regular Content Audits: Conduct thorough audits of your existing content to identify areas for improvement, outdated information, or gaps in coverage. This ensures your content remains accurate, comprehensive, and reflective of the latest industry standards and practices.
  2. Diversify Content Formats: Expand the range of content you offer to include videos, podcasts, infographics, and webinars. Diverse content formats can cater to different user preferences, making your expertise more accessible and engaging to a broader audience.
  3. Enhance Author Visibility: Elevate the visibility of your content creators by featuring them in expert roundups, highlighting their contributions on social media, and encouraging them to participate in industry panels or webinars. Increased visibility of your experts reinforces the site’s authority.
  4. Quality Over Quantity in Link Building: Focus on earning links from high-caliber, relevant sources rather than pursuing a high volume of backlinks. A few authoritative links can be more impactful for your site’s E-E-A-T than numerous lower-quality ones.
  5. Optimize for Semantic Search: As search engines become more sophisticated in understanding context, ensure your content is optimized for semantic search by including related keywords, synonyms, and answering related questions within your content. This demonstrates depth of expertise and relevance.

Remember, enhancing your E-E-A-T takes time and effort, but the rewards are substantial. As you work to provide high-quality content, establish your authority, and build trust with your audience, you’ll find your website climbing the ranks in search results and delivering a superior user experience.

At BASE, we understand the importance of E-E-A-T in the world of SEO. We offer high-quality backlinks and content services to help you improve your website’s authority and E-E-A-T. The journey to improving E-E-A-T is ongoing and demands a commitment to quality, authenticity, and continuous learning. Embracing these principles will not only elevate your online presence but also ensure that your content stands the test of time in the ever-competitive digital world.



Can small businesses achieve high E-E-A-T scores?

Yes, small businesses can achieve high E-E-A-T scores by focusing on their niche expertise, providing valuable and well-researched content, engaging with their community, and building credibility through customer testimonials and reviews.

How important are backlinks for E-E-A-T?

Backlinks from reputable and authoritative websites are crucial for E-E-A-T as they serve as endorsements of your content’s quality and credibility, enhancing your site’s authoritativeness.

Can E-E-A-T impact my website’s conversion rates?

Yes, a high E-E-A-T score can positively impact conversion rates by building trust with your audience, ensuring that users feel confident in the accuracy and reliability of your content, and more likely to take desired actions on your site.

How does Google measure E-E-A-T?

Google assesses E-E-A-T through a combination of algorithms and human quality raters who evaluate content based on guidelines that reflect expertise, authoritativeness, and trustworthiness, along with the overall user experience.

Does E-E-A-T apply to all types of content?

E-E-A-T is particularly important for YMYL (Your Money or Your Life) content that could impact a person’s health, financial stability, or safety. However, these principles are good practices for all types of content to ensure quality and credibility.

Can E-E-A-T vary by industry or niche?

Yes, the expectations for E-E-A-T can vary depending on the industry or niche. Highly specialized fields may require a higher level of expertise and authoritativeness, while other areas might place a stronger emphasis on user experience and trustworthiness.

How do user reviews and testimonials impact E-E-A-T?

User reviews and testimonials can significantly impact the trustworthiness aspect of E-E-A-T by providing social proof of the quality and reliability of your products, services, or content, enhancing your site’s credibility.

How long does it take to improve E-E-A-T?

Improving E-E-A-T is an ongoing process that can take several months to years, depending on your starting point, industry, and how consistently you implement E-E-A-T best practices in your content strategy.



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