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    Google E-E-A-T: What is It and Why is It Important?

    Google E-E-A-T, or Experience, Expertise, Authoritativeness, Trustworthiness, is a set of guidelines that Google uses to evaluate the quality and credibility of websites.

    In a world where anyone can publish information online, it is important for Google to ensure that the content that appears in its search results is reliable and trustworthy.

    Read on to understand what Google E-E-A-T is, why it is important, and how you can improve your website’s E-E-A-T rating.

    The New Update: From Google E-A-T to Google E-E-A-T

    In December 2022, Google has updated its search quality rater guidelines from E-A-T (Expertise, Authoritativeness, and Trustworthiness) to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and said that:

    “Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”

    In addition, Google added that it will place more emphasis on content with a high E-E-A-T score, especially when the topics being addressed “could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society.” Google calls these topics “Your Money or Your Life,” or “YMYL.”

    What is Google E-E-A-T?

    E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it is a metric that Google uses to gauge the quality and reliability of a website or webpage.

    When evaluating a website for E-E-A-T, Google looks at a variety of factors, including the expertise of the content creators, the credibility and trustworthiness of the website as a whole, and the level of engagement and interaction with the website’s users.


    Creators who have more experience and knowledge in a particular topic are more credible sources of information. In general, content that is created by individuals with firsthand knowledge or life experience on the subject is more trustworthy.

    “For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?” (Google’s example.)


    Expertise refers to the level of knowledge and experience of the individuals or organization creating the content. This can be demonstrated through credentials, such as degrees or certifications, as well as through the content itself, which should be well-researched and well-written.


    Authoritativeness refers to the perceived authority of the website or content creator on a given subject. This can be influenced by the number of external links pointing to the website, as well as the quality and relevance of those links.


    Trustworthiness is self-explanatory and refers to the overall trustworthiness and reliability of the website and its content. This can be influenced by factors such as the website’s history, its adherence to privacy policies, and its transparency about any sponsored or paid content.

    Why is Google E-E-A-T Important?

    E-E-A-T is important because it helps Google to determine the quality and relevance of a website or webpage, and thus whether it should be ranked highly in search results.

    High-quality websites with strong E-E-A-T are more likely to rank higher, while low-quality websites with weak E-E-A-T are more likely to be relegated to lower search results or even removed from search results.

    This is especially important for businesses and websites owners looking to rank well in search engine result pages (SERPs), as having a high ranking can lead to increased traffic and revenue.

    Finally, E-E-A-T is important for building trust with your audience. By demonstrating, experience, expertise, authority, and trustworthiness, you can establish yourself as a reliable and trustworthy source of information in your field.

    How is Google E-E-A-T Measured?

    Google uses a variety of signals to measure E-E-A-T, including:

    Quality and relevance of content

    Google looks for content that is well-written, informative, and relevant to the topic at hand.

    Expertise of the content creators

    Google looks for content creators who have credentials, education, or experience in the field they are writing about.

    External links

    Google looks for external links from high-quality, authoritative websites as a sign of credibility.

    User engagement

    Google looks for indicators of user engagement, such as time on site and bounce rate, as a sign of the quality and relevance of the content.

    Website reputation

    Google looks at the overall reputation of the website and its content creators, taking into account factors such as transparency, accuracy, and trustworthiness.

    How to Improve Google E-E-A-T?

    There are several steps that you can take to improve your website’s E-E-A-T and increase its credibility and reliability in the eyes of Google and your users.

    Create high-quality content

    One of the most important factors in improving your E-E-A-T is creating high-quality content that is relevant, well-written, and informative.

    Google’s search algorithm is designed to surface the most useful and relevant content for a particular search query, so it is important to make sure that your content meets these criteria.

    Use credible sources and citations

    If you are referencing information or ideas from other sources, it is important to use credible sources and to properly cite them in your content.

    This helps to demonstrate that you are basing your information on reliable sources, and it also helps to build trust with your readers.

    Foster a sense of trust with your users

    In addition to creating high-quality content and using credible sources, it is also important to foster a sense of trust with your users.

    This can be done through the use of a privacy policy, terms of service, and other forms of transparency.

    Build backlinks from reputable websites

    Backlinks from reputable websites can help to improve your E-E-A-T, as they demonstrate that your website is trusted and respected by other sources.

    However, it is important to focus on building backlinks from high-quality websites, as low-quality backlinks can actually harm your E-E-A-T.

    Have a clear and user-friendly website

    Having a clear and user-friendly website can also help to improve your E-E-A-T. This includes having a clean and easy-to-navigate design, as well as providing clear and accurate information about your business or organization.

    Improving your website’s E-E-A-T is an ongoing process, but by demonstrating experience, expertise, establishing your website as an authority in your niche, and fostering trustworthiness, you can improve the quality and relevance of your website’s content in the eyes of Google and your users.


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