Introduction
If you’ve spent any time digging into SEO best practices lately, you’ve probably come across the acronym E-E-A-T. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness—and it’s a big deal when it comes to how Google ranks your content. But what does that actually mean in plain English? And more importantly, how can you make sure your content checks all the right boxes?
Let’s break it down.
First, What Is E-E-A-T?
E-E-A-T is part of how Google decides what content to show in search results. The idea is pretty simple: Google wants to recommend content that’s helpful, accurate, and trustworthy. So instead of just looking at keywords, it also considers who is creating the content and whether that person—or brand—actually knows what they’re talking about.
Here’s what each letter means:
Experience
This is about whether the person writing has actually done the thing they’re writing about. Say you’re reviewing a product or sharing travel tips—Google wants to know you’ve been there, used it, or lived it. Real-world experience matters, especially in review-style or how-to content.
Expertise
Expertise is more about your knowledge. If you’re writing about health, finance, or law, for example, it’s important that you’re qualified to speak on the topic—or at least that you’ve done your homework and are citing trustworthy sources.
Authoritativeness
This one’s about your reputation. Are you—or your site—known as a reliable source in your niche? Do others in your field reference or link to your work? Authority often builds over time through consistency, visibility, and high-quality backlinks.
Trustworthiness
Trust is the glue that holds it all together. Even if you’re experienced and knowledgeable, people won’t engage with your content if they don’t feel safe or confident in what they’re reading. That’s why things like transparency, accuracy, secure websites (HTTPS), and clear contact info are so important.
Why Should You Care About E-E-A-T?
Because Google cares—and if you want your content to rank well, you should too.
Here’s the thing: Google is getting smarter about identifying content that actually helps people. If your content is misleading, shallow, or anonymous, it’s going to have a hard time competing with content that clearly demonstrates E-E-A-T.
This is especially true for YMYL topics—that stands for Your Money or Your Life. Think financial advice, health info, legal tips—stuff that could seriously impact someone’s wellbeing. For these kinds of topics, Google wants the real experts, not random opinions.
So How Do You Show E-E-A-T in Your Content?
Good news: you don’t need to be a world-famous expert or have a fancy degree to build E-E-A-T. But you do need to be intentional about how you present your content. Here are a few ways to start:
- Write from experience – Share personal stories, photos, or first-hand insights where it makes sense.
- Show your credentials – Add author bios, include links to your work or education, and don’t hide behind a brand name if you’re a real person writing.
- Keep it accurate and updated – Outdated or incorrect info kills trust fast.
- Link to reliable sources – Show your research, and cite trustworthy references.
- Make your site feel safe and legit – Use HTTPS, display clear contact info, and be transparent about who’s behind the content.
Final Thoughts: E-E-A-T Isn’t Just for Google—It’s for People
The truth is that E-E-A-T isn’t just a way to make algorithms happy; it’s also a way to make content that people will care about and believe.
Focusing on being helpful, honest, and reliable will not only improve your SEO but also win you readers’ devotion. And trust is more important than ever in a world full of clickbait and misinformation.
Therefore, the next time you sit down to write, consider this: If I were the reader, would I trust this?
You’re headed in the correct direction if the response is yes.
Ready to boost your site’s credibility? Start with our E-E-A-T content checklist or get in touch with me today.