What is E-E-A-T in SEO?

Experience (E-E-A-T Explained)

The first “E” in E-E-A-T stands for “Experience”. With this, Google highlights the importance of first-hand experience when evaluating content, instructing its Quality Rater staff to assess whether the author has direct first-hand experience with the subject being covered - whether by using a product, visiting a location, or transacting with a business. 

For example, a reviewer should only critique a product they’ve personally tried, including the use of original photos (not stock images) and sharing unique insights to demonstrate authenticity. Homegirl London does a great job illustrating this in their blog reviewing places in London. The writer provides insights and value that only someone who has experienced it for themselves would be able to offer, such as original photos and unique comments on the location’s atmosphere. In this case, readers can immediately identify that the writer has personally visited this restaurant and that the review is authentic.

Most searchers are looking for proof of real experiences others have had with your brand, rather than relying solely on what your brand says about itself or its products. This is why showcasing customer testimonials and other user-generated content (UGC) is a powerful way to establish credibility and reliability with your audience, especially for YMYL topics. UGC also leverages human behaviour psychology using a social proof nudge, which makes people trust information when it comes from peers. In support of this, research from Moz shows that only 14% of consumers trust what brands say about themselves as much as they trust user reviews.

By including genuine, first-hand experiences in your content, you can provide authentic insights, tried-and-tested advice, and unique opinions. This not only enhances the quality and uniqueness of your content but also increases its chances of ranking higher in Google’s search results.

Expertise (E-E-A-T Explained)

The second “E” in the acronym stands for “Expertise” and refers to your knowledge, skills and credentials. Google’s Quality Raters evaluate content expertise based on its potential impact on a reader’s life. For YMYL topics, such as medical, legal, or financial advice, demonstrating expertise is crucial. Websites in these fields may need to provide verifiable credentials, such as licenses, professional accreditations, or degrees to establish trust with both Google and users, and prove you are an expert. For instance, a certified clinical research practitioner writing about COVID-19 is far more credible than a casual blogger. 

Furthermore, human behaviour also plays a role in this component with the authority bias concept - where people trust those they perceive as experts. Even subtle cues - like professional titles, industry awards, or affiliations can enhance credibility, reinforcing trust and search rankings. This is why featuring testimonials, case studies, and social proof - such as media mentions or endorsements - can nudge users towards trusting your content. Seeing that others have validated your expertise increases perceived reliability and makes users more likely to engage with your content.

However, expertise isn’t limited to formal qualifications. Google also values practical, real-world expertise, especially for non-YMYL topics. Creating content like how-to guides or ‘before and after’ projects that showcase practical expertise are essential for non-YMYL topics. Plus, documenting the process of your work can prove that you have enough skill to share what you know with others.

For example, a famous makeup artist might not hold a degree in makeup but can demonstrate expertise through detailed video tutorials, technical skills, and having a community of followers. This taps into the concept of the "bandwagon effect" - when users see a large following, they assume the content must be valuable and are more inclined to trust it. Engaging content that invites participation (such as Q&As or tutorials) further strengthens this nudge by making audiences feel part of an expert-led community.

As a result, Google and users are more likely to trust the advice and information provided, and the content is more likely to rank higher. By applying these behavioural nudges - authority bias, social proof, and the bandwagon effect - you can create a stronger perception of expertise, making your content more persuasive and trustworthy.

Authoritativeness (E-E-A-T Explained)

The “A” in E-E-A-T- stands for “Authoritativeness”. While “Experience” focuses on proving you’re an expert, “Authoritativeness” is about other people recognising you as an expert and having a reputation of being a trusted source. One of the primary ways Google evaluates this is through backlinks - the number, quality and relevance of other websites that link to or cite your content. High-quality, relevant backlinks from respected sources signal to Google that your site is reliable and credible, thus increasing its chances of ranking highly. Tools like Majestic or Semrush’s Backlink Analytics and guides on link building can help you analyse your domain’s authority score.

It’s important to note that citations (mentions of your brand without links) can also contribute to your authority. When well-known publications or websites reference your business, employees, or even contact information, it can positively influence Google’s perception of your brand. Additionally, if a competitor has earned a backlink from a reputable publication, you can proactively seek to earn a link from them as well or pursue similar opportunities.

Furthermore, creating comprehensive, high-quality content on your site that covers all aspects of your topic establishes your site as a go-to trusted resource within your niche. When your content answers users’ questions in-depth, it naturally attracts backlinks and builds your reputation as an authoritative source.

Trustworthiness (E-E-A-T Explained)

Lastly, the “T” stands for “Trust” and this is what Google considers to be the most critical component of E-E-A-T. As stated in their guidelines…

“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."

Trust is built on the accuracy, accessibility, and validity of your information and is there to protect users from potential harm. Nowadays, it is very easy for anyone to start an online business or create a website, so it is important for Google and users to be able to distinguish between what’s real and what could be a potential threat. Genuine businesses need to show they are real with proper contact details and real addresses to prove they can be trusted. For example, a retail business that offers clear contact information and multiple customer support options demonstrates transparency and legitimacy - since it can be readily contacted, this builds trust and confidence with users. This aligns with the "mere-exposure effect"—the more users see reassurance signals like clear return policies, verified customer reviews, or trust badges, the more familiar and trustworthy a brand feels.

Gymshark is a brand that demonstrates this very well. Their website has dedicated a help page to support customers with any problem they may face. Not only do the clear categories that link to relevant articles and FAQs address common queries, but they also have a live chat feature. This gives customers easy access to receiving help in real-time, from both a chatbot and a team member if needed, and showcases that Gymshark is a legitimate and trustworthy company. Additionally, the "commitment and consistency" principle plays a role in trust-building. When businesses consistently provide positive experiences - whether through seamless customer service, reliable product quality, or transparent policies - users become more loyal and trusting. Over time, this repeated reliability strengthens brand credibility and increases engagement.

By incorporating behavioural nudges like the mere-exposure effect and commitment and consistency, businesses can reinforce trust both with users and search engines, ultimately improving their credibility and rankings.

Key Factors That Build Trust

To boost trustworthiness, ensure your website aligns with these practices:

• Publish accurate and up-to-date content that is transparent and well-researched.
• Provide clear contact details and ensure they are easy to find.
• Display transparent policies, including shipping, returns, and refund policies.
• Showcase honest user reviews, reflecting both positive and negative feedback.
• Avoid intrusive elements like excessive ads or pop-ups that harm user experience.
• Offer accessible user support to resolve concerns quickly.
• Maintain website security to protect customer data.
• Back claims with evidence and link to trusted sources.
• Highlight certifications and credentials where applicable.
• Disclose advertising relationships to maintain transparency.

How To Improve E-E-A-T on Your Site

To demonstrate E-E-A-T and establish credibility with both users and search engines, follow these 4 tips:

#1 Create High-Quality, Helpful Content with Guidelines

Implement E-E-A-T best practices by ensuring your content is well-researched, accurate, engaging, and provides value. Content should address your audience’s needs and showcase your brand’s expertise. Ensure your information is up-to-date and sourced from reliable references. Use clear language, proper formatting, and optimise for accessibility (e.g., mobile-friendly, alt text for images). Regularly updating content with the latest information and developments in your field also builds trust and improves rankings.

Developing a content brief and brand guidelines that have E-E-A-T incorporated could help with this - people can follow them and consistently create quality content for your site. 

#2 Build Your Brand Reputation

Strengthening your brand reputation aligns with Google E-E-A-T standards and helps establish your website as a trusted source of information. You can strengthen your brand’s trustworthiness through digital PR, influencer marketing, guest posting by writing expert articles for other sites in your niche, social media engagement with your audience, and link building. Positive exposure boosts credibility and helps both users and Google view your brand as more trustworthy.

#3 Credit Your Content Creators

Crediting authors and contributors is a great way to build trust with readers and highlight expertise. For example, use real names rather than “website admin” for your blog content. Having author names that link to bio pages that outline qualifications and past work clearly showcases the expertise and experience of the author. If necessary, bringing in outside experts to contribute and offer insights can ensure high-quality, authoritative content, while providing the guest with exposure on your site.

#4 Leverage User-Generated Content (UGC)

UGC (e.g. reviews, photos, videos) goes a long way in building trust as it shows real customer experiences. You can encourage UGC by sending out emails to customers requesting reviews, adding review sections to your website or running contests that involve users creating content. 

Key Takeaways

• E-E-A-T is crucial for SEO: optimising for E-E-A-T aligns your content with Google’s quality standards, indirectly boosting rankings and user trust.
• Experience matters: authors should have direct first-hand experience with the subject and UGC should be used to enhance authenticity and credibility, especially for YMYL topics.
• Expertise builds authority: highlight your skills, credentials, and practical knowledge to establish yourself as a trusted voice in your niche.
• External recognition drives authoritativeness: secure high-quality backlinks, mentions, and citations to demonstrate your reputation as a reliable source.
• Trust is key to success: ensure you’re publishing accurate, accessible, transparent, and up-to-date content while maintaining website security, clear policies, and providing user support.

Investing in E-E-A-T is a sustainable, long-term SEO strategy. By following the E-E-A-T guidelines and incorporating its principles into your content, you can enhance your content's credibility, earn search visibility, and build user trust. Start crafting your E-E-A-T strategy today and position your brand for lasting success.

Learn more about our SEO services at Reflect Digital.