What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Bit of a mouthful, so I like to say “EAT” with an exaggerated “E.”

In simple terms, it’s the system Google uses to judge whether your website’s content is reliable, high-quality, and worth ranking.

Focusing on E-E-A-T won’t magically push you to the top of search results on its own; SEO is always about the bigger picture, but it does play a huge role in improving your visibility.

Breaking Down E-E-A-T

• Experience – Show that you’ve actually done what you’re talking about. Share stories, photos, or examples from your real work. For instance, if you’re a marketing consultant, write about specific changes you’ve navigated for clients or campaigns you’ve run.
• Expertise – Content should come from someone who genuinely knows the subject. That means writing about your own area of business, or involving true experts. You can’t fake it; your knowledge needs to shine through.
• Authoritativeness – Build recognition in your field. This could be through reviews, media mentions, partnerships, or consistently sharing high-quality information. Personally, I prefer demonstrating authority by creating useful blogs like this one, rather than shouting about client wins.
• Trustworthiness – Your site needs to feel safe and credible. That means SSL security, clear contact details, transparent product/service info, and honest communication. Today’s customers have plenty of choices, making it obvious why they should choose you.

Why E-E-A-T Matters

• Better Search Rankings – Google prioritises sites it trusts. Strong E-E-A-T can boost your visibility and organic traffic.
• Customer Confidence – When people see you’re knowledgeable and transparent, they’re more likely to buy from you.
• Stay in Google’s Good Books – Google is cracking down on misleading or low-quality content, especially around sensitive topics like health and finance. Weak trust signals could see your site pushed down the results.

How to Improve Your Site’s E-E-A-T

• Show Your Experience – Use real-life examples. A mechanic could share common car problems they’ve fixed; a builder might showcase before-and-after project photos.
• Highlight Your Credentials – Add qualifications, awards, and years of experience to your site. People buy from people—let them get to know you.
• Earn Reviews & Mentions – Encourage genuine reviews from happy customers. Partner with complementary businesses or get featured on trusted sites to boost authority (avoid dodgy backlinks at all costs).
• Be Transparent & Secure – Keep your contact details front and centre. If you sell online, ensure payments are secure and the browsing experience is safe.
• Keep Content Fresh – Regularly update your site so information is accurate and useful. Google wants to see that you’re active and relevant.

E-E-A-T and AI Content

AI can be useful for brainstorming or drafting, but it should never replace your own voice and expertise. Google values real, human insight.

I’ve tested this extensively, and the verdict is clear: AI-generated content needs the right prompts, heavy editing, and a human touch before publishing. Search engines and readers don’t want a flood of robotic copy.

Final Thoughts

E-E-A-T isn’t a gimmick. It’s a framework to help you build trust with both customers and Google.

By sharing real experience, showcasing your expertise, being transparent, and keeping your content fresh, you’ll attract more visitors, improve your reputation, and give your business a stronger chance of ranking higher in search.

Think of it as good business sense meeting good SEO practice, because at the end of the day, both are about trust.

We’re here to help, and if you think we can manage your EEAT, then let’s chat.