Ever published content you thought was great to see it vanish into Google’s search results?
I know the feeling. It’s maddening.
You invest time in research, writing, and refining your content, but it fails to rank. At the same time, your rivals seem to grab those top spots without effort.
What’s their trick?
, it boils down to one thing: Google E-E-A-T.
In this article, I’ll explain what Google E-E-A-T is why it’s important, and how to create content that appeals to both Google and your readers.
Let’s get started.
What is Google E-E-A-T?
Google E-E-A-T means Experience Expertise, Authoritativeness, and Trustworthiness. Google uses this framework to assess web content quality.
At first, it was just E-A-T (Expertise, Authoritativeness, and Trustworthiness). But Google added “Experience” in December 2022 creating E-E-A-T.
Why did they change it? Google figured out that readers find first-hand experience useful. Someone who’s used a product or been in a situation can offer insights that even an expert without that experience might overlook.
Think about it: Would you prefer to read a review from someone who’s used a product, or from someone who’s just listing specs?
The Google E-E-A-T update shows a preference for content based on experience.
But what does each part mean? Let’s break it down:
Experience: The New E in E-E-A-T
Experience means knowing something firsthand or having lived through it. It’s about “I’ve been there and done that” credibility.
For instance, if you’re writing about:
- A product review → Have you used the product yourself?
- A travel guide → Have you been to the place?
- A recipe → Have you made the dish in your own kitchen?
Google wants to see content from people who know the subject matter . This doesn’t mean you need to have experience with every topic you write about, but when you do, you should highlight it.
I found out this lesson through experience. A while back, I wrote a guide on starting a podcast without having made one myself. Even though I did a lot of research, the article never did well in search rankings. When I finally started my own podcast and updated the article with what I learned firsthand, it shot up to the first page in just a few weeks.
That shows how much real experience matters.
Expertise: Showing What You Know
Expertise is about proving your knowledge and abilities in your field. It answers the question: “Does this person have a clue what they’re talking about?”
For YMYL (Your Money or Your Life) topics like health, money, and safety official expertise is key. If you’re giving medical advice, Google wants proof that you’re a qualified doctor or healthcare expert.
For topics that aren’t life-changing everyday know-how often does the trick. A regular person who loves to cook can share their recipes. Someone who enjoys taking photos as a hobby can write tips about photography.
What matters is showing what makes you qualified, whether that’s official certifications or years of hands-on practice.
Authoritativeness: Growing Your Reputation
Being an authority means more than just having personal skills. It’s about getting recognition from others in your field.
When looking at E-A-T, Google checks for signs like:
- Other trusted sources mentioning or citing you
- Good-quality links from respected websites
- Positive feedback and recommendations
- Appearances in the media and writing for other platforms
It takes time to build authority. You can’t fake it or rush it. It comes from making useful content and talking with people in your industry.
Trust: The Base of E-E-A-T
Trust is the foundation for everything else. Without it, experience, expertise, and authority don’t mean much.
Google’s E-A-T rules highlight several trust signals:
- Correct, fact-based info
- Open practices (clear authors, about page how to contact)
- Safe website (HTTPS)
- Easy to find policies (privacy policy terms of use)
- Little or no misleading content
- Often updated and well-kept content
Trust is delicate. Inaccurate information can harm your reputation. This makes fact-checking and using reliable sources crucial.
Why Google E-E-A-T Matters
You might ask: “Is this worth the effort? Does Google E-E-A-T affect rankings?”
The quick answer: Yes, it does.
While Google E-E-A-T isn’t a direct ranking factor (there’s no “E-E-A-T score”), it has an impact on many aspects of how Google assesses your content.
Here’s why Google E-E-A-T is important:
1. It Directs Google’s Quality Raters
Google has thousands of Quality Raters around the world who check search results using the Quality Rater Guidelines. These guidelines often mention E-E-A-T.
Quality Raters don’t change page rankings , but their input helps Google make its algorithms better. The things they look at end up in algorithm updates later on.
2. It Keeps Users Safe from Harmful Content
Google needs to give reliable info for YMYL topics that could affect someone’s health, money, or safety.
E-E-A-T helps Google spot content that might be harmful or misleading.
3. It Fits with Google’s Core Updates
Lots of websites that took a hit during big core updates lacked strong E-E-A-T indicators. Boosting these indicators has helped many sites bounce back.
After the December 2022 helpful content update brought in the Experience factor many sites with solid firsthand knowledge saw their rankings go up.
4. It Leads to Better Content for Users
Sticking to Google E-E-A-T guidelines when creating content results in higher quality material. When you zero in on showing experience, expertise, authority, and trustworthiness, you produce content that helps your audience.
And that’s Google’s end goal: content that serves users well.
How to Show Experience in Your Content
Adding Experience to E-A-T shows that Google values content from people with firsthand knowledge of the topic.
Here’s how you can show your experience:
Tell Your Own Stories
Nothing proves experience like personal stories. They belong to you alone and others can’t copy them.
For instance when writing about a productivity app, talk about how it helped you finish a specific task. Add details someone who’s used the app would know.
Use Your Own Photos and Videos
Anyone can grab stock images. Your own photos and videos show you’ve experienced what you’re writing about.
When I write about SEO tools, I include screenshots from my own accounts that show real results I’ve achieved. This gives readers and Google a clear sign that I have actual experience with these tools.
Give Specific Details and Insights
Vague advice often points to a lack of experience. People who have real experience can offer specific details, nuances, and insights that others can’t.
For example instead of saying “This camera takes good photos,” someone who’s used the camera might say “This camera shines in dim light but has trouble with fast-moving objects.”
Show Your Process
Let others see your work. If you’re writing a guide on how to do something, outline the steps you took. This includes any problems you ran into and how you solved them.
This depth of detail is hard to fake and points to real-world experience.
Use Data from Your Own Tests and Experiments
Running your own tests and sharing the outcomes is a powerful way to show experience.
For instance, if you’re writing about email subject lines, share data from your own email campaigns instead of just quoting industry standards.
How to Show Expertise in Your Content
While experience is about “been there, done that,” expertise is about deep knowledge and understanding.
Here’s how to highlight your expertise:
Show Relevant Credentials
If you have formal qualifications related to your topic make them visible. This could include:
- College degrees
- Professional certifications
- Years of industry experience
- Awards and recognition
Let’s say you’re a certified nutritionist writing about diet. Make sure your qualifications are visible in your bio section.
Write Thorough, In-Depth Content
Shallow content hints at a lack of know-how. Experts can dive deep into a subject exploring its subtleties and tackling common questions and misunderstandings.
Apply the “What is Google E-A-T?” method: predict questions your readers might ask and answer them .
Keep Up with Industry Changes
Experts stay in the loop with the newest developments in their field. Cite recent research, changes, and patterns to show you’re involved in your industry.
For instance, bringing up the Google E-A-T update that added Experience demonstrates you’re following SEO trends.
Use Technical Language
Skilled professionals know when to use industry terms and when to keep things simple. They can break down complex ideas in easy-to-understand language without oversimplifying the content.
Find the right mix between showing your expertise and making your content easy for your target readers to grasp.
Mention Trustworthy Sources
Experts are familiar with the go-to sources in their field and refer to them . This shows you’re taking part in the wider discussions in your industry.
When talking about Google E-E-A-T content guidelines, include links to official Google docs or quotes from Google spokespersons.
How to Make Your Content More Authoritative
Authority comes from recognition by others in your field. It doesn’t happen overnight, but these tactics will help:
Get High-Quality Backlinks
Links from respected websites in your field show that others see you as an expert.
To get these links, make content worth linking to such as:
- New studies and statistics
- In-depth how-to guides
- Fresh takes and viewpoints
- Helpful tools and materials
Guest Post on Authoritative Sites
Writing for respected industry publications helps build your authority and gets your work in front of more people.
When I contributed articles to well-known sites like Search Engine Journal and Moz, it gave a big boost to my personal brand’s credibility.
Get Mentioned and Cited by Others
When other experts reference or quote your work, it shows your authority to readers and search engines alike.
Make content that’s worth citing, and connect with others in your field.
Showcase Testimonials and Endorsements
Praise from known experts or happy clients builds your authority through social proof.
Show these on your website on your about page and pages describing your services.
Participate in Industry Events and Communities
Talking at conferences joining podcasts, and taking part in industry groups boosts your profile and credibility.
Put these appearances on your website to show Google you’re active in your field.
How to Create Trust in Your Content
Trust forms the base of E-E-A-T. Without it, the other parts lose their power.
Here’s how to create trust:
Be Correct and Factual
Check all info before you publish. Quote trusted sources. Refresh content when new facts come to light.
For YMYL topics, being right isn’t just good for SEO—it’s your duty.
Be Open About Who You Are
Clear authorship shows openness. Include:
- Writer profiles showing relevant qualifications
- Company details on the About page
- Easy-to-find contact info
- Openness about potential conflicts of interest
When putting E-E-A-T SEO best practices into action, being upfront should be your main focus.
Make Your Website Safe
Technical trust indicators are important. Make sure your site has:
- HTTPS security
- Privacy policy
- Terms of service
- Cookie consent (if needed)
- Quick loading times
- Mobile-friendly design
These technical elements show professionalism and concern for user experience.
Keep an Eye on Comments and User-Created Content
Unchecked spam comments can hurt your site’s credibility. look over and manage user-created content on your site.
Own Up to Mistakes and Fix Them
If you put out something that ends up being wrong, own up to the mistake and fix it . This builds trust with readers and Google alike.
People-First Content: The Core of E-E-A-T
At its heart, Google E-E-A-T focuses on making content that puts people first—stuff that helps users instead of just trying to show up in search results.
Here’s how to make user-centered content:
Focus on What Users Need, Not Just Keywords
While keywords matter, they should shape your content, not control it. Begin by getting what your audience needs then find keywords that match those needs.
Tools like AnswerThePublic, BuzzSumo, and Google’s “People Also Ask” boxes can help you spot real user questions and concerns.
Solve Problems
The best content tackles specific issues for your audience. Spot pain points and address them head-on.
For instance, this article tackles the issue of “How do I create content that lines up with Google’s E-E-A-T guidelines?”
Offer Something New
Ask yourself: “What can I bring to the table that’s not already out there?” This might include:
- Fresh research or data
- Personal insights from your experience
- More in-depth coverage than existing content
- Clearer explanations or visuals
- Up-to-date info on a changing topic
Write for People, Not Search Engines
While Google E-E-A-T guidelines play a role in SEO, your main audience consists of human readers. Write in a way that feels natural and grabs attention helping you connect with people.
Use tools like Hemingway Editor to make sure your content is easy to read and understand.
Make Your Resource Complete
Don’t leave your readers with questions unanswered. Try to create content that’s so thorough, they won’t need to look elsewhere for more information.
This doesn’t mean you have to write the longest content—it means you should focus on making the most helpful content.
Tools to Help You Apply E-E-A-T in Your Content
It can be tough to create content that shows E-E-A-T. These tools can lend a hand:
Content Research Tools
- BuzzSumo: Find popular content in your field and spot credible sources to reference.
- Ahrefs: Look into top-ranking content and spot chances to build links.
- SEMrush: Check out what your rivals are writing and find topics they’ve missed that you can cover.
Content Creation Tools
- Grammarly: Make sure your writing has no errors, which is key to building trust.
- Hemingway Editor: Make your writing easier to read and understand.
- Surfer SEO: Fine-tune your content structure and make sure you cover all aspects of a topic.
Technical SEO Tools
- Screaming Frog: Spots technical problems that might affect how trustworthy a site seems.
- Google Search Console: Keeps an eye on your website’s performance and flags potential issues.
- PageSpeed Insights: Makes sure your site loads fast, which plays a role in user experience and trust.
E-E-A-T Audit Tools
- Sitebulb: Comes with E-A-T audit features to spot areas for improvement.
- ContentKing: Watches your site for problems that could influence E-E-A-T signals.
Keep in mind, tools are just helpers. They can’t take the place of real experience, expertise, authority, and trustworthiness.
Real-World E-E-A-T Success Stories
Let’s check out some real-world examples of websites that have put E-E-A-T principles into action:
Case Study 1: Medical E-commerce Site
A medical e-commerce client made these E-E-A-T upgrades:
- Added in-depth author bios for all medical content writers showcasing their qualifications
- Developed an editorial policy to explain their content creation and review process
- Refreshed old content with new studies and data
- Included clear sources for all medical statements
The outcomes were remarkable:
- 300% boost in organic revenue compared to the previous year
- 291% growth in organic sessions
- 375% jump in organic impressions
Case Study 2: Epic Gardening
Epic Gardening is a gardening website that shows how everyday know-how can build a successful site:
- Kevin, the founder, shares his own gardening experiences and tests
- Content has original photos of his gardens and plants
- Articles give specific hands-on advice based on real experience
- The site updates content to show new things learned
Even without formal plant science degrees, Epic Gardening achieves:
- 563,000 monthly organic traffic
- 630,000 search rankings