What is E-E-A-T in SEO? How to improve it?

In December 2022, Google expanded the well-known acronym E-A-T (expertise, authoritativeness, and trustworthiness) to include the letter E, resulting in E-E-A-T. The additional E represents “Experience,” indicating that Google considers user experience as a crucial factor for website ranking. Furthermore, Google emphasized that trustworthiness, denoted by the T in E-E-A-T, is the most crucial aspect of the acronym’s four members.

What does it stand for E-E-A-T?


Experience refers to the overall user experience on a website, including factors such as page speed, mobile-friendliness, navigation ease and design..


Consider the importance of firsthand experience when writing on a particular topic, especially in a digital age where generative AI content is becoming more prevalent.

While AI can make assumptions about human experiences, it can never truly replicate the authenticity of lived experiences, resulting in content that lacks uniqueness.

It is noteworthy that Google included “experience” in its search quality raters guidelines shortly after the launch of ChatGPT, underscoring the critical role of experience as a key differentiator between human-written and AI-generated content.


Authoritativeness refers to the expertise and trustworthiness of the content creator or website owner. Google values authoritative sources as they provide reliable information that users can trust.


Trustworthiness refers to the credibility and reliability of a website, its content, and the author(s) behind it. Trustworthiness is determined by various factors such as expertise, authority, transparency, accuracy, and consistency..

Why Is E-E-A-T So Important?

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is a concept that Google uses to evaluate the quality of content on websites.

Google rank higher their website with an higher E-E-A-T

What is YMYL?

YMYL stands for Your Money or Your Life. It is a term used to describe web pages that could potentially impact the financial stability, health, and safety of users. These pages are held to a higher standard than other types of content because they can have serious consequences if they provide inaccurate or misleading information..

Examples of YMYL pages include those related to medical advice, financial information, legal advice, news articles about current events that could impact people’s lives (such as natural disasters), and e-commerce sites where users make purchases with their credit cards..

Google takes YMYL very seriously when it comes to search rankings. Pages that fall under this category must meet high standards for expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).

Levels of E-E-A-T

Lowest E-E-A-T

The Lowest E-E-A-T level refers to content that lacks expertise, experience, authoritativeness, and trustworthiness. This type of content is considered low quality.

Lowest E-A-T content can be identified by several characteristics. Firstly, it may contain inaccurate or outdated information that has not been fact-checked or verified by credible sources. Secondly, it may be written by authors who lack the necessary credentials or experience to write on the topic at hand..

Additionally, Lowest E-A-T content may lack transparency in terms of its purpose and funding sources. For example, if a website publishes product reviews without disclosing any potential conflicts of interest or financial incentives for promoting certain products over others..

Lacking E-E-A-T

Lacking E-E-A-T means that your website lacks one or more of these essential elements: expertise, experience, authoritativeness, and trustworthiness.

High level of E-E-A-T

The High Level of E-E-A-T is an important aspect of SEO that website owners and content creators need to pay attention to. E-E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. These three factors are crucial in determining the quality and relevance of a website’s content..

Very high level of E-E-A-T

The very high level of E-A-T refers to the highest possible standard of expertise, authoritativeness, and trustworthiness that a website can achieve. This level is reserved for websites that are considered to be the most reliable and trustworthy sources of information in their respective fields..

Improving experience

Share personal experiences:

By providing real-life examples and stories, you can establish yourself as an expert in your field and build trust with your audience..

One way to incorporate personal experiences into your content is through case studies. Share success stories of clients or customers who have benefited from your services or products. This not only demonstrates the effectiveness of what you offer but also showcases how you prioritize customer satisfaction..

Another approach is to share personal anecdotes related to the topic at hand. For example, if you’re writing about a health-related issue, share a story about how that issue has affected someone close to you or even yourself. This adds a human element to the content and makes it more relatable for readers..

It’s important to note that while sharing personal experiences can enhance E-A-T, it should never come at the expense of accuracy or credibility. Make sure any claims made are backed up by reliable sources and avoid exaggerating or embellishing details for dramatic effect..


Cite sources:

When creating content, it is essential to provide credible and reliable sources to back up any claims or statements made in the article..

By citing reputable sources, you demonstrate that you have conducted thorough research and are committed to providing accurate information. This helps build trust with your audience and search engines alike..

When choosing sources, it is crucial to select those that are relevant, trustworthy, and authoritative. Avoid using outdated or biased information as this can negatively impact your E-E-A-T score..

Additionally, make sure to properly attribute the source by including a link or reference within the text. This not only gives credit where credit is due but also allows readers to further explore the topic if they choose..

Use technical language and keywords

As a domain expert, it is crucial to incorporate relevant technical keywords into your content. These keywords should be tailored to the specific context of your topic and explained in a manner that is accessible to readers who may not be experts in the field. 

Moreover, integrating related keywords throughout your writing demonstrates your comprehensive understanding of the subject matter. By utilizing these strategies, you can effectively communicate your expertise and engage with a wider audience.

Improving expertise

Add an about us page

One way to showcase your experience is to introduce the individuals behind your website, aligning with Stanford’s web credibility guidelines that emphasize the importance of demonstrating the presence of a legitimate organization, highlighting the expertise within your organization, and conveying the trustworthiness of the people behind your site.


Improving authoritativeness

Link building

Link building involves acquiring links from other reputable websites that point to your site. These links act as endorsements, indicating to search engines that your content is valuable and trustworthy..

However, not all links are created equal. In fact, some can actually harm your E-E-A-T score if they come from low-quality or spammy sites. To ensure you’re building high-quality links that boost your E-A-T score, follow these best practices:.

1. Focus on relevance: Links should come from sites that are relevant to your niche or industry. For example, if you run a health blog, getting a link from a medical journal would be more valuable than one from a fashion magazine..

2. Aim for diversity: Don’t rely solely on one type of link (e.g., guest posts). Instead, aim for diversity in the types of links you acquire (e.g., directory listings or social media mentions)..

3. Prioritize quality over quantity: It’s better to have fewer high-quality links than many low-quality ones..

4. Avoid paid or manipulative tactics: Buying backlinks or engaging in black hat SEO tactics can harm your E-A-T score and even result in penalties..

5. Build relationships with other websites: Networking with other bloggers and website owners can lead to natural link opportunities as well as collaborations and partnerships..

By following these best practices for link building, you’ll not only improve your website’s authority but also enhance its overall reputation and trustworthiness – key factors in achieving success with SEO and boosting rankings for keywords like “E-A-T SEO.”

Utilising social media platforms

Social media platforms have become an integral part of our daily lives. They are not only used for personal communication but also for business purposes. Utilising social media platforms can help improve the authoritativeness of your website..

Social media platforms such as Facebook, Twitter, LinkedIn, and Instagram have millions of users worldwide. By creating a strong presence on these platforms, you can increase your website’s visibility and reach a wider audience..

One way to utilise social media is by sharing high-quality content that is relevant to your niche or industry. This will help establish you as an authority in your field and attract more followers who are interested in what you have to say..

Another way to utilise social media is by engaging with your followers through comments, likes, shares, and direct messages. This will help build trust with your audience and show them that you value their opinions..

It’s also important to optimise your social media profiles by including relevant keywords in the bio section and using hashtags when posting content. This will make it easier for people searching for topics related to yours to find you on these platforms..

Get more mentions from trusted sources

reputable websites link back to your site or mention it in their content, this can significantly boost your credibility and authority in the eyes of both users and search engines..

So how can you get more mentions from trusted sources? Here are some tips:.

1. Create high-quality content: The first step is to create content that is informative, engaging, and valuable to your target audience. This will make it more likely that other websites will want to link back to your site as a source of information..

2. Reach out to influencers: Identify influencers in your industry who have large followings on social media or popular blogs/websites. Reach out to them with personalized messages introducing yourself and asking if they would be interested in sharing or linking back to any relevant content on your site..

3. Guest post on other sites: Look for opportunities to guest post on other reputable sites within your niche/industry. This not only helps you build relationships with other bloggers/influencers but also gives you an opportunity for exposure by including links back to relevant pages on your own site..

4. Participate in online communities: Join online forums/groups related specifically related topics within which you operate as an expert; participate actively by answering questions & providing value-added insights while linking them back towards relevant pages/posts/articles published onto one’s own website/blog.

5. Monitor brand mentions: Use tools like Google Alerts or Mention.net to keep track of when people mention/link-to/refer-to your brand name across various platforms such as social media/blogs/news articles etc.; reach out & thank those who mentioned/linked-back positively while addressing any negative feedback constructively..

In conclusion, getting more mentions from trusted sources is crucial for improving E-A-T and overall SEO performance. By creating high-quality content, reaching out to influencers, guest posting on other sites, participating in online communities and monitoring brand mentions you can increase the likelihood of getting mentioned by reputable sources and ultimately improve your website’s authority and credibility.

Get a Wikipedia page

A Wikipedia page is considered a reliable source of information and having one can increase the credibility and authority of your website..

However, creating a Wikipedia page is not an easy task. The platform has strict guidelines that need to be followed, and any attempt at self-promotion or advertising will result in the deletion of the page..

To create a successful Wikipedia page, you need to have significant coverage from independent sources such as news articles, books, or academic journals. These sources should establish notability and demonstrate that your brand or website has made significant contributions to its industry..

Once you have gathered enough reliable sources, it’s time to start writing the content for your Wikipedia page. The content needs to be neutral and unbiased while providing accurate information about your brand or website. It’s important not to include any promotional language as this will result in rejection by moderators..

Improving trustworthiness

Ensure that your web domain is secure

This means that your website should have an SSL certificate installed, which encrypts any data exchanged between the user’s browser and your server..

Having a secure web domain not only helps improve the trustworthiness of your site but also has a positive impact on SEO. Google has been prioritizing websites with HTTPS (secure) over HTTP (unsecured) since 2014. This means that having a secure web domain can help boost your search engine rankings and drive more traffic to your site..

To ensure that you have a secure web domain, you need to purchase an SSL certificate from a trusted provider. There are several types of SSL certificates available, such as single-domain certificates or wildcard certificates for multiple subdomains. Once you have purchased an SSL certificate, you need to install it on your server and configure it correctly..

Encourage customers to leave reviews

When customers leave reviews on your website or other review platforms, it signals to search engines that your business is legitimate and trustworthy. Positive reviews can also improve your click-through rate (CTR) and increase conversions..

To encourage customers to leave reviews, you should first ensure that the process is easy and straightforward. Provide clear instructions on how to leave a review on your website or other platforms like Google My Business or Yelp..

You can also incentivize customers by offering discounts or rewards for leaving a review. However, be careful not to offer incentives in exchange for positive feedback as this violates many review platform policies and could harm your reputation..

Another effective way to encourage customer reviews is by following up with them after their purchase through email marketing campaigns. In these emails, ask if they were satisfied with their experience and provide links where they can easily leave feedback..

Deal with negative reviews

Dealing with negative reviews effectively can actually enhance your online reputation and boost your E-E-A-T score.

Firstly, it’s important to respond promptly and professionally to negative reviews. Acknowledge the customer’s concerns and offer a solution or apology if necessary. This shows that you value customer feedback and are committed to resolving any issues..

It’s also crucial not to delete or ignore negative reviews. This can damage trust in your brand as customers may perceive it as dishonest or unresponsive. Instead, use negative feedback as an opportunity for improvement by addressing any recurring issues raised by customers..

Include privacy policies, refund/return policies and a terms and conditions page

Privacy policies, refund/return policies, and terms and conditions pages are essential components of any website that sells products or services. These pages provide customers with important information about their rights and responsibilities when using the site..

Privacy policies outline how a website collects, uses, stores, and protects personal information. This includes details such as what data is collected (e.g., name, address), how it is used (e.g., to process orders), who has access to it (e.g., third-party service providers), and how it is secured (e.g., encryption). Having a clear privacy policy can help build trust with customers by demonstrating that their privacy is taken seriously..

Refund/return policies explain the terms under which customers can return or exchange products they have purchased from the site. This includes details such as time limits for returns/exchanges, conditions for accepting returns/exchanges (e.g., product must be unused), who pays for shipping costs associated with returns/exchanges (customer or seller), and whether refunds will be issued in cash or store credit. A clear refund/return policy can help reduce customer confusion about what happens if they are not satisfied with their purchase..

Terms and conditions pages outline the rules governing use of the website itself. This includes details such as acceptable use of content on the site (i.e., no plagiarism/copyright infringement allowed) , disclaimers regarding liability for errors on the site(e,g accuracy of product descriptions) , intellectual property rights(e,g trademarks) , user conduct expectations( e,g no abusive language in reviews )and dispute resolution procedures . Terms & Conditions page helps protect your business by setting out legal obligations between you & your users ..

Include NAP information

NAP stands for Name, Address, and Phone number. It is essential to ensure that your website has accurate and consistent NAP information across all online platforms..

Search engines like Google rely on this data to verify the authenticity of businesses listed online.

To improve the accuracy of your NAP information, it is recommended that you conduct regular audits on all online directories where your business is listed. This includes social media platforms, review sites, local directories, and more..

Make sure that all instances of your business name are identical across different platforms. Use the same format for addresses (including abbreviations) and phone numbers as well..

It’s also important to keep in mind that having multiple phone numbers or addresses associated with one business can be confusing for both search engines and potential customers. Ensure that there is only one primary phone number and address listed consistently across all channels..

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