In this article we’ll explain,

What is E-A-T?Why is Trust important in E-A-T?What is this extra “E” in E-A-T?Why E-E-A-T Matters?How to crack E-E-A-T concept?

E-A-T in SEO is a commonly known acronym that stands for Expertise, Authority, and Trustworthiness. However, if you are not familiar with it, it may be worth exploring your passion for SEO Professional before delving into it further :)

Still, I will brush up on the concept, so you don’t have to go look elsewhere and risk losing interest.

What is E-A-T?

Your Content Goes HereGoogle developed the concept of E-A-T, which stands for “Expertise, Authoritativeness, and Trustworthiness,” to assess the quality of search results. This includes evaluating the website’s author, the information provided and the website’s reputation. Google uses E-A-T to determine a website’s ranking in search results, with those demonstrating high levels of expertise, authoritativeness, and trustworthiness more likely to be ranked well.

Why is Trust important in E-A-T?

Trust is crucial in E-A-T because it helps to establish credibility and authority for the content and the website. Trust from users leads to increased engagement, sharing, and return visits. For search engines, trust is a significant factor in determining the relevance and quality of a website’s content, which can impact its ranking. Additionally, trust also helps to protect against misinformation and spam.

The higher your trust level is with Google, the higher you can rank.

So here is my personal formula: Expertise + Authority = Trust
Therefore, High Trust = High Ranking

What is this extra “E” in E-A-T?

Over time, Google has made numerous improvements to its search algorithm to enhance the quality of search results, and one of these is E-A-T. Recently, Google has added an additional “E” to the concept, which stands for “Experience”. The addition of this “E” aims to make the concept more comprehensive and to reflect the importance of user experience in the overall evaluation of a website and its content.

So now my formula has changed to: Experience + Expertise + Authority = Trust
Therefore, High Trust = High Ranking

Google’s belief is that content that is written by someone who has direct experience with the topic is more credible and trustworthy. For example, business advice from an entrepreneur who has successfully started and scaled their own startup is likely to be more authentic and accurate than the same advice from a blogger who has not had first-hand experience. In order to evaluate the authenticity and trustworthiness of content, Google now assesses the author of the content and determine if they have actual experience with the topic they are writing about.

Let’s explore more in depth about what E-E-A-T is and why it’s important for SEO.


Google wants to see that a website has been around for a while and that its content is of high quality. This can be determined by looking at the age of the domain, experience of the author, frequency of updates, and the quality of the content. A website that has been around for a long time and consistently provides high-quality content will have a better chance of ranking well in Google’s search results.


Expertise refers to the knowledge and skills of the person or organization behind the website. Google wants to see that the content is written by someone who is an expert in their field. This can be demonstrated through credentials, certifications, and awards, as well as through the quality of the content itself. The more expert the author is, the more likely it is that the content will be high-quality and trustworthy.


Authoritativeness refers to the level of influence and respect a website has in its field. Google wants to see that a website is widely recognized as an authority on the topic it covers. This can be demonstrated through backlinks from other reputable websites, media coverage, and industry awards. A website that is considered an authority in its field will have a better chance of ranking well in Google’s search results.


Trustworthiness refers to the overall credibility and reliability of a website. Google wants to see that a website is trustworthy and that its content is accurate and up-to-date. This can be demonstrated through the quality of the content, the presence of a privacy policy and terms of service, and the transparency of the author and the organization behind the website. A website that is considered trustworthy will have a better chance of ranking well in Google’s search results.

Why E-E-A-T Matters?

Google recognizes that individuals may rely on the information they find online to make important decisions in their lives, and that providing poorly sourced or incorrect information in their search results can have a negative impact on users. Therefore, it takes the responsibility of providing accurate, reliable, and trustworthy information very seriously to help users make informed decisions.


Thus, it is vital for Google to present high-quality information in search results, and that is where E-E-A-T comes in to play the game.

How to crack E-E-A-T concept?

If you understand and effectively implement the E-A-T concept, you will improve your chances of achieving higher rankings on relevant search queries. Additionally, by meeting Google’s E-A-T standards, you will also increase the chances of ranking well for specific, niche-related search queries.

According to Google, trust is the most crucial element of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and is considered the foundation of the concept.

Improving E-E-A-T in SEO requires a focus on both the technical aspects of the website and the quality of the content. Here are some of my tips to help you improve your E-E-A-T in SEO:

  • Develop expertise in a specific niche by gaining experience in that area. Instead of being a jack of all trades, strive to be a master of one!
  • Regularly create insightful content on a specific niche that has the potential to become popular.
  • Write on different authoritative websites within your niche to demonstrate your experience and trustworthiness in that specific same niche.
  • Include your social profiles in the author bio and make sure to keep them updated with your latest experiences and expertise.
  • Write or develop awesome that high authority websites of your niche find it worth mentioning.
  • Continuously update your previously written content to keep it fresh and comprehensive. For example, if you have written a blog post on list of SEO factors then you will have to update it as and when new factor is discovered or any existing factor is depreciated to keep it fresh & comprehensive.
  • Get high ratings & reviews for websites, especially on Google My Business.
  • Showcase your qualifications, certifications, and other credentials in your author bio, social profiles, and website.


Google prioritizes websites that exhibit E-E-A-T (experience, expertise, authority, and trustworthiness) which is established by evaluating the website, its content, and the creator. This principle holds particular significance for websites that produce content related to YMYL (your money, your life) topics.

Understanding and implementing the E-E-A-T concept can be a powerful tool for improving the visibility and search engine rankings of a website, and also provide a better experience to its visitors.

E-E-A-T Well, SEO Well :)

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