Google wants to give people the best, most helpful answers when they search for something. It doesn’t just look at keywords anymore—it checks who is giving the information and whether they actually know what they’re talking about.

That’s where EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) comes in. If your website doesn’t have content written by real experts or doesn’t seem trustworthy, Google might not rank it well—no matter how much SEO you do.

So, how does EEAT work? And more importantly, how can you improve it to rank higher? That’s exactly what we’re going to cover in this guide.

Let’s get started!

What is Google EEAT?

Google EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) is a framework Google uses to evaluate how reliable and useful content is for users.

Here’s a simple way to understand it:

• Experience – Has the writer personally used or dealt with the topic?
• Expertise – Does the writer have the right skills or knowledge to talk about it?
• Authoritativeness – Is the website or writer recognized as a trusted source?
• Trustworthiness – Can people rely on the information provided?

Trust is at the core of EEAT. If content seems misleading, shallow, or unreliable, Google won’t rank it well. That’s why businesses, bloggers, and website owners need to focus on creating content that genuinely helps users.

Why is EEAT Important?

Google is no longer just ranking content—it’s evaluating who is behind it and whether it can be trusted. Anyone can put words on a page, but not everyone can provide real knowledge, proven expertise, or genuine insights. That’s where EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) comes in.

Think about it—would you trust a random blog post for medical advice over one written by a doctor? Or take financial advice from an anonymous writer instead of a certified financial planner? Google knows the risks of misleading or low-quality content, especially for YMYL (Your Money, Your Life) topics, which cover health, finance, law, and safety.

If your content can directly impact a person’s well-being, it needs to prove it’s trustworthy and valuable. Otherwise, Google won’t rank it—and users won’t trust it.

EEAT is Google’s Way of Protecting Users from Bad Information

Search engines are used to rank pages mostly based on keywords and backlinks. But with AI-generated content and misinformation flooding the web, Google had to step up.

EEAT is now a key quality indicator that helps filter out unreliable content and push helpful, expert-backed information to the top.

Here’s why it matters:

✅ AI-generated content is everywhere – But AI alone can’t replace real human experience. Google values content created or reviewed by real experts.

✅ Bad information spreads fast – A wrong medical tip or misleading financial advice can harm people. Google uses EEAT to promote factual, well-researched content.

✅ Trust is everything online – People don’t just read content—they check who wrote it, why they should trust it, and whether it’s backed by proof.

Now, let’s break down each part of EEAT and why it matters:

1. Experience – Real-World Knowledge Matters

Google prefers content written by people with hands-on experience. If you’re reviewing a product, giving health advice, or teaching a skill, first-hand experience makes your content stronger.

For example, a camera review from someone who has actually used it is more valuable than one written by someone who just researched specs online.

🔹 How to show experience?

• Share personal stories or case studies.
• Use real photos or videos.
• Clearly state your background on the topic.

2. Expertise – Knowledge and Skills Matter

Google wants to see content written by qualified people. If your content requires specialized knowledge, the writer should have the right credentials.

For example, a medical article should be written or reviewed by a doctor. A legal guide should be created by a lawyer.

🔹 How to show expertise?

• Mention qualifications, certifications, or experience.
• Have experts review or fact-check content.
• Avoid making misleading claims—stick to facts and research.

3. Authoritativeness – Your Reputation Counts

Being an authority in your field means others trust your content. Google checks this by seeing who links to you, who mentions you, and where else your work appears.

For example, a health website like WebMD is seen as an authority because trusted sources link to it.

🔹 How to improve authority?

• Get mentions or backlinks from trusted sites.
• Build a strong brand presence online.
• Contribute to guest blogs, news articles, or industry forums.

4. Trustworthiness – The Most Important Factor

Google wants to protect users from bad information. So, trust is the foundation of EEAT. If your website looks sketchy, has false claims, or lacks transparency, it won’t rank well.

🔹 How to build trust?

• Make sure your site is secure (HTTPS, no spammy ads).
• Provide clear contact details and an About Us page.
• Always fact-check and update your content.

What Happens If Your EEAT is Weak?

Ignoring EEAT signals can seriously hurt your site’s performance. Here’s what happens when your content lacks experience, expertise, authority, or trust:

🚨 Lower rankings – Google prioritizes trusted sources, so weak EEAT can push your pages below competitors with stronger credibility.

🚨 Less engagement – If visitors doubt your expertise, they won’t stay on your site, share your content, or take action.

🚨 Fewer conversions – Weak EEAT makes it harder to build trust, grow an audience, and turn readers into customers.

Google EEAT isn’t just another ranking factor—it’s about making the internet a safer, more reliable place. If you want better rankings in 2025, focus on EEAT—especially if you’re covering YMYL topics.

How Google Evaluates EEAT?

According to Google’s Search Quality Rater Guidelines, EEAT is classified into four levels:

1. Lowest EEAT 

Some websites are so unreliable that Google marks them as having the lowest EEAT level. These pages are misleading, untrustworthy, and sometimes even harmful.

Think of scam websites, fake news, or bad medical advice. Google doesn’t just rank them low—it tries to keep them out of search results.

What Makes a Page “Lowest EEAT”?

🚨 False or misleading information – Pages that spread wrong health tips, fake financial advice, or conspiracy theories are seen as risky.

🚨 No real knowledge or experience – If someone writes about a topic without knowing anything about it, Google won’t trust the content.

🚨 Spammy or clickbait content – Websites full of sensational headlines, AI-generated fluff, or too many ads are flagged as low quality.

🚨 No transparency – If a site hides the author’s identity, has no contact details, or lacks an About Us page, it looks suspicious.

How Google Handles These Pages

Google’s EEAT guidelines help filter out these bad pages. If a website isn’t reliable, doesn’t help users, or spreads false information, it won’t rank well—especially for YMYL topics like health, money, and legal advice.

If you want better EEAT, focus on credibility, expertise, and transparency. If real people wouldn’t trust your content, Google won’t either.

2. Weak EEAT

Not all low-quality content is outright harmful, but some pages still lack the credibility needed to rank well. Google won’t consider a page trustworthy if it doesn’t fully align with EEAT guidelines, even if the rest of the website is reliable.

What Does Weak EEAT Look Like?

📌 Irrelevant Topics – Imagine a fitness website suddenly publishing an article about guitars. Even if the fitness content is excellent, the guitar guide won’t rank because Google doesn’t see the website as an expert in that area.

📌 Poorly Written Content – If an article feels rushed, has grammar mistakes, or repeats information without adding value, it weakens EEAT. Google prefers well-researched, useful content over generic write-ups.

📌 Clickbait or Misleading Titles – Titles like “This One Trick Will Make You Rich Overnight!” can hurt credibility. If the content doesn’t deliver on the headline, Google won’t take it seriously.

📌 No Author Info – If a website doesn’t show who wrote the content or their expertise, Google sees it as a red flag. A lack of transparency makes a page less trustworthy.

📌 Too Many Ads, Not Enough Value – If a page is filled with pop-ups, sponsored links, or excessive ads, it distracts from the main content. Google wants users to have a smooth, informative experience.

Google doesn’t penalize weak EEAT pages, but it won’t reward them either. Even if a website has strong authority overall, one low-quality page can struggle to rank.

3. Strong EEAT

When a page has a strong EEAT, it means Google sees it as reliable, well-researched, and written by someone who knows the subject well. This makes it more likely to rank higher.

What Makes a Page Have Strong EEAT?

✅ Written by Experts – A finance blog by a certified financial planner or a health article reviewed by a licensed doctor builds trust.

✅ Accurate and Well-Researched – The content shares real facts, data, or hands-on experience instead of assumptions.

✅ Good Reputation – If a business or person is well-known in their field, Google considers their content more reliable.

✅ Clear Purpose – The page has a specific goal, whether to inform, educate, or sell. It does this well without misleading the reader.

Example of Strong EEAT

Imagine a website selling handmade wooden furniture. It has:

✔ Detailed product descriptions explaining materials and craftsmanship.
✔ Customer reviews proving people trust their products.
✔ Expert advice on choosing durable furniture.
✔ A well-known name in the furniture industry.

This tells Google that the website is a trusted source in its niche, helping it rank better.

A strong EEAT score means your content is valuable, trustworthy, and worth ranking on Google. If people trust what you share, Google will, too.

4. Very High EEAT

When a page has a very high EEAT, it means Google considers it one of the most reliable and expert-backed sources for that topic. This is the standard that top-ranking websites and industry leaders maintain.

What Makes Content Have Very High EEAT?

✅ Written by Real Experts – The author is a recognized expert in the field. They have years of experience, qualifications, or professional achievements.

✅ Published on Highly Trusted Websites – The content is hosted on well-known and respected sites in its niche. For example, a medical article on WebMD or a financial guide on CNBC.

✅ Based on First-Hand Knowledge & Solid Research – The information isn’t just well-written—it’s accurate, well-researched, and supported by real-world data.

✅ Referenced by Other Trusted Sources – The site and its authors are mentioned, linked to, or quoted by authoritative sources, like news websites, research institutions, or industry leaders.

Example of Very High EEAT

A well-researched heart health article published on Mayo Clinic’s website, written by a certified cardiologist, and supported by scientific studies would be a strong example of very high EEAT.

Similarly, a financial report on global markets by a top economist on Bloomberg would also qualify, as it comes from an experienced professional on a trusted platform.

At this level, Google trusts your site as a go-to source in your niche. If you reach this standard, your content is more likely to rank higher and gain credibility among readers.

📌 EEAT & AI-Generated Content: Does AI Meet Google’s Standards?

AI-generated content is everywhere, but does it meet Google’s EEAT standards? Not always. AI can write articles, but it lacks real-world experience, human judgment, and trust—key factors that Google values.

How to Make AI Content EEAT-Friendly?

✔ Add Human Experience – AI can’t share real stories. Personal insights make content stronger.
✔ Fact-Check Everything – AI makes mistakes. A human expert should review content before publishing.
✔ Show Author Expertise – Mention real experts who wrote or reviewed the content.
✔ Cite Reliable Sources – AI often misses proper references. Always back claims with trusted sources.

AI can assist in content creation, but it can’t replace human expertise. The best approach? Use AI for speed but rely on experts for accuracy and trustworthiness. That’s how you align with EEAT and Google’s quality standards.

How to Improve EEAT?

Here’s how you can strengthen each aspect to gain Google’s trust and rank better.

1. Use Experts To Write Your Content Or Get It Reviewed

If you want people to trust your content—and for Google to rank it—expert input is a must. This is even more critical for YMYL (Your Money, Your Life) topics like health, finance, and law. But don’t just attach an expert’s name for show. Google’s EEAT guidelines expect more.

How to Make Your Content Credible?

• Use Real Authors with Credentials: Instead of posting under a generic “Admin” or “Team” name, have qualified professionals write the content. If that’s not possible, get an expert to review and fact-check it before publishing. Add an author bio with credentials so readers know why they should trust the information.
  
• Back Up Claims with Reputable Sources: Instead of giving opinions, link to proven studies, government sites, and expert sources. This is especially important for YMYL topics. If you’re writing about health, citing sources like Mayo Clinic or CDC adds credibility.
  
• Use Trusted External Links: Google checks who you reference. Linking to high-authority sites strengthens your content’s trust factor and improves its EEAT SEO.
  
• Experience Matters as Much as Expertise: Expertise is essential, but first-hand experience makes content stronger.
  
  • A finance guide written by a certified advisor carries more weight than generic advice.
  • A medical blog is more reliable when reviewed by a doctor or healthcare professional.
  • A product review is more useful when written by someone who has actually used it.

How to Apply This Today?

 ✅ If you’re not an expert, interview one and use direct quotes.
✅ Showcase author credentials with a short bio and links to their professional work.
✅ Include real-world examples and case studies.
✅ Check facts against trusted sources before publishing.

Content that follows these steps won’t just meet Google EEAT guidelines—it will also gain real trust from readers, which is what actually matters.

2. Offer Unique Insights Instead Of Just Repeating What’s Already Out There

If your content says the same thing as every other article, why would Google rank it higher? EEAT in SEO is not just about having knowledge—it’s about adding something new and valuable.

Google doesn’t reward content that just repeats what’s already on the web. It ranks content that brings something fresh, whether it’s expert opinions, real-world examples, or unique data.

How to Make Your Content Stand Out?

• Use Real-Life Case Studies: Instead of listing generic SEO tips, explain what worked for your business or clients.
  Example: If your website traffic doubled in six months, break down exactly what you did and what mistakes you avoided.
  
• Provide Data That Others Don’t Have: Run surveys, conduct small experiments, or analyze trends in your industry.
  Instead of saying, “Backlinks improve rankings,” show a before-and-after ranking report based on your own site’s experience.
  
• Challenge Popular Advice (With Proof): If most guides say, “Post content every day,” but your experience shows that weekly in-depth posts perform better, explain why and show data. Readers (and Google) appreciate unique insights backed by facts.
  
• Quote Experts & Industry Leaders: If you’re not an expert on a topic, interview someone who is.
  A post about personal finance is more credible when it includes tips from a certified financial planner.
  

How to Apply This Today?

• Stop summarizing the first five Google results—add your own angle.
• Use real numbers, experiences, or stories to support your points.
• Question outdated advice and provide better alternatives with proof.
• Give readers something they can’t find elsewhere—this makes your content memorable and shareable.

By doing this, your content won’t just rank better in Google EEAT guidelines—it will actually earn trust from your audience. And that’s what matters most.

3. Build A Trustworthy Brand That People Recognize

If people trust your brand, Google is more likely to trust it too. A well-known, respected name in any industry carries weight—not just with customers but with search engines.

How to Build Trust in Your Brand?

• Be Seen in the Right Places: If no one outside your website knows about your brand, Google won’t either. Get featured in reputable industry blogs, news websites, and discussion forums. Guest posting, interviews, and expert contributions all help.
  
• Show Who You Are: Anonymous businesses seem suspicious. Have a strong About Us page, author bios, and transparent contact details. Let people know who is behind your content.
  
• Encourage Positive Mentions: A brand with good reviews, testimonials, and social proof is more trustworthy. Encourage satisfied customers to leave feedback on Google, Trustpilot, or industry-specific platforms.

👉 Try This Right Now

Google your brand name. What do you find? If nothing shows up—or if the results aren’t great—start working on building credibility through real-world mentions, partnerships, and transparency. The more trust your brand earns, the stronger its EEAT SEO will be.

4. Use Different Types Of Content (Videos, Images, Podcasts, Etc.)

Google isn’t just analyzing words; it’s evaluating how useful and engaging your content is. Plain text alone can sometimes feel dry. Adding videos, images, or podcasts makes your content more interesting and improves EEAT in SEO. Why does mixing content work?

• People absorb visuals faster
• Boost credibility 
• Help SEO 

How to Make This Work?

• Use Real Images – Avoid generic stock photos. Show real people, real products, or behind-the-scenes visuals.
• Short, Informative Videos – A quick demo, interview, or expert breakdown makes a topic clearer.
• Infographics for Easy Understanding – A step-by-step visual guide is easier to grasp than long paragraphs.
• Podcasts for Deeper Insights – If you have expert insights to share, a podcast can reach new audiences.

🎯 What You Can Do Now?

Look at your top-performing blogs. Where can you add a visual or a quick video? Even simple changes—like a product image, a how-to video, or a short podcast—can make your content more engaging and credible in Google’s eyes.

6. Make Your Website Transparent (About Us, Contact Details, Legal Pages, Etc.)

If your website hides who you are, how to contact you, or what you do, Google and people will question whether it is legitimate. It is harder to be transparent when you cannot rely on the content, and that hurts EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) straight away.

What Your Website Needs:

• About Us Page – Explain who you are, what you do, and why people should trust your content. If applicable, include author details and credentials.
• Contact Page – Provide a way for visitors to reach you. A phone number, email, or contact form shows legitimacy. If possible, include a physical address.
• Legal Pages – Privacy Policy, Terms of Service, and Disclaimer pages protect both you and your users.
• Author Bios (For EEAT-heavy topics) – If your site covers finance, health, or legal topics, displaying author qualifications and experience strengthens credibility.

Check your website right now. Is it clear who runs it? Can people contact you easily? If these details are missing, update them immediately. Small tweaks can make a huge difference in trust and SEO performance.

7. Cite Trusted Sources And Back Your Claims With Real Data 

If you want readers and Google to trust your content, back up your claims with solid proof. Unsupported statements can make your content look unreliable, hurting both credibility and rankings.

How to Cite Sources the Right Way:

• Use well-known sources – Rely on reports from research institutions, government websites, and industry leaders (e.g., Google EEAT guidelines, medical journals, financial reports).
• Link to the original source – Avoid referencing second-hand summaries. Go straight to the study, survey, or expert report.
• Keep it up to date – Old statistics may not be relevant anymore. Always check if there are newer reports available.
• Make citations clear but natural – Instead of overwhelming readers with links, mention sources naturally within the content.

Check your content. Are your claims backed by real evidence? If not, add links to credible studies, expert articles, or verified reports. A single strong reference can boost your content’s authority.

9. Improve Your Online Reputation (Reviews, Social Proof, And Mentions) 

Your online reputation isn’t just about looking good—it directly impacts your EEAT score and how much Google trusts your content. If others vouch for your brand, it signals credibility and search engines take note.

How to Strengthen Your Online Reputation:

• Encourage authentic reviews – Ask happy customers to leave honest feedback on platforms like Google Reviews, Trustpilot, or Yelp.
• Get mentioned by trusted sources – Build relationships with industry sites, news outlets, and influencers who can talk about your business.
• Showcase social proof – Highlight testimonials, case studies, and real success stories on your website.
• Monitor brand mentions – Keep track of what people say about your brand using tools like Google Alerts or Ahrefs and respond when necessary.
• Stay active on social media – Engage with your audience, address complaints, and share customer success stories.

Search your brand name on Google. What comes up? If there’s little to no presence, start working on gathering reviews, earning industry mentions, and strengthening your online credibility.

10. Keep your content updated with the latest information 

Content that stays outdated can lose credibility and ranking power over time. Google prefers content that remains relevant, accurate, and up to date—especially for topics related to health, finance, and legal matters (YMYL topics). If your content has old data, broken links, or outdated references, users won’t trust it, and search engines will push it down.

How to Keep Content Up to Date:

• Schedule regular content reviews – Every 6-12 months, check your old articles for outdated information, broken links, or missing insights.
• Replace old statistics and sources – Data should always be current and reliable. Link to updated research, studies, or industry reports.
• Add fresh insights and examples – Introduce new case studies, trends, or expert opinions to keep content valuable.
• Modify publish dates when necessary – If major updates are made, reflect the new date so search engines recognize it as fresh content.
• Monitor traffic drops – Use Google Search Console or SEO tools to see which pages are losing visibility and might need an update.

Pick three of your best-performing articles and review them for outdated information. Update numbers, check links, add new insights, and refresh examples. Keeping content accurate and relevant is a long-term SEO win that builds trust and boosts your EEAT score.

11. Get Featured on Trusted Sites (Backlinks)

Backlinks are like online recommendations. When a trusted website links to yours, it tells Google your content is valuable and trustworthy. But not all links are good—links from low-quality or unrelated sites can do more harm than good.

Why Do Backlinks Matter for EEAT?

• They build trust – If reputable sites link to you, it signals to Google that your content is reliable.
• They improve rankings – Google favors websites that are backed by strong references.
• They bring real visitors – A link from a well-known site can send quality traffic your way.

How to Get Backlinks That Actually Help?

• Guest Posting – Write useful content for established sites in your industry.
• Niche Edits– Get your link added to an existing, relevant article.
• Press Mentions – Get featured in news articles, expert roundups, or interviews.
• Industry Participation – Share insights on forums, blogs, and podcasts to get noticed.

Struggling to Get Quality Links? We’ve Got You Covered!

Building the right backlinks isn’t easy—it takes time, effort, and connections. Instead of going through the hassle, let experts handle it for you.

At Outreach Monks, we specialize in ethical, high-quality link building for industries like tech, finance, health, SaaS, and eCommerce.

✅ Links from real, authority websites
✅ Better search rankings and credibility
✅ Completely safe and Google-friendly methods

Want to strengthen your EEAT and boost your website’s authority? Reach out to Outreach Monks today and let’s build links that actually make a difference! 🚀

Conclusion

Google EEAT isn’t just about ranking higher—it’s about earning trust. The internet is flooded with content, but only those who prove their expertise, credibility, and reliability stand out.

If you focus on real value, expert-backed content, and building trust, you won’t just please Google—you’ll attract loyal readers and customers.

Start small. Get experts involved, update your content, build strong backlinks, and stay transparent. Over time, these efforts compound, making your site the go-to source in your industry.

In 2025 and beyond, trust is everything—and EEAT is how you prove it. 

FAQs on Google EEAT