What is E-A-T?

Forget the appetizers; let’s dive straight into the main course. If you’re angling for search engine stardom, you must cozy up to Google’s E-A-T algorithm. I’m not just talking about sprinkling a few keywords here or adding meta tags there. E-A-T is the sophisticated palate that discerns the Michelin-star-worthy content from the street food of the internet.

As an SEO connoisseur, I’ve savored the rich flavors of E-A-T, and I’m here to guide you through a culinary journey of optimizing your content for Google’s refined tastes. So, grab your digital aprons and preheat your keyboardswe’re about to cook up some high-ranking content.

Learn About Optimizing for Google’s E-A-T Algorithm

By reading this article, you will learn:
– What E-A-T is and its importance for SEO.
– How to improve E-A-T on your website, including creating high-quality content and using credible sources.
– Specific strategies to improve E-A-T for YMYL websites, local businesses, and news websites.

What is E-A-T?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s the secret sauce that Google chefs use to assess the quality of your content. Essentially, Google wants to serve its users the creme de la cremecontent that’s not only deliciously informative but also safe to consume.

I recall the early days of SEO, when keyword stuffing was like adding MSGa cheap trick to make content superficially tastier. But as the algorithm evolved, Google’s palate became more refined, and E-A-T emerged as the new standard for content excellence.

What is E-A-T?

Why is E-A-T important for SEO?

E-A-T is crucial because it aligns with Google’s mission to organize the world’s information and make it universally accessible and useful. High E-A-T pages tend to be rewarded with higher search rankings because they present content that’s credible and beneficial to users.

I’ve seen firsthand how improving E-A-T can turn a website from an anonymous food stall into a five-star dining destination. Case studies have shown that after Google’s Medic update, which emphasized E-A-T, pages with strong E-A-T signals saw significant gains in traffic and rankings.

Insider Tip: SEO expert John Mueller from Google has reiterated the importance of E-A-T, especially for YMYL (Your Money or Your Life) websites, which deal with critical information affecting users’ well-being.

How to improve E-A-T on your website

1. Create high-quality content

High-quality content is the Kobe beef of the SEO worldit’s rare, it’s prized, and it satisfies even the most discerning palates. Content should be well-researched, comprehensive, and serve a clear purpose. It’s not just about what you say, but how you say it.

During my tenure as an SEO specialist, I’ve learned that storytelling can enhance the perceived expertise of content. Narratives that weave facts with personal experiences tend to engage readers more effectively and demonstrate a deeper understanding of the subject matter.

2. Update old content

A vintage wine may improve with age, but outdated content does not. Regularly refreshing old content ensures that it remains relevant and accurate. This not only demonstrates commitment to maintaining expertise but also keeps the trust of your readers intact.

I remember updating a client’s old blog posts with current statistics and examples, which led to a noticeable uptick in organic traffic. It’s like renovating a classic restaurantyou preserve the charm while improving the overall experience.

3. Use credible sources

In the world of SEO, your sources are your ingredients. Low-quality sources can spoil your content like rotten tomatoes in a salad. Always cite reputable, authoritative sources to bolster the credibility of your information.

I’ve found that linking to scholarly articles or industry studies can significantly enhance the authoritativeness of a piece. It’s akin to a chef sourcing ingredients from esteemed suppliersthe quality is evident in the final dish.

What is E-A-T?

4. Link to other high-quality websites

Much like a good dining experience can be enhanced by a sommelier’s wine pairing, your content can be enriched by linking to other high-quality websites. This not only provides additional value to the reader but also signals to Google that you’re part of a network of trustworthy information.

In practice, I’ve seen websites gain authority by becoming information hubs, linking out to and receiving links from other reputable sources within their niche.

5. Add author bios and bylines

Who’s behind the stove matters. Chef bios in a gourmet restaurant add to the allure, and the same goes for content authorship. Bylines and detailed author bios lend credibility and showcase the expertise of the content creators.

One of my clients, a nutrition blogger, saw a dramatic increase in user engagement after we added her qualifications and professional experience to her bio. It’s a testament to the trust users place in content backed by recognized authorities.

6. Get backlinks from high-quality websites

Backlinks are like glowing reviews from food criticsthey signal to Google that your content is noteworthy. Strive to get backlinks from websites with high E-A-T themselves. This is the digital equivalent of being recommended by the Michelin Guide.

I’ve seen websites climb the SERPs after embarking on a targeted backlink campaign, focusing on getting nods from respected voices in their field.

How to improve E-A-T for YMYL websites

YMYL websites have a higher bar to clear, as they can significantly impact users’ lives. Therefore, they require a more meticulous approach to E-A-T.

1. Hire experts in your field

For YMYL sites, expertise isn’t just a nice-to-have; it’s a must-have. Employing recognized experts in your field to write or review content can dramatically improve your E-A-T.

A financial advisory website I worked with saw improved rankings after we had certified financial planners vet and sign off on the content.

2. Create a comprehensive About page

An “About” page is your restaurant’s ambianceit sets the tone for trust. A comprehensive “About” page should detail the qualifications, mission, and values of your organization.

A medical client of mine revamped their “About” page to include detailed bios of their medical board, which helped users feel more at ease and trusting of the information presented.

3. Add disclaimers and terms of service

Transparency is essential. Disclaimers and clear terms of service show that a site takes its responsibility seriously and is upfront about the limitations of its content.

Insist on clear legal information, especially for sites offering health or financial advice. It’s the equivalent of a restaurant displaying its health and safety certificates.

How to improve E-A-T for local businesses

Local businesses thrive on community trust, and improving E-A-T can help establish that online.

1. Get listed in local directories

Visibility in local directories is like being listed in a town’s best eateries guide. It lends authority to your presence and makes it easier for customers to find and trust you.

2. Get reviews from customers

Customer reviews are the word-of-mouth endorsements of the digital age. Encourage satisfied customers to leave positive reviews on platforms like Google My Business to enhance trustworthiness.

3. Add location information to your website

Clear location information, including address and a map, reassures users that your business is legitimate and locally accessible.

How to improve E-A-T for news websites

News websites have a particular responsibility to uphold E-A-T due to the impact of their content on public opinion and discourse.

1. Publish original content

Original reporting adds to the site’s authoritativeness and showcases its journalistic expertise. It’s essential for standing out in a sea of regurgitated news.

2. Use a variety of sources

Diverse sourcing not only enriches the content but also demonstrates thorough research and fact-checking practices.

3. Add author bios and bylines

Just as with other content types, detailed bios and bylines for journalists and contributors can significantly improve the trustworthiness of news content.


To optimize for Google’s E-A-T algorithm, think of your website as a high-end restaurant striving for a Michelin star. Every ingredient must be top-notch, from the expertise of your content creators to the freshness of your information. Regularly update your menu, source ingredients (backlinks and citations) from the best suppliers, and never forget the power of a good review (user testimonials and authoritative backlinks).

In the culinary arts of SEO, E-A-T is your guide to creating a memorable dining experience for your guests (users) and earning the coveted stamp of approval from the head chef (Google). Bon appétit, and may your content forever be sumptuous!


Q: What is Google’s EAT algorithm?

A: Google’s EAT algorithm evaluates expertise, authoritativeness, and trustworthiness of content.

Q: How can I optimize for Google’s EAT algorithm?

A: You can optimize for EAT by creating high-quality, authoritative content written by experts.

Q: Who does Google’s EAT algorithm affect?

A: Google’s EAT algorithm affects websites and content creators striving for higher search rankings.

Q: What if my content doesn’t meet EAT standards?

A: If your content doesn’t meet EAT standards, focus on improving expertise, authority, and trustworthiness.

Q: How long does it take to see EAT improvements?

A: Seeing improvements in EAT can vary, but consistent quality content can lead to gradual progress.

Q: How do I prove expertise for EAT?

A: You can prove expertise for EAT through author bios, credentials, and citations to reputable sources.

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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.