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What is E-E-A-T and Why Does it Matter for SEO?

What is E-E-A-T and Why Does it Matter for SEO?

Ever wonder why some websites seem to magically appear at the top of your search results? It’s not just luck, it’s E-E-A-T!

E-E-A-T stands for Expertise, Authoritativeness, Trustworthiness, and Experience. These are the factors that play a crucial role in determining where a website will rank. By understanding and applying these principles to your content, you can achieve higher search engine rankings and get your website seen by more people.

Google actually started caring about E-E-A-T way back in 2014. Since then, it’s become a really important part of SEO, especially when you want your content to stand out. And just recently in 2022, they added another “E” for Experience to make it even more powerful! For a more detailed history, take a look at What Are E-E-A-T and YMYL in SEO by SemRush. 

Ready to dive into the world of E-E-A-T and boost your SEO? This blog post will be your guide, explaining each element and providing actionable tips for implementation. Let’s get started!

What Does Experience Mean in E-E-A-T?

Searching for answers online? Want to know if the info you find can be trusted? Google wants the same! That’s where the “E” for Experience comes in. Basically, Google wants real people writing real things.

Think about it: would you trust a restaurant review from a food critic who’s actually tasted the dishes, or someone who just read the menu? Exactly! Google prefers content from authors with firsthand knowledge.

So, what does “experience” mean in E-E-A-T? Imagine interviews with business leaders sharing their journeys, or in-depth product reviews based on actual use. That’s the kind of experience Google loves.

Expertise – Establishing Yourself as a Trusted Authority

Google’s Search Central states that Google values content created by genuine experts in their fields.

So, how do you showcase that expertise?

  • Well, if you’re a garage door specialist, consider crafting content on insulation techniques or addressing common customer questions related to garage doors.
  • Alternatively, highlight your unique knowledge by sharing in-depth guides or tutorials. A baker, for instance, could demonstrate their expertise by creating a professional-looking cupcake icing tutorial.
  • Don’t feel limited by your own area of expertise, though. Collaborating with trusted subject-matter experts is an excellent way to create content that truly stands out.
Home page view of Google Search Central

Ultimately, the goal is to become a trusted authority in your niche. By consistently providing accurate, high-quality content that meets user needs, you can build lasting credibility and establish yourself as a go-to resource.

Authoritativeness – Earning Online Credibility

So, you’ve got the expertise, but how do you become a recognised authority in your field? That’s where authoritativeness comes in.

Think of it like building your online reputation. When other respected websites in your industry mention and link to your work, it’s like getting a thumbs-up from the experts. It tells search engines and users that your content is reliable, polished, and delivers on its promises.

The more backlinks and mentions you earn, the more authoritative you become. And guess what? No SEO success story is complete without it. Want to know more about backlinks? Here’s a link to ‘What are Backlinks and Why are They Important to SEO?’ by Moz

Imagine you’re a health blogger. Getting your articles featured on a well-known medical website or cited by a registered dietitian would be huge boosts to your authoritativeness.

Building authority takes time and effort, but it’s worth it. By creating high-quality content and engaging with other experts, you legitimately achieve online recognition and the SEO success that goes with it.

T is for Trust

Earning trust online isn’t just an honour, it’s essential for success. Google wants to connect users with reliable sources, so if your website isn’t trustworthy, forget about ranking high.

But what makes a website trustworthy? Think of it as building up a bank of credibility. It starts with accurate, up-to-date content that lives up to its titles. Fast loading times and easy navigation make it welcoming space, too.

Here’s some tips to build credibility online:

photo depicting digital marketing team designing a new website for a client

Building a Website Google Loves

There’s no mystery to why some websites seem to rule the search results. It’s E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

Think of Google like a picky eater. They want to serve users only the freshest, most reliable information, and E-E-A-T helps them decide what’s on the menu.

While E-E-A-T doesn’t directly control your ranking, it’s like the secret ingredient that makes your website stand out. It tells Google your content is valuable, accurate, and trustworthy, basically everything a user could ask for.

Google’s quality experts are a bit like restaurant reviewers. They ask: “Is this info clear and helpful? Would users feel comfortable trusting it?” If they say yes, your E-E-A-T score goes up, and Google takes notice.

So, how do you create a website Google loves? Focus on quality! Create expert content, build your reputation, and make your site user-friendly. By following the E-E-A-T recipe, you’ll cook up a website that not only ranks high, but also earns users’ trust and love. For more tips, take a look at ‘How to Improve Your Google Ranking’ on the Imagefix website.

Remember, it’s not about tricking Google, it’s about becoming the go-to source in your field. And that’s something everyone can appreciate, both users and search engines alike!


That’s right! Think of E-E-A-T like building a strong foundation for your website. While it might not directly catapult you to the top spot, it ensures your site is stable, trustworthy, and worth noticing. Google loves content that users can rely on, and E-E-A-T helps them identify that quality. So, focus on creating expert content, building your authority, and making your site user-friendly. By doing this, you’ll build a strong foundation that can help you climb the search engine ladder naturally.

You don’t have to be a world-renowned scientist to have high E-E-A-T! Here are some tips:

  • Focus on a specific niche – By narrowing your focus, you can become a recognised expert in your field.
  • Cite your sources – Show where you get your information from, especially if it’s from trusted websites or experts.
  • Collaborate with others – Team up with people who have expertise in your niche to create high-quality content.
  • Build your online presence – Engage with your audience, participate in relevant forums, and share your knowledge.

Unfortunately, there’s no magic bullet for high E-E-A-T. It takes time, effort, and dedication to build trust and authority. However, by focusing on quality content, transparency, and user experience, you’re well on your way. Remember, E-E-A-T is a journey, not a destination.

Need help with your E-E-A-T content? Imagefix can help; we’re an SEO agency with decades of experience helping clients improve their rankings. Call us today on 01525 715608