Google E-E-A-T 2024: The Ultimate Secret to Boost Your SEO

Google E-E-A-T is a critical factor for anyone serious about SEO success. In this article, OctopusWriters dives deep into what makes Google E-E-A-T so vital for improving your search rankings. Whether you’re a seasoned digital marketer or just starting out, understanding how Expertise, Experience, Authoritativeness, and Trustworthiness impact your site’s visibility could be the game-changer you’ve been looking for.

Ready to unlock the secrets behind better search performance and higher credibility? Keep reading to discover how mastering Google E-E-A-T can transform your SEO strategy.

What is Google E-E-A-T?

The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Introduced by Google as part of its Search Quality Rater Guidelines (SQRG), this concept is crucial for determining the quality and credibility of web content. Originally starting as E-A-T (Expertise, Authoritativeness, and Trustworthiness), the additional “E” for Experience was added in 2022 to emphasize the importance of first-hand experience in content creation.

Experience highlights how vital it is for content creators to have direct, real-world experience with the topics they write about. This shift is particularly significant for industries categorized under Your Money or Your Life (YMYL), where the content could impact a person’s health, financial stability, or well-being.

Though E-E-A-T is not a direct ranking factor in Google’s search algorithm, it heavily influences how human raters evaluate the quality of search results. Google uses the feedback from these raters to inform future algorithm updates, meaning E-E-A-T indirectly improves a site’s search performance when optimized effectively.

Google E-E-A-T is used by Quality Raters, who assess whether the search engine results display high-quality, relevant information. E-E-A-T is not a direct ranking signal, but rather a guideline that evaluates how well a site meets Google’s standards of quality and relevance. Implementing E-E-A-T principles in content creation helps website owners meet these expectations and improves their content’s trustworthiness in the eyes of Google.

Since the concept’s inception in 2014, E-E-A-T has undergone multiple updates, the most notable being the addition of Experience in 2022. As Jennifer Slegg highlighted, one major change was the requirement for raters to assess not just the site’s reputation, but also the content creator’s reputation. Google places high value on content created by individuals or organizations with strong, positive reputations.

Clearing Up Misconceptions About Google E-E-A-T

Google E-E-A-T, despite its significance in the SEO world, is often misunderstood or misinterpreted. Let’s dispel some common myths and clarify what Google E-E-A-T truly represents.

Myth #1: Google E-E-A-T is Not a Ranking Factor

While Google E-E-A-T plays a critical role in assessing content quality, it is not a direct ranking factor in Google’s algorithm. The concept was introduced in 2014 under the original E-A-T framework, now expanded to include Experience. This expansion emphasizes the importance of first-hand experience in certain types of content.

Google’s Quality Rater Guidelines are employed by independent raters who assess how well content meets search intent. They evaluate the quality based on expertise, authoritativeness, and trustworthiness (E-E-A-T). However, these evaluations do not directly impact rankings. Instead, they help Google refine its algorithms to deliver high-quality results worldwide.

So, while Google E-E-A-T doesn’t function as a traditional ranking factor, it’s still crucial for building trust and offering the kind of user-centric content that resonates with audiences. When visitors trust your content, they’re more likely to engage, boosting your website’s overall performance.

Myth #2: Google E-E-A-T is Not a Simple Checklist

One of the most common misconceptions is that Google E-E-A-T can be broken down into a simple, one-size-fits-all checklist. In reality, demonstrating E-E-A-T will differ depending on the niche and type of content. What works for one business or website may not apply to another.

When Google added “Experience” to the E-A-T framework in December 2022, it signaled the growing importance of practical, real-world knowledge. Consumers want to hear from people who have been there and done that. First-hand experience is just as valuable as formal expertise for certain topics. For example, websites like Epic Gardening, built by Kevin Espiritu, demonstrate this perfectly. Despite having no formal qualifications in horticulture, Espiritu shared his gardening experiences and built a successful, authoritative site.

Google’s emphasis on experience highlights how real-world involvement can often be more compelling than academic credentials, particularly in niche areas. However, the trust factor (the “T” in E-E-A-T) remains the cornerstone. Without trust, even content rich in expertise and experience loses its impact.

The Role of Trust in Google E-E-A-T

Trust forms the foundation of Google E-E-A-T, and it extends beyond what is said on your website. It’s equally important to consider how your reputation is perceived off-page. Building trustworthiness isn’t just about self-promotion but also about external validation. This could be in the form of backlinks, reviews, and what others in the industry say about you.

By ensuring that both on-page and off-page signals reflect experience, expertise, authoritativeness, and trustworthiness, websites can create a holistic representation of their credibility. This strategy allows Google to confidently rank content, knowing that users are getting trustworthy and valuable information.

Understanding the Difference Between E-E-A-T and E-A-T

In December 2022, Google made an important update to its content quality guidelines by evolving E-A-T (Expertise, Authoritativeness, and Trustworthiness) into Google E-E-A-T, with the addition of “Experience.” This change reflects the increasing importance Google places on first-hand knowledge in evaluating the reliability of online content.

The introduction of Experience allows Google E-E-A-T to more accurately assess the credibility of certain types of content, particularly those where personal involvement adds value. For example, a product review written by someone who has actually used the product carries more weight than one based solely on second-hand information.

By incorporating Experience into the framework, Google ensures that its Quality Raters have a more comprehensive way to evaluate content quality, particularly in areas where first-hand knowledge can significantly impact the trustworthiness and relevance of the information.

The Importance of Google E-E-A-T for High-Quality Content

Google E-E-A-T plays a crucial role in ensuring that search results are reliable, trustworthy, and valuable for users. By prioritizing these factors, Google aims to deliver content that meets the highest standards of quality and credibility, benefiting both users and content creators.

This framework is especially important for Your Money or Your Life (YMYL) topics, where trust in the information provided is vital. Whether the subject involves health, finances, or safety, content from those with genuine experience is seen as more dependable. However, the impact of Google E-E-A-T extends beyond just YMYL pages. Users appreciate content from those who have first-hand knowledge and experience, whether it’s for product reviews, travel guides, or technical tutorials.

For example, a review of the latest iPhone from someone who has actually used the device will be viewed as more credible than one from someone who has not. The same applies to restaurant reviews, travel experiences, or expert tutorials—first-hand experience enhances trust and reliability.

Google’s Search Quality Rater Guidelines highlight that trust is at the center of Google E-E-A-T. No matter how authoritative or expert a page may appear, if it lacks trust, it will score poorly. Experience, expertise, and authoritativeness all serve to reinforce the trustworthiness of content, making it a key factor in ensuring that the information provided is accurate and reliable.

By adhering to these principles, content creators are well on their way to building the level of trust that Google’s quality raters seek, enhancing their credibility and visibility online.

Are E-E-A-T Factors Considered Search Ranking Factors?

The question of whether Google E-E-A-T factors are direct ranking elements is often debated within the SEO community. As highlighted by Cyrus Shepard in a Whiteboard Friday video, opinions on this subject vary, even among SEO experts and Google representatives.

There are three prevailing perspectives on this topic.

The first school of thought argues that a ranking factor should have a measurable and direct impact on a page’s position in search results. For instance, if re-optimizing a URL leads to a noticeable increase in rankings, this action is considered a clear ranking factor. Since some Google E-E-A-T elements, such as trustworthiness or experience, are challenging to quantify, proponents of this viewpoint believe these factors should not be classified as direct ranking signals.

The second viewpoint suggests that Google’s algorithm is far too complex for us to pinpoint ranking factors with absolute certainty. Instead, behaviors associated with higher rankings, particularly after updates like the 2012 Panda update, offer clues. Panda, for example, used machine learning to reward trustworthy sites. In this context, Google E-E-A-T appears to influence rankings, even if not as a direct factor.

The third perspective holds that anything capable of improving rankings should be considered a ranking factor, even if not explicitly used in Google’s algorithm. For example, social media shares might not directly boost rankings, but they can lead to backlinks, which ultimately improve search performance. In the same way, Google E-E-A-T factors, though not part of the algorithm, could have an indirect effect on rankings by fostering trust and authority, leading to more links and better visibility.

Demonstrating Google E-E-A-T: A Guide to Building Credibility

When it comes to SEO, meeting Google E-E-A-T standards is essential for building content that ranks well and earns user trust. But what does it take to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness? The good news is that many website administrators, SEOs, and marketing teams are already incorporating E-E-A-T without even realizing it.

A study from Stanford’s Persuasive Technology Lab offers 10 guidelines for improving web credibility, which align closely with Google’s E-E-A-T standards. These include ensuring your content is easy to verify, showing that real people with qualifications stand behind your site, and maintaining a professional, user-friendly design. All these steps help to convey trust and authority.

Let’s break down how to practically demonstrate Google E-E-A-T across its core components.

Experience

Experience is all about first-hand knowledge—particularly important in a digital world increasingly influenced by AI-generated content. Human experience provides insights that AI cannot replicate. This might explain why Google added “experience” to its guidelines soon after the rise of AI content generators like ChatGPT. Sharing the human faces behind your content and illustrating personal involvement in the topics you cover can help differentiate your content.

To do this, make sure to highlight the people and organizations behind your site. A detailed “About Us” page that shares team credentials or qualifications can go a long way in proving experience. Think about what makes you trust a service or product and reflect that same level of transparency in your digital presence.

Expertise

Expertise speaks to the depth of knowledge shown in your content. Google looks for clear evidence that the writer or content creator is an expert on the subject matter. While some articles may still rank highly without a known author, as seen with WordStream’s top-ranking content on Google E-E-A-T, it’s always wise to showcase the expertise of the individuals behind your content.

Incorporate author bios that highlight their qualifications, experience, and social media presence. You can also use structured data, such as a Person schema, to further detail professional credentials. Demonstrating expertise not only boosts user trust but also signals to Google’s algorithms that your content is credible and well-researched.

Authoritativeness

Authoritativeness refers to the recognition of your website or content creator as a trusted and credible source on a particular topic. Building authority is a multi-faceted process that includes establishing a strong content foundation, earning backlinks from other reputable sites, and creating a solid personal or digital brand. These elements all work together to signal to Google and users that your website is reliable and knowledgeable.

To truly demonstrate authoritativeness, you need a well-developed content strategy. This involves creating a content architecture that covers all relevant aspects of a topic, answering any potential questions your audience may have. For example, if you’re an SEO consultant, covering various subtopics like keyword research, technical SEO, and backlinks will help establish you as an authority in the field.

But being an authority isn’t just about publishing a lot of content; it’s about publishing quality content that thoroughly addresses user intent. Google recognizes websites that cover their topics in-depth, and this can lead to higher rankings and more visibility. A website with a robust content structure that anticipates the needs of its audience will naturally earn higher authority in Google’s eyes.

Backlinks from Authoritative Sites

Although backlinks don’t carry as much weight as they once did, they still play a critical role in demonstrating authoritativeness. When a well-respected website links to your content, it serves as a strong signal to Google that your site can be trusted on a particular topic. This is especially important when the linking website is recognized as an authority in the same niche.

For instance, a site like Search Engine Land, which is highly authoritative in the SEO industry, holds a significant presence on Google. If Search Engine Land links to your SEO article, it signals to Google that your content is valuable and trustworthy, thus increasing your site’s authority on SEO topics. In this way, backlinks still provide a boost in establishing your authority, especially when they come from respected sources in your industry.

However, it’s important to remember that topical authority matters more than domain authority. Google is looking for signals that you are an authority within your niche. A backlink from a site that is relevant to your industry will have more impact than a backlink from a high domain authority site that’s unrelated to your topic.

Building a Digital Profile or Personal Brand

Another way to demonstrate authoritativeness is by building a strong personal brand or digital profile. This involves establishing yourself as a go-to expert in your niche. A great example of this is Sara Taher, a Canadian SEO consultant whose knowledge panel on Google clearly identifies her expertise in SEO. Taher’s panel showcases her social media links and authored content, which further reinforces her authority on SEO topics.

By creating a digital footprint that includes contributions to authoritative websites, social media engagement, and personal branding, you can solidify your standing as an expert in your field. Google recognizes and values individuals or organizations that actively contribute to their industries and demonstrate consistent, reliable expertise.

Trustworthiness

Trustworthiness is the cornerstone of Google E-E-A-T, and it ties together experience, expertise, and authoritativeness. Trust is developed over time by consistently delivering high-quality, accurate, and user-friendly content. Ensuring that your site is free of errors, easy to navigate, and regularly updated is crucial for maintaining trust.

Users want to engage with sites they can rely on, and Google prioritizes trust above all else. For example, even if a website shows high levels of experience or authority, if it lacks trust, it will still rank poorly in Google’s eyes. Therefore, building trustworthiness should be at the heart of any SEO strategy.

A Closer Look at Google’s Search Quality Rater Guidelines

Google E-E-A-T plays a vital role in how Google evaluates the quality of websites, but it’s essential to understand how this fits within Google’s Search Quality Rater Guidelines. Since making these guidelines public in March 2013, Google has provided an invaluable resource for webmasters to gain insight into what constitutes a high-quality website. However, it’s important to note that the quality raters themselves do not have the power to directly change search rankings.

Google uses the feedback from quality raters in much the same way a restaurant might use customer feedback cards. These raters assess search results based on their alignment with Google E-E-A-T principles, and the data collected is used to refine the search algorithms. While the scores and insights from quality raters do not affect search rankings directly, they help Google ensure that the algorithm delivers results that meet the desired standards of quality, relevance, and trustworthiness.

The Quality Rater Guidelines are not a step-by-step guide to Google’s algorithm updates. Rather, they provide a framework for understanding how Google assesses content quality, particularly as it relates to Google E-E-A-T. In times of core updates, Google advises webmasters to focus on how these raters evaluate good content. By aligning your content with the principles outlined in the guidelines, you stand a better chance of improving your site’s performance in search results.

Key E-E-A-T Google Updates in the 2022 Google Quality Rater Guidelines

The December 2022 update to Google’s Quality Rater Guidelines brought several significant changes that align closely with the principles of Google E-E-A-T. These updates reflect Google’s growing emphasis on experience, expertise, authoritativeness, and trustworthiness in assessing website content. Let’s break down the most important sections of these updates and explain their relevance.

Understanding the Website – Section 2.5

One key update in the 2022 guidelines is the increased importance of understanding who operates and contributes to a website. Raters are directed to identify the people or organizations responsible for both the website itself and its content. This means that Google E-E-A-T now emphasizes the reputation of individual content creators as well as the site as a whole.

This shift highlights how crucial it is for both Google and users to know who is behind the information they are consuming, reinforcing the idea that websites must be transparent about ownership and content creation to build trust.

Assessing Overall Page Quality – Section 3.0

The overall page quality rating section received a major revision, with a new three-step process that underscores the importance of Google E-E-A-T, particularly for Your Money or Your Life (YMYL) content.

The three-step approach involves:

• Evaluating the purpose of the page and how harmful or deceptive it might be.
• Assessing whether the page has the potential to cause harm or appears untrustworthy.
• If the page is deemed not harmful, the final quality rating is based on how well it fulfills its intended purpose.

This revision shows Google’s heightened focus on protecting users from unreliable or harmful content, especially in YMYL categories, while emphasizing the necessity of trustworthiness, a core element of Google E-E-A-T.

Quality of Main Content – Section 3.2

In the latest update, Google shifted the focus from how long content takes to produce to its originality. This change is aligned with Google’s increased efforts to reward original, high-quality content that offers unique insights not found elsewhere.

The emphasis now lies in demonstrating the effort and thought put into content creation, with a particular focus on avoiding automation or low-effort practices. Originality has become a key measure of quality, which fits into the Google E-E-A-T framework by ensuring that content is valuable, insightful, and carefully curated.

Reputation of Websites and Content Creators – Section 3.3

Another significant update in the guidelines is the expanded consideration of the reputations of both websites and individual content creators. Raters are now instructed to evaluate a creator’s reputation based on the specific content they are producing. This means that a website may be authoritative in one area but not necessarily in another.

This nuanced approach encourages raters to assess each piece of content within its specific context, rather than assuming that a site or creator is universally trustworthy. It further reinforces the need for content creators to build credibility and demonstrate their authority, aligning with Google E-E-A-T.

Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) – Section 3.4

The 2022 guidelines introduced the “experience” component to Google E-E-A-T, especially focusing on product reviews and content that benefits from first-hand knowledge. Experience now stands alongside expertise, authoritativeness, and trust as a key factor in how content is evaluated.

By incorporating experience, Google aims to ensure that content creators have the real-world knowledge necessary to provide accurate and trustworthy advice. This is particularly important for YMYL topics, where personal experience adds an additional layer of credibility and trust to the information provided.

Understanding YMYL and Its Impact on Google E-E-A-T

YMYL stands for Your Money or Your Life, and it encompasses topics that can directly affect the health, well-being, safety, or financial stability of individuals. Contrary to its name, YMYL isn’t just about financial matters but also includes any content that could significantly influence a person’s life, either positively or negatively. This is where Google E-E-A-T plays a crucial role, as content on YMYL topics must meet the highest standards of experience, expertise, authoritativeness, and trustworthiness.

What Qualifies as YMYL?

Certain industries clearly fall under YMYL topics, including car insurance, banking, medical advice, law, retirement planning, investments, and news on critical subjects like politics and social services. However, YMYL also extends to content where misinformation or inaccuracies could lead to harm, even indirectly. This means that if someone views incorrect advice and it affects their health, finances, or safety—or impacts others or society—the content falls under YMYL scrutiny.

For example, Google’s Search Quality Rater Guidelines (December 2022) differentiate between topics based on their potential harm. Some examples of clear YMYL topics include evacuation routes during a tsunami or advice on when to go to the emergency room, while topics like music award winners or opinions on a rock band are far less likely to be classified as YMYL.

How Google Assesses YMYL Topics

Google assesses YMYL content using two main criteria:

1. Harmful or dangerous topics: Content directly associated with dangerous acts, such as self-harm, violence, or criminal activities, is immediately flagged as YMYL.
2. Potential for harm due to inaccuracy: In cases where inaccurate or untrustworthy information could cause serious harm, such as health advice, financial tips, or safety instructions, the content is treated as YMYL.

For any YMYL content, Google E-E-A-T is essential. Google scrutinizes whether the content is trustworthy by assessing its alignment with E-E-A-T principles. This is especially important for topics that involve health and safety, financial security, or public interest, where inaccuracies could have serious consequences.

The Role of Google E-E-A-T in YMYL Content

Given the importance of YMYL topics, Google imposes stricter guidelines on these sites to ensure that users are receiving reliable and expert advice. This is where Google E-E-A-T comes into play. For any YMYL-related content to rank well, it must demonstrate clear signals of experience, expertise, authoritativeness, and trustworthiness. Without these elements, a website or webpage is unlikely to gain Google’s trust and will not rank highly in search results.

For example, websites providing medical advice or financial guidance are held to the highest level of scrutiny under Google E-E-A-T guidelines. If content creators fail to show that they have the necessary experience or expertise in the subject, or if their website lacks authority and trust, their content will likely be penalized in search rankings.

Balancing Experience and Expertise in YMYL Topics

When it comes to Your Money or Your Life (YMYL) topics, different types of content may require different levels of Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Some content benefits from personal, first-hand experiences, while other content demands the expertise of professionals. Understanding when to emphasize experience over expertise is key to crafting high-quality, trustworthy content.

Experience vs. Expertise in YMYL Topics

YMYL content can vary widely depending on the topic at hand. Some subjects require expert input, while others benefit from personal experiences that resonate with audiences. Below is a table that outlines how Google E-E-A-T evaluates content depending on the subject matter.

YMYL Topics	Valuable Sharing of Life Experience	Information or Advice Best Left to Experts
Sleep challenges when pregnant	Non-medical tips shared by individuals who have personally dealt with sleep issues during pregnancy, such as how to use pillows for comfort.	Advice on which sleep medications are safe to use during pregnancy.
Liver cancer treatment	Forum discussions where individuals respectfully share their personal experiences coping with liver cancer treatments.	Professional advice on different treatment options and life expectancies for liver cancer.
Filling out tax forms	A humorous video created by a non-expert discussing the frustrations of doing taxes.	Detailed instructions on how to correctly fill out tax forms, requiring expert input.
Saving for retirement	Reviews of retirement saving services by people with first-hand experience using them.	Expert financial advice on investing for retirement, such as asset allocation and savings strategies.
How to vote	A personal social media post explaining why the author believes voting in local elections is important.	Authoritative information about voter eligibility or how to register to vote.

Other Considerations for YMYL Websites

For YMYL sites, Google E-E-A-T is a critical factor in establishing credibility, but it isn’t the only consideration when building online visibility. With evolving technology and audience behaviors, YMYL sites must also focus on various strategies to build relationships and maintain trust with their customers.

Building Brand Loyalty

In industries like insurance or finance, brand loyalty can be hard to achieve as price often drives consumer decisions. YMYL sites need to focus on building long-term relationships with customers through tactics such as:

• Email marketing: Regularly sharing valuable, informative content to keep your brand top of mind.
• Social media: Engaging with customers beyond just promoting products to foster a deeper connection.
• Digital PR: Covering topics beyond your product offering to create broader interest among your audience.
• Content marketing: Providing helpful, educational, or entertaining content to build a relationship with your audience and encourage repeat business.

Personal Recommendations and Referrals

Personal recommendations hold significant value for YMYL topics, where trust is paramount. A referral from a trusted friend or family member can instill confidence in potential customers. Some effective tactics include:

• Implementing referral schemes to incentivize customers to recommend your services.
• Leveraging social media advertising to reach similar audiences who are connected to your current customers, increasing conversion and loyalty by emphasizing shared positive experiences.

Optimizing SERP Features

In the digital landscape, content creation isn’t just about providing useful information on your site; it also plays a role in dominating Google’s search results pages (SERPs). Optimizing content for featured snippets, such as “people also ask” boxes, is a powerful way for YMYL sites to offer valuable explanations of complex topics and answer common questions. High-quality content that aligns with Google E-E-A-T not only helps with ranking but also provides your audience with credible, authoritative information.

Understanding the Levels of Google E-E-A-T

Google E-E-A-T exists on a spectrum, with some websites demonstrating higher levels of experience, expertise, authoritativeness, and trustworthiness than others. Google’s Search Quality Rater Guidelines provide insight into what different levels of E-E-A-T look like, allowing webmasters to assess and improve their content over time. While reaching the highest level of Google E-E-A-T is the goal, it’s important to recognize that building this trust and authority takes time, sometimes years.

Most websites won’t fall into the lowest E-E-A-T category if they focus on providing genuinely helpful content. However, achieving high E-E-A-T can be challenging, and website owners must work toward sharing valuable knowledge and creating topical clusters that serve their audience throughout their journey.

Lowest Level of E-E-A-T

Websites with the lowest Google E-E-A-T tend to appear spammy and offer a poor page experience. These sites often have obstructed or hidden main content (MC) and are seen as deceptive. Pages at this level typically display characteristics such as:

• Inadequate information about the website or content creator.
• Deceptive purpose, page design, or intent.
• Obscured or blocked main content.
• Features associated with scams, malicious downloads, or harmful behavior.

Any website designed to manipulate users into actions that harm themselves or others will fall into this category. The lack of trust and transparency on these pages results in the lowest possible E-E-A-T score.

Lacking E-E-A-T

Websites that lack E-E-A-T may have a positive reputation in some areas but fail to meet expectations in others, especially when it comes to topical relevance. For instance, a website known for cooking content that offers tax form downloads would lack E-E-A-T for that topic. Even if the site is generally trustworthy, the lack of expertise in tax-related content reduces its trustworthiness in this instance.

Common traits of sites lacking E-E-A-T include:

• Content creators lacking adequate experience, such as a restaurant review written by someone who hasn’t dined there.
• A lack of expertise in the subject matter, such as skydiving advice from someone without training.
• Pages that are not trustworthy for their purpose, such as a shopping page with little customer service information.

If a website lacks Google E-E-A-T for its specific topic or purpose, it will be rated low, regardless of its overall reputation.

High Level of E-E-A-T

Websites with a high level of Google E-E-A-T consistently demonstrate experience, expertise, authoritativeness, and trust. These sites are trustworthy and provide valuable, well-researched content. Pages that achieve high E-E-A-T often include content from news sites, government resources, small businesses, and blogs that align with their areas of expertise.

Reaching this level requires effort and dedication, but it’s achievable for websites across various niches. The focus should be on delivering high-quality content that aligns with user needs and demonstrates the necessary knowledge to earn user trust.

Very High Level of E-E-A-T content

At the very highest level of Google E-E-A-T, websites offer content that is accurate, original, and satisfying to the user’s search intent. These pages stand out for their depth of knowledge and expertise, showcasing a high level of effort, originality, and skill. Google’s rater guidelines describe several types of very high E-E-A-T content:

• News: Original reporting that provides information not available elsewhere, with a focus on accuracy, depth, and investigative effort.
• Artistic content: Unique and original creations that require significant talent and skill, especially when related to YMYL (Your Money or Your Life) topics.
• Informational content: Comprehensive, accurate, and clearly communicated information that meets expert consensus, where appropriate. The expectations for informational content may vary by subject, from scientific papers to hobby-related blog posts.

For websites aiming to achieve the highest level of Google E-E-A-T, the key is consistency in quality, usefulness, and expertise. Pages should reflect a high level of knowledge and commitment to the user, ensuring that every piece of content meets the appropriate standards for its field.

The Risks of Fake Google E-E-A-T

As Google E-E-A-T has become a crucial factor in determining content quality and ranking potential, some webmasters have attempted to manipulate the system by creating fake E-E-A-T signals. These deceptive practices aim to trick Google into ranking websites higher than they deserve, but the risks associated with fake E-E-A-T are significant.

Fake E-E-A-T occurs when a website falsely claims to have the required experience, expertise, authoritativeness, and trustworthiness. This can take several forms, including:

• Fake author profiles: Using AI-generated profile pictures or creating profiles for individuals who don’t exist.
• False claims of expertise: Stating that content creators are experts in their field when they lack the qualifications or experience.
• Misleading fact-checking statements: Asserting that articles have been fact-checked when they haven’t been reviewed by qualified professionals.
• Fake addresses: Listing false physical addresses to give the appearance of legitimacy.
• False expert reviews: Claiming that content has been reviewed by experts when it has not.

Fortunately, Google E-E-A-T has systems in place to detect and penalize websites that use these deceptive tactics. The October 2023 core algorithm update, in particular, targeted websites with fake E-E-A-T, leading to significant drops in rankings for those attempting to exploit the system.

Google’s algorithms continue to evolve, and the use of fake E-E-A-T signals is becoming increasingly risky. As the search engine improves its ability to assess genuine trustworthiness, expertise, and authority, websites that engage in these practices face greater consequences. Instead of boosting rankings, fake E-E-A-T will likely harm a website’s SEO performance.

Evaluating Google E-E-A-T in Your Content – Google E-E-A-T Guidlines

When it comes to Google E-E-A-T, there isn’t a direct way to measure or monitor it as we might with other SEO metrics. However, user engagement remains a key indicator of content quality, and ensuring that your website demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness is essential for long-term success. Let’s explore how you can enhance Google E-E-A-T by focusing on technical excellence, content quality, expertise, and building authority.

Achieving Technical Excellence

The technical foundation of your site is crucial for supporting Google E-E-A-T. First, make sure your website operates securely, starting with an SSL certificate that ensures your site uses HTTPS. A secure site not only protects users but also signals to Google that your platform is trustworthy.

Beyond security, your website must be accessible across devices and offer a seamless experience. Any technical errors, from poorly formatted sitemaps to overly gated content or problematic JavaScript implementations, can hinder Google’s ability to crawl and index your site. Ensuring that your site is fully functional and optimized for Google’s crawlers is key to improving your E-E-A-T standing.

Curating Content for Quality and Relevance

When it comes to content, quality and relevance are paramount for Google E-E-A-T. It’s not about producing endless volumes of content but rather auditing existing content to ensure it serves your audience effectively. Aim to reduce unnecessary complexity, highlight important information with bold or bullet points, and use visual elements to make content more digestible.

Be mindful of “thin content,” which Google deems low-quality. Pages that lack depth or expertise, or have clickbait titles and minimal valuable content, may suffer in search rankings. A good strategy to identify such content is to review “Crawled, not indexed” pages in Google Search Console—these are often flagged for not meeting quality standards.

Moreover, consider the authorship of your content. Ensure the credentials of your writers or the brand are clearly displayed, and link to authoritative sources when referencing data. Using schema.org structured data can help reinforce the credibility of your authors, contributors, and overall organization.

Demonstrating Expertise

To enhance Google E-E-A-T, showcasing the expertise of your authors is essential. If your business lacks public spokespeople, you may miss an opportunity to build trust both with users and Google. Assigning spokespeople for your brand, as seen with Go Compare’s use of niche-specific experts, helps establish authority both on and off-site.

In industries like YMYL (Your Money or Your Life), demonstrating expertise is critical. For example, Healthline prominently displays its medical reviewers, ensuring users know that content is fact-checked by qualified professionals. Peer reviews, accreditation, and linking to reputable sources further enhance the perceived expertise of your content.

Building Authoritativeness

Links pointing to your website play a significant role in how Google E-E-A-T is evaluated. A strong backlink profile filled with links from trustworthy, authoritative sites will boost your site’s reputation. However, obtaining backlinks through unethical means—such as paid links—can harm your site’s credibility.

Instead, focus on earning natural backlinks from relevant, high-quality sites through content creation, digital PR, and thought leadership. These efforts help position your site as an authoritative resource within your niche.

Building Trustworthiness

Trustworthiness is a core element of Google E-E-A-T, and user reviews and ratings are a great way to showcase it. Platforms like TrustPilot or Google My Business reviews offer transparent feedback from real users, providing both Google and potential customers with quantifiable evidence of your brand’s trustworthiness. Positive reviews and high ratings not only enhance your online reputation but also help Google view your site as a reliable source.

Is Google E-E-A-T SEO More Critical for Certain Organizations?

While all website owners should aim to meet Google E-E-A-T standards, it is especially important for organizations operating in Your Money or Your Life (YMYL) categories. These industries, including finance, healthcare, and law, handle content that can significantly impact people’s lives, making it crucial for them to adhere to the principles of Google E-E-A-T.

For YMYL organizations, factual accuracy, trustworthiness, and security are vital. When users seek financial advice, medical information, or legal guidance, they expect high-quality, reliable content. The stakes are far higher than when someone is simply browsing for entertainment, such as looking at photos of animals.

To strengthen Google E-E-A-T signals, YMYL organizations should focus on incorporating expert voices into their content. As recommended by industry experts like Lily Ray, leveraging professionals to create or review content helps enhance credibility. Additionally, Rebecca Moss emphasizes the importance of using digital PR strategies to further boost Google E-E-A-T by building authoritative backlinks and increasing trust through high-quality media exposure.

SEO Studies on Google E-E-A-T Score: What You Need to Know

Yes, there have been several SEO studies examining Google E-E-A-T and its impact on search rankings. While some of these studies predate the addition of “Experience” to the E-E-A-T framework in 2022, they still provide valuable insights into how these principles influence SEO. Below are some notable studies that can help you better understand Google E-E-A-T and its role in improving content quality and rankings:

• 5 Things I Learned About E-A-T by Analyzing 647 Search Results: This study explores key findings from analyzing hundreds of search results, offering practical takeaways on how E-A-T impacts rankings.
• Impact of Authorship Content on E-A-T Signals: Focusing on the influence of authorship, this study shows how associating content with reputable authors boosts E-A-T signals and overall content credibility.
• What Does It Mean to Have Good E-A-T?: This piece breaks down what makes content meet Google E-E-A-T standards and how to build trust, authority, and expertise into your site.
• How a Medical EAT SEO Strategy Increased Organic Revenue by 300%: Highlighting the results of an E-A-T-driven SEO strategy in the medical field, this case study demonstrates how focusing on E-A-T principles can dramatically increase organic traffic and revenue.

Google E-E-A-T and AI-Generated Content: How They Align

With the rise of advanced AI tools like ChatGPT, there has been increased focus on how AI-generated content fits within Google E-E-A-T guidelines. Since the “E” in Google E-E-A-T stands for Experience, content created solely by AI may fall short in meeting the criteria for certain topics, particularly those requiring first-hand expertise or personal experience.

Google has advised that while using AI to generate content is not inherently against its guidelines, AI-generated content must still be reviewed and edited by humans to ensure accuracy and usefulness. The content must comply with Google E-E-A-T standards, meaning it should demonstrate quality, originality, and relevance.

Marie Haynes, a well-regarded expert on Google E-E-A-T and search quality, has noted that Google is increasingly rewarding original, high-quality content, while devaluing generic or low-quality AI content. This became particularly evident after Google’s March 2024 Core Update, which resulted in the deindexing of many websites containing large amounts of AI-generated content that lacked originality and did not meet Google E-E-A-T requirements.

For content creators and brands, the key takeaway is to use AI as a tool to assist with research, outlining, or drafting, but not to rely on it entirely. Human expertise is still essential to maintain the qualities of experience, expertise, authority, and trustworthiness that Google E-E-A-T demands. Content should always be reviewed, enhanced, and verified by a human expert with real-world experience to align with Google’s expectations.

4 Websites for Google E-E-A-T examples

Dogster

Dogster.com is a prime example of a website effectively demonstrating Google E-E-A-T through its content on canine care.

• Experience: Articles are authored by professionals like veterinarians and dog trainers, providing real-world expertise based on personal experiences.
• Expertise: The site covers a wide range of dog-related topics, from health and nutrition to training, with comprehensive and informative content.
• Authoritativeness: Dogster’s status as a trusted resource in the dog community, combined with expert contributions, strengthens its authority.
• Trustworthiness: Clear author bylines, external resources, and content reviews by veterinarians build trust with readers.

GadgetMates

GadgetMates stands out as a strong example of Google E-E-A-T in the tech repair industry.

• Experience: As a physical repair shop with years of firsthand experience, GadgetMates specializes in fixing various electronics, reinforcing their practical knowledge.
• Expertise: The site offers detailed guides and technical advice on device repairs, showcasing a deep understanding of electronics.
• Authoritativeness: With top ratings on platforms like Google and Yelp, GadgetMates is trusted by its local community for reliable service.
• Trustworthiness: Transparent customer reviews, detailed contact info, and warranties on services contribute to their credibility.

Homesteading Family

Homesteading Family is a standout website in the homesteading niche, demonstrating Google E-E-A-T principles.

• Experience: The site’s creators, Josh and Carolyn Thomas, live a self-sufficient lifestyle on their 40-acre property, lending genuine experience to their content.
• Expertise: The site’s blog posts, videos, and courses display a wealth of knowledge on homesteading, gained through years of hands-on practice.
• Authoritativeness: With a well-established presence through a popular YouTube channel, podcasts, and media appearances, the site holds authority in its niche.
• Trustworthiness: The personal stories, open identities, and well-documented content, along with a privacy policy, enhance the site’s trustworthiness.

NerdWallet

NerdWallet is an excellent example of a website that effectively demonstrates Google E-E-A-T in the financial advice industry.

• Experience: NerdWallet’s content is created by financial experts and professionals who have extensive experience in banking, personal finance, and investments. This ensures the advice is grounded in real-world financial experience.
• Expertise: The site covers a wide range of financial topics, including credit cards, loans, and investing. The detailed guides and resources reflect a high level of subject matter expertise that is valuable for users making important financial decisions.
• Authoritativeness: As a well-established authority in personal finance, NerdWallet is frequently cited by major news outlets. Its reputation as a go-to source for financial advice strengthens its authoritative standing in the industry.
• Trustworthiness: NerdWallet provides transparent information on how it makes money, offers disclaimers, and regularly updates its content to maintain accuracy. The site includes clear author bylines, editorial standards, and privacy policies, all of which build trust with its audience.

12 Practical Tips to Strengthen and Demonstrate Google E-E-A-T

Building Google E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) into your website doesn’t have to be a challenge. Below are seven practical strategies to help align your site with Google E-E-A-T standards and enhance your online presence.

Leverage Experts and First-Hand Experience

Ensure your content is authored by individuals who have genuine expertise or experience in the topic. Whether it’s an in-house expert or a qualified external source, having someone with credible knowledge behind your content significantly boosts trust. Avoid publishing content under anonymous profiles or generic usernames like “admin”—instead, showcase real authors and their credentials.

Add Unique Value to Stand Out

To rank well under Google E-E-A-T, go beyond simply rehashing existing content. Use your experts to add new insights or perspectives, creating information that fills gaps in existing content. This helps establish your authority by offering something unique to users, which enhances your overall content relevance.

Establish a Positive Brand Reputation

A positive reputation is critical for demonstrating Google E-E-A-T. Encourage reviews on platforms like Trustpilot or Google Business Profile, and display them prominently on your website. Respond to both positive and negative reviews transparently to build trust and show your commitment to customer service.

Diversify Beyond Written Content

While written content is essential, expanding your reach through guest appearances on podcasts, webinars, or industry events adds to your Google E-E-A-T credentials. This helps establish your expertise beyond your own site and reinforces your brand’s authority in the field.

Make Author Backgrounds Easy to Find

Users should easily see who authored the content and what their qualifications are. Create detailed author profile pages that include background information, areas of expertise, and links to their published work. Use schema markup to communicate these details directly to search engines, further enhancing Google E-E-A-T.

Gain Press Coverage for Authority

Getting your brand and experts featured in reputable publications strengthens your site’s Google E-E-A-T. By offering insights or comments to journalists, you not only help publications improve their trustworthiness but also build your brand’s authority with valuable backlinks from credible sources.

Improve Your About Us Page

Your About Us page plays a crucial role in showcasing your brand’s story, values, and expertise. Include detailed information about your company’s history, team, unique selling points, and any awards or accreditations to highlight your trustworthiness and authority.

By implementing these strategies, your site will demonstrate stronger Google E-E-A-T, leading to improved trust and visibility in search results.

Demonstrate Basic Business Trust Factors

To build Google E-E-A-T, it’s essential to include fundamental trust factors that visitors expect from any credible business website. Pages like Terms and Conditions, Privacy Policy, Cookie Policy, and Returns Policy are not just legal requirements but signals of transparency and professionalism. Additionally, clear contact details, such as a business phone number, email, and physical address, are crucial for trust. The absence of these basic elements could lead visitors to doubt your site’s legitimacy, making it appear untrustworthy.

Cite Sources in Your Content

A critical aspect of demonstrating Google E-E-A-T is to clearly cite your sources. Whether you’re referencing data or facts, always link to the original research or source material. This transparency not only builds trust with users but also signals to Google that your content is backed by reputable information. If the information comes from your own research or insights, make sure to clarify this as well.

Use Original Images and Videos

Another effective way to show Google E-E-A-T is by using original media, such as photos or videos, instead of stock images. Unique visuals demonstrate that you’ve experienced or interacted with the subject, adding authenticity to your content. High-quality photos from a smartphone are often sufficient to build trust and show expertise in your niche.

Keep Your Content Updated

Maintaining up-to-date content is essential for demonstrating authority and trustworthiness under Google E-E-A-T. Regularly review and update your content, ideally every six months, to ensure accuracy. Display the last updated date on your pages, letting users know the information is current, which builds confidence in your expertise and reliability.

By following these practices, you strengthen your site’s Google E-E-A-T, fostering trust with users and improving your visibility in search rankings.

Encourage Customer Reviews and Testimonials

One practical way to strengthen Google E-E-A-T is by actively encouraging customer reviews and testimonials. Positive feedback from real users builds trust and showcases your brand’s credibility. Reviews not only help potential customers make informed decisions but also signal to Google that your business is trustworthy. Make it easy for customers to leave reviews on platforms like Google My Business, Trustpilot, or directly on your website. Responding to both positive and negative reviews in a transparent and helpful manner further enhances your business’s trustworthiness, which is a key factor in Google E-E-A-T.

Measuring and Tracking Google E-E-A-T

While Google E-E-A-T isn’t something that can be directly measured by a tool or given a numerical rating, there are proxies that can help you gauge how effectively your efforts are improving it. Here are some key indicators to track:

• Search rankings: Your position in search results is influenced by Google E-E-A-T, so improvements in these rankings can signal that your efforts are paying off.
• Organic search traffic: As your rankings improve, you should see an increase in organic traffic. This suggests that users trust your content more and are engaging with it at higher rates.

In addition to these, several user engagement metrics can provide insights into your Google E-E-A-T performance:

• Time on page: The amount of time users spend on your content can indicate its usefulness, though it’s important to balance this with other metrics to ensure content isn’t difficult to navigate.
• Engagement rates: Low bounce rates and high page views suggest that users find your content valuable and want to explore more of your site.
• Conversion rates: Whether it’s purchases, newsletter sign-ups, or form submissions, higher conversion rates show that users trust your brand and are willing to take action.

Finally, gathering qualitative feedback through surveys or direct conversations with users can help you better understand how people perceive your brand’s trustworthiness and expertise. These insights are valuable for refining your Google E-E-A-T strategy.

Should You Use Google E-E-A-T in 2024?

Absolutely. Google E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) continues to be a crucial factor for SEO in 2024, and it should be a key component of your content strategy. With the rise of AI-generated content and increasing competition for search rankings, demonstrating genuine expertise and building trust is more important than ever.

Google’s algorithms are evolving to prioritize high-quality content that provides value to users. Whether you’re in a Your Money or Your Life (YMYL) industry, such as finance or healthcare, or operating in a less sensitive niche, Google E-E-A-T helps ensure your content stands out. Sites that demonstrate real-world experience, clear expertise, and strong trustworthiness are more likely to rank higher and attract user engagement.

In 2024, leveraging Google E-E-A-T will not only help improve your search rankings but also build a stronger brand reputation, boost user trust, and increase conversions. Whether through expert authorship, updated content, or transparent business practices, focusing on Google E-E-A-T is essential for any business looking to thrive in today’s digital landscape.

Google E-E-A-T – Frequently Asked Questions

What is the difference between E-A-T and E-E-A-T?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, while E-E-A-T adds an extra “E” for Experience. This additional focus on first-hand experience emphasizes the value of personal insights in creating credible content.

What changes did Google make to the Quality Rater Guidelines?

In recent updates, Google’s Quality Rater Guidelines now place a stronger emphasis on Google E-E-A-T, particularly regarding content creators’ experience and trustworthiness. This ensures that high-quality content is recognized and rewarded more effectively.

What is YMYL content, and why is E-E-A-T so important for it?

YMYL (Your Money or Your Life) content includes topics that affect a person’s health, finances, or well-being. For these types of content, Google E-E-A-T is crucial to ensure the information is accurate, trustworthy, and provided by experts with relevant experience.

How does E-E-A-T relate to user-generated content?

Even for user-generated content, Google E-E-A-T still applies. The platform should ensure that user contributions are moderated for quality, relevance, and trustworthiness, especially in fields like health, finance, or other YMYL areas.

Is it possible to fake E-E-A-T signals?

Trying to fake Google E-E-A-T signals, such as creating fake author profiles or claiming false expertise, is risky. Google’s algorithms are becoming increasingly adept at identifying and penalizing sites that attempt to manipulate trust factors.

Are there tools available to evaluate a website’s E-E-A-T?

While no specific tool directly measures Google E-E-A-T, metrics like search rankings, organic traffic, user engagement, and qualitative feedback can help assess how well your site aligns with E-E-A-T principles.

What are the common mistakes made with E-E-A-T?

Common Google E-E-A-T mistakes include publishing content without a clear author, failing to update outdated information, and neglecting to provide transparent business details like contact information and policies.

How can you manage content if your business experts can’t write?

If your business’s experts don’t have time to write, involve them in the content creation process through interviews, quotes, or by having them review content. This ensures their expertise is reflected without requiring them to write the content themselves.

Conclusion

Google E-E-A-T remains a crucial element for ensuring your website ranks well and builds trust with users. Prioritizing experience, expertise, authoritativeness, and trustworthiness in your content not only aligns with Google’s evolving algorithms but also strengthens your brand’s credibility. Whether you’re in a YMYL industry or any other niche, focusing on these principles will enhance your online presence and foster greater user engagement.

By implementing the strategies discussed, from leveraging expert insights to maintaining up-to-date content, you can significantly improve your site’s Google E-E-A-T. Partnering with experts like OctopusWriters can help you stay ahead of the curve, ensuring your website consistently meets these high standards. Ultimately, investing in Google E-E-A-T is a long-term strategy for better search rankings and stronger connections with your audience.