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Google E-E-A-T: Understanding and How It Works for SEO



Huy Nguyen

July 10, 2024

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In the ever-evolving world of SEO, keeping up with Google’s algorithm updates is crucial for success. One aspect that’s gaining increasing importance is E-E-A-T: an acronym standing for Expertise, Experience, Authority, and Trustworthiness. Google’s Search Quality Evaluator Guidelines explicitly mention E-E-A-T as a factor that influences search ranking, particularly for Your Money or Your Life (YMYL) content. This article delves deep into the significance of E-E-A-T, how it functions within Google’s ranking system and provides practical strategies for improving your website’s E-E-A-T score to enhance search visibility.

What is E-E-A-T and Why Does it Matter?

Imagine you’re searching for medical advice online. Would you rely on a random blog post or a website authored by a renowned medical professional? The answer is obvious. Google recognizes this human tendency, striving to present the most reliable and trustworthy content in its search results. E-E-A-T is a set of quality signals that Google analyzes to assess the credibility and reliability of content. It’s not a single algorithm but rather a comprehensive evaluation of various factors that contribute to the overall trustworthiness of a website and its content.

Semantic SEO - EEAT


Expertise refers to the author’s or website’s depth of knowledge and skill in the subject matter. For YMYL topics, such as health, finance, or law, it’s crucial that the content is created by individuals or entities with proven expertise. This could be demonstrated through educational qualifications, professional certifications, relevant experience, or a proven track record of producing high-quality, accurate, and helpful content.


Experience is closely tied to expertise, but it goes beyond just knowledge. It’s about the author’s or website’s demonstrated ability to apply their expertise in a practical and effective manner. For example, a financial advisor with years of experience advising clients would be seen as more trustworthy than someone who has just obtained a finance degree.


Authority refers to the overall reputation and recognition of the website or content creator within their respective field. This can be established through factors such as the website’s link profile, mentions in reputable publications, awards, industry affiliations, and the author’s social media presence and engagement.


Trustworthiness is a crucial aspect of E-E-A-T, as it assesses the overall credibility and reliability of the website and its content. This includes factors such as transparency, privacy policies, security measures, and the absence of deceptive or misleading information.

Read more: Semantic SEO

The Importance of E-E-A-T in Google’s Ranking Algorithm

Google’s Search Quality Evaluator Guidelines strongly emphasise E-E-A-T, particularly for YMYL content. Human raters use these guidelines to evaluate the quality of search results, and their feedback helps shape Google’s algorithm. By understanding and optimizing for E-E-A-T, you can improve your website’s chances of ranking higher in the search results.

Ranking Factors for YMYL Content

For YMYL content, Google places an even greater emphasis on E-E-A-T due to the potential impact these topics can have on a user’s well-being, finances, or life decisions. Websites that demonstrate strong E-E-A-T for YMYL topics are more likely to be rewarded with higher rankings.

The Role of E-E-A-T in Google’s Core Algorithm

While E-E-A-T is a critical factor for YMYL content, it also plays a significant role in Google’s core algorithm for all types of content. By understanding and optimizing for E-E-A-T, you can enhance your website’s overall trustworthiness and relevance, leading to improved search visibility.

The Relationship Between E-E-A-T and Search Quality

Google’s primary goal is to provide users with the most relevant, reliable, and trustworthy information. By prioritizing websites with strong E-E-A-T, Google can better fulfil this objective and deliver high-quality search results that meet user expectations.

Strategies for Improving E-E-A-T

Improving your website’s E-E-A-T score is a multi-faceted process that requires a holistic approach. Here are some strategies to consider:

Enhance Content Expertise

  • Ensure that your content is created by subject matter experts with demonstrated knowledge and experience in the topic.
  • Leverage guest posts from industry professionals to bolster your website’s expertise.
  • Regularly update your content to keep it accurate and up-to-date.

Demonstrate Experience

  • Highlight the author’s or website’s relevant experience and credentials, such as professional certifications, years of industry experience, or notable achievements.
  • Showcase case studies, testimonials, or client success stories to demonstrate your practical application of expertise.
  • Participate in industry events, conferences, or online communities to build your reputation and expertise.

Establish Authority

  • Acquire high-quality backlinks from reputable websites in your industry.
  • Secure guest posting opportunities on authoritative industry publications.
  • Leverage social media to build a strong online presence and engage with your target audience.
  • Earn industry awards, certifications, or memberships to bolster your authority.

Demonstrate Trustworthiness

  • Ensure your website has a clear and transparent privacy policy, terms of service, and contact information.
  • Implement security measures like HTTPS, SSL, and two-factor authentication to protect user data.
  • Maintain a clean and user-friendly website design that instils confidence in your brand.
  • Address any negative reviews or content that could undermine your website’s trustworthiness.


Measuring and Monitoring E-E-A-T

Measuring and monitoring your website’s E-E-A-T score is essential for tracking progress and identifying areas for improvement. Here are some tools and techniques to consider:

Google Search Console

Google Search Console provides valuable insights into how Google perceives your website’s content and authority. By analyzing your performance in the Search Console, you can gain a better understanding of how Google views your E-E-A-T.

Third-Party Tools

Numerous third-party tools, such as SEMrush, Ahrefs, and Moz, offer E-E-A-T-related metrics and analysis. These tools can help you track your website’s reputation, backlink profile, and other factors that contribute to your overall E-E-A-T score.

User Feedback and Engagement

Monitor user interactions, such as comments, reviews, and social media engagement, to gauge how your audience perceives your website’s trustworthiness and expertise.

Competitor Analysis

Analyze your competitors’ E-E-A-T scores and strategies to identify areas where you can differentiate and strengthen your own approach.

Optimizing for E-E-A-T in Content Creation

Creating content that aligns with E-E-A-T principles is crucial for improving your website’s search performance. Here are some best practices to consider:

Leveraging Expert Voices

Collaborate with industry experts to create content that showcases their knowledge and expertise. This could include guest posts, interviews, or co-authored articles.

Emphasizing Transparency

Be transparent about the authors, their credentials, and the sources of information used in your content. This builds trust and credibility with your audience.

Maintaining Accuracy and Timeliness

Ensure your content is accurate, up-to-date, and free from any misleading or false information. Regularly review and update your content to maintain its relevance.

Promoting Engagement and Interaction

Encourage user engagement through features like comments, feedback forms, or social media sharing. This helps demonstrate your website’s responsiveness and trustworthiness.

Read more: Topical map for your website

Addressing E-E-A-T Challenges

While optimizing for E-E-A-T can be a valuable strategy, it’s not without its challenges. Here are some common issues and how to address them:

Lack of Established Expertise

If your website or content creators lack formal credentials or a proven track record, focus on building authority through other means, such as guest posts, industry recognition, or user-generated content.

Limited Resources for Content Creation

If you have limited resources for content creation, consider partnering with industry experts or leveraging user-generated content to supplement your own efforts.

Negative Online Reputation

Address any negative reviews, comments, or online mentions that could undermine your website’s trustworthiness. Respond professionally and take steps to address any legitimate concerns.


Understanding and optimizing for E-E-A-T is crucial for SEO. Building E-E-A-T takes time and a strategic approach. By following the strategies in this article, you can boost your website’s credibility and search visibility, meeting your audience’s expectations.

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