E-E-A-T – “Eat” Your Way to SEO Success
In an era of intense digital competition, where yesterday’s algorithm update is already outdated today, staying up to date on best practices in search engine optimization can seem like an impossible task—and the hope of achieving top rankings in search engines may seem more fragile than ever.
But don’t despair. It’s all about focusing on the most important metrics—and not getting so caught up in the trees that you lose sight of the forest when it comes to SEO. And if there’s one tree that should tower above all others in your SEO forest, it’s E-E-A-T! You can learn a lot more about it in this article.
E-E-A-T – experience, expertise, authority, trustworthiness
The acronym for experience, expertise, authority, and trustworthiness isn’t just a buzzword—it’s the very foundation of any modern SEO strategy. It’s a guide that ensures you focus on what really matters: delivering real value to your target audience. And the reward? Better rankings in search results.
So let me dive into the acronym that everyone in the world of SEO needs to have burned into their retinas.
What is E-E-A-T?
E-E-A-T (also known as Double-E-A-T) is an acronym for “Experience,” “Expertise,” “Authoritativeness,” and “Trustworthiness.”
The term E-A-A-T comes from Google’s Search Quality Guidelines, which are designed to ensure that users receive the best search results. As such, E-A-A-T is inextricably linked to Google’s Helpful Content system.
Despite the name, we’re a long way from the world of gastronomy (which is also why the word “eat” is in quotation marks in the title of this article). On the contrary, we’re deeply rooted in the digital landscape, where E-E-A-T can be your ticket to standing out on Google and other search engines.
The acronym for experience, expertise, authority, and trustworthiness isn’t just buzzwords from an SEO consultant like myself—it’s the absolute core of any modern SEO strategy. It’s a guide that ensures you focus on what really matters: delivering real value to your target audience and being rewarded for it by search engines.
You may have heard of E-A-T before—it’s been an SEO best practice for many years—but since late 2022, there’s been an additional “E” to consider: “Experience.”
To compete for top rankings on Google, it is therefore now more important than ever to have high-quality content that, in addition to experience, expertise, authority, and credibility, reflects experience.
Let's take a look at each of the E-E-A-T criteria:
E – Experience
The latest addition to E-E-A-T stands for "experience" and refers to the specialized knowledge possessed by the content creator.
If you want to come across as credible to your target audience, you need to actually have some experience—and thus specialized knowledge—of the topics you’re writing about. That’s the only way to make your content authentic, since it shows users that you actually know what you’re talking about.
Let's take a simple example. Imagine you're planning to invest in a new computer, and you've set your sights on a specific model. Would you take advice from someone who has personal experience with that exact model, or from someone who has no experience at all? Probably the former.
Similarly, the author must have some knowledge of the subject—whether from their education, work, personal experiences, or other relevant experience. Just as the author (in all modesty, yours truly) of this article has personal experience with E-E-A-T and SEO.
Google rewards websites that demonstrate expertise in the topics they write about. With the surge in AI-generated content, it’s important for Google to continue providing search results that feature high-quality content. And here, firsthand human experience is a key factor.
E – Expertise
Expertise and experience often go hand in hand, but they are not quite the same thing. According to Google, there are two types of expertise: formal expertise and everyday expertise. Formal expertise comes from sources that have in-depth knowledge of a subject.
At Amplify, digital marketing is our area of expertise, and we demonstrate this through our Academy platform as well as a page featuring selected case studies, both of which showcase our (formal) expertise.
On the other hand, we have everyday expertise, which typically manifests itself through things like recipes, handy household tips, gardening advice, and similar guides. The point is clear: You don’t necessarily need a master’s degree or the like to boost your E-E A-T score. It’s simply a matter of in-depth knowledge and the ability to share it with others.
The food blog Valdemarsro is a prime example of how everyday expertise can form the basis for E-E-A-T. Here, the author, Ann-Christine, is really just a passionate enthusiast with a deep interest in cooking, and so everyday expertise was the foundation of the blog back when it started. The fact that she has since established herself as a recognized expert is merely a side note.
Try Googling any recipe, and I can almost guarantee that Valdemarsro will show up in the top 3. Personally, I'm a huge fan—both as an SEO specialist and an amateur cook.
A – authority
Authority is largely a matter of reputation and, with a little caution, can be compared to recommendations and reviews.
Many people believe that authority can only be built through link building. However, that’s not entirely correct. Authority is also about strengthening your website through valuable content and recommendations from others.
You need to have content on multiple pages that answers users’ questions and addresses their search intent. In addition, you should create content that others will want to share and link to. This tells Google that you’re an authority on your topic—one that others also refer to.
That’s why link building is, of course, also an important part of establishing authority—although it doesn’t carry quite as much weight as it did a few years ago. High-quality links from trustworthy sites tell Google that your site is worth visiting and should therefore rank higher in search results.
Once you master this trio, you’ll rise to the top and dominate the top rankings for your competitive keywords, achieving what we in the SEO world call “topical authority.” This makes your website the go-to source for specific keywords and topics.
Take, for example, Amplify’s organic traffic over the past year, which has really skyrocketed—in part because we have topical authority in the field of digital marketing. In other words, we’re really well-versed in the ins and outs of terminology and concepts within our own field.
User Reviews – Genuine Feedback Matters
Finally, it is a smart strategy for all websites to feature authentic customer reviews of their products and services.
But remember that only authentic reviews from unbiased sources count. Cutting corners with fake reviews can have serious consequences for your credibility, and you may face penalties from Google.
However, user reviews don’t just contribute to your website’s authority, but also to its credibility—which brings us to the last letter in the E-A-A-T acronym.
T – credibility
Google prides itself on delivering results that are both relevant and trustworthy. Do you want your site to rank at the top of Google’s coveted Page 1? Here are some steps you can take to solidify your website’s credibility.
SSL Certificate – Security First
SSL, which stands for Secure Sockets Layer, is more than just technical jargon. This technology ensures a secure connection between your web server and the user's browser.
You probably recognize the certificate as the little padlock that appears before the URL; websites with this padlock make it harder for cybercriminals to access sensitive information.
Content with Integrity
It cannot be said often enough: High-quality content is the be-all and end-all. Always make sure your content is well-researched and free of misinformation.
Google's primary goal is to provide quality content to users, so you should avoid incorrect information at all costs, as it can damage your site's credibility.
With the advent of AI, this is more important than ever—after all, who is actually going to ensure that robots don’t flood the internet with misinformation?
Spoiler: It takes an expert to do that. That’s why Google recently changed its definition of what actually constitutes useful content—including this wording:“Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?”
So it's okay for ChatGPT or other language models to have generated the content, but it must be approved by a (human) expert.
Increased accessibility
Easy access to contact information, chat features, and links to social media can be the key to boosting your website’s credibility. Make it as simple as possible for your visitors to get in touch with you. This signals openness and fosters dialogue between you and your users.
Online credibility isn't something that happens overnight. But by implementing these steps, you can be sure that you're well on your way to strengthening your online presence and improving your visibility in Google's search results.
Why is E-E-A-T so important for your SEO?
Mastering E-E-A-T isn't just a technical exercise—it's a deep understanding of the quality of the content you produce.
In today’s complex digital landscape, where misinformation is readily available, Google imposes strict requirements on the content that makes it into the spotlight. Simple keyword stuffing or low-quality link building no longer cuts it.
Instead, it requires a special effort to provide expertise, build authority, and maintain credibility.
Search engines like Google have one mission: to provide users with the most relevant and trustworthy content. When Google evaluates your website based on the E-E-A-T criteria, it looks for opportunities to offer the best user experience.
Websites that comply with these standards will therefore have a better chance of ranking highly in search results. And that is precisely the point of E-E-A-T: to ensure that websites meet Google’s high standards—and thus provide users with useful content.
At its core, E-E-A-T is not only a step toward better online visibility—but also toward building a strong, reliable, and authoritative brand in a rapidly growing digital age.
E-E-A-T is your compass in the digital landscape
YMYL Websites and E-E-A-T
E-E-A-T is highly relevant for all websites, but for YMYL websites, it can mean the difference between life and death, between financial stability and bankruptcy—at least for their users,
To understand why E-E-A-T is so crucial for YMYL businesses, we must first define what YMYL actually is. YMYL stands for“Your Money Your Life,”and in the context of SEO, it refers to web content that can have a direct impact on a user’s health, finances, safety, or well-being. Dentists, private hospitals, physical therapists, debt collection agencies, lawyers, and banks are all examples of YMYL businesses.
Imagine someone looking for information about medical treatment, financial advice, or legal matters. Misinformation in these areas can not only be misleading but also directly harmful to the user—whether to their health or their wallet. That’s why Google prioritizes ensuring that YMYL-related content is high-quality and comes from trustworthy sources.
This is where E-E-A-T comes into play. For YMYL businesses, it’s not enough to simply have accurate information; the information must also be presented by experienced experts with authority and credibility.
Experience: When YMYL companies share knowledge, it should come from people with hands-on experience so that users can feel confident that the advice is grounded in practical knowledge.
Expertise: YMYL content should come from experts in their respective fields. For example, medical advice should come from a medical professional rather than a self-taught quack.
Authority: YMYL websites must be recognized and trusted within the industry. This can be demonstrated through citations from other reliable sources, certifications, or industry standards.
Credibility: For YMYL content, it is crucial that users can trust the accuracy and reliability of the information they receive. Any form of bias or misinformation can have serious consequences.
When all is said and done, E-E-A-T isn’t just important for YMYL businesses—it’s essential. So if you have a YMYL website, your content must meet these criteria to protect your users, maintain a good reputation, and, not least, rank highly in search results.
YMYL websites, more than any others, should take E-E-A-T seriously
How do Google's “reviewers” evaluate E-E-A-T?
Google’s “reviewers,” often referred to as Search Quality Raters, follow specific guidelines issued by Google called the “Search Quality Rater Guidelines.” These comprehensive guidelines provide detailed instructions on how raters should evaluate web content—including how to assess E-E-A-T.
A website receives a very low E-E-A-T score if…
- A page on YMYL topics comes from inexperienced sources.
- The website has a negative reputation.
A website receives a lower E-E-A-T score if…
- The content creator lacks sufficient experience. For example, if a product review is written by someone who has never used the product.
- The content creator lacks sufficient expertise—as if a non-specialist were writing an article about digital marketing.
- The website or content creator is not an authoritative or reliable source on the topic of the page.
- The page or website is not reliable for its intended purpose. For example, if a shopping site offers minimal customer service.
A website receives a high E-E-A-T score if…
- A website demonstrates expertise in its core area.
- User reviews are used from people who have experience with the product or service being sold.
A website receives a very high E-E-A-T score if…
- The site is the go-to place for a specific topic. For example, Tesla has established a strong presence in the electric car market and, for many, has become synonymous with the term “electric car.” This lends it a special sense of authority and credibility.
- A content creator has extensive experience in a subject area where experience is the primary factor in building trust.
- The website establishes itself as a leading expert in a specific field.
In addition to E-E-A-T, reviewers also consider other quality criteria, such as the page's design, functionality, the impact of ads on the user experience, and much more.
It is important to note that, although user reviews do not directly influence Google's algorithms, they help Google understand how its algorithms work in practice and where there is room for improvement.
AI-Generated Content and E-E-A-T
With the growing popularity of AI-generated content, questions may arise about how E-E-A-T can be applied to content written by a robot. In this context, it is worth considering:
The lack of personal experience—AI systems can analyze and “learn” from incredibly large datasets in ways that humans cannot. This gives them a form of “experience” based on the data they have been trained on.
But even though an AI can process millions of texts, its “understanding” is fundamentally different from that of a human expert who has spent years studying and working in a particular field. An AI model lacks the intuitive understanding, sense of context, ethical judgment, and deep insight that come from real, personal experience.
Lack of human expertise: Although AI systems can generate content based on vast amounts of data, they may lack the nuanced understanding and subjective judgment that human experts possess. As a result, AI-generated content may, in some cases, lack depth and expertise.
Challenges to Authority: For a source to be considered an authority, it must often have a recognized reputation and qualifications within a specific field. AI does not have “authority” in the traditional sense, as it lacks education, professional experience, and so on.
Credibility Issues: AI models may be subject to bias based on the data they are trained on. If an AI works with skewed or unreliable data, it can result in misleading or incorrect content, which undermines credibility.
Google prioritizes useful content above all else. While AI-generated content can offer scalability, speed, and efficiency, it is important to approach AI-generated content with a critical eye in terms of E-E-A-T. In most cases, a combination of AI generation and human input can yield the best results in terms of content quality.
Would you like to scale high-quality landing pages through automation and AI? Learn more about how we work with Programmatic SEO (pSEO).
10 Golden Rules for Improving Your E-E-A-T
In the digital world, visibility in search results isn’t just a nice-to-have; it’s a necessity. As search engines shift their focus toward quality and trust, the E-E-A-T concept has become central to SEO strategies around the world.
However, it’s not just about ranking high—it’s also about building a strong, positive brand that resonates with your target audience. E-E-A-T is your compass on this journey.
To help you get started, I’ve put together 10 golden rules that are worth keeping in mind when you’re working with E-E-A-T.
1. Keep digital PR in mind
Highlight your company's expertise and achievements by building relationships with the media and industry-relevant blogs. This not only strengthens your online visibility but also establishes your authority in the industry.
2. Create original content
When you cite information, be sure to reference recognized and credible sources. This enhances the reliability of your content.
YMYL businesses, in particular, need to provide links to any studies or other research that can serve as supporting evidence for their claims.
3. Establish yourself as an authority in your field
Specialize in specific topics within your niche. The more in-depth and comprehensive your content is on specific topics, the more likely search engines are to consider you an authority.
Google works with semantic associations. So if you have many different pages that all cover a specific topic and are also linked internally to one another, your topical authority on that particular topic will also increase.
At the risk of tooting our own horn, we at Amplify have, for example, many articles on SEO—including this one. In this way, we also demonstrate to Google that our website is an authority on SEO, because we have topical authority through so-called“topic clusters”on the subject.
4. Highlight your expertise
Make it clear who created the content. A detailed author bio or an informative "About Us" page can highlight your expertise or that of your colleagues.
5. Use reliable sources
When you cite information, be sure to reference recognized and credible sources. This enhances the reliability of your content.
YMYL businesses, in particular, need to provide links to any studies or other research that can serve as supporting evidence for their claims.
6. Work on your brand reputation
Good reviews on Google, Trustpilot, etc., positive publicity, and excellent customer service can all help boost your business’s credibility.
That's why you should also keep an eye out for negative publicity—and if you do receive bad reviews, you should respond promptly and professionally.
7. Use UGC
User-generated content includes user reviews, comments, and content created by users, which can boost your credibility—especially if they are positive and authentic.
8. Build authoritative backlinks
Link building can help establish authority. When reputable websites link to your site, it can improve your authority in the eyes of search engines. Therefore, be proactive about building high-quality links from trustworthy sources.
9. Highlight customer case studies
Nothing speaks more clearly to your authority and credibility than concrete examples. Share case studies or success stories that show how your products or services have benefited others.
For example, at Amplify, we’ve compiled some of our success storieswith current clients so that potential clients can see what they can expect from a possible partnership.
10. Update your content regularly
One thing is certain: The world is constantly changing, and information can quickly become outdated. Therefore, be sure to review and update your content regularly so that it remains relevant and accurate.
Positive reviews can have a direct impact on your E-A-A-T
Get help with E-E-A-T from Amplify
Amplify is a full-service digital marketing agency, so of course we can also list “SEO agency” on our resume. That’s why we actively apply E-E-A-T every single day as we help our clients with digital marketing.
If you need advice on how to improve your E-E-A-T and your SEO, contact us to learn about your options for creating a plan that puts your business in the spotlight on Google!
Learn Even More
Whether you're a generalist or a specialist in marketing, our experts have put together a number of helpful tips for you on our blog.
