E-E-A-T, experience, expertise, authoritativeness, trustworthiness
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. The acronym is more than buzzwords. It is the very foundation of any modern SEO strategy. It's a guide that keeps your focus on what really matters: giving the people you write for real value. And your carrot? Better rankings in the search results.
So let's dive into the acronym that everyone in the SEO world should have etched on their retinas.
What is E-E-A-T?
E-E-A-T, also known as Double-E-A-T, is an acronym. It stands for "Experience", "Expertise", "Authoritativeness" and "Trustworthiness".
The concept comes from Google's Search Quality Guidelines. The guidelines are there to give users the best search results. That's why E-E-A-T is closely linked to Google's Helpful Content system.
The name sounds like food, but the subject has nothing to do with gastronomy. That's also why "eat" is in quotation marks in the article's title. E-E-A-T is about search, and it can be your ticket to standing out on Google and other search engines.
Experience, expertise, authoritativeness and trustworthiness are at the heart of any modern SEO strategy. They are far more than buzzwords from an SEO consultant. E-E-A-T is a guide that keeps your focus on what really matters: giving your readers real value and being rewarded for it by the search engines.
You may know E-A-T, which has been SEO best practice for many years. Since the end of 2022, an extra E has been added in the form of "Experience".
So if you want to compete for Google's top rankings, it takes even more quality content. Your content needs to demonstrate expertise, authoritativeness and trustworthiness, and it also needs to reflect experience.
Let's look at the individual E-E-A-T criteria:
E, experience
Experience is the newest addition to E-E-A-T. It refers to the particular knowledge that the creator of the content has.
If you want to come across as trustworthy to your readers, you need real experience and particular knowledge of the topics you write about. Only then does the content become authentic. It shows users that the creator knows what they're talking about.
Take a small example. Imagine you're about to invest in a new computer, and you've got your eye on a particular model. Do you take advice from someone who has experience with that exact model, or from someone without experience? Probably the former.
In the same way, the creator needs to know the topic. That knowledge can come from education, work, personal experiences or other relevant experience. In this article, the creator, in all modesty, is us. We have experience with E-E-A-T and SEO.
Google rewards the pages that show experience in the topics they write about. With the huge wave of AI-generated content, it's important for Google to still have search results with quality content. Here, first-hand human experience is a key element.
E, expertise
Expertise and experience often go hand in hand. Even so, they're not quite the same thing. According to Google, there are two types of expertise: formal expertise and everyday expertise. Formal expertise comes from pages with in-depth knowledge of a topic.
At Amplify, digital marketing is our expertise. We show it through our Academy universe and a page of selected case studies, among other things. Both show our formal expertise.
Everyday expertise typically shows up in recipes, clever household tips, gardening advice and similar guides. The point is clear: you don't necessarily need a master's degree or similar to boost your E-E-A-T score. What counts here is in-depth knowledge and the ability to share it with others.
The food blog Valdemarsro is a textbook example of how everyday expertise can lay the foundation for E-E-A-T. Its creator, Ann-Christine, is really just a passionate enthusiast with a great interest in cooking. Everyday expertise was therefore the basis of the blog back in the day. That she has gradually established herself as a formal expert is a side note.
Try googling any recipe. We can almost guarantee that Valdemarsro will pop up in the top 3. We're huge fans ourselves, both as SEO specialists and amateur cooks.
A, authoritativeness
Authoritativeness is very much about reputation. With a little caution, you can compare it to recommendations and reviews.
Many people think link building is the only route to authority. That's not quite true. You also build authority with content that gives the reader something, and with recommendations from others.
You need content across several pages that answers users' questions and search intent. It's also a good idea to create content that others want to share and link to. That tells Google that you're an authority on your topic and that others refer to you.
That's why link building is, of course, also an important part of building authority. It just doesn't carry quite as much weight as it did a few years ago. Quality links from trustworthy sites tell Google that your site is worth a visit and deserves a higher ranking in the search results.
Master this triad, and you'll rise to dominate the top rankings for your competitive keywords. You'll achieve what we in the SEO world call ‘topical authority’. Your website becomes the go-to place for specific keywords and topics.
Look, for example, at Amplify's organic traffic over the past year. It has truly exploded, partly because we have topical authority in digital marketing. In other words, we cover a lot of ground when it comes to terms and concepts in our own field.
User reviews, real feedback counts
Finally, it's wise for every website to show authentic customer reviews of its products and services.
Remember that only authentic testimonials from impartial sources count. Fake reviews are a shortcut with fatal consequences for your trustworthiness, and you risk penalties from Google.
User reviews boost both your website's authority and its trustworthiness. That brings us to the last letter in E-E-A-T.
T, trustworthiness
Google takes pride in showing results that are both relevant and trustworthy. Want your site on Google's coveted page 1? Here are some steps you can take to cement your website's trustworthiness.
SSL certificate, security first
SSL stands for Secure Sockets Layer and is more than technical jargon. The technology guarantees a protected connection between your web server and the user's browser.
You know the certificate as the little padlock in front of the URL. Websites with a certificate make it harder for cybercriminals to access sensitive information.
Content with integrity
It can't be said too often: 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 give users quality content. So avoid incorrect information at all costs, as it can damage your site's trustworthiness.
With AI, this is more important than ever. Who is actually going to make sure the robots don't flood the internet with misinformation?
Spoiler: a creator with expertise. That's why Google recently changed its definition of what truly counts as helpful content. Among other things, with this wording: “Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?”
So it's fine if ChatGPT or other language models have written the content. A (human) expert just needs to give it their seal of approval.
Greater accessibility
Easy access to contact information, chat functions and links to social media can be the key to greater trustworthiness. Make it as simple as possible for your visitors to contact you. It signals openness and opens up dialogue between you and your users.
Trust online doesn't happen overnight. Take these steps, and you're well on your way to a better position online and more visibility in Google's search results.
Why is E-E-A-T so important for your SEO?
E-E-A-T takes more than technical work. It takes a deep understanding of the quality of the content you produce.
Misinformation is easy to find online. That's why Google sets strict requirements for the content that gets a place in the spotlight. Simple keyword stuffing and low-quality link building no longer work.
Instead, you need to make a special effort. You need to deliver expertise, build authority and maintain trustworthiness.
Search engines like Google have one mission: to give users the most relevant and trustworthy content. When Google assesses your website based on E-E-A-T, the search engine is looking for the best user experience to offer.
Websites that live up to those standards stand a better chance of ranking high in the search results. That's exactly the point of E-E-A-T. Websites need to live up to Google's high standards and give users helpful content.
E-E-A-T leads you towards better visibility online. It also leads you towards a solid, reliable and authoritative brand in a fast-growing digital age.
E-E-A-T is your compass online
YMYL websites and E-E-A-T
E-E-A-T matters for every website. For YMYL websites, it can be the difference between life and death, or between financial stability and bankruptcy. For their users, at least.
Before we look at why E-E-A-T carries so much weight for YMYL businesses, we need to be clear on what YMYL actually is. YMYL stands for "Your Money Your Life". In SEO, it covers web content that can directly affect the user's health, finances, safety or wellbeing. Dentists, private hospitals, physiotherapists, debt collection agencies, lawyers and banks are all examples of YMYL businesses.
Imagine someone looking for information about medical treatment, financial advice or legal questions. Misinformation in those areas can mislead the user and also cause direct harm, to their health or their wallet. That's why Google prioritises YMYL content being high quality and coming from trustworthy sources.
This is where E-E-A-T comes in. For YMYL businesses, correct information is only the beginning. The information also needs to come from experienced experts with authority and trustworthiness.
Experience: When YMYL businesses share knowledge, it needs to come from people with hands-on experience. That way, users can feel confident that the advice is based on practical knowledge.
Expertise: YMYL content should come from experts in their respective fields. Medical advice, for example, should come from a medical professional and never from a self-taught quack.
Authoritativeness: YMYL websites need recognition and trust within their industry. You can prove this with references from other reliable sources, certifications or industry standards.
Trustworthiness: For YMYL content, users need to be able to trust that the information is accurate and reliable. Any form of bias or misinformation can have serious consequences.
When all is said and done, E-E-A-T is more than important for YMYL businesses. It's essential. If you have a YMYL website, your content needs to meet these criteria. That way, you protect your users, keep your reputation good and rank high in the search results.
YMYL websites, more than any, should take E-E-A-T seriously
How do Google's “reviewers” assess E-E-A-T?
Google's "reviewers" are often called Search Quality Raters. They follow a guide from Google called the "Search Quality Rater Guidelines". The guide is extensive and gives detailed instructions on how the reviewers should assess web content. It also describes how they should assess E-E-A-T.
A website gets a very low E-E-A-T score if…
- A page on YMYL topics comes from inexperienced sources.
- The website has a poor reputation.
A website gets a lower E-E-A-T score if…
- The person writing the content lacks experience. One example is a product review from someone who has never used the product.
- The person writing the content lacks expertise. One example is a non-specialist writing a post about digital marketing.
- The website or the writer is not an authoritative or reliable source on the page's topic.
- The page or website is not reliable in relation to its purpose. One example is a shopping site with minimal customer service.
A website gets a high E-E-A-T score if…
- The website shows experience in its core area.
- The page uses reviews from people who have experience with the product or service it sells.
A website gets a very high E-E-A-T score if…
- The page is the go-to place for a specific topic. Tesla, for example, has a firm hold on the electric car market and, for many, has become synonymous with the word "electric car". That gives it particular authority and trustworthiness.
- The writer has extensive experience with a topic where experience is what primarily builds trust.
- The website establishes itself as the leading expert in a specific field.
The reviewers also look at quality criteria other than E-E-A-T. These include the page's design, functionality, how ads affect the user experience and much more.
The reviewers' assessments don't directly affect Google's algorithms. They help Google understand how the algorithms work in practice and where they can improve.
AI-generated content and E-E-A-T
AI-generated content is becoming more and more widespread. That raises a question: how does E-E-A-T apply to content written by a robot? Here's what's worth considering:
The absence of personal experience. AI systems can analyse and "learn" from incredibly large datasets in a way humans can't. That gives them a kind of "experience" based on the data they've been trained on.
An AI can process millions of texts. Even so, its "understanding" is fundamentally different from that of a human expert who has spent years studying and working in a field. An AI model lacks the intuitive understanding, the feel for context, the ethical consideration and the deep insight that come from real, personal experience.
Lack of human expertise: AI machines can generate content from enormous amounts of data. On the other hand, they can lack the nuanced understanding and subjective judgement that human experts bring. That's why AI-generated content can, in some cases, lack depth and expertise.
Authority challenges: A source often needs a recognised reputation and qualifications in a specific field before it counts as an authority. AI doesn't have "authority" in the traditional sense. It has no education, professional experience or anything similar.
Trustworthiness issues: AI models can carry bias from the data they've been trained on. If an AI works with skewed or unreliable data, it can write misleading or incorrect content. That undermines trustworthiness.
Google prioritises helpful content above all else. AI-generated content can offer scalability, speed and efficiency. Even so, approach AI-generated content with a critical eye when it comes to E-E-A-T. In most cases, a combination of AI and human effort gives the best quality.
Want to scale high-quality landing pages with automation and AI? Read how we work with Programmatic SEO (pSEO).
10 golden rules for improving your E-E-A-T
Visibility in the search results is a necessity and far more than a nice-to-have. Search engines are placing more and more weight on quality and trust. That's why E-E-A-T is central to SEO strategies around the world.
You need to rank high. You also need to build a solid and positive brand that resonates with the people you want to reach. E-E-A-T is your compass on that journey.
We've put together 10 golden rules that are worth keeping in mind when you work with E-E-A-T.
1. Remember digital PR
Build relationships with media and industry-relevant blogs, and highlight your company's expertise and results. This cements your online visibility and your authority in the industry.
2. Have original content
When you cite information, refer to recognised and trustworthy sources. This makes your content more reliable.
YMYL businesses in particular need to link to studies or other research that backs up their claims.
3. Stand out with topical authority
Specialise in specific topics within your niche. The more in-depth and comprehensive your content is on a topic, the more likely search engines are to see you as an authority.
Google works with semantic associations. If you have many pages on the same topic, and they link internally to each other, your topical authority on that exact topic grows.
At the risk of blowing our own trumpet: at Amplify, we have many articles about SEO, and this article is one of them. Our “topic clusters” on the subject show Google that our website is an authority on SEO.
4. Make expertise clear
Show clearly who is behind the content. A thorough author bio or an informative about us page can highlight your expertise and that of your colleagues.
5. Use trustworthy sources
When you cite information, refer to recognised and trustworthy sources. This makes your content more reliable.
YMYL businesses in particular need to link to studies or other research that backs up their claims.
6. Work on your brand reputation
Good reviews on Google, Trustpilot and similar sites, positive mentions and good customer service can all increase your company's trustworthiness.
So keep an eye on negative mentions too. If you get a bad review, respond quickly and professionally.
7. Use UGC
User Generated Content is reviews, comments and other content that your users create themselves. It can increase your trustworthiness, especially when it's positive and authentic.
8. Build authoritative backlinks
Link building can give you authority. When well-regarded websites link to your site, search engines may see you as more authoritative. So be proactive, and build quality links from trustworthy sources.
9. Highlight customer case studies
Nothing shows your authority and trustworthiness more clearly than concrete examples. Share case studies or success stories that show how your products or services have helped others.
At Amplify, for example, we've collected some of our success stories with current clients. Here, potential clients can see what they can expect from working with us.
10. Update your content regularly
One thing is certain: the world is constantly changing, and information quickly goes out of date. So review and update your content regularly, so it stays relevant and accurate.
Good reviews can have a direct impact on your E-E-A-T
Get help with E-E-A-T from Amplify
Amplify is a digital agency that covers all 360 degrees of your online marketing. That's why SEO agency is, of course, also on our CV. We work with E-E-A-T every single day when we help our clients with digital marketing.
Want input on how to improve your E-E-A-T and your SEO? Then get in touch and hear about your options. Together, we'll put together a plan that puts your business front and centre in Google's spotlight.