What is E-E-A-T and Why It Matters for SEO

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June 20, 2023

At first glance, E-E-A-T might look like a new diet or fitness trend, but it's a rather important concept in the world of SEO (search engine optimization). In recent years, search engines like Google have become more focused on providing users with high-quality, trustworthy content.
If you want your website to rank well in search results, your strategy must consider E-E-A-T. In this article, we'll explore what E-E-A-T is, why it's essential for SEO, and how you can improve your website's content to help boost rankings.

Overview of Google's E-E-A-T Principles

The acronym stands for experience, expertise, authoritativeness, and trustworthiness. It's a concept that Google uses in its search rater guidelines to evaluate the quality of content, which can impact rankings. Let's take a closer look at each component:


In December 2022, Google announced the addition of "experience" to its guidelines so it can better assess results. By demonstrating first-hand experience or life experience on a specific topic, businesses can add another level of quality to their website content.


Expertise refers to the level of knowledge and skill that the website or content creator has in a particular field. Content should be written by someone who has a high level of expertise in the subject matter, which is especially important for websites that provide medical, financial, or legal advice.


Authoritativeness indicates the level of influence that a website or content creator has in a particular field. It's important that the content comes from a figure recognized as an authority in the subject matter. This can be achieved through citations, backlinks, industry experts, and social media mentions.


Trustworthiness refers to the level of reliability and credibility that a website or creator has. It's crucial that the content is from a trustworthy source and the website has a good reputation, which can be demonstrated by reviews, testimonials, awards, and certifications.

Why is E-E-A-T Important for SEO?

Google's mission is to provide the best possible search results for its users, and one of the ways it does this is by using E-E-A-T to evaluate the quality of a website and its content. Websites that have high levels of E-E-A-T are more likely to garner higher rankings in search engine results pages (SERPs) because Google wants to provide its users with content that's the most accurate, reliable, and trustworthy.

Ways to Improve Your Website's Content

Optimizing your website content with E-E-A-T takes time and effort, but there are things you can start doing right now to enhance your content's quality:
  • Focus on helping users
  • Be transparent about who you are and what your website is about
  • Hire experts in your field to write your content
  • Link to quality, reputable sources
  • Build your authority by getting backlinks from reputable websites
  • Encourage reviews and testimonials from your customers
  • Monitor and build your online reputation
  • Update your content regularly for accuracy

Weave E-E-A-T into Your SEO Content

Content quality has a big impact on your website's rankings in SERPs, which is why the concept of E-E-A-T shouldn't be overlooked. By incorporating experience, expertise, authoritativeness, and trustworthiness into your SEO efforts, your website content will provide more value to users, increasing your chances of higher rankings.
Start now with a free discovery call! Boost organic traffic and online visibility through an SEO content strategy that leverages the latest best practices.

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