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Artificial intelligence (AI) has many people side-eying online content. On platforms like Reddit and LinkedIn, accusations of AI-generated content fly wildly — sometimes over a single em dash or use of “ensure.” Roughly two out of three Americans say they’re extremely or very concerned about getting incorrect information from AI.
In such a suspicious environment, credibility is everything. People want trustworthy content from human experts — or, at least, robots who sound like them — and so does Google. That’s why the search engine ranks content based on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
With Google E-E-A-T, you need to prove you’re the real deal. Here are the four parts of E-E-A-T and how you can make it work for you.
Breaking Down Google's E-E-A-T
Google uses a complex formula with many ranking factors to decide which content to show in search results pages. Part of this formula is E-E-A-T. It may sound like a DoorDash rival, but it’s actually how Google spots trustworthy sources.
How Experience Shapes Credibility
Firsthand experience is the gold standard for Google. It considers this type of content more trustworthy and useful than impersonal accounts.
Sure, ChatGPT or an impartial writer can speculate about what it’s like to have a nerve condition. But only someone who’s gone through it can truly talk about how it feels and how challenging it is to even go to the grocery store. That kind of lived experience is 100% human, and it’s what it takes to earn the first E: experience.
Defining Expertise in Different Contexts
Some content creators don’t have personal experience with their subject matter, but they’re still experts. For example, a lawyer doesn’t need to get arrested for a DUI to write authoritative blog posts about it.
Of course, hiring a lawyer to write all your legal content would take a super-sized budget. That’s why many businesses hire experienced writers to put together the text, then invest in subject matter expert review services to check it for accuracy. For example, the petMD article “6 Signs Your Dog Trusts You” is written by a certified dog trainer and reviewed by a veterinarian, which helps satisfy the second E: expertise.
What Builds Authoritativeness Online
While expertise is about the content creator’s qualifications, authoritativeness refers to your site’s overall credibility. If two veterinarians write helpful content about pet dental care, Google will rank the page from the most authoritative site higher.
Authoritative sites typically have reputable creators — no anonymous blog posts, for example — and cite credible sources. They may also earn backlinks from other sites referencing their content.
Why Trust Is the Core of E-E-A-T
Trust is the final — and arguably the most important — ingredient that Google uses to judge your content quality. If your site is trustworthy, visitors can count on you to share valid information and act with integrity if, say, they need to return a product.
Without trust, none of the other factors matter as much. For example, an article by a heart surgeon won’t win anybody over if they get a “deceptive site ahead” warning when they click it.
How E-E-A-T Affects SEO and Content Visibility
The E-E-A-T principles don’t directly affect search engine rankings, but they still matter. A lot.
You probably already know that Google uses search algorithms to rank content, but it also has a behind-the-scenes team of human evaluators. They use Google’s Search Quality Rater Guidelines to check that the machinery is actually recommending high-quality content. Part of that involves using E-E-A-T to make sure the top search results are actually credible. If not, Google may tweak the algorithm until it shows more authoritative sources.
On the marketing side, following E-E-A-T guidelines is a critical part of search engine optimization (SEO). When you improve content quality, you increase your chances of ranking higher — ideally on page one. That can lead to more clicks, which drives more sales, and so on.
Common Content Types That Require High E-E-A-T
Google always aims to recommend reputable sources, even for silly topics like cat memes. But it gives even more weight to E-E-A-T for Your Money or Your Life (YMYL) content. These are “topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society.”
Medical websites like WebMD are a classic example of YMYL topics. Financial websites that share advice about investments and taxes fall under this umbrella, too. Other YMYL sites include news websites and e-commerce websites designed to get you to spend.
For these topics in particular, bad advice can be dangerous or even life-threatening. For example, if you are looking for information on migraines, you need quality content from experts, not sketchy “cures” invented by AI.
Actionable Ways To Improve Your Site’s E-E-A-T
There are many practical ways to strengthen your EEAT and SEO strategy. As a bonus, these tactics will also take your content and user experience to the next level.
Showcase Author Credentials and Bios
The days of byline-less articles or “Written by Staff” blogs are over. Every piece of content should have an author and a short biography with their credentials. Be sure to add the same details for anyone who does SME (subject matter expert) reviews, too.
For example, a medical writer’s bio might say something like, “Sarah has a Ph.D. in Biomedical Sciences and has spent four years researching immunology in people with cancer.” Just a simple blurb can have a big impact on your site’s expertise and credibility.
Use Reliable Sources and Citations
Even if your content is based on firsthand experiences, you should still back it up with authoritative sources. Writing about cat allergies? Find some peer-reviewed studies to go along with that story about sneezing on your new kitten. This combination of sources will establish your experience and expertise at the same time.
Optimize for User Experience
Content optimization brings together SEO and E-E-A-T, boosting your online presence and overall credibility.
Add these essential steps to your on-page SEO checklist:
- Do keyword research to make sure that your content matches what your audience is looking for. You might have the best articles about gardening tools, but that won’t help if your audience cares more about homesteading.
- Create a network of internal links to establish your authority on the topic.
- Earn backlinks by guest blogging or appearing on a hot industry podcast.
Tools and Audits To Evaluate E-E-A-T Signals
The quality of content isn’t as easy to measure as web traffic or how many people liked your last Instagram post. But a few tools can show if you’re on the right track.
Use Google Search Console to track search analytics and spot issues that affect E-E-A-T or SEO. For example, broken links can hurt your site’s authority, while sluggish loading times may make it seem untrustworthy.
Semrush’s site audit can help you spot content gaps — which you’ll fill with expert content, of course — and technical issues. You can also use Moz to track backlinks to see who’s citing you.
Build Long-Term Credibility With Consistent Quality
The importance of content marketing in E-E-A-T can’t be overstated. If you want to climb the rankings, you need to make sure your website’s content strategy includes expertly written, original content. The more content you share that checks all the boxes, the more trustworthy and authoritative you’ll be deemed.
It's also important to not let your content gather dust. Audit your site at least once a year and look for anything that needs a refresh, like updated sources or statistics.
Need help? At Compose.ly, our expert writers have the experience and expertise for truly authoritative content in your niche.
