Google's E-E-A-T Principles

Arthur Fabik

Understanding the evolving landscape of search engine optimisation is vital for ensuring your content remains visible and competitive. Google's E-E-A-T principle is a significant aspect of this landscape.

It stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

While not a direct ranking factor in Google's algorithm, E-E-A-T serves as a guiding framework used by their Search Quality Evaluator Guidelines.

Your grasp of E-E-A-T can impact how well your content resonates with both users and search engines.

As Google aims to provide the most relevant and reliable information, it assesses the quality of content against these criteria.

Expertise refers to the knowledge of the content creator, while authoritativeness is about the content or site's reputation among peers.

Trustworthiness, a crucial component, revolves around the accuracy and legitimacy of your content.

By incorporating E-E-A-T principles into your content strategy, you may improve user trust and, potentially, your position in search results over time.

Ensuring that your content showcases your first-hand experience and credentials can favourably influence how both users and Google perceive its value, leading to better SEO outcomes.

Understanding E-E-A-T and Its Significance

Google’s E-E-A-T principle is a refinement of their criteria for assessing webpage quality. Recognising this concept is crucial to enhancing your site's performance in search results.

Definition of E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This principle serves as a framework used by Quality Raters to evaluate the quality of web content according to the Search Quality Rater Guidelines (SQEG). E-E-A-T is not a direct ranking factor, but it influences how Google perceives the value of content.

  • Experience: Indicates whether content is created by someone with first-hand knowledge or involvement in the topic.
  • Expertise: Entails having the necessary knowledge or skill on a topic.
  • Authoritativeness: Reflects the credibility of the website publishing the content, as well as the author.
  • Trustworthiness: Relates to the accuracy of the content and the security of the site.

Evolution from E-A-T to E-E-A-T

The previous E-A-T metric was extended to E-E-A-T to incorporate the element of experience. This change underscores the importance of content created by individuals with practical exposure to the topics they are discussing. The addition seeks to further align content with the real-world experience of users.

E-E-A-T's Role in Google's Algorithm

While E-E-A-T itself is not a direct component of Google's algorithm, it significantly impacts the criteria Quality Raters use to judge content relevance and usefulness. Google utilises feedback from these raters to fine-tune algorithmic signals that affect rankings. Pages that demonstrate high levels of E-E-A-T are more likely to be rated positively, which can correlate with better visibility in search results. It's essential to build and maintain these attributes to be in good standing with Google's expectations for high-quality content.

Components of E-E-A-T

In optimising your content for Google's search algorithms, it's crucial to understand the pillars of E-E-A-T. These components help determine your content's value and relevance.


You demonstrate expertise by sharing knowledge that establishes your competence in a specific field. Experts create content that's not only informative but shows a depth of understanding. This becomes particularly important for YMYL (Your Money or Your Life) topics, where accuracy and depth of knowledge are crucial due to the potential impact on readers' lives.


Experience relates to the practical interaction or work you have done in relation to the content you create. Google values content enriched by personal experience because it often offers unique perspectives and insights. When you share content based on first-hand experiences, it contributes significantly to the overall trust and reliability of your information.


Being an authoritative source means that you and your content are recognised as a go-to resource within your industry. Authority is established through credentials, user reviews, and citations from other authoritative sources. The more recognised you are by peers and audiences, the higher the likelihood of Google perceiving your content as authoritative.


Trustworthiness stems from transparency, accuracy and consistency. Your content should reflect truthfulness and reliability, which can be fostered through citing reputable sources, providing clear author biographies, and maintaining an honest dialogue with your audience. Trust also includes technical aspects, such as site security, which assure users of a safe browsing experience.

By focusing on these core elements of E-E-A-T—expertise, experience, authoritativeness, and trustworthiness—you can fine-tune your content to align with Google's emphasis on high-quality information, particularly for content creators in YMYL subjects.

Factors Influencing E-E-A-T in SEO

E-E-A-T is a cornerstone in ensuring your content stands out to Google as high-quality, trustworthy, and authoritative. Emphasise these aspects to potentially boost your rank in search results.

High-Quality Content Creation

Your ability to produce high-quality content directly impacts how well your pages perform in terms of E-E-A-T. High-quality content must be accurate, comprehensive, and demonstrate a deep understanding of the subject matter. Consider the following:

  • Originality: Ensure your content is unique and offers value that isn't found elsewhere.
  • Detail: Information should be detailed and cover all relevant aspects of the topic.

Author Credentials and Reputation

The reputation of the content's author can significantly influence its perceived E-E-A-T. Include clear bylines and author bios with credentials that establish expertise in the field. For instance:

  • Recognised Expertise: Authors should have recognisable qualifications or a track record of writing about the topic.
  • Public Endorsements: Citations, awards, or recognitions from reputable organisations bolster reputation.

User Experience and Page Quality

User experience is critical in reflecting the quality of your page. A superior user experience often correlates with higher trust from visitors. Focus on:

  • Navigation: Your site should be easy to navigate, with a structured layout that facilitates quick access to relevant information.
  • Performance: Fast load times and mobile-friendliness are essential components of a quality user experience.

Backlinks and Endorsements

Backlinks from trustworthy sources are seen as endorsements, enhancing your site's E-E-A-T. Quality over quantity remains the guiding principle:

  • Authoritative Links: Seek backlinks from established, respected websites in your niche.
  • Relevance: Links should be contextually relevant to the content and contribute to its usefulness.

Evaluating Your E-E-A-T Standing

To uphold a strong position within Google's search rankings, evaluating your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) standing is crucial. This process involves a thorough assessment of both your content and its perception by users and search engines.

Assessing Your Content

Examine your content's quality and relevance meticulously. Ensure that it highlights your expertise and is created by individuals knowledgeable in your field. A clearly defined content strategy that aligns with E-E-A-T principles is fundamental:

  • Expertise: Present content that showcases your skill and knowledge.
  • Authoritativeness: Reference and get cited by authoritative sites within your niche.
  • Trustworthiness: Include trustworthy facts and accurate data to support your information.

Analysing Backlink Profiles

Your site's backlink profile is pivotal in establishing its authoritativeness. Search engines regard backlinks from reputable sites as endorsements, hence the need for a strategic approach to SEO:

  • High-quality Backlinks: Strive for backlinks from sites with high credibility.
  • Diverse Portfolio: Ensure a range of domains linking to your content.
  • Relevance: Links should come from sites relevant to your niche.

User Feedback and Reviews

Finally, customer reviews and user feedback are integral in affecting your trustworthiness. Actively manage your online reputation:

  • Solicit Reviews: Encourage customers to leave feedback on various platforms.
  • Respond Appropriately: Engage with both positive and negative reviews professionally.
  • Integration: Include user feedback in your SEO strategy, demonstrating responsiveness and attention to customer experience.

Strategies to Improve E-E-A-T

To elevate your website's performance in search rankings, it's essential to align with Google's E-E-A-T guidelines. By demonstrating expertise, enhancing trustworthiness, establishing authority, and ensuring content is accurate and reliable, your site can better satisfy the updated criteria.

Enhancing Expertise Demonstration

To showcase your expertise, create comprehensive content that reflects a deep understanding of your subject. Highlight your qualifications on an 'About Us' page and feature biographies of knowledgeable authors and contributors on a 'Team' page. Both pages should detail the experience and credentials that establish your site's expertise in its niche.

Increasing Trustworthiness

Build trust with your audience by ensuring that your content is transparent and your site is secure. Maintain a consistent publication of factual, evidence-based information and encourage customer reviews. Make sure your contact information is easily accessible and verifiable, which increases your site's trustworthiness.

Optimising for Better Authority

Boosting your authority involves both the quality of your content and its perception by others in your field. Garner backlinks from reputed and relevant sources to bolster the authority of your content. Engage with recognised industry experts and have them contribute or endorse your site's material.

Ensuring Accurate and Reliable Content

Accuracy is non-negotiable for Google's E-E-A-T. Fact-check all your content, and cite authoritative sources to validate your information. Regularly update your articles to reflect the latest information and advancements in your industry, keeping your content marketing efforts reliable and current.

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Arthur Fabik
Arthur is the Head of SEO at Local Digital. He's been working in the space for most of the last decade at some of the biggest agencies in Australia. Now, he's responsible for the Local Digital SEO team with one goal - smashing SEO results out of the park for our clients.

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