Guide to Google E-E-A-T for Better SEO and Credibility

Google’s E-E-A-T Principle can help improve your website content and search visibility. While neither is part of Google’s official ranking factors, both provide insights into what Google considers high-quality content. That’s why real people use these guidelines to evaluate the relevance and credibility of content across the web.  

Google E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, plays a key role in shaping how content is judged. Many SEO professionals applied this principle to build trust with both search engines and users.

So, by aligning your content with E-E-A-T, you’re not just meeting Google’s standards, but you’re also creating a more valuable experience for your audience. 

Source: Backlinko

How the Google E-E-A-T Principle Influences Search Rankings

Previously, human evaluators used E-A-T or Expertise, Authoritativeness, and Trustworthiness as crucial considerations for assessment. Experience, which is related to Expertise, has been added to the principle to provide more reliable information. 

As a result, Google evaluators use extensive quality guidelines to assess search results’ quality to find content that provides the best user experience. Websites characterized by the E-E-A-T principle will likely meet Google users’ needs. That’s why following E-E-A-T is one of the top SEO ranking tips that still holds true today.

To strengthen your content with E-E-A-T, focus on the following credibility signals:

• Content author’s qualifications;
• The website’s reputation;
• Accuracy of information, and
• Content creator transparency.

Below is the breakdown of every letter in the E-E-A-T principle.

Expertise

Expertise focuses on the content creator’s knowledge and skill. Thus, your website should showcase this principle through accurate, reliable, and well-informed content to establish credibility with searchers.

Here are some ways to showcase your Expertise:

• Have expert knowledge of a subject. Your content should reflect expert subject-matter knowledge. 
• Display credentials or qualifications. Highlight relevant credentials, qualifications, degrees, and other distinctions on your website. 
• Have a great track record. A historical record of accomplishments or successes can build credibility with users.
• Provide research and data. Use up-to-date research, statistics, and trends to support your claims. 
• Focus on a niche. Specialize in a particular niche to establish Expertise.
• Actively contribute to the field. Share original insights through blogs, whitepapers, or speaking engagement. 

Experience

Experience emphasizes real-world, hands-on involvement in your niche. Aside from gaining high-quality backlinks, it builds trust through proof of practical application. 

Here’s how to show off your Experience:

• Practical application or hands-on work. Show how you’ve applied relevant skills through client work, services, or internal projects, such as solving problems.
• Publish case studies. Use real-world examples and results to demonstrate your capability.

• Share success stories. Highlight client results, milestones, or notable projects. 
• Display a portfolio. A current portfolio is especially effective in creative or service-based industries.

• Show customer testimonials. Feedback or testimonials coming from satisfied clients are excellent for showing ‘Experience.’ 

Source: BrightLocal

Authoritativeness

Authoritativeness reflects your reputation within your chosen field. Being cited or endorsed by other equally trustworthy sources is key. 

Some key signals for Authoritativeness include the following: 

• Backlinks and citations. Earn links from reputable, industry-relevant websites. By following the best practices for link building, it simply indicates that your content is trustworthy and respectable.
• Awards or recognition. Credible recognition, including awards and certifications, contributes to your reputation. Recognition from within the industry or relevant associations is especially valuable and contributes to your authority.
• Thought leadership. Publish insightful articles or whitepapers and contribute to discussions within the industry.
• Collaborate with industry experts. Partner with recognized professionals in your field. You can co-author articles, participate in speaking engagements or panel discussions, etc.

• Provide consistent, relevant content. Consistently create content of exceptional quality, relevant to your audience. 
• Have a strong social media presence. Most consumers are now active in various social networks. Thus, maintain active, value-driven engagement across key platforms and grow your follower base.

Source: DataReportal

Trustworthiness

Trustworthiness is foundational to the credibility of your website’s information. In fact, Google prioritizes accuracy, transparency, and ethical standards in both content and business practices.

Here are critical considerations of Trustworthiness for E-E-A-T: 

• Transparency. Clearly state who you are, how you operate, and the purpose behind your content. 
• Provide accurate information. Ensure the accuracy of your information is equally important as transparency.
• Utilize ethical practices. Prioritize privacy, disclose sponsorships, and adhere to legal and industry standards. 
• Excellent user experience and website security. A secure, attractive, user-friendly website with secure connections (HTTPS) makes users confident about your website.
• Customer testimonials and reviews. Genuine positive testimonials from satisfied customers or users reinforce how trustworthy your website is.
• Customer support. Prompt and helpful customer support is critical for engaging with website visitors. By being responsive to and addressing user concerns, it promotes Trustworthiness.
• Disclose affiliations and conflicts of interest. A website must clearly disclose any affiliations or sponsorships. Informing users of these or other potential conflicts of interest will help maintain transparency and trust. 

Overall, the Google E-E-A-T principle is still included in the latest June 2025 Core Update. For more detailed information learn here.

Wrapping up the Google E-E-A-T Principle

Following the Google E-E-A-T framework helps position your website as credible, reliable, and user-centered. It helps you build content that earns user trust and long-term visibility.

Here’s a rundown on the four components of the Google E-E-A-T Principle:

• Expertise relates to a website or content creator’s knowledge and skill.
• Experience is an extension of Expertise, which focuses on practical Experience.
• Authoritativeness refers to authority and reputation on a given subject.
• Trustworthiness is related to the dependability of website information.

All these characteristics contribute to the overall credibility and quality of website content. The E-E-A-T principle and quality guidelines do not directly affect search rankings. However, they shed light on the factors Google values when assessing website quality. 

Instead of navigating these signals alone, you can partner with top SEO services in the Philippines. With the right team, implementing E-E-A-T becomes part of a broader, results-driven SEO strategy.

This article was updated on July 23, 2025.

FAQs About Google E-E-A-T Principles

What is Google E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework Google uses to evaluate content quality, emphasizing real-life experience and credibility, especially for topics requiring hands-on knowledge.

How does E-E-A-T differ from E-A-T?

E-E-A-T adds “Experience” to the original E-A-T. This emphasizes firsthand, practical experience, ensuring content creators have direct, real-world knowledge, especially for YMYL (Your Money or Your Life) topics.

Who should focus on E-E-A-T?

Content creators, website owners, and SEO professionals, especially in health, finance, and legal, should focus on E-E-A-T. Demonstrating experience and expertise helps build trust and improves content evaluation by Google.

About Jalou Batilong

Most every great writer is a voracious reader, and no word describes Jalou better. Jalou enjoys a good read whenever she has the time to sit down and open a book or browse for interesting articles. It's through reading that she is able to digest information so easily, and write her own unique piece of information to share to everyone else.

Find more about me on:
• 
•