Understanding Google E-E-A-T and How to Optimize Your Site

Tati Khumairoh

Tati Khumairoh

Published at

illustration of Google EEAT by Sequence Stats Team

Table Of Contents

    The acronym "E-E-A-T" stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It represents a set of criteria used to evaluate the quality and credibility of online content, particularly in the context of Google's search results.

    In this article, we will learn about Google E-E-A-T to the fullest. Starting from the definition, the elements, how important it is in SEO, and how to ensure your site is eligible for this rule.

    What is Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)?

    Google E-A-T which was updated in December 2022 to become E-E-A-T is one of the most look-up things in SEO. E-E-A-T is a system that evaluates the website content to achieve a high ranking. 

    It's important to understand that E-E-A-T is not a direct ranking factor in Google's search algorithm, meaning it doesn't directly determine how web pages are ranked in search results. 

    Instead, it's a component of Google's Search Quality Rater Guidelines, which are guidelines provided to human evaluators known as "Quality Raters."

    These Quality Raters play a crucial role in Google's search ecosystem. They review and assess the quality of search results and the web pages that appear in those results. Their feedback helps Google's algorithm better understand and prioritize high-quality content.

    Component of Google E-E-A-T

    E-E-A-T serves as a framework for Quality Raters to evaluate content creators and the content they produce. Here's what each component of E-E-A-T means:

    1. Experience

    Experience is about the background and qualifications of the individuals or organizations responsible for creating the content. It considers the experience, history, and reputation of the content creators. Deeper insights into this element include:

    • Professional Background: Quality Raters assess whether the content creators have relevant professional qualifications, degrees, certifications, or work experience in the subject matter they are discussing.

    • Historical Reputation: They consider the track record of the content creator or the website. A long history of producing high-quality, accurate, and valuable content can positively impact the perception of experience.

    • Contributions to the Field: Content creators who have made significant contributions to their field, such as publishing research papers or authoring authoritative books, are likely to be viewed as experienced.

    • Relevance: Quality Raters also evaluate the relevance of the creator's experience to the topic at hand. For instance, having a medical degree is highly relevant when discussing medical topics.

    2. Expertise

    Expertise assesses the depth of knowledge and proficiency of the content creator in the specific subject matter. It goes beyond general experience and looks at the ability to provide comprehensive and accurate information. Deeper insights into this element include:

    • Subject Depth: Quality Raters analyze the depth of expertise. For example, if a content creator is discussing a complex medical procedure, they should demonstrate a high level of knowledge in that specific medical field.

    • Reputation Among Peers: Recognition and respect within the professional or academic community can be an indicator of expertise. Awards, citations, or peer-reviewed contributions enhance perceived expertise.

    • Content Quality: Quality Raters assess the quality, accuracy, and thoroughness of the content itself. In-depth and well-researched content is more likely to be considered expert.

    • Consistency: The consistency of expertise across a website is also evaluated. A site that consistently provides expert content on a particular topic is viewed more favorably.

    3. Authoritativeness

    Authoritativeness relates to the credibility and trustworthiness of the content and its source. It emphasizes that the content should come from reputable and authoritative sources. Deeper insights into this element include:

    • Source Reputation: Quality Raters evaluate the reputation and authority of the source, such as the website or content creator. Established, respected sources are deemed more authoritative.

    • Citations and References: Authoritative content often includes references and citations from recognized experts or authoritative sources, which enhances its credibility.

    • Original Research: Content that presents original research, case studies, or exclusive insights can be seen as more authoritative.

    • Trust Signals: Elements like privacy policies, terms of service, and clear contact information contribute to the perceived trustworthiness and authority of the source.

    4. Trustworthiness

    Trustworthiness focuses on the reliability and integrity of the content and its source. It aims to ensure that users can trust the information provided. Deeper insights into this element include:

    • Accuracy: Quality Raters assess the accuracy of the content. Misleading, false, or outdated information can erode trustworthiness.

    • Transparency: Content creators are expected to be transparent about their motives, affiliations, and conflicts of interest. Concealing such information can harm trustworthiness.

    • User Experience: A website's design, functionality, and ease of use play a role in trustworthiness. A site with a clear and user-friendly design is often perceived as more trustworthy.

    How to Demonstrate Content E-E-A-T

    To make sure that your content is written based on experience, expertise, authority, and trust, you need to improve it with several optimizations. Below are anything you need to do to improve each component of Google E-E-A-T.

    1. Experience

    To make sure that your content is written authentically based on experience, here is what to do:

    • Show the real experience while creating content: When creating content, it's crucial to draw from your actual experiences and knowledge. Content that reflects genuine expertise is more likely to be viewed as valuable and authoritative.

    • Make sure you write based on valuable experience: Ensure that your content is based on real-world experience and insights. This adds depth and authenticity to your work, making it more trustworthy.

    2. Expertise

    An expertise component is needed to ensure that the content can be counted and referred to an expert writer. Here is what to do:

    • Create well-researched and informative content: High-quality content should be well-researched and offer valuable information. Thorough research ensures that your content is accurate and informative, which enhances its credibility.

    • Cite credible sources to support your claims: Back up your claims with references to credible sources. This demonstrates that your content is well-informed and supported by authoritative information.

    • Use your own expertise to provide unique insights and perspectives: Leverage your own expertise to offer unique and valuable insights on the topic. Your expertise should shine through in your content, making it more authoritative.

    3. Authoritativeness

    Next, here is how to build content authority to achieve a higher ranking.

    • Build your reputation as an authority on your topic: Work on establishing yourself as a trusted authority within your field or niche. Consistently producing high-quality content and demonstrating your expertise can help build your authority.

    • Get published in reputable publications: Contributing to reputable publications or websites in your niche can boost your credibility and authority in the eyes of your audience.

    • Speak at conferences and industry events: Speaking engagements at industry events can further establish you as an expert and an authority in your field.

    4. Trustworthiness

    Among all the components, trust is the most important point in creating content. Search engine wants to serve content that is trusted and user can count on it. Thus, here is how to demonstrate the trustworthiness of your content.

    • Be transparent about your biases and affiliations: Transparency is essential. Disclose any personal biases or affiliations that could influence your content. This transparency builds trust with your audience.

    • Correct any errors in your content as soon as possible: If you make a mistake in your content, promptly correct it and acknowledge the error. Being responsible and transparent about corrections demonstrates trustworthiness.

    • Avoid using clickbait or sensationalized headlines: Sensationalized headlines may attract attention in the short term, but they can erode trust over time. Aim for accurate, honest, and non-clickbait headlines.

    • Make it easy for readers to contact you: Provide contact information so readers can reach out with questions or feedback. This accessibility and openness contribute to trustworthiness.


    In summary, improving your E-A-T involves maintaining transparency, producing high-quality content, demonstrating expertise, building authority, and being accessible to your audience. These practices help establish trust and credibility, making your content more valuable and reliable to users.

    In addition, you can track the ranking of your content through the SEO tool, Sequence Stats. With this tool, you can keep track of your keywords and pages that might be potentially optimized. You can Register to Sequence Stats to explore all the features for free before deciding on what packages suit you the most. 

    Please, have a trial!