E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. It’s a framework Google uses to evaluate content quality and ensure that only the best content rises to the top of search engine results pages (SERPs). By implementing E-E-A-T principles, you can create content that not only ranks highly but also builds lasting trust and authority with your audience.
This guide will equip you with expert knowledge of E-E-A-T, how it aligns with Google’s algorithm updates, and most importantly, how to craft content that excels within this framework.
What Is Google E-E-A-T?
Google’s algorithm is often a complex system, but understanding the E-E-A-T framework can shed some light on how it evaluates content. Each factor represents a pillar of compelling content that Google values and users trust.
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Experience
Gone are the days of generic content. Today, Google prioritizes customer-centric content that reflects actual knowledge. If you’re searching for DIY home improvement tips, you’ll likely trust a site written by a seasoned contractor with practical advice and before-and-after photos showcasing their experience.
You can effectively demonstrate experience through:
- Sharing your own experiences and challenges related to the topic. Did you overcome obstacles? Did you learn valuable lessons? Real-life anecdotes resonate with readers and make your content relatable.
- Complementing content with original photos, videos, or infographics that depict your experiences. This adds authenticity and fosters deeper user engagement.
- Showing, not telling. Include case studies, tutorials, and step-by-step guides to demonstrate your hands-on understanding of the subject.
Expertise
Users seek out content from experts because they want comprehensive information that delivers value from start to finish. It’s particularly important for your money or your life (YMYL) topics such as health or finance, where accuracy is paramount.
Here’s how:
- Showcase your qualifications. Do you have relevant degrees, certifications, or professional experience? Let your audience know they’re learning from a credible source.
- If you or your team of writers doesn’t have direct experience or expertise, collaborate with a subject matter expert. They edit the content for accuracy and comprehensiveness, improving every element of the E-E-A-T framework.
- Go beyond the surface level and provide detailed explanations, well-researched articles, and in-depth guides to showcase your grasp of the subject matter.
- Cite credible sources, such as industry reports, expert opinions, and academic studies, to strengthen your position and build trust with readers.
Authoritativeness
Authoritativeness is about building a strong online presence and gaining recognition within your niche. For example, Harvard Business Review (HBR) is an authority in business management and leadership. Its articles, case studies, and research papers are authored by leading experts and academics, which makes it a go-to resource for professionals.
Boosting authoritativeness requires:
- Building backlinks to demonstrate that your content is valuable.
- Contributing articles to established websites in your niche, increasing visibility and positioning you as a thought leader.
- Partnering with subject matter experts (SMEs) in relevant fields elevates brand authority and solidifies you as a trusted voice.
Trustworthiness
The websites you trust likely prioritize user security, provide accurate information, and are transparent in their practices. That’s the essence of trustworthiness in the E-E-A-T framework.
Earn it by:
- Making sure your site uses HTTPS (the secure version of HTTP) encryption and follows security best practices. This shows your commitment to user safety and fosters trust.
- Providing up-to-date information, disclosing potential conflicts of interest, and being transparent about your sources and methodologies.
- Asking for reviews and testimonials from satisfied readers to serve as social proof and build trust with potential readers.
SEO Ranking Factors and E-E-A-T
Building a strong online presence is about mastering SEO or adhering to the E-E-A-T principles. It’s also about combining them to create content that truly resonates with people.
Below, you’ll learn how to craft content that your audience and search engines love.
Content is king, queen, and everything in between
At the core of any successful E-E-A-T and SEO is meticulously crafted content. Take healthcare, for example, where users crave in-depth articles packed with accurate information.
Here’s how to make content that resonates and ranks:
- Storytelling: Include insightful details and thorough research in your narrative to showcase E-E-A-T. For example, if you’re crafting a guide to exploring Thailand, include stunning photos, personal anecdotes, cultural insights, and practical tips.
- Freshness: Stand out with fresh perspectives and groundbreaking research. Also, don’t shy away from expressing a strongly held opinion. Fresh insights are memorable to readers and help position you as an authority.
- User intent: What information does your target audience seek? What problems are they trying to solve? Addressing user intent directly empowers you to make content with clear, relatable answers, giving them exactly what they want. For example, someone searching “fixing a faucet leak” likely needs a simple, step-by-step guide with pictures or a video, not an in-depth history of plumbing.
Quality backlinks
Backlinks are votes of confidence, offering social proof to users and Google. When an authoritative site links to yours, it shows that you’re worthy of reference, directly strengthening your E-E-A-T foundation. Backlinks are especially beneficial when it comes to authoritativeness and trust.
For example, if you’re a content agency and your articles get published or linked to on sites like SEO Journal or HubSpot, your chances of ranking higher in search results significantly improve.
Here’s how to cultivate valuable backlinks:
- Earn editorial backlinks: The holy grail of backlinks is that you earn these tasty morsels naturally when other trusted sites reference your content.
- Guest post: Contributing high-quality articles to reputable websites within your niche generates backlinks and positions you as an authority.
- Build relationships: Networking with influencers and thought leaders in your field opens doors to backlink opportunities.
Generating all your content in-house? Easing your load by contracting with Crowd Content’s content creation services.
User experience
A seamless user experience (UX) goes beyond aesthetics and indirectly impacts SEO because factors such as high bounce rates can send negative signals to search engines. Google’s Page Experience Update emphasizes lightning-fast loading speeds, mobile friendliness, and intuitive interactivity.
And here’s where UX and E-E-A-T are closely connected. If users find your content authoritative, trustworthy, and can navigate it seamlessly, they’re more likely to explore further. A positive user experience ties directly back to the core Google principle of providing genuine value.
On-page SEO
On-page SEO focuses on fine-tuning individual pages to align with relevant search queries. Various elements play roles in user experience and search engine understanding, including:
Keyword optimization
The best way to think of keywords is as search terms users type into engines. Rather than awkwardly inserting keywords into your content, strategically incorporate them to make your pages more discoverable for targeted searches. Just keep in mind that keyword stuffing is always a big no-no, eroding trust with search engines and jolting users out of the reading experience.
Meta titles and descriptions
Meta tags and descriptions are secret codes for search engines. Users don’t directly see them, but they play a vital role in search results. Titles serve as headlines in search results. They should be clear, concise, and accurately reflect the content’s theme. Meta descriptions and short snippets displayed beneath the title tag are your chance to entice users to click.
Social engagement
Likes, shares, comments, and saves aren’t direct ranking factors, but building a community on social media absolutely contributes to SEO. Increased visibility on social media can drive more traffic to your site, indirectly sending positive signals to search engines.
What’s more, social media is a goldmine for user intent. Engaging with your audience on social media platforms familiarizes you with their questions, concerns, and interests. And in today’s culture, the more followers your brand has, the more people trust it.
UGC and E-E-A-T
Success lies in collaboration between your brand and audience in the modern content landscape. User-generated content — reviews, forum discussions, and social media buzz — is a game-changer for E-E-A-T.
Trustworthy voices
People trust real people. When potential customers see real users sharing their experiences through reviews, forum discussions, and social media posts, it adds an authentic layer to your website. Authenticity builds trust, as users are more likely to rely on peer reviews and testimonials than generic marketing messages.
Diverse perspectives
Your content is informative, but it can’t cover every angle. UGC brings diverse perspectives to the table. Customer reviews highlight different aspects of a product’s functionality, forum discussions tackle industry challenges from various viewpoints, and social media interactions showcase your content’s virtues without you having to sing your own praises. Diversity strengthens your content and helps you understand your audience.
Engaging users and boosting authority
When users feel seen, heard, and valued, they’re more likely to return and interact with your content. This ongoing cycle of engagement fuels your site’s authority and trustworthiness, making you a go-to source for valuable information.
How can you leverage its power to elevate your brand? Look no further than these real-world examples:
Amazon’s product reviews
Amazon utilizes the power of honest reviews. Detailed user experiences reveal product functionality, durability, and satisfaction levels, directly influencing purchase decisions and building trust in the platform.
PayPal’s community forums
PayPal’s community forum is a vibrant ecosystem of expertise. Here, users of all backgrounds exchange questions, solutions, and real-world experiences. This fosters a collective knowledge base that solidifies the forum’s authority as the go-to resource for navigating PayPal’s intricacies.
Hello Fresh’s social media integration
HelloFresh, a popular meal kit delivery service, seamlessly integrates user testimonials and mouthwatering photos showcasing their delicious recipes and convenient prep process. This UGC builds trust while igniting viewers’ desire to replicate the experience, ultimately driving conversions.
Outsource to expert contributors
In-house content creators are nice to have, but with the benefits of outsourcing content consistently mounting, you should know how to make the most of freelance contributions.
An expert can be:
- A professional with formal qualifications and accreditations, like a Culinary Institute of America graduate writing up recipes or a CPA writing personal finance advice.
- Someone who has produced a substantial amount of content in a particular niche to have Google authority.
The first option is expensive, and finding academics whose knowledge of commercial writing matches their expertise is like finding a unicorn. If expertise is top priority, the best option is a combination of both. That way, you get the experience of a content writer and the expertise of an SME. Here’s how to find them:
- Hire freelancer writers who have either Google authority or credentials in your field and are willing to use their own names and bios
- Contact industry experts who are willing to participate in guest blogging for your site.
- Enhance content created by non-credentialed writers with quotes from experts (you can give them a shout-out and a link as a thanks) sourced from:
- LinkedIn profiles and groups
- Industry Facebook groups
- Networking Slack groups
- Help a Reporter Out
- Qwoted
E-E-A-T Timeline and Related Google Updates
Over the years, Google’s search algorithms have undergone various notable transformations. Let’s take a trip down memory lane and see how updates such as the Phantom Update and the Medic Update impacted content creation.
The future of content is user-centric
Google is on an ongoing quest to make trustworthy and informative content that gives readers genuine value the most visible. Being aware of these historical updates and staying informed about future developments helps you design thriving, sustainable marketing strategies in the ever-evolving content world.
E-E-A-T is More Than Just Your Blog
Achieving high rankings on SERPs is like building a house; it requires a solid foundation and attention to every detail. Great blog content is just one part of the structure. To truly stand out, your entire site needs to reflect the principles of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Ace your About Us page
Many companies tend to hold back when it comes to singing their own people’s praises, but that’s the exact wrong approach.
Craft an About Us page that’s packed with:
- Company history
- Names, titles, and backgrounds of your team
- Awards and accolades
Among the sites that won biggest after the May 2022 Google core update were mega brands Etsy, Instagram, Apple, and Wikipedia. All have robust About Us pages — or, in the case of Apple, a group of seven pages under the About Apple umbrella that address everything from company news to ethics and compliance info. Etsy’s About Us is the warm and artsy welcome you’d expect from a global marketplace focused on handmade and vintage goods.
Humanize your company with team bios
Team bios are important enough to be mentioned twice. People connect more with brands that showcase their team members, adding a human touch to the corporate facade. Include photos and detailed bios to put faces to the names to make your brand more relatable and trustworthy.
Construct a site-wide content strategy using content clusters
Start by considering the different content types and sub-types. Then, map out your topics, using topic clusters to give readers an overall view of a subject and opportunities to dive deeper into specifics.
Hubspot has a great example of a topic cluster centered on content marketing. A list of relevant topics might include:
| Content marketing strategy | Types of posts | Content planning tips | Blogging mistakes |
| Buyer personas | Buyer’s journal | Approaches to brainstorming | Writing tips |
| Common grammatical errors | Gated content | Benefits of outsourcing | Distribution channels |
The main/pillar page briefly touches on all of those topics/keywords, while the spoke pages would go more in-depth on each topic or keyword, tackling the ins and outs one blog at a time.
To do this yourself:
- To ideate potential topics, use keyword and topic research tools such as SEMrush and the teams recruited by SEO content writing services.
- Choose a topic for your pillar page that’s relevant to your brand and interesting enough for your audience to want to follow.
- Create a broad overview of your chosen topic in a long-form content format. There’s no need to limit yourself to 500 words; cover the topic thoroughly.
- Follow up with shorter, more in-depth posts that refer back to and build on the pillar content.
- Link from the pillar posts to the supporting posts and back again, then link from spoke to spoke (or supporting content to supporting content)
Do all of the above, and your topic cluster will act like a roadside flare, alerting Google that you’re churning out high-quality, E-E-A-T optimized articles that prove you’re an authority worthy of prime position on the SERPs ranking.
Related Content: 7 Tips for How to Write SEO Content
How to Audit Your Site to Ensure Content is Google E-E-A-T Compliant
Put on your E-E-A-T hat and audit all your existing content, flagging the following:
- Content with no author name and/or byline attached
- Author bios that are lackluster or missing
- Content that lacks appropriate links
- Pages that aren’t ranking for the correct keywords
- Accuracy and timeliness — content that isn’t evergreen may need to be updated or replaced
E-E-A-T Tips for YMYL Industries
The tips above will help you kickstart your content audit, but we’ve got a bunch of insights to brands in certain industries tailor their content strategies even further.
To save you time and tons of clicks, we’ve analyzed the Google Search Quality Evaluator Guidelines and put together this must-read cheat sheet, industry by industry.
Health and wellness
Health and wellness is vast, encompassing everything from yoga poses and personal care products to preventative medicine and public health policy. The market was valued at $4.8 billion in 2022, a number expected to increase by $3 billion by 2030, so it’s no surprise the industry is as crowded as it is competitive.
This might feel daunting, especially if you assume that all content in this niche has to be written by someone with clinical credentials, like an RN or MD. Luckily, that’s not the case.
Google has clarified that E-E-A-T-compliant medical content should be created or reviewed by people or organizations with appropriate medical expertise or accreditation. This content should be written professionally and updated regularly.
In practice, “appropriate medical expertise or accreditation” is relative.
Here are some other takeaways for brands in the health and wellness space:
- Use bylines and bios for all content creators and contributors, especially editors and subject matter experts, to create layers of indisputable authority
- Prioritize accuracy by requiring proper citations/sourcing and employing fact-checkers to verify research and writer/editor interpretations of that research.
- Update regularly to ensure content remains E-E-A-T compliant.
Finance and legal The future of content is user centric
When it comes to finance and legal content, both Google and users expect a high level of seriousness and credibility.
According to E-E-A-T, financial and legal content must:
- Come from credible sources, with proof in the form of fleshed-out About Us pages and clear authorship.
- Be trustworthy, requiring extensive research and rigorous fact-checking.
- Be updated regularly, especially if there’s a significant change in regulations or another newsworthy event related to the industry.
Remember NerdWallet? They dominate many finance-related topics on SERPs. Click on one of their featured snippets or top-ranking articles, like this one on how to raise your credit score fast, and you’ll quickly see why they’re winning the SERPs.
- The content has bylines for the writer and editor, and both names are linked to bio pages that list the contributors’ credentials, education, and other published work.
- There are tons of links and even a quote from the senior director of public education and advocacy at Experian to help drive home key points and increase authority and trustworthiness.
S.T.E.M. (Science, Technology, Engineering, and Mathematics)
Google expects these articles to represent and include well-established facts and expert consensus. To publish S.T.E.M. content that’s in line with E-E-A-T:
- Use expert content creators and SMEs.
- Source facts and other info from reputable sites.
- Go straight to the primary source for those facts, such as studies published in scientific journals.
Often, a generalist can write the initial content, which is then reviewed by a subject matter expert (SME) with credentials. Working this way is more cost-effective while adding an additional layer of expertise to the final product, making it stronger than something produced by an SME alone.
The Final Word on E-E-A-T
Google averages over a dozen updates per day. Keeping up with trends and investing in E-E-A-T-friendly content is a solid, winning strategy that benefits rankings and readers alike.
Incorporate the tips above, and you may soon see the following:
- Better SEO performance
- Higher conversion rates
- Increased strength in the face of Google’s scrutiny — no matter what updates are in the pipeline
If you recognize the need to improve your SEO but don’t have the time, knowledge, or in-house resources to get it done, we can help. Learn more about Crowd Content’s professional writing services and how they can help you create E-E-A-T content.
