What is E-E-A-T? Why is it Crucial for SEO Success?

For years, Google’s Search Quality Rater Guidelines have revolved around E-A-T – Expertise, Authoritativeness, and Trustworthiness. In recent years, Google added another “E” – Experience, forming E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This shift is a key factor in improving search result rankings and is essential for improving SEO performance.

When writing content, especially articles like iPhone reviews, it’s crucial that the author has personally used the product. Similarly, if they’re listing the best restaurants in San Francisco, they should have personally experienced those restaurants. Google’s updated Search Quality Rater Guidelines emphasize how important experience is to content creation.

Here’s how Google defines experience:
“Consider the extent to which the content creator has firsthand or lived experience with the topic. Many types of pages are more trustworthy and effective when created by someone with significant experience.
For example, would you trust a product review from someone who has actually used the product vs. a ‘review’ by someone who has not?”

Beyond experience, Google is now placing an even greater emphasis on trust. The image below highlights how trust is central to E-E-A-T (experience, expertise, authoritativeness).

Trust: The Core of E-E-A-T

According to Google, trust is the most critical component of E-E-A-T. If a page lacks credibility, its E-E-A-T will be considered low, no matter how experienced, well-written, or authoritative the content appears to be.

Experience, expertise, and authoritativeness all influence the trust assessment made by Google’s quality raters. By following guidance around E-E-A-T, you’ll be moving toward earning the trust that Google values in its ranking systems.

Demonstrating Your Brand’s E-E-A-T

To effectively demonstrate E-E-A-T, content creators and brands should focus on these four core components:

  • Experience: Show that your content is created by individuals with firsthand knowledge of the topic. This can be achieved through author bios, behind-the-scenes content, or incorporating personal experiences into the writing.

  • Expertise: Demonstrate your knowledge of the subject by ensuring content is accurate, in-depth, and supported by credible sources and research. Highlight the author’s qualifications to further establish expertise.

  • Authoritativeness: Establish your brand’s authority by consistently publishing high-quality content, securing recognition and endorsements from reputable websites, and enhancing your industry standing.

  • Trustworthiness: Build trust by being transparent about the content’s creators, providing clear and accurate information, maintaining a positive reputation, and adhering to ethical content practices.

How Google’s Quality Raters Assess E-E-A-T

Google’s Search Quality Rater Guidelines include several levels for assessing E-E-A-T, from high to low:

Section 4.5.2: The Lowest E-E-A-T Rating
Google states that if a page has inadequate E-E-A-T, users should avoid using the content. For example, topic pages related to Your Money or Your Life (YMYL) – pages covering critical areas like finance or health – should be considered untrustworthy and rated *lowest* if they lack expertise. This rule applies if the website or content creator has a significantly negative reputation, leading most users to view the page as untrustworthy.

Section 5.1: Insufficient E-E-A-T
In Section 5.1, Google outlines what quality raters should look for when assessing low levels of E-E-A-T:
“Low-quality pages often fail to meet the required E-E-A-T level for the topic.”

Pages lacking experience, expertise, or authoritativeness are likely to receive a poor rating.

By keeping these factors in mind and ensuring that your content consistently demonstrates E-E-A-T, your brand can earn trust, which is central to ranking success.

Google E-E-A-T SEO

Understanding E-E-A-T and Its Impact on Content Quality

Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines play a crucial role in evaluating content quality. The following are common issues that can affect a page’s E-E-A-T:

  • Lack of Experience: If a content creator doesn’t have firsthand experience with the topic, the content may be deemed unreliable. For example, a restaurant review written by someone who has never visited the establishment would likely fail to meet E-E-A-T requirements.

  • Lack of Expertise: Content requiring specialized knowledge should be authored by experts.

  • Lack of Authoritativeness: If the content creator or website isn’t recognized as a trusted source in their field, it may not meet E-E-A-T standards. For example, downloading tax forms from a cooking website is a misguided endeavor—it is not a credible source of tax-related content.

  • Trustworthiness Issues: To be trusted, a website needs to provide clear and transparent information. For example, a shopping website lacking detailed customer service information would likely struggle to gain trust.

Furthermore, Google emphasizes that even a strong reputation cannot fully overcome a lack of E-E-A-T for a specific topic or page. This highlights the importance of expertise, experience, and trust in the content creation process.

Achieving High E-E-A-T

Chapter 7.3 of Google’s Search Quality Rater Guidelines provides insights into how to achieve high levels of E-E-A-T. Experience is paramount in building trust. For many topics, firsthand experience is essential. Social media posts and forum discussions showcasing personal experience are often considered high quality.

For example, appliance reviews, or even sharing tips on music creation—such authentic, experience-based content is highly valued.

Striving for Very High E-E-A-T

For the highest quality content, very high E-E-A-T is required. Chapter 8.3 of Google’s Search Quality Rater Guidelines describes what constitutes a uniquely authoritative source. Content creators recognized as leading experts in their field possess very high E-E-A-T.

Especially when practical experience is a key factor in trustworthiness, experienced content creators are more likely to become the leading experts in that field, resulting in extremely high E-E-A-T. Websites and creators with very high E-E-A-T are the preferred sources for specific topics on the web, making them the most reliable and respected sources of information.

E-E-A-T and AI-Generated Content

The rise of AI-powered tools like ChatGPT has raised questions about the alignment of these technologies with Google’s E-E-A-T guidelines. Since the “Experience” aspect of E-E-A-T refers to firsthand knowledge, AI-generated content may inherently face challenges in meeting this criterion for certain topics.

Google has cautioned against publishing AI-generated content without proper human oversight. While using AI itself doesn’t violate the guidelines, it’s crucial to review the content for accuracy, usefulness, and overall quality to align with Google’s standards.

Experts like Marie Haynes have pointed out that Google is shifting its focus to reward original, high-quality content and penalize low-quality or generic AI-generated content. This trend was evident in the March 2024 core update, which led to the de-indexing of many websites heavily reliant on AI-generated content.

As Google continues to refine its approach, it’s clear that content with high E-E-A-T—whether human-written or AI-assisted—will remain a critical success factor.

Google’s Method for Evaluating AI Content and E-E-A-T: Insights for Content Creators

Google’s recent guidelines regarding the “originality” of AI content indicate that the search engine is actively combating low-quality, generic AI-generated content that does not meet E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) standards. For brands and content creators, the focus should be on leveraging AI to assist in enhancing human-created content, rather than completely replacing it.

AI tools are valuable for supporting tasks such as research, outlining, and even drafting. However, the final content should always be carefully reviewed, edited, and refined by experts with practical experience. This approach combines the efficiency of AI with the E-E-A-T qualities that Google prioritizes. To learn more about how to effectively utilize AI tools, check out our AI Creation Tutorial.

3 Examples of Websites That Embody E-E-A-T

1. Dogster

Dogster.com is a model website that follows E-E-A-T principles in many key areas:

  • Experience: Dogster’s content is authored by qualified professionals, including veterinarians, certified dog trainers, and experienced canine experts. This ensures that the information shared is based on practical expertise.
  • Expertise: The website covers a wide range of topics, from canine health and nutrition to specific breed advice and training tips, demonstrating in-depth subject knowledge.
  • Authoritativeness: By featuring expert authors and collaborating with well-known figures in the canine field, Dogster establishes authority in the field.
  • Trustworthiness: The website provides clear author attribution, links to external resources, and relevant disclaimers. Furthermore, veterinary professionals review much of the content, enhancing its credibility and trust with readers.

2. GadgetMates

GadgetMates is another excellent website example that showcases E-E-A-T principles:

  • Experience: With physical repair shops in Las Vegas and Henderson, Nevada, GadgetMates has extensive experience repairing devices like iPhones, computers, and game consoles. Their practical experience enhances the credibility of their advice and guidance.
  • Expertise: The website’s comprehensive content, including articles, guides, and troubleshooting tips, demonstrates deep technical knowledge about electronics and device repair.
  • Authoritativeness: As a top-rated local repair shop with numerous 5-star reviews on platforms like Google and Yelp, GadgetMates has established itself as an authority in its market, cementing their status as an industry leader. They are known for providing quality device repair services.
  • Trustworthiness: The website features several features that enhance transparency, including customer reviews, clear company details, an “About Us” page, and comprehensive policies. Offering free diagnostics further emphasizes their commitment to customer satisfaction, enhancing their trustworthiness.

3. Homesteading Family

HomesteadingFamily.com is another website that clearly demonstrates E-E-A-T principles in its content:

  • Experience: The website is run by Josh and Carolyn Thomas, who live a self-sufficient homesteading lifestyle on their 40-acre property in Idaho. Their experience growing, preserving, and preparing food for their large family of 11 significantly enhances the credibility of their advice.
  • Expertise: The website offers a rich and diverse range of content, from blog posts to videos and courses, all designed to help readers live a more sustainable lifestyle. The depth and practicality of the content reflect a high level of expertise.
  • Authoritativeness: The Thomas’s hands-on experience, combined with the popularity of their blog, makes Homesteading Family a leading voice in the homesteading community.
  • Trustworthiness: Their content is transparent and informative, building trust with their audience. The website’s honest and authentic approach reinforces their position as a reliable resource in the homesteading community.

Mastering Homesteading Skills with Expertise and Experience

At Art SEO, we understand that homesteading is more than just a lifestyle—it’s an art form that requires dedication, knowledge, and hands-on experience. Our team of experts has spent years honing their craft to provide you with practical and insightful advice rooted in hands-on application and continuous learning. This firsthand experience is at the heart of everything we share, reflecting a deep understanding of the homesteading life.

A Trusted Authority in Homesteading

Over time, Art SEO has solidified its position as a trusted and authoritative resource in the homesteading niche. With a growing library of in-depth articles, an active community, and mentions in top-tier media outlets, our brand has become a go-to for homesteading content. Whether you’re looking for advice on gardening, animal husbandry, or sustainable living, Art SEO is a name that stands out for its expertise and reliability. Our work is frequently cited by other reputable websites, further solidifying our position within the homesteading community.

Building Trust Through Transparency

What sets Art SEO apart is our unwavering commitment to transparency and trust. Our creators proudly share their personal stories, backgrounds, and expertise, so you can trust the information we provide. We offer easy access to our About Us page, and you’ll find high-quality content that is both relevant and informative. Our rigorous content quality standards ensure that everything we publish is backed by reputable sources, and we provide a Privacy Policy and Terms to ensure your experience with us is safe and secure.

E-E-A-T: A Long-Term SEO Strategy

Google’s upgrade from E-A-T (Expertise, Authoritativeness, Trustworthiness) to E-E-A-T (adding Experience) emphasizes the importance of practical experience in content evaluation. This shift emphasizes authentic, real-world expertise. For SEO professionals, this means aligning with E-E-A-T principles can lead to long-term improvements in search performance and user trust.

Key Insights:

  • E-E-A-T doesn’t directly impact rankings, but optimizing for it can significantly improve search visibility over time.
  • Firsthand experience is critical for “Your Money Your Life” (YMYL) topics but is valuable across all niches.
  • To demonstrate E-E-A-T, focus on showcasing author expertise, citing credible sources, and building strong brand authority, all while maintaining transparency with your audience.
  • As AI tools become more prevalent, content must be reviewed and refined by human subject matter experts to align with E-E-A-T standards.

By incorporating these practices into your strategy, your content will not only rank better but also earn the trust of your readers. When you prioritize E-E-A-T, you’re investing in sustainable SEO growth that will continue to deliver results long into the future.

In summary, optimizing your content to reflect high levels of E-E-A-T will position you for lasting success. As search engines continue to prioritize quality and authenticity, this approach will ensure your content remains visible, trustworthy, and valuable to your audience.