What is E-A-T in SEO?

If you’ve been following the world of SEO (Search Engine Optimization), you’ve probably come across the term E-A-T. E-A-T stands for expertise, authoritativeness, and trustworthiness, and it is a concept used by Google to assess the quality and credibility of a website. In recent years, Google has placed a stronger emphasis on E-A-T as part of its ranking algorithm, making it crucial for website owners and SEO professionals to understand and optimize for it.

What is E-A-T in SEO?

  • E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.
  • It is a factor used by search engines to evaluate the quality and credibility of websites.

Why is E-A-T important?

  • E-A-T is important because it helps search engines determine the reliability and trustworthiness of a website’s content.
  • Websites with high E-A-T are more likely to rank higher in search engine results.

How to improve E-A-T

  • Create high-quality content that demonstrates your expertise in your field.
  • Improve your website’s expertise by showcasing the qualifications and credentials of your authors or contributors.
  • Improve your website’s authoritativeness by obtaining backlinks from reputable and authoritative websites.
  • Improve your website’s trustworthiness by displaying trust signals such as privacy policies, security certificates, and positive user reviews.

What is E-A-T?

E-A-T is a framework that Google uses to evaluate the expertise, authoritativeness, and trustworthiness of a website and its content. Let’s break down each component:

  • Expertise: This refers to the knowledge and expertise demonstrated by the content creators and the website as a whole. Google wants to ensure that the information provided is accurate and reliable, especially for topics that require specialized knowledge, such as medical or legal advice.
  • Authoritativeness: Authoritativeness is about establishing the website and its authors as trustworthy sources of information. It involves building a reputation and demonstrating expertise in a particular field. Factors that contribute to authoritativeness include high-quality backlinks, mentions from reputable sources, and positive reviews or testimonials.
  • Trustworthiness: Trustworthiness is closely related to authoritativeness but focuses more on the overall reputation of the website. Google wants to ensure that websites can be trusted to provide accurate, reliable, and unbiased information. Factors that influence trustworthiness include the website’s history, transparency, privacy policies, and user feedback.

Why is E-A-T important?

E-A-T is important because Google wants to deliver the most relevant and trustworthy results to its users. By prioritizing websites with high E-A-T, Google aims to ensure that users find reliable information and have a positive experience. Websites that have low E-A-T may struggle to rank well in search results, resulting in lower visibility and less organic traffic.

Improving your website’s E-A-T can lead to several benefits:

  1. Better rankings: Websites with high E-A-T are more likely to rank higher in search results, leading to increased visibility and organic traffic.
  2. Increased credibility: When your website demonstrates expertise, authoritativeness, and trustworthiness, users are more likely to trust your content and consider you a credible source of information.
  3. Improved user experience: By providing accurate and trustworthy information, you can enhance the overall user experience on your website, leading to higher engagement, longer session durations, and increased conversions.
  4. Protection against algorithm updates: Google regularly updates its algorithms to improve search results. Websites with strong E-A-T are generally more resilient to these updates and are less likely to see dramatic drops in rankings.

How to improve E-A-T

Now that we understand the importance of E-A-T, let’s explore some strategies to improve it for your website:

1. Create high-quality content

Creating high-quality content is the foundation of improving your website’s E-A-T. Here are some tips to create content that demonstrates expertise, authoritativeness, and trustworthiness:

  • Thorough research: Ensure that your content is well-researched, accurate, and up-to-date. Use credible sources and cite them whenever necessary.
  • Expert authors: If you have a blog or publish articles on your website, feature authors who are experts in their respective fields. Highlight their credentials and expertise to establish their authority.
  • Clear and concise writing: Write content that is easy to understand and accessible to your target audience. Avoid jargon and complicated language that may confuse your readers.
  • Engaging multimedia: Include relevant images, videos, infographics, and other multimedia elements to enhance the user experience and make your content more engaging.

2. Improve your website’s expertise

To demonstrate expertise, it’s important to focus on the expertise of both your content creators and your website as a whole. Here’s how you can improve your website’s expertise:

  • Author bios: Provide detailed author bios that highlight the qualifications, experience, and expertise of your content creators. This helps establish their credibility and expertise.
  • About Us page: Create a comprehensive “About Us” page that showcases the expertise and experience of your organization. Highlight any awards, certifications, or partnerships that demonstrate your authority in your industry.
  • Regularly update content: Continuously update your content to ensure it remains accurate and relevant. Outdated or incorrect information can undermine your website’s expertise.

3. Improve your website’s authoritativeness

Building authoritativeness requires establishing your website as a trusted source of information. Here are some strategies to improve your website’s authoritativeness:

  • Quality backlinks: Focus on acquiring high-quality backlinks from reputable websites in your industry. These backlinks act as endorsements and signal to Google that your website is trustworthy.
  • Guest blogging: Contribute guest posts to authoritative websites in your niche. This not only helps you build backlinks but also increases your visibility and establishes you as an expert in your field.
  • Social proof: Display positive reviews, testimonials, or case studies from satisfied customers or clients. This social proof can boost your website’s credibility and authoritativeness.

4. Improve your website’s trustworthiness

Building trustworthiness is crucial to improving your website’s E-A-T. Here are some strategies to enhance your website’s trustworthiness:

  • Transparency: Be transparent about your organization, its purpose, and how you collect and use user data. Provide clear and easily accessible privacy policies and terms of service.
  • Secure website: Ensure that your website has an SSL certificate and is served over HTTPS. This provides a secure browsing experience for your users and signals to Google that your website can be trusted.
  • User feedback: Encourage users to leave reviews or feedback on your website or products/services. This feedback can help build trust and provide valuable social proof.

How to measure E-A-T

Measuring E-A-T is not a straightforward task since Google does not provide a specific metric for it. However, there are some indicators that can give you insights into your website’s E-A-T:

  • Search rankings: Monitor your website’s rankings for relevant keywords. If your website consistently ranks well, it could be an indication of strong E-A-T.
  • Organic traffic: Analyze your website’s organic traffic over time. If you see consistent growth or high levels of organic traffic, it may suggest that your website’s E-A-T is strong.
  • Backlinks: Assess the quality and quantity of backlinks your website has. High-quality backlinks from authoritative websites can indicate that your website is considered trustworthy.
  • User engagement metrics: Look at metrics such as average session duration, bounce rate, and pages per session. If users are spending more time on your website and exploring multiple pages, it suggests that they find your content valuable and trustworthy.

While these metrics can provide some insights, it’s important to remember that E-A-T is a holistic concept. It requires a combination of factors working together to build a strong reputation and credibility for your website.

E-A-T and YMYL pages

YMYL stands for “Your Money or Your Life,” and it refers to content that can have a significant impact on a person’s health, wealth, or overall well-being. Examples of YMYL pages include medical advice, financial planning, legal information, and news articles. Google holds YMYL pages to a higher standard of E-A-T due to their potential impact on users’ lives.

If your website has YMYL pages, it’s crucial to pay extra attention to E-A-T. Ensure that your content is accurate, up-to-date, and supported by credible sources. Highlight the expertise of your authors and provide clear author bios. Back up your claims with evidence and cite reputable sources whenever necessary.

E-A-T and link building

Link building plays a significant role in improving your website’s E-A-T. However, it’s important to focus on quality over quantity when it comes to building backlinks. Here are some tips for effective link building:

  • Relevance: Seek backlinks from websites that are relevant to your industry or niche. Links from unrelated or low-quality websites may harm your website’s E-A-T.
  • Authority: Prioritize acquiring backlinks from authoritative websites with high E-A-T themselves. These backlinks carry more weight and can positively impact your website’s E-A-T.
  • Natural links: Focus on creating high-quality content that naturally attracts backlinks. This can include creating valuable resources, conducting original research, or publishing insightful industry analysis.
  • Guest blogging: Contribute guest posts to reputable websites in your industry. This can help you build relationships, expand your reach, and earn high-quality backlinks.

Remember, link building should be a long-term strategy that focuses on building genuine relationships and providing value to your target audience.

E-A-T and local SEO

E-A-T is not only relevant for websites with a global audience but also for businesses that operate locally. Local SEO focuses on optimizing your online presence to attract customers in a specific geographic area. Here’s how E-A-T plays a role in local SEO:

  • Local directories: Ensure that your business is listed accurately and consistently on local directories such as Google My Business, Yelp, and Yellow Pages. This helps establish your business’s trustworthiness and credibility.
  • Online reviews: Encourage customers to leave reviews on platforms like Google My Business, Facebook, and Yelp. Positive reviews can enhance your business’s reputation and trustworthiness.
  • Local backlinks: Seek backlinks from local businesses, organizations, or news outlets. These backlinks can signal to Google that your business is relevant and trusted within the local community.
  • Local content: Create content that is tailored to your local audience. This can include blog posts, guides, or videos that address specific local needs and showcase your expertise in the local market.

By focusing on E-A-T in your local SEO efforts, you can establish your business as a trusted and authoritative source in your community.

E-A-T and content marketing

Content marketing and E-A-T go hand in hand. Content marketing involves creating and distributing valuable and relevant content to attract and engage a target audience. Here’s how E-A-T can enhance your content marketing efforts:

  • High-quality content: Create content that demonstrates expertise, authoritativeness, and trustworthiness. This will not only attract your target audience but also help your content rank well in search results.
  • Thought leadership: Use content marketing to establish your organization or brand as a thought leader in your industry. Publish insightful articles, whitepapers, or case studies that showcase your expertise and authority.
  • Guest contributions: Contribute guest posts to authoritative websites in your industry. This can help you reach a wider audience, build backlinks, and establish your authority in your niche.
  • User-generated content: Encourage your audience to create and share content related to your brand or industry. This can include testimonials, reviews, or user-generated blog posts. User-generated content adds credibility and authenticity to your brand.

By incorporating E-A-T principles into your content marketing strategy, you can create content that resonates with your target audience and establishes your organization as a trusted and authoritative source.

E-A-T and social media

Social media platforms can play a significant role in establishing and enhancing your website’s E-A-T. Here’s how you can leverage social media to improve your website’s E-A-T:

  • Share high-quality content: Share your own high-quality content on social media platforms to showcase your expertise and authority. This can help drive traffic to your website and increase engagement.
  • Engage with your audience: Respond to comments, messages, and inquiries from your social media followers. This demonstrates that you are actively engaged with your audience and can be relied upon for information and assistance.
  • Build relationships: Use social media to build relationships with influencers, experts, and thought leaders in your industry. Engage with their content, share their insights, and collaborate on projects. This can help boost your website’s authoritativeness and expand your reach.
  • Monitor and address feedback: Keep an eye on social media conversations about your brand or industry. Address any negative feedback or misinformation promptly and transparently. This shows that you are committed to providing accurate and trustworthy information.

Social media platforms provide an opportunity to showcase your expertise, engage with your audience, and build relationships that can enhance your website’s E-A-T.

E-A-T and video content

Video content is becoming increasingly popular, and it can be a powerful tool to improve your website’s E-A-T. Here’s how you can leverage video content to enhance your E-A-T:

  • Expert interviews: Conduct interviews with experts in your industry and share them on your website and social media platforms. This not only adds credibility to your content but also helps you tap into the expertise of others.
  • Educational videos: Create informative and educational videos that demonstrate your expertise in a particular field. These videos can be tutorials, product demonstrations, or industry insights.
  • Webinars and live streams: Host webinars or live streams where you can share your knowledge and interact with your audience in real-time. This allows you to showcase your expertise and build trust with your viewers.
  • Video testimonials: Ask satisfied customers or clients to provide video testimonials. Video testimonials are more engaging and can have a stronger impact on establishing trustworthiness.

By incorporating video content into your overall content strategy, you can engage your audience, showcase your expertise, and enhance your website’s E-A-T.

E-A-T and Google updates

Google regularly updates its algorithm to improve search results and provide a better user experience. While Google doesn’t explicitly announce updates related to E-A-T, some major algorithm updates have had a significant impact on E-A-T considerations. Here are a few notable updates:

  1. Medic Update (August 2018): This update primarily affected health and medical websites, emphasizing the importance of E-A-T for YMYL pages. Websites that lacked expertise, authoritativeness, and trustworthiness saw significant drops in rankings.
  2. BERT Update (October 2019): BERT (Bidirectional Encoder Representations from Transformers) was a major update that aimed to improve Google’s understanding of natural language. It focused on providing more relevant and accurate search results by better understanding context and user intent.
  3. Page Quality Update (January 2020): This update emphasized the importance of E-A-T across various industries. Websites with low-quality or unreliable content saw a decline in rankings, while those with strong E-A-T saw improvements.

It’s important to stay up to date with Google’s algorithm updates and adapt your SEO strategies accordingly. While E-A-T is not a standalone ranking factor, it is incorporated into Google’s overall algorithm and can significantly impact your website’s visibility in search results.


E-A-T (expertise, authoritativeness, and trustworthiness) is a crucial concept in SEO that Google uses to assess the quality and credibility of a website. By focusing on E-A-T, you can improve your website’s rankings, credibility, and user experience. Creating high-quality content, establishing expertise and authoritativeness, and building trustworthiness are key strategies to improve your website’s E-A-T. Monitor relevant metrics, adapt your SEO strategies, and stay up to date with Google’s updates to ensure that your website remains competitive in search results. By prioritizing E-A-T, you can build a strong online presence that attracts and retains users while establishing your website as a trusted and authoritative source of information.

Questions & Answers

What is authoritativeness in SEO?

Authoritativeness in SEO refers to the credibility and expertise of a website or author.

Who determines authoritativeness in SEO?

Search engines like Google determine authoritativeness based on factors like quality backlinks and content relevance.

How can I improve my website’s authoritativeness?

You can improve your website’s authoritativeness by creating high-quality content, earning backlinks from reputable sites, and engaging with your audience.

What if I don’t have backlinks from authoritative websites?

While backlinks from authoritative sites are beneficial, you can still boost your authoritativeness by focusing on producing valuable and relevant content.

How long does it take to establish authoritativeness?

Building authoritativeness takes time and consistent effort. It depends on various factors like the competitiveness of your niche and the quality of your content.

What if my competitors have higher authoritativeness?

Focus on improving your content, building relationships with influencers, and actively promoting your website to gradually increase your own authoritativeness.

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Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.