When people use Google, they are looking for results that, yes, answer their inquiry, but more importantly, are answers that users can trust. But how can any search engine produce reliable sources when billions of photos are uploaded to social media sites and over 40 million messages are sent worldwide daily? In 2025 it’s estimated that over 200 zettabytes of data will be in cloud storage globally.
That’s a lot of data for search engines to sift through, categorize, and authenticate. And, let’s face it, search engines are far from perfect. Even when top search engines like Google update their algorithms an average of 6x per day, every day, for decades, false, spam, and harmful information has been prevalent everywhere online.
This is why Google’s Search Quality Evaluator Guidelines have E-E-A-T built into their algorithms.
What is E-E-A-T?
E-E-A-T is one of many guidelines Google uses to determine whether content is valuable to readers and if it should rank well. E (Expertise), A (Authority), and T (Trust) was first built into Google’s search Quality Evaluator Guidelines in 2014. On December 15, 2022, Google added to this base with an additional “E” for experience, now forming E-E-A-T or Double-E-A-T.
According to Google, “Trust” is the “most important member” of Google’s Search Quality Evaluator Guidelines, which is part of the reason for the additional E. Users read reviews from other people with personal experience with a product or service as an important part of their research to gain trust in a brand.
- Experience: Google wants to see that content comes from someone who’s actually been there and done that. Your website can showcase this by including your personal insights, case studies, or real-world examples from someone who truly knows the subject. Users recognize experience when they read content that feels hands-on and practical, not just theoretical.
- Expertise: Google values content written by people who really know their stuff. You can boost expertise by featuring industry professionals, citing reliable sources, and making sure everything is accurate. Users engage with expertise when they find well-researched, in-depth content that answers their questions thoroughly and directly.
- Authority: Google prioritizes websites that are seen as leaders in their field. To build authority, look into earning links from reputable sources, contribute to industry discussions, and get recognized by trusted media. Users recognize authority when they see a website frequently cited and referenced by other reliable sources.
- Trust: Google wants content to be safe, transparent, and factually sound. Websites can build trust by keeping their information accurate, securing their site (HTTPS), and being upfront about who they are. Users feel trust when they see a well-maintained site with clear authorship, solid sourcing, and consistent, high-quality content.
Is E-E-A-T a ranking factor?
While E-E-A-T is not technically a ranking factor, it can impact your content’s rank. Part of several aspects of Google’s ranking algorithm, E-E-A-T guidelines tell the real human reviewers exactly what type of content Google considers high-quality.
The core of great content should be:
- Helpful to users
- Created by an expert of the subject or field of study
- Posted on an authoritative site
- Detirmed trustworthy by others
- Updated regularly to always reflect the latest and most accurate information
Most sites create their own content, while others (like review sites, social media, Reddit, etc.) rely on user-generated content. However your site manages its content, feedback from quality raters about it helps Google make algorithm improvements over time.
How can I improve my website?
Step 1 – Tell Visitors Who You Are
Google wants to know who creates your content and whether they are a credible source. An About Us, Team, or Author Page with credentials helps establish expertise, authority, and trust. Keep these pages updated to reinforce your legitimacy.
Step 2 – Create Content with Experts
Google and readers prefer content from people who know what they’re talking about. Work with experts through interviews, partnerships, or hiring professionals with industry connections. Expert-backed content builds trust and ranks better.
Step 3 – Show a Clear Purpose for Your Content
Users skim content, so make your purpose obvious. Use clear headings and straightforward language to guide them to what they need. Keep it concise and avoid unnecessary fluff.
Step 4 – Regularly Update Your Content
Content gets outdated fast, and Google prioritizes fresh, accurate information. Update old content with new data, best practices, and working links. This helps maintain rankings and relevance.
Step 5 – Link High-Quality Content
Supporting your content with real data builds credibility. Link to studies, research papers, and reputable sources. Strong references show both users and Google that your content is trustworthy.
Step 6 – Write from Multiple Perspectives
A single viewpoint limits your audience. Acknowledge different perspectives to make your content more inclusive and credible. Addressing multiple angles builds trust and authority.
Step 7 – Your Online Reputation Matters
Google expects high-quality, trustworthy content, especially on important topics (YMYL). Your reputation is shaped by credibility, expert contributions, and ethical content. The more reliable your content, the better it ranks.
EEAT well with an SEO expert
Missing out on some E-E-A-T aspects won’t tank your ranking. Utilizing these guidelines will influence Google to list your site more frequently. My Website Spot has been successfully navigating Google since 2005 and implements diverse SEO strategies under E-E-A-T guidelines to help you expand your online presence.
We are always willing to provide FREE advice. If you have any questions, need assistance with how to get started on a new website project, or just want to give us feedback on this article, We’d love to hear from you! Drop us a line, and we’ll get in touch!