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What is Google E-E-A-T? Optimize Content for Search Engines!

What is Google E-E-A-T

Would you consult a doctor who doesn’t even have a degree? Or will you trust an architect who is not a specialist? No right?

Obviously nobody will!

Google came up with the same concept – the concept of being an expert – for the content of the website.

Don’t get confused. Here we are talking about the E-A-T update which was introduced by google in March 2014.

But here we are talking about the updated version of E-A-T, i.e. E-E-A-T. In this article we are going to explore different aspects and levels of this update.

So let’s get started.

What is Google E-E-A-T Update?

Google’s E-E-A-T update is an extension of its existing E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines, which are a crucial part of its Search Quality Rater Guidelines. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

The E-E-A-T update is designed to ensure that content ranked highly in Google’s search results is not only accurate and informative but also comes from sources that have the necessary experience and expertise.

This helps in providing users with the most useful and contextually relevant search results, especially for topics that can significantly impact a person’s life or well-being.

What Does a Breakdown of E-E-A-T Really Look Like?

Ever wondered what makes up the E-E-A-T on a website? Let’s dive in and get a clear picture.

Breakdown of E-E-A-T

  1. Experience: This is all about what you’ve done and seen. Have you walked the walk in your field? Share those real-life stories and experiences. It’s like showing off your adventure diary.
  2. Expertise: Here’s where your skills and knowledge come into play. Are you the go-to person in your niche? It’s like having a well-earned badge of honor for your know-how.
  3. Authoritativeness: Think of it as your reputation. Are other experts or big names pointing to you as a reliable source? It’s like being the captain of the team – people look up to you.
  4. Trustworthiness: This one’s huge. Can people count on you to be honest and accurate? It’s like being that friend who always keeps their promises.

So, breaking down E-E-A-T is really about showcasing your journey, your smarts, your street cred, and your reliability. Keep it real, and you’re golden.

How to Demonstrate E-E-A-T?

When it comes to showcasing your site’s E-E-A-T, the key is not just in claiming these qualities, but in demonstrably living them through your website’s every facet. 

Here’s how you can effectively communicate your site’s E-E-A-T, a step that many savvy webmasters and digital marketers are already integrating into their online strategies.

A comprehensive approach, inspired by extensive insights from industry experts, lays out actionable steps to enhance Google E-E-A-T:

  1. Share Your Real Deal Experiences: Got some cool stories or case studies that show you know your stuff? Put them out there. It shows you’re not just talking the talk.
  2. Flaunt Your Expertise: Got awards? Certifications? A killer team? Make sure people visiting your site can see all that jazz. It’s like hanging your diplomas on the wall, but, you know, digitally.
  3. Be the Big Cheese in Your Niche: Get your site linked by other big names or collaborate with them. It’s like getting a high-five from the cool kids in your industry.
  4. Be the Trusty Steed: Keep your content straight-up reliable and your site safe as houses. People need to know they can count on you.
  5. Chat It Up with Your Visitors: Make it super easy for folks to talk to you. Comments, contact forms, social media – the works.
  6. Look Sharp: A neat-looking website is more than just pretty; it makes everything easier to find and use.
  7. Keep Things Up-to-Date: Regularly update your stuff so it stays helpful and current.
  8. Don’t Just Sell, Help Too: Sure, sell your stuff, but also give away useful info. Keep it balanced.
  9. Fix Mistakes Quick: Everyone messes up sometimes. Just make sure to fix those mistakes fast.
  10. Be Relatable: Let your site show the human side of your brand. It’s like inviting users over for a virtual coffee chat.

So, there you have it. It’s about being real, being helpful, and always thinking about the folks visiting your site. Keep it up, and you’re not just showing off your E-E-A-T – you’re living it.

Is E-E-A-T a Ranking Factor?

Is E-E-A-T A Ranking Factor

First off, Google E-E-A-T isn’t a direct ranking factor like keywords or backlinks. Think of it more like Google’s way of sizing up your site’s quality.

It’s about giving users the best answers and most trustworthy sources. So, while E-E-A-T might not be a direct “ranking dial” that Google turns up or down, it plays a huge part in the overall game.

Google’s smart, really smart. It looks at a bunch of signals to figure out if your content is the real deal – 

  • Does it come from someone who knows what they’re talking about? 
  • Is it the kind of content that other reliable sites would nod their heads to? 

That’s where E-E-A-T comes in.

In short, if your site nails the E-E-A-T criteria, it’s like giving Google a big, green light that says, “Hey, our content is good stuff!” This can indirectly boost your rankings because Google loves dishing out high-quality, reliable content to its users.

So, is E-E-A-T a ranking factor? Not in the traditional sense, no. But it’s super important for making sure your site is the kind of place Google wants to show its users.

How Google’s Quality Raters Evaluate E-E-A-T?

Google’s Quality Raters use E-E-A-T as a lens to evaluate content quality. They check if information comes from credible sources and if the site shows real expertise. They look for signs of trust and authority, ensuring users get accurate, helpful content.

If we go deeper in this, there are different chapters in Google’s search rater guidelines, which shows various levels of Google E-E-A-T on the basis of which rater evaluates it. Let’s explore those levels.

Levels Of E-E-A-T

1. Lowest E-E-A-T

It specifically targets content that significantly lacks in Expertise, Authoritativeness, and Trustworthiness. This is the level where Google’s Quality Raters mark content as the least reliable and useful. 

For instance, medical advice from someone without relevant qualifications or an article full of factual errors would fall into this category.

It’s about identifying content that’s not just unhelpful, but potentially harmful or misleading. Raters use this chapter to flag content that’s the least trustworthy, guiding Google to keep such low-quality information from ranking well in search results.

2. Lacking E-E-A-T

This includes content that may have some merit but is missing key elements of credibility or depth. It’s about pinpointing content that’s somewhat useful but falls short in providing users with the fully reliable and expert information that Google values.

For example, a blog post on health tips written by an enthusiast rather than a professional, or a news article with scant details and lacking authoritative sources. 

Quality Raters use this chapter to help Google filter out content that’s not outright harmful, but still isn’t quite up to par. 

3. High Level Of E-E-A-T

In this category, Google’s Quality Raters identify content that stands out for its credibility and value. 

Think of an article written by a leading expert in their field, or a website renowned for its accurate, in-depth content. 

This chapter is about spotlighting sources that are not only reliable but also offer significant, well-researched information. It’s where content that truly benefits users, providing trustworthy insights and expertise, gets recognized and prioritized in search rankings.

4. Very High Level Of E-E-A-T

Google’s Quality Raters identify content that stands out for its credibility and value. This chapter is about spotlighting sources that are not only reliable but also offer significant, well-researched information.

Think of an article written by a leading expert in their field, or a website renowned for its accurate, in-depth content. 

It’s where content that truly benefits users, providing trustworthy insights and expertise, gets recognized and prioritized in search rankings.

SEO tips for achieving E-E-A-T

Boost your site’s Google ranking with these essential SEO tips for E-E-A-T. Enhance credibility, authority, and trustworthiness in a way that resonates with both users and search engines.

1. Highlight Author Credentials

When it comes to boosting your site’s E-E-A-T, showing off who’s behind your content is super important. Think about it: if you’re reading advice on health, finance, or any other key topic, you’d want to know it’s coming from someone who really knows their stuff, right?

That’s where highlighting author credentials comes into play. It’s all about giving a shout out to the qualifications and experience of your writers. 

  • Did they study the subject they’re writing about? 
  • Have they worked in the industry? 
  • Maybe they’ve got some cool achievements or recognitions?

Put this info right there with the content – in the author bio section, for instance. 

It tells your readers, “Hey, this isn’t just anyone talking. This person knows what they’re about.” 

And when readers trust your content, Google does too. So, give your authors the spotlight they deserve.

2. Update Content Often

Keeping your content fresh and up-to-date? That’s like giving your website a constant energy boost. Imagine you’re browsing for information, and you stumble upon a page that hasn’t been touched in years. You’d probably wonder if the info is still good, right?

  • Regular updates keep you relevant. If something changes in your field, be one of the first to talk about it.
  • Got an old blog post? Spruce it up with new insights or data. It’s like giving your content a new lease on life.
  • Jump on current trends or hot topics in your niche. It keeps your site feeling alive and kicking.
  • Google loves active websites. By updating often, you’re waving a big flag that says, “Hey, we’re here and we’re fresh!”

So, keep an eye on your content calendar and give your existing pages a little TLC now and then. Your audience – and Google – will thank you for it!

3. Link to Reliable Sources

Link to Reliable Sources

When you’re sharing information, especially on critical topics, it’s essential to show your readers that you’re not just making stuff up. You’re relying on solid, reputable sources. This not only boosts your credibility but also tells Google, “Hey, we’re in good company here.”

Here’s how you can nail it:

  • Use links from well-known, respected websites to add weight to your content.
  • Avoid linking to sketchy or unreliable sites – it can hurt your credibility.
  • Reference current and up-to-date sources to show that you’re keeping pace with the latest info.
  • Whenever you state a fact, back it up with a link to where you found it.

It tells your audience, “You can trust what we’re saying – and here’s the proof.” It’s not just about making your content look good; it’s about building a foundation of trust. And in the world of Google E-E-A-T, trust is golden.

4. Develop Topic Clusters

It’s a clever way to tell Google, “Hey, we’re not just about one-off articles; we’ve got a whole universe of related stuff!”

If you’re all about healthy eating. Your topic cluster could start with a main page about nutrition basics, and from there, branch out to related articles like healthy recipes, diet tips, or the science of nutrients.

Here’s how you can nail it:

  • Start with a core topic that’s central to your site.
  • Create individual pieces of content that address various aspects of this core topic.
  • Make sure these pieces link back to your main topic page and to each other.
  • Update and add to these clusters regularly to keep them fresh and relevant.

By setting up these clusters, you’re not just tidying up your site; you’re building a network of content that boosts your authority on a subject. Google loves this because it helps users find a range of information on a topic all in one place.

5. Utilize Internal Links

When you use internal links smartly, you’re not just keeping your visitors engaged; you’re also helping Google understand and value your content more.

Internal links invite your readers to explore more of what your site has to offer.

  • Link related articles together so readers can dive deeper into a topic.
  • Use descriptive anchor texts that give a hint of what the linked article is about.
  • Avoid overloading a single page with too many links – keep it natural and relevant.

By weaving your content together with internal links, you’re not only improving the user experience but also boosting your site’s SEO. Google loves a well-connected site, as it shows you’re all about offering value and keeping readers informed.

6. Diversify Content Types

Mixing up the types of content on your site is like adding different spices to a dish – it just makes everything better. 

Why? Because not everyone likes to consume information in the same way. Some folks love reading detailed articles, while others might prefer a quick video or an infographic.

  • Create engaging videos to explain complex topics in an easy-to-digest format.
  • Use infographics for quick, visual summaries of data-heavy content.
  • Offer podcasts for those who like to learn on the go.
  • Incorporate interactive elements like quizzes or polls to boost engagement.

Different content types can cater to different search queries, increasing your visibility. Plus, it keeps your site interesting and fresh – and who doesn’t love a bit of variety?

7. Collaborate with Experts

Collaborate with Experts

Teaming up with experts is like adding a turbo boost to your site’s E-E-A-T. Imagine getting insights straight from the horse’s mouth – someone who’s walked the walk in your field. This kind of collaboration can seriously amp up the trust and authority of your content.

When you collaborate with experts, it’s not just their knowledge you’re sharing, but also their credibility. It’s like saying, “Not only do we know our stuff, but check out these pros who are on board with us too!”

8. Promote Reviews

Reviews are like gold – they show new visitors that people have tried your stuff and they liked it (or, well, sometimes they didn’t, but that’s important too). Reviews can be awesome for your website’s E-E-A-T.

  • Encourage your customers to leave reviews. A simple “Hey, we’d love your feedback!” can do wonders.
  • Make leaving reviews easy. Put a review link front and center on your site.
  • Respond to reviews, good and bad. It shows you’re listening and you care.
  • Share glowing reviews on your social media or website.

When you get reviews – especially good ones – flaunt them! Put them on your homepage, in your social media, maybe even in your newsletters. And when potential customers see that other people trust you, they’re more likely to trust you too.

9. Optimize Page Experience

Giving your visitors a smooth ride on your website is a huge plus for Google E-E-A-T. A great page experience means users get what they need quickly and easily, and that’s a big deal for Google.

  • Speed Up Your Site. Fast loading times keep visitors engaged and reduce bounce rates.
  • Make it Mobile-Friendly. Ensure your site looks good and functions well on all devices, especially smartphones.
  • Simplify Navigation. A user-friendly layout helps visitors find what they need without confusion.
  • Secure Your Site. Implement HTTPS to protect user data and build trust.

By focusing on these aspects, you’re not just making your site more user-friendly; you’re also boosting your E-E-A-T score.

10. Feature Team on About Us Page

Putting your team front and center on your ‘About Us’ page isn’t just about showing faces; it’s a key move for Google E-E-A-T. It’s like saying, “Look, real people with real skills make our content!”

  • Share team members’ backgrounds and what they bring to the table.
  • Include fun facts or hobbies to make them relatable.
  • Professional photos add a touch of personality and authenticity.

So, why does this matter? When visitors see a dedicated team behind your content, it builds a connection. They’re not just reading words on a screen; they’re getting insights from real, experienced people. This human touch can be a game-changer.

E-E-A-T And AI Generated Content

E-E-A-T And AI Generated Content

AI-generated content is becoming increasingly common, but what does Google think about it? And how does it affect your site’s E-E-A-T? Let’s break it down.

Google’s stance on AI content is clear: it’s not about how content is created, but the value it brings. If AI content is helpful, informative, and meets users’ needs, Google views it positively.

However, AI content can be tricky when it comes to E-E-A-T. Why? Because E-E-A-T values human expertise and trustworthiness.

AI-generated content often lacks the personal touch of an experienced human author. This can make it harder to establish authoritativeness and trustworthiness.

To boost E-E-A-T with AI content, it’s essential to ensure the information is accurate, well-researched, and supplemented by human oversight.


Google’s E-E-A-T has become a cornerstone for anyone aiming to make their mark online. It’s clear that expertise, authoritativeness, and trustworthiness are more than just buzzwords; they are essential elements that define the quality and reliability of content in Google’s eyes. 

Whether you’re writing content yourself or using AI tools, the key lies in maintaining accuracy, depth, and relevance. 

Remember, at the heart of E-E-A-T is the ultimate goal of providing users with the best possible experience – offering reliable, trustworthy information that meets their needs and expectations. 

Embracing these principles not only aligns with Google’s guidelines but also paves the way for building a credible, authoritative online presence that resonates with your audience.

Frequently Asked Questions

How does Google E-E-A-T affect my website's SEO?

Google E-E-A-T influences your site’s credibility and trustworthiness, impacting how well your content ranks in search results.

Can small or new websites demonstrate high E-E-A-T?

Absolutely! Regardless of size, focusing on quality content and reliable information helps any site exhibit high E-E-A-T.

Is user experience part of Google's E-E-A-T evaluation?

Yes, user experience plays a role, as it's part of providing trustworthy and authoritative content.

How important are backlinks for E-E-A-T?

Backlinks from reputable sources can boost your site's authority, enhancing its E-E-A-T profile.

Do reviews and ratings impact E-E-A-T?

Yes, positive reviews and ratings from users can improve your site's trustworthiness under E-E-A-T.

Ekta Chauhan

Ekta Chauhan

Ekta is a seasoned link builder at Outreach Monks with six years in the digital marketing trenches, specializing in the SaaS niche. Professionally, she’s a wizard at navigating multiple niches with finesse. On the personal side, despite her calm and quiet nature, don't be fooled—Ekta's creativity means she’s probably plotting to take over the world.


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