What is E-E-A-T used for?
Google uses E-E-A-T signals (and so do LLMs) to judge if your content is credible, especially in YMYL (Your Money or Your Life) niches.
How can you boost your E-E-A-T?
Show Real Experience (the 1st “E”)
- Include personal insights, original photos, and quotes from real experts.
- For local SEO: Add testimonials, case studies, behind-the-scenes photos.
Reinforce Author Expertise
- Create author bios with credentials and links to real profiles (LinkedIn, contributor pages).
- Add an “Author of this page” section with schema markup and internal links.
Build Sitewide Authority
- Publish long-form, topically clustered content to build subject-matter depth.
- Secure high-authority backlinks from niche-relevant sites (HARO, industry orgs, local PR).
- Maintain a consistent brand voice and tone across pages and platforms.
Build Trust Factors
- Clear contact info, SSL, privacy policies, terms of use.
- Showcase trust badges, client logos, partnerships, awards.
- Moderate and respond to reviews/feedback on external profiles (Google, BBB, etc.).
Interested in learning more?
Why E-E-A-T Is the Foundation of Modern SEO
If you’re wondering why Google puts so much weight on E-E-A-T—and why it’s showing up in AI engine preferences too—it all comes down to trust.
Search engines are constantly trying to answer one question:
“Can this source be trusted to give accurate, helpful information—especially on topics that impact someone’s life, money, or safety?”
This is especially critical in YMYL niches like healthcare, finance, legal services, or anything involving personal advice.
Let’s break down what each part of E-E-A-T really means—and how to amplify it on your site.
Experience: The Real-World Factor
Search engines are now rewarding content written by people who’ve actually done the thing—whether that’s repairing an HVAC unit, managing anxiety, or building a raised garden bed.
Practical ways to show experience:
Use first-person stories, tutorials, or insights (“When we built this for a client in Grand Rapids…”)
Add original media: behind-the-scenes photos, videos, team intros
Include real client testimonials or outcomes (with permission)
Even in B2B, this human element builds connection and credibility.
Expertise: Demonstrated Knowledge
Expertise is different than experience—it’s about your qualifications, credentials, or proven knowledge in a specific field.
To demonstrate expertise:
Add bios with credentials for authors and contributors
Link to your professional certifications, speaking engagements, publications
Create focused, topic-clustered content to showcase depth (not just breadth)
This helps both Google and your readers trust that the person writing knows what they’re talking about.
Authoritativeness: Who’s Backing You Up?
Authority is built over time. It comes from who links to you, cites you, and acknowledges your brand in the broader space.
Ways to build authority:
Secure backlinks from reputable, industry-specific sources (HARO, partner sites, interviews)
Be active in industry conversations—webinars, quotes, or online communities
Publish cornerstone content that others want to reference or share
It’s less about being everywhere—and more about being seen as a go-to resource in your space.
Trustworthiness: Clear, Credible, Transparent
Without trust, none of the above matters. Your site and content must feel safe, secure, and transparent.
Key trust signals:
Full contact information and real-world location
HTTPS/SSL security, privacy policies, and terms of service
Trust seals, client logos, awards, media mentions
Google reviews, BBB ratings, and actively managed reputation
Bonus tip: Trust goes beyond what’s on your site—Google and AI systems also look at third-party sources, reviews, and brand consistency across the web.
E-E-A-T isn’t a checkbox—it’s a framework.
It helps you answer:
Why should someone (or a search engine) trust what I’m saying?
When your content demonstrates real experience, is written by credible experts, is backed by authority, and builds trust—you’re not just optimizing for rankings. You’re earning loyalty, visibility, and long-term brand value.
