What is E-E-A-T? Understand its Role in Rankings

Published: 5 Sep 2025

In recent years, the concept of E-A-T has received incredible attention. E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. And, it plays a vital role in determining the success of your website’s visibility and rankings in search engine results.

But now, one more “E” is added to this concept.

Exactly, yes, now the E-A-T is transformed to “E-E-A-T.” This stands for:

“Experience, Expertise, Authority, & Trustworthiness”

As part of their algorithm updates, search engines, especially Google, have given E-E-A-T more weight in order to give users more accurate and helpful information.

Table of Content

What is Google E-E-A-T?
How Google Evaluates Page Quality with E-E-A-T
Breaking Down - Experience, Expertise, Authoritativeness, & Trust (E-E-A-T)
How to Improve Your Site’s E-E-A-T?
Ranking Relationship Between E-E-A-T & YMYL
Conclusion
FAQs

In this blog post, we’ll explore the world of “What is Google E-E-A-T”, examining its parts, determining their meanings, and offering ways to improve your digital presence.

So, without further ado, let’s go into this.

What is Google E-E-A-T?

A very important part of Google’s Search Quality Rater Guidelines is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

In December 2022, Google updated its guidelines and added one more “E” to its term E-A-T. This means that Google now places even more emphasis on content created by people with firsthand experience of the topic at hand.

While E-E-A-T is not a direct ranking factor, Google favors presenting search results with high E-E-A-T.

As a result, comprehending and implementing the concept is critical in SEO.

So, guys, if you want your website to rank well in Google’s search results, you must focus on cultivating high E-A-A-T levels.

How Google Evaluates Page Quality with E-E-A-T

As you might expect, a web page’s ranking within Google’s organic search results is heavily influenced by its quality.

According to Google’s guidelines, the overall content of a web page is determined by a number of important factors, such as:

Purpose of the Page: Google assesses whether a page serves a valuable purpose for users.
Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): These factors evaluate the credibility and knowledge of the page and its creators.
Main Content Quality and Amount: Google examines the quality and quantity of the primary content on the page.
Information about the Website or Main Content Creator: The information provided about the website or the individuals responsible for the main content is considered.
Reputation of the Website or Main Content Author: Google considers the reputation and trustworthiness of the website or the author behind the main content.

All these things equal a higher demonstration of experience, expertise, authority, and trustworthiness. It is important to note that these signals are subjective to a certain extent.

Expertise in one area does not necessarily imply trustworthiness in another. For instance, a reputable music critic might lack experience and authority when it comes to writing about complex medical topics, such as cancer treatments.

Likewise, having extensive experience in programming does not automatically make someone an expert in providing legal advice.

Ultimately, different types of content require varying levels of E-A-A-T. However, trust is the most vital signal and applies universally to all content.

Breaking Down – Experience, Expertise, Authoritativeness, & Trust (E-E-A-T)

Now, let’s examine Google’s E-E-A-T framework and how its four parts relate to your content.

1st “E” in E-E-A-T: Experience

When it comes to developing high-quality content, experience is essential.
Knowledge or information about a subject is not enough; you must also have firsthand experience.
When a creator has personal experience, it provides credibility to their thoughts and insights by proving that they’ve tried and tested what they’re talking about.
This might help to develop trust with their audience because they know the content is genuine.

For instance, you’re reading an article about a new restaurant in town. If the author has eaten at the restaurant and shares their experience and opinions, it’s much more valuable than just a list of facts and figures.

This personal touch makes the content more relatable and engaging, as readers can connect with the author’s experience.

Seeing real-life examples and experiences can be incredibly impactful and help build community among content creators and their audiences.

2nd “E” in E-E-A-T: Expertise

When it comes to expertise, search quality raters play a key role in determining whether authors have the right knowledge, qualifications, and credentials to provide reliable and trustworthy information.
It is their job to determine whether these authors are really the best in their fields and have the knowledge to give valuable insights.
Expertise differs from experience, but the two can sometimes go hand in hand.

Experience shows how much someone has worked with a subject and how well they know it. Conversely, expertise goes deeper into the world of specific knowledge, skills, and abilities. It includes both the breadth and amount of knowledge that a person has gained through hard work, lots of practice, and continuing to learn.

Here’s an example related to the context of health:

Imagine a person searching for medical advice on a specific condition. They want to ensure they receive accurate information to guide their treatment options.

In this case, they would be more inclined to trust an article written by a medical doctor or a renowned expert, as their expertise lends credibility to the information they provide.

Their extensive experience, coupled with their specialized knowledge and qualifications, make them reliable sources of information in the health field.

The “A” in E-E-A-T: Authoritativeness

Authoritativeness is the quality of being authoritative. This means that you are considered an expert in your field and that your information is reliable and trustworthy.

In the context of E-A-A-T, authoritativeness measures how well-respected and trusted a website or web page is. Google’s quality raters consider a number of factors when evaluating authoritativeness, including:

The expertise of the authors
The quality of the content
The reputation of the website
The trustworthiness of the website

Imagine finding an interesting piece about abdominal pain on the well-known site HealthWise. This piece comes off as authoritative for a number of reasons:

HealthWise is a magazine that is known all over the world for its wealth of medical knowledge.
The article was written by HealthWise Editorial Contributors, who are experts in health and fitness.
HealthWise also takes its commitment to accuracy very seriously. It looks for confirmation from informed professionals and often talks to doctors to make sure its information is always accurate.

When important people in your field give their stamp of approval to your work, that’s the peak of authority. They freely associate themselves with your content because they know it has value and can be trusted.

Simply put, “authoritativeness” means that you have established yourself as a leader. Your name sounds like an expert, your background says a lot, and people who are looking for wisdom in your field naturally look to you as a guiding light.

The “T” in E-E-A-T: Trustworthiness

Trustworthiness is the quality of being worthy of trust. In the context of E-A-A-T, trustworthiness is a measure of how reliable and credible a website or web page is. Google’s quality raters consider a number of factors when evaluating trustworthiness, including:

The accuracy of the content
The transparency of the website
The reputation of the website
The security of the website

If you want your website to be regarded as reliable, you must focus on producing accurate, current, and high-quality content. You should also be honest about your website’s ownership and purpose. You should also ensure your website is safe and take precautions to preserve your users’ privacy.

How to Improve Your Site’s E-E-A-T?

Here is a list of bullet points outlining how to improve your site’s E-E-A-T (Experience, Expertise, Authoritativeness & Trustworthiness):

Improve your site’s content:

Make sure your content is accurate, up-to-date, and well-researched.
Cite your sources and link to other authoritative websites.
Write in a clear and concise style that is easy to understand.
Make sure your content is free of errors and typos.
Make sure your content is relevant to your target audience.
Make sure your content is informative and engaging.
Make sure your content is original and not copied from other websites.
Make sure your content is updated regularly.

Improve your site’s reputation:

Build relationships with other experts in your field.
Get backlinks from high-quality websites.
Participate in industry events and conferences.
Share your knowledge and expertise on social media and other online platforms.
Be transparent about your site’s ownership and purpose.
Make sure your site is secure and that you take steps to protect your users’ privacy.
Display contact information on your website so that users can easily contact you.
Avoid making false or misleading claims on your website.
Honor your promises and commitments.

Improve your site’s technical aspects:

Make sure your website is mobile-friendly.
Make sure your website loads quickly.
Make sure your website is easy to navigate.
Make sure your website is secure.
Make sure your website is free of errors and broken links.

Implementing these strategies can enhance your site’s E-E-A-T signals and gain the trust of users and search engines.

But!!!

Please note that E-E-A-T is a holistic concept, and there is no one-size-fits-all approach to improving it.

The best way to improve your site’s E-E-A-T is to focus on creating high-quality content that is published on a credible website relevant to your target audience.

Ranking Relationship Between E-E-A-T & YMYL

E-A-A-T (Expertise, Authoritativeness, and Trustworthiness) is a set of criteria that Google uses to evaluate the quality of websites and web pages. YMYL (Your Money or Your Life) refers to websites and web pages that could significantly impact a person’s health, well-being, or financial stability.

There is a strong ranking relationship between E-A-A-T and YMYL.

Websites and web pages with high E-A-T are more likely to rank higher in Google’s search results, especially for YMYL topics. Google wants to ensure that users can find accurate and reliable information when they search for these topics.

Google’s quality raters are instructed to pay special attention to E-A-A-T when evaluating YMYL websites and web pages. They consider factors such as:

The expertise of the authors
The quality of the content
The reputation of the website
The trustworthiness of the website

If a YMYL website or web page has low E-A-A-T, it is less likely to rank well in Google’s search results. This can significantly impact the website’s traffic and revenue.

Conclusion

So guys, in this article we have covered what is Google E-E-A-T in detail and why it matters for SEO. In 2025 and moving into 2026, Google is focusing more on real experience, accurate expertise, and trust signals to decide which content deserves higher rankings.

My recommendation is to always create content that shows your personal experience, back it up with facts, and keep your site safe and transparent. By doing this, you not only improve your SEO but also build long-term trust with your readers. That’s all for today, stay consistent, keep learning, and goodbye until the next guide!

FAQs

Here are some of the most commonly asked questions related to the EEAT:

What does E-E-A-T mean?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a way Google judges if your content is reliable, useful, and safe for users. Together, these help search engines decide if your site deserves higher visibility.

Why is “Experience” added to E-E-A-T?

Google added “Experience” in December 2022. It rewards content created by people who have personally tested or lived through the topic. For example, a product review from someone who used the product is more valuable than just copied info. In 2025, showing first-hand proof is a strong way to build trust and stand out.

Does E-E-A-T directly affect my website’s ranking?

E-E-A-T is not a direct ranking factor like speed or links. But it influences how Google views the quality of your pages. Websites with strong E-E-A-T are more stable during updates and often rank higher. In short, it affects ranking indirectly but very powerfully.

How can I improve my website’s E-E-A-T?

Share your personal experiences with examples, photos, or results. Add author bios with qualifications so readers know who wrote the content. Use trusted sources, fact-check your details, and keep your site secure with HTTPS. Building links and mentions from respected websites also helps boost authority.

Why is “Trustworthiness” important in E-E-A-T?

Trust is the foundation of E-E-A-T. Even if you show expertise and authority, users and Google will not value your site if it looks unsafe or misleading. Being transparent about who you are, citing sources, and protecting user data builds trust. A trusted site is more likely to rank and keep loyal visitors.

What is the difference between “Experience” and “Expertise”?

Experience is about personal involvement—like using a tool or traveling to a place yourself. Expertise is about deep knowledge, often gained through study or long practice. A beginner can share experience, but an expert can explain in detail. Together, both add more value and credibility to content.

How does E-E-A-T relate to YMYL content?

YMYL stands for “Your Money or Your Life.” It covers topics like health, finance, and safety where poor advice could harm people. For these areas, Google demands very high E-E-A-T. Without it, such content struggles to rank and may be marked as unreliable.

Can a website be authoritative without being trustworthy?

No, a site cannot be truly authoritative if it lacks trust. A popular name or wide reach does not matter if the content is inaccurate or misleading. Google values authority only when it is backed by honesty and safety. Trustworthiness makes authority real.

What should I avoid to maintain good E-E-A-T?

Avoid publishing false, outdated, or copied information. Don’t make claims without proof or exaggerate your experience. Lack of author details, poor security, or hidden ownership also hurt trust. To maintain good E-E-A-T, always focus on accuracy, clarity, and transparency.

Is E-E-A-T the same for all types of content?

No, the level of E-E-A-T needed depends on the content type. Health, legal, or financial content needs very strong E-E-A-T because mistakes can harm people. For lifestyle or hobbies, the bar is lower, but trust and accuracy still matter. In every case, honest and helpful content performs better.