If you’ve been working in SEO over the past few years, you’ve likely heard of E-A-T — Expertise, Authoritativeness, and Trustworthiness. In late 2022, Google added a fourth component: Experience, creating the new acronym E-E-A-T.
This concept isn’t just a guideline — it’s a roadmap for content quality and a key factor in how Google evaluates your site.
What Does E-E-A-T Stand For?
- Experience: Has the author directly used, tested, or lived what they’re writing about?
- Expertise: Is the content written by someone who knows the topic deeply?
- Authoritativeness: Does the site (or person) have recognition in the field?
- Trustworthiness: Is the content accurate, safe, and transparent?
“Google is not just ranking content — it’s ranking credibility.”
Why E-E-A-T Matters
E-E-A-T isn’t a direct ranking factor (like page speed), but it strongly influences how Google’s quality raters and algorithms judge your content, especially for YMYL topics (Your Money or Your Life).
If you operate in industries like healthcare, law, news, or finance, your site must demonstrate high levels of E-E-A-T to compete.
How to Improve E-E-A-T on Your Website
- Highlight Real Experience
Add firsthand case studies, testimonials, or author bios that show you’ve done what you’re talking about. - Showcase Author Credentials
Add author bios with relevant qualifications. Link to LinkedIn or published work. Use author schema markup. - Build Topical Authority
Cover your niche in depth with related content clusters. Become the go-to source on your subject. - Gain Mentions & Links from Reputable Sources
Get cited or featured by other respected sites. Digital PR and quality backlinks matter here. - Use Transparent Information
Add clear contact pages, privacy policies, sources, and updated publishing dates. - Encourage Reviews and Reputation
Google looks beyond your site. Build a strong brand reputation across review platforms and social media.
Real Example: Medical Blog
A client running a wellness blog was struggling to rank. After adding medical expert reviewers, updating content to reflect the latest research, linking sources from PubMed, and improving author bios, we saw a 76% increase in organic visibility within 3 months — without touching a single backlink.
Final Takeaway
“E-E-A-T is about proving that your site is real, reliable, and run by people who know what they’re doing.”
In a world full of AI-generated fluff, showing experience and expertise is your biggest SEO advantage.