E-E-A-T 101

E-A-T (Expertise, Authoritativeness and Trustworthiness) has been around for a while and over the last 5 years or so, has become more influential in the SERPs. But in late 2022, Google turned it up to 11 and added another “E” to create E-E-A-T – adding an additional element of Experience to the mix.

Since then, E-E-A-T has become CENTRAL to how Google evaluates content quality, particularly for websites in certain niches. Yet it seems to be one of the SEO principles that is easily misunderstood, and I get why – it’s a theory rather than a tangible part of the algorithm.

That said, it is especially important for clients in competitive niches or YMYL (Your Money, Your Life) industries!

So, what exactly is E-E-A-T, why does it matter, and how exactly do you implement it in a website build or an SEO retainer? 🤨

What Exactly Is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness – the four key standards by which Google evaluates content quality and credibility.

1️⃣ Experience

The latest addition to the framework (and in many ways the one that creates the most confusion).

Experience refers to the author’s first-hand, life experience with a topic. Google wants to know: Has the content creator actually used this product? Visited this place? Performed this procedure? Lived with this condition?

On-page personal experience signals can include:

• Detailed insights that can only come from direct exposure
• Specific scenarios and edge cases only a user would know
• Authentic perspectives rather than theoretical knowledge

2️⃣ Expertise

Expertise is about demonstrating specialized knowledge in your field. It answers: Does the content creator have the necessary skills, qualifications and knowledge to be writing about this topic?

Expertise signals include:

• Credentials and qualifications
• Depth of topic coverage
• Accurate, up-to-date information
• Professional experience
• Clear explanations of complex concepts

3️⃣ Authoritativeness

Authoritativeness is about reputation and recognition within your industry. It asks: Is the content creator or website recognized as a go-to source in their field?

Authority signals include:

• Mentions and references from other respected sites
• Speaking engagements and guest appearances
• Industry awards and recognition
• High-quality backlinks from relevant sites
• Comprehensive coverage of your main topics in this or related (linked) content

4️⃣ Trustworthiness

Trustworthiness focuses on accuracy, transparency and legitimacy. It asks: can users trust the information on this site?

Trust signals include:

• Clear authorship information
• Transparent “About” page
• Privacy policy and terms of service
• Secure website (HTTPS)
• Accurate contact information
• References and citations
• Regular content updates
• User reviews and testimonials

Why E-E-A-T matters more now

Google explicitly mentions E-E-A-T in their quality rater guidelines – they are literally telling you this is important!

1️⃣ Algorithm Focus

While E-E-A-T itself isn’t a direct ranking factor, Google has created increasingly sophisticated algorithms to detect signals that indicate high or low E-E-A-T. Recent core updates have heavily targeted content quality and removed spam using these expertise signals.

2️⃣ YMYL Emphasis

For “Your Money or Your Life” topics (finance, health, major life decisions, etc.), E-E-A-T requirements are significantly stricter. Without strong E-E-A-T signals, YMYL sites simply cannot rank well anymore.

3️⃣ User Expectations

Beyond Google, users themselves have become more discerning about where they get information. They’re checking author credentials, looking for proof of author experience, and bouncing from sites that don’t demonstrate expertise. To put it simply, users are more sceptical about online content than ever before (and the swathes of AI content may have something to do with that, too). 🤦‍♂️

4️⃣ Competitive Differentiation

In saturated niches, E-E-A-T has become the key differentiator between sites with similar technical SEO, link profiles and content depth.

Implementing E-E-A-T in Website Build Projects

1️⃣ Author-Centric Content

• Create detailed author bio pages with credentials, experience, and expertise
• Implement author schema markup
• Add author bylines to all content
• Feature team expertise prominently
• Link authors to their published content

2️⃣ Demonstrate Credibility

• Design prominent “About Us” pages that highlight company history, mission, and team expertise
• Add dedicated credential sections (certifications, awards, education)
• Include client testimonials and case studies with specific results
• Create custom citation sections for YMYL content
• Implement FAQ schema for authoritative Q&A content

3️⃣ Include Trust Signals

• Make contact information highly visible
• Add trust badges appropriately (BBB, industry certifications)
• Ensure full legal pages are comprehensive (privacy policy, terms of service)
• Implement secure payment indicators for e-commerce
• Create dedicated pages explaining processes and methodologies

4️⃣ Showcase Experience

• Design case study templates that highlight firsthand experience
• Create “Our Process” pages showing hands-on expertise
• Include “behind the scenes” content sections
• Add client journey maps or visual workflows
• Integrate photo/video evidence of experience when applicable

Implementing E-E-A-T in SEO Retainers over time

1️⃣ Content Strategy

• Create topic clusters around core expertise areas
• Develop subject matter expert (SME) content calendars
• Implement regular content audits for accuracy and freshness
• Create update protocols for existing content
• Design expertise-demonstrating content formats (guides, whitepapers)

2️⃣ Authority Building

• Develop strategic guest posting campaigns on respected industry sites
• Create citation and mention monitoring
• Implement digital PR targeting industry publications
• Establish expert Q&A content on industry forums
• Secure speaking opportunities and create content around them

3️⃣ Diversify Expertise

• Interview internal experts and create content showcasing their knowledge
• Develop “Ask the Expert” content series
• Document case studies and real-world applications
• Create comparison and “best practices” content based on direct experience
• Maintain citation libraries for research-heavy content

4️⃣ Reinforce Trust

• Implement regular review acquisition strategies
• Create testimonial highlight features
• Develop transparent content about company processes
• Maintain credentials and certifications pages
• Create annual or quarterly “State of” industry reports

How E-E-A-T Differs By Industry

Just to make life easier, it’s critical to understand that E-E-A-T criteria vary significantly by industry…

Industries with high E-E-A-T Requirements:

• Medical and healthcare
• Financial advice and services
• Legal information and services
• News and current events
• Scientific information
• Information on safety-critical topics

Industries with moderate E-E-A-T Requirements:

• Product reviews and recommendations
• Educational content
• Parenting advice
• Fitness and nutrition
• Career guidance

Industries with lower (still important) E-E-A-T Requirements:

• Entertainment
• General interest topics
• Hobby and lifestyle content
• Personal blogs

Getting Started With E-E-A-T

This has been a long post, but if you’re still with me… here’s how to begin implementing E-E-A-T processes in your agency:

1️⃣ E-E-A-T audits – Evaluate current client sites against E-E-A-T criteria.

2️⃣ Prioritize by industry – Focus first on YMYL clients who need it most.

3️⃣ Start with the basics – Author bios, about pages, and credentials are the foundation.

4️⃣ Create templates – Develop reusable E-E-A-T-enhancing page templates for efficiency.

5️⃣ Bundle as a service – Position E-E-A-T optimization as a premium offering.

The agencies that thrive in the coming years will be those that move beyond technical SEO and keyword optimization to truly embrace expertise-based content strategies.