The Ultimate Guide to E-E-A-T: Google's Best Practices for SEO

    Tony Yan
    ·October 19, 2023
    ·13 min read
    The Ultimate Guide to E-E-A-T: Google's Best Practices for SEO
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    Understanding E-E-A-T and Its Importance in SEO

    What is E-E-A-T?

    E-E-A-T stands for experience, expertise, authority, and trustworthiness. It is a framework used by Google to evaluate the quality and credibility of websites. In simple terms, E-E-A-T represents the overall reputation and reliability of a website or its content creators.

    Experience refers to the firsthand or real-world experience that content creators have on a particular topic. It demonstrates that they have practical knowledge and understanding of the subject matter. From Google Search Quality Content document, it gives a sample: ' which would you trust: a product review from someone who has personally used the product or a "review" by someone who has not?'.

    Expertise requires extensive real-world experience and/or formal training. It goes beyond basic knowledge and indicates a high level of proficiency in a specific field. For example, if you want to choose home electrical rewiring, the advice from a skilled electrician is expertise compare with advice from antique home enthusiast.

    Authority is a level above expertise and involves being recognized as the go-to authority on a topic. This recognition can come from industry accolades, awards, certifications, or being cited as an expert by other reputable sources. For example, contents from government sites has high authority.

    Trustworthiness is crucial for establishing credibility with users. It encompasses factors such as transparency, reliability, accuracy, and ethical practices.

    Why is E-E-A-T Important for SEO?

    Google values websites that demonstrate E-E-A-T because it helps ensure accurate, truthful, safe, and useful information is delivered to searchers. By prioritizing websites with high E-E-A-T scores, Google aims to provide users with reliable content that meets their needs.

    E-E-A-T is especially important for websites that publish YMYL (your money, your life) content. YMYL topics include finance advice, medical information, legal guidance, safety guidelines, and any other content that can significantly impact users' well-being or financial stability. Given the potential consequences of misinformation in these areas, Google holds YMYL sites to higher standards of expertise and trustworthiness.

    While E-E-A-T itself is not a direct ranking factor in Google's algorithms, it influences other signals related to expertise, authority, and trust that are ranking factors. Websites with strong E-E-A-T are more likely to rank higher in search results, as they are seen as reliable sources of information.

    To summarize, E-E-A-T is important for SEO because it helps Google deliver accurate and trustworthy content to users. It ensures that websites with relevant expertise, authority, and trustworthiness are given priority in search rankings. By understanding and implementing E-E-A-T best practices, website owners can improve their chances of ranking well and gaining visibility in search engine results pages (SERPs). In the next section, we will explore the factors used to determine the quality of a web page.

    E-E-A-T Score
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    Implementing E-E-A-T Best Practices

    Factors Used to Determine Quality

    When evaluating the quality of a web page, Google considers several factors that contribute to its overall E-E-A-T score. These factors include the purpose of the page, experience, expertise, authoritativeness, and trustworthiness.

    The purpose of the page refers to its intended goal or objective. Google assesses whether the content fulfills its purpose and provides value to users. For example, a page about financial planning should offer comprehensive information and guidance on managing finances effectively.

    Experience is an important aspect of E-E-A-T. It is determined by whether the content creator has first-hand or real-world experience on the topic they are writing about. Having practical knowledge and understanding enhances the credibility of the content.

    Expertise goes beyond basic experience and requires extensive real-world experience and/or formal training in a specific field. Content creators with expertise can provide in-depth insights, analysis, and solutions related to their area of specialization.

    Authoritativeness represents being recognized as an authority or expert in a particular subject matter. This recognition can come from industry accolades, awards, certifications, or being cited as an expert by other reputable sources. Establishing authoritativeness helps build trust with both users and search engines.


    Trustworthiness is a crucial factor in determining E-E-A-T. Trust is the metric Google uses to evaluate the experience, expertise, and authority of a piece of content. To assess trustworthiness, Google considers various elements such as personal experiences with the topic, expertise of the content creator, authoritativeness of both the creator and the content itself, as well as overall website trustworthiness.

    To improve E-E-A-T for SEO purposes, there are several best practices you can implement:

    1. Build relevant high-authority backlinks: Building backlinks from reputable websites within your industry can significantly enhance your website's E-E-A-T. These backlinks act as endorsements, indicating to Google that your content is trustworthy and valuable.

    2. Get mentions from trusted sources: Being mentioned or cited by authoritative sources in your field can boost your credibility and E-E-A-T. Seek opportunities to collaborate with experts, contribute guest posts, or be featured in industry publications.

    3. Keep content accurate and up to date: Regularly review and update your content to ensure it remains accurate and relevant. Outdated information can harm your E-E-A-T score, so make it a priority to provide the most current and reliable information possible.

    4. Encourage reviews and respond to them: Positive user reviews not only build trust but also demonstrate that your website is a reliable source of information or products/services. Responding to reviews shows that you value user feedback and are committed to providing a positive experience.

    5. Use or hire experts: If you're creating content in an area where expertise is crucial, consider involving subject matter experts in the content creation process. Their insights and contributions will enhance the overall expertise of your content.

    6. Display credentials: Highlight any relevant credentials, certifications, awards, or affiliations on your website. This helps establish authority and builds trust with users who are seeking expert advice or information.

    7. Show contact details: Make it easy for users to contact you if they have questions or concerns about your content or services. Providing clear contact information adds transparency and enhances trustworthiness.

    8. Audit your brand's online presence: Regularly monitor how your brand is perceived online by conducting audits of social media profiles, online reviews, and mentions across various platforms. Address any negative feedback promptly and maintain a positive online reputation.

    9. Perform a content audit: Evaluate the quality of your existing content by conducting a thorough audit. Identify areas where improvements can be made in terms of accuracy, depth of expertise, and overall trustworthiness.

    10. Build a content marketing framework: Develop a strategic content marketing plan that aligns with your expertise and target audience's needs. Consistently producing high-quality, informative, and trustworthy content will help establish your website as an authority in your industry.

    11. Avoid excessive ads: Excessive or intrusive advertisements can negatively impact user experience and erode trust. Ensure that ads on your website are relevant, non-intrusive, and do not compromise the quality or credibility of your content.

    12. Promote content offsite: Actively promote your content through various channels such as social media, guest blogging, influencer collaborations, and industry forums. Increasing visibility and engagement with your content can enhance its perceived value and authority.

    By implementing these best practices, you can improve the E-E-A-T of your website and enhance its overall SEO performance. In the next section, we will explore the specific importance of E-E-A-T for YMYL (Your Money or Your Life) content.

    E-E-A-T and YMYL Content

    What is YMYL Content?

    YMYL stands for "Your Money or Your Life" and refers to web pages that have a direct impact on users' finances, health, safety, or overall happiness. These are topics that hold significant importance in people's lives and can greatly influence their well-being. Examples of YMYL content include financial advice, medical information, legal guidance, safety guidelines, and content related to major life decisions.

    Given the potential consequences of misinformation in these critical areas, Google holds YMYL sites to high E-E-A-T standards. The aim is to ensure that accurate and trustworthy information is provided to users when they search for topics that fall under the YMYL category.

    E-E-A-T Importance for YMYL Content

    E-E-A-T is particularly important for YMYL content because it helps establish credibility and trustworthiness in areas where accuracy is paramount. Users seeking information on financial planning, medical treatments, or legal matters rely heavily on the expertise and reliability of the sources they encounter online.

    For content creators of YMYL sites, focusing on E-E-A-T best practices becomes crucial in order to rank higher in search results and provide valuable information to users. Here are some key considerations:

    1. Sharing personal experiences: Personal experiences can add depth and authenticity to YMYL content. When appropriate, sharing real-life stories or case studies can help users relate to the information being presented.

    2. Ensuring content is written by experts: In the realm of YMYL topics, it's essential to have subject matter experts involved in creating or reviewing the content. Expertise provides an added layer of authority and reassurance for users seeking reliable information.

    3. Prioritizing trustworthiness: Trustworthiness should be at the forefront when creating YMYL content. This includes providing accurate data from reputable sources, citing references, and avoiding any potential conflicts of interest that may compromise the objectivity of the information.

    By focusing on these aspects, content creators can enhance their E-E-A-T scores for YMYL content. This, in turn, increases the likelihood of ranking higher in search results and delivering valuable information to users who rely on accurate guidance in critical areas of their lives.

    It's important to note that while E-E-A-T is crucial for YMYL content, it also applies to other types of content. However, due to the potential impact on users' well-being and financial stability, YMYL sites are held to even higher standards when it comes to demonstrating expertise, authority, and trustworthiness.

    In the next section, we will explore the future implications of E-E-A-T in SEO and how it may continue to evolve as a core framework.

    The Future of E-E-A-T in SEO

    Expanding Application of E-E-A-T

    As search engines continue to evolve, the future of SEO is likely to involve a broader application of E-E-A-T. Google is constantly refining its algorithms to deliver more accurate and relevant results based on user intent. This includes expanding the use of E-E-A-T beyond traditional web page evaluation.

    One area where we can expect an expansion of E-E-A-T is in speaker identification. As voice search and virtual assistants become increasingly popular, search engines will need to assess the expertise and authority of the speakers providing information through these platforms. This means that content creators who establish themselves as trusted voices in their respective fields may have an advantage in voice search rankings.

    E-E-A-T as a Core SEO Framework

    E-E-A-T has already become a core framework for successful SEO strategies. By prioritizing experience, expertise, authority, and trustworthiness, website owners increase their chances of ranking well and providing valuable information to users.

    When E-E-A-T is integrated into every aspect of an SEO approach, from content creation to link building and website design, it enhances the overall quality and credibility of a website. Search engines recognize this commitment to delivering trustworthy content and are more likely to reward such websites with higher rankings.

    Google's E-E-A-T Updates

    Google has made updates over the years to improve the quality of search results, particularly in areas such as medical information. These updates have emphasized the importance of E-E-A-T in their algorithms. Websites that fail to meet the required standards may experience negative impacts on their rankings.

    These updates have also presented opportunities for websites with previous E-E-A-T issues. By improving their expertise, authority, and trustworthiness factors, these websites have seen significant ranking gains. It highlights the significance of continuously working on enhancing E-E-A-T for long-term SEO success.

    Improving E-E-A-T for SEO Success

    Improving E-E-A-T involves various strategies that contribute to building trust, demonstrating expertise, and aligning content with Google's ranking signals. Here are some key tactics:

    • Getting good reviews: Positive reviews from satisfied customers or users can enhance the trustworthiness of your website. Encourage customers to leave reviews and respond to them promptly.

    • Mentions on authoritative sites: Being mentioned or cited by reputable and authoritative websites in your industry can significantly boost your E-E-A-T. Seek opportunities for collaborations, guest posts, or interviews with influential sources.

    • Forum mentions: Active participation in relevant forums and communities can help establish you as an expert in your field. Valuable contributions and engagement with users build credibility and authority.

    • Building trust: Transparency is crucial for building trust. Clearly display privacy policies, terms of service, and contact information on your website. Use secure protocols (HTTPS) to ensure user data protection.

    • Demonstrating expertise: Showcase your expertise through high-quality content that provides valuable insights and solutions to user queries. Regularly update content to reflect the latest industry trends and developments.

    • Aligning with Google's ranking signals: Stay informed about Google's guidelines and updates related to E-E-A-T. The Quality Raters' Guidelines provide valuable insights into how Google evaluates content quality and E-E-A-T.

    By implementing these strategies, website owners can improve their E-E-A-T scores over time, leading to better search engine rankings and increased visibility for their content.