If you’ve been paying attention to Google’s SEO guidelines over the past few years, you may have come across the term EEAT (sometimes written E-E-A-T). But what exactly is EEAT in SEO, and why is it so important?
In this blog, we’ll break down the EEAT in SEO meaning, why it matters to your search rankings, and what you can do to improve your website’s EEAT score. Whether you’re a small business owner, content creator, or SEO professional, this guide will help you build trust with both users and search engines.
What Does EEAT in SEO Stand For?
EEAT stands for:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Google uses these four elements to assess the overall quality and credibility of content on the web – especially when it comes to topics that could impact someone’s health, finances, safety, or general wellbeing. These are known as Your Money or Your Life (YMYL) topics.
Let’s look at each part in more detail.
Breaking Down EEAT: What Each Element Means
- Experience
The newest addition to the EEAT acronym, Experience refers to the real-life, hands-on experience of the person creating the content. Google wants to know if the writer has actually used the product, lived through the situation, or carried out the service being described.
Example:
A review of a skincare product written by someone who has actually used it will carry more weight than a generic article written by a copywriter who hasn’t.
- Expertise
This is all about knowledge. Is the content creator truly knowledgeable about the subject? Expertise doesn’t always mean having a degree or qualification (especially for non-YMYL topics) but the information provided should be accurate, helpful, and well-informed.
Example:
A blog post about DIY home repairs written by a tradesperson with years of hands-on experience would be considered more expert than a listicle copied from another website.
- Authoritativeness
Authoritativeness relates to reputation. Does the creator, the website, or the business have a positive track record, and are they recognised by others as a leader or reliable source in their industry?
Example:
Websites with backlinks from other respected industry sites, or brands frequently cited in the media, score highly for authority.
- Trustworthiness
Arguably the most important element, trustworthiness refers to how reliable and honest your site and content are. Google wants to know users can trust your information, business, and site security.
Example:
A secure website with an SSL certificate, clear contact information, a privacy policy, and transparent customer reviews is seen as more trustworthy.
Why Is EEAT in SEO Important?
Understanding the EEAT in SEO meaning is vital for anyone who wants their content to rank well – especially since Google’s Search Quality Evaluator Guidelines use EEAT to assess the quality of search results.
While EEAT is not a direct ranking factor (like page speed or keywords), it influences how Google’s algorithms and human quality raters evaluate your content. If your site lacks EEAT, your visibility in search could suffer.
How EEAT Affects Different Types of Content
EEAT is especially important for:
- Medical or health websites
- Financial advice platforms
- Legal services
- Ecommerce or online shopping
- News and current events
However, even lifestyle blogs, hobby sites, and local business websites can benefit from stronger EEAT signals. In fact, Google has hinted that all websites should aim for high levels of EEAT, no matter the niche.
How to Optimise for EEAT in SEO
Now that you understand the EEAT in SEO meaning, let’s go through some practical steps to improve your website’s EEAT and help it perform better in search results.
Show Real-World Experience
- Include first-hand experiences in your content.
- Use original photos, videos, and examples.
- Share case studies or testimonials that show your experience in action.
Demonstrate Your Expertise
- Keep your content accurate, well-researched, and up to date.
- Include author bios with credentials or experience in the topic area.
- Create detailed content that goes beyond surface-level information.
Build Authoritativeness
- Gain backlinks from high-quality and relevant websites.
- Encourage mentions in industry publications, blogs, or podcasts.
- Publish guest posts or contribute to forums to raise your brand’s profile.
Increase Trustworthiness
- Use HTTPS (SSL) to secure your site.
- Display clear contact information, terms and conditions, and privacy policies.
- Manage your online reviews and respond to customer feedback openly.
- Be transparent about your authors, your business, and any affiliations.
Create a Strong About Page
Google often checks the “About” page to evaluate who is behind a website. A well-written About page can reinforce your experience, authority, and trust all at once.
Avoid Misleading or Low-Quality Content
- Don’t scrape or copy content from other sites.
- Avoid clickbait titles and exaggerated claims.
- Check for spelling and grammar issues – these can hurt your trustworthiness.
Stay Active on Reputable Platforms
Your presence on platforms like LinkedIn, Google Business Profile, Trustpilot, or niche directories can support your authority and trust signals. Consistency across platforms matters.
Common Questions About EEAT in SEO
Is EEAT a Google ranking factor?
EEAT isn’t a direct algorithmic ranking factor, like backlinks or page speed, but it does influence how your site is evaluated by Google’s systems and human raters.
How can small businesses show EEAT?
By being transparent about who you are, offering helpful and authentic content, gathering positive customer reviews, and securing your website, small businesses can demonstrate high EEAT – even without being a big brand.
Does every page need EEAT?
Some pages (like homepage, about, services) need stronger EEAT than others (like a contact form), but ideally, every page should reflect quality and trust.
So, what is EEAT in SEO really about?
In short, it’s about showing Google (and your audience) that you know your stuff, you’re credible, and people can trust you.
Whether you’re a solo therapist, an e-commerce business, or a digital agency, improving your EEAT will make your content more authoritative, your site more trusted, and your SEO results stronger.
At We Get Digital, we specialise in creating websites that tick all the EEAT boxes – from SEO-optimised content to trustworthy, secure site builds. If you’d like to review your current EEAT standing or find out how to improve it, get in touch today.
Ready to Build Trust with Google and Your Audience?
Let’s talk about how your site can reflect your experience, expertise, authority, and trust, and turn that into higher rankings, more traffic, and better conversions.
