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What is E-E-A-T? and what has it got to do with SEO?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

It is a set of criteria used by Google to evaluate the quality of web content and the overall credibility of a website. E-E-A-T is particularly important for businesses that want to be seen as the experts of their industry, the authority when it comes to knowledge, the go-to people.

Breakdown of E-E-A-T

1. Experience

Experience refers to the firsthand or direct experience of the content creator. Google values content that is created by individuals who have personally experienced the subject matter they are discussing. This adds authenticity and credibility to the information provided.

  • Personal Stories: Content that includes personal anecdotes or case studies demonstrating the author's direct experience with the topic.

  • User Reviews: Genuine reviews and testimonials from people who have used the product or service being discussed.

  • Detailed Descriptions: In-depth descriptions and insights that could only come from someone who has firsthand knowledge of the topic.

2. Expertise

Expertise refers to the knowledge and skill of the content creator in their particular field. Content should be written or reviewed by individuals who have significant expertise or qualifications relevant to the subject matter.

  • Credentials: Highlighting the qualifications, certifications, and professional background of the authors.

  • Specialized Knowledge: Content that demonstrates a deep understanding of the topic, often with detailed, accurate, and well-researched information.

3. Authoritativeness

Authoritativeness refers to the recognition of the content creator or the website as a leading source of information on the subject. This can be established through the site's reputation, the author's credentials, and external endorsements.

  • Reputation: The overall reputation of the website and its authors within the industry or community.

  • Backlinks: Links from other reputable websites that acknowledge the site as a credible source.

  • Citations: Being cited or referenced by other authoritative sources in the industry.

4. Trustworthiness

Trustworthiness refers to the reliability and integrity of the content and the website as a whole. It involves providing accurate, honest information and ensuring a secure and transparent user experience.

  • Transparency: Clear contact information, privacy policies, and terms of service.

  • Accuracy: Providing correct and up-to-date information, and correcting any errors promptly.

  • Security: Ensuring the website is secure (e.g., using HTTPS) and protecting user data.

Importance of E-E-A-T

Google uses E-E-A-T as part of its Search Quality Evaluator Guidelines to determine the quality of content and its relevance to users' queries. High E-E-A-T scores can lead to better rankings in search results, as they indicate that the content is trustworthy, authoritative, and created by knowledgeable individuals with relevant experience. This is especially crucial for YMYL topics, where the quality of information can have significant implications for users' health, safety, and financial well-being.


E-E-A-T is a critical framework for assessing the quality and credibility of web content. By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, content creators and website owners can improve their site's rankings and build trust with their audience. Implementing these principles helps ensure that users receive reliable, high-quality information, ultimately enhancing the overall user experience and the site's reputation.

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