What Is EEAT? (Experience, Expertise, Authority & Trust)

When it comes to SEO, understanding Google’s EEAT framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is essential for creating content that ranks and resonates. But what exactly does EEAT mean, and how can you leverage it to boost your content’s visibility?

What is EEAT?

Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—has evolved significantly over the years, reflecting the company’s commitment to delivering high-quality, reliable search results. Understanding the history and research behind E-E-A-T provides valuable insights into how Google assesses content quality.​ The concept of EEAT is one that should be applied to every organizations blog, website, content hub or resource center.

EEAT stands for:

• Experience: Demonstrating first-hand knowledge or direct involvement with the topic.
• Expertise: Showcasing your skills and knowledge clearly within your content.
• Authoritativeness: Establishing your or your website’s status as a respected source.
• Trustworthiness: Ensuring your content and website can be relied upon by users.

The Origins of E-A-T

The concept of E-A-T (Expertise, Authoritativeness, and Trustworthiness) was first introduced in Google’s Search Quality Rater Guidelines in 2014. These guidelines serve as a comprehensive manual for human evaluators, known as Quality Raters, who assess the quality of search results. Their feedback helps Google refine its algorithms to better meet user needs.

The Evolution to E-E-A-T

In December 2022, Google expanded the framework by adding an additional “E” for Experience, emphasizing the importance of first-hand knowledge in content creation. This update acknowledged that personal experience can provide valuable insights, especially in topics where direct involvement enhances credibility.

The development of E-E-A-T is rooted in extensive research and iterative refinement:​

• Quality Rater Feedback: Google employs thousands of Quality Raters worldwide to evaluate search results based on the E-E-A-T criteria. Their assessments help identify areas where the algorithm may need adjustments to better serve users.

• Algorithm Updates: Insights from Quality Raters inform updates to Google’s algorithms. For instance, the 2018 “Medic” update focused on improving the assessment of Expertise and Trustworthiness, particularly for health-related content. ​

• User Experience Studies: Google conducts user experience research to understand how users perceive the credibility and usefulness of content. This research influences how E-E-A-T factors are weighted in search rankings.​

Why EEAT Matters for SEO

Google introduced EEAT to help differentiate high-quality content from the noise. Content that clearly demonstrates EEAT is more likely to rank well, especially for critical topics like health, finance, and safety—areas Google categorizes as Your Money or Your Life (YMYL).

By optimizing for EEAT, your content not only pleases Google’s algorithms but also builds trust and credibility with your audience.

EEAT Examples: Companies Doing It Right

In 2022, WebMD set the stage for EAT (now EEAT) excellence with their website and blog.

Another great EEAT example is Bankrate’s EEAT strategy who leaned heavily into EEAT by creating some of the best author page user experience on the internet:

The fact that Bankrate brought on an entire Review Board to review content demonstrates a commitment to expertise and authority beyond most brands in the market today.

How to Optimize for EEAT

Here are actionable tips to enhance your EEAT:

1. Showcase Real Experience

Google values content created by individuals with direct, first-hand involvement in the subject matter. This ensures that the information provided is authentic and based on real-world interactions.

• Personal Narratives: Incorporate personal stories and anecdotes that relate to the topic, providing unique insights that resonate with readers.​

• Case Studies: Present detailed analyses of specific instances where you’ve applied your knowledge, highlighting outcomes and lessons learned.​

• Product Reviews: If reviewing products or services, share genuine experiences, including both strengths and weaknesses, to offer balanced perspectives.

2. Highlight Expertise

Content should reflect a high level of knowledge and skill in the relevant field. Google assesses whether the author possesses the necessary qualifications and understanding to provide accurate and insightful information.

• Author Credentials: Clearly display qualifications, certifications, and relevant experience in author bios to inform readers of your expertise.​

• Thought Leadership Content: Publish comprehensive guides, whitepapers, and in-depth articles that showcase your deep understanding of the subject matter.​

• Regular Updates: Stay abreast of industry developments and update your content accordingly to reflect current knowledge and practices.

3. Build Authoritativeness

Google evaluates the credibility and recognition of both the content creator and the website within their industry. This involves assessing the reputation and endorsements from other reputable sources.

• Quality Backlinks: Earn links from reputable and relevant websites, as these endorsements signal to search engines that your content is valuable.​

• Industry Engagement: Participate in forums, webinars, and conferences to network with peers and establish your presence in the community.​

• Social Proof: Showcase testimonials, reviews, and endorsements from clients or industry leaders to validate your authority.

4. Strengthen Trustworthiness

The reliability and honesty of the content are paramount. Google examines factors such as factual accuracy, transparency, and the overall safety of the website to determine its trustworthiness.

• Transparent Information: Provide clear details about your organization, including contact information, privacy policies, and terms of service.​

• Secure Website: Implement HTTPS to protect user data and demonstrate a commitment to security.​

• Accurate Content: Regularly fact-check and update your content to maintain accuracy and relevance, correcting any errors promptly.​

• User Experience: Optimize site navigation, ensure fast loading times, and design for accessibility to enhance overall user satisfaction.

Measuring EEAT Success

​Measuring the return on investment (ROI) of optimizing for Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework involves assessing various metrics that indicate improvements in content quality and user engagement. While E-E-A-T itself isn’t a direct ranking factor, enhancements in these areas often lead to better SEO performance. Here’s how brands can measure the ROI of E-E-A-T optimization and strategies for updating existing content to facilitate these evaluations:​

Measuring the ROI of E-E-A-T Optimization

1. Organic Traffic Growth: Monitor increases in organic search traffic over time using tools like Google Analytics. A rise in organic visits suggests that your content is ranking higher and attracting more users.​

2. Keyword Rankings: Utilize SEO tools such as SEMrush or Ahrefs to track the positions of targeted keywords. Improved rankings for relevant keywords indicate that search engines recognize the enhanced quality of your content.​

3. User Engagement Metrics: Assess metrics like bounce rate, average session duration, and pages per session. Positive changes in these areas suggest that users find your content valuable and are engaging more deeply with your site.​

4. Conversion Rates: Track the percentage of visitors who complete desired actions, such as making a purchase or signing up for a newsletter. An increase in conversion rates can be attributed to higher trust and authority conveyed through optimized content.​

5. Backlink Acquisition: Monitor the number and quality of backlinks your content receives. High-quality backlinks from reputable sources can enhance your site’s authority and are indicative of valuable content.

Strategies for Updating Existing Content to Improve E-E-A-T

1. Conduct a Content Audit: Identify outdated or underperforming content that could benefit from updates. Focus on pieces that were previously high-performing but have seen declines in traffic or rankings. Our team at Foundation has provided hundreds of content audits over the years and would be happy to discuss how we could conduct one for your team. 

2. Refresh Information: Update statistics, facts, and references to ensure accuracy and relevance. Incorporate recent studies or industry developments to provide current insights. 

3. Enhance Author Credentials: Clearly display author bios with qualifications and expertise related to the content. This transparency builds trust with readers and aligns with E-E-A-T principles.​

4. Improve Readability and Structure: Ensure content is well-organized with clear headings, bullet points, and concise paragraphs. A user-friendly layout enhances the reader’s experience and engagement.​

5. Optimize for Relevant Keywords: Conduct keyword research to identify current search trends and incorporate relevant terms naturally into the content. This practice can improve search visibility and attract targeted traffic.​

6. Update Internal and External Links: Review and refresh internal links to guide users to related content on your site. Additionally, update external links to reputable sources to support the information provided.​

7. Enhance Visual Elements: Add or update images, infographics, and videos to complement the text. Visual aids can improve understanding and retention of information.​

8. Monitor Performance Post-Update: After implementing changes, track the performance of the updated content using the metrics mentioned above. Compare pre- and post-update data to assess the impact of your efforts.​

By systematically measuring these metrics and applying targeted updates to your existing content, you can effectively evaluate the ROI of your E-E-A-T optimization efforts and make informed decisions to further enhance your site’s performance.