If you want your website to shine on Google, it’s not enough to just create great content. You need Google’s trust. But how do you earn it? That’s where E-E-A-T comes in.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness
These four factors are what Google use to determine whether your content deserves a prime spot in search results. But how exactly does Google assess these qualities, and how can you improve your website’s E-E-A-T to climb the rankings?
Let’s dive into what E-E-A-T really means and how you can use it to win Google’s trust.
What is Google E.E.A.T?
No, it’s not to do with food (sadly). E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness – Basically, Google’s way of deciding whether your content deserves a top spot in search results.
Originally just E-A-T, Google added an extra ‘E’ for Experience back in 2022, reinforcing the importance of first-hand knowledge.
Why does Google E.E.A.T matter? Because Google wants to serve users the most credible content, not just well-optimised fluff.
If your website lacks authority, trust, or real-world experience, it might struggle to rank well. This is particularly crucial for industries like finance, health, and law, where misinformation could have serious consequences.
What are the Google E-E-A-T Guidelines?
Google’s E-E-A-T guidelines come from its Search Quality Evaluator Guidelines (SQEG), a handbook used by reviewers to assess website quality.
Evaluators’ (who are human) results don’t directly impact rankings, but their feedback helps shape Google’s algorithm – In other words, if your site aligns with E-E-A-T, you’re more likely to rank well.
Experience
Have you (or your company) actually used, tested, or interacted with the topic? First-hand knowledge boosts credibility.
Expertise
Do you have in-depth knowledge of the subject?
Authoritativeness
Is your site recognised as a trusted source? Backlinks from reputable sites help here.
Trustworthiness
Can users rely on your content? A secure website with transparent sourcing, and accurate information all contribute to this.
In short, Google wants accurate, useful, and well-sourced content – so cutting corners won’t do it.
Why is Google E-E-A-T Important for SEO?
Nowadays, AI-generated content and misinformation are everywhere, so Google needs a way to separate credible content – That’s where Google E-E-A-T comes in!
Websites that have strong E-E-A-T are more likely to rank higher because Google sees them as reliable and valuable to users; but it’s not just about Google, users are more likely to engage with this content.
Simply put, if you want to rank well in search results (and not get lost on page 10), E-E-A-T isn’t just optional, it’s essential.
How to Improve Your E-E-A-T
Want to boost your E-E-A-T score and climb the SEO ranks? It’s not about quick hacks, it’s about building real credibility…
1. Showcase Real Experience
Google loves first-hand knowledge. If you’re reviewing a product, use it. If you’re offering advice, share real-life case studies or examples. Content written by someone with genuine experience ranks higher.
2. Build Author Expertise
Who’s writing your content? Google prefers content from credible experts. Include author bios, credentials, and links to professional profiles to prove your expertise.
3. Earn Authoritative Backlinks
Backlinks from trusted sources (industry sites, news outlets, government pages) boost your authority. Focus on earning links through high-quality content, guest posts, and PR.
4. Enhance Trustworthiness
Use HTTPS security, display contact details, and provide transparent sourcing. If your site looks sketchy, Google (and users) won’t trust it.
5. Create High-Quality, Accurate Content
Avoid AI spam and low-effort blogs. Well-researched, informative, and useful content wins. Fact-check everything, keep it up to date, and format it for easy readability.
Google E-E-A-T isn’t a one-time fix, it’s a long-term strategy. Get it right and Google will reward you!
Don’t Let Google’s E-E-A-T Leave You Hungry for Rankings
If Google E-E-A-T still sounds like a fast food chain, don’t worry, you don’t have to cook up credibility all on your own…
At Fenti, we’re experts in serving up SEO strategies that satisfy Google’s hunger for Experience, Expertise, Authoritativeness, and Trust.
From high-quality content creation and authority-building strategies to technical SEO and backlink mastery, we’ll make sure your site isn’t just ranking – it’s thriving!
So, if you’re ready to turn your website into a Google-approved feast of credibility and conversions, let’s talk. Get in touch with Fenti today and let’s boost your E-E-A-T together.
