Google’s E-E-A-T: Elevating the Standards for Content Quality and Relevance

Google has recently expanded their search quality standards of E-A-T (Expertise, Authoritativeness, and Trustworthiness) by adding another “E” into the mix – Experience. This addition is aimed at ensuring that the content we encounter online is not just relevant but also genuinely helpful.


Understanding the E-E-A-T Concept

Hyung-Jin Kim, the VP of Search at Google, has confirmed the significance of E-E-A-T in the way Google rates websites. According to him, E-E-A-T is no longer a mere guideline, but a template that is applied to every query and every result—it’s embedded in everything Google does. To secure a high rank in Google’s Search Engine Results Pages (SERPs), your content strategy must effectively demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).


The Importance of E-E-A-T in SEO

Google’s search quality rater guidelines suggest that trust is earned by demonstrating experience, expertise, and authoritativeness. This makes sense because, in the real world, we are more inclined to trust and seek advice from sources that are qualified and authoritative. For instance, if you’re looking for tax information, you would naturally prefer content produced by a tax advisor or accountant, since they have the requisite experience, expertise, and authority on the subject. This tells us that Google’s goal is to provide its users with accurate information. To achieve this, you need to demonstrate E-E-A-T in your content strategy.


How to Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness

Most diligent website administrators, SEO experts, and marketing teams are already developing E-E-A-T. They understand that SEO plays a fundamental role in delivering what’s needed to meet E-E-A-T standards. So, what does it mean to demonstrate experience, expertise, authoritativeness, and trustworthiness? Let’s break down E-E-A-T and see how SEO can influence it.


Demonstrating Experience

In the context of E-E-A-T, experience refers to lived experiences—specifically, first-hand experiences related to the topic you’re writing about. Experience becomes especially crucial as we move towards a digital world dominated by AI-generated content. AI can only make assumptions about human experiences without truly understanding them. Thus, the addition of “experience” in Google’s search quality raters guidelines differentiates human-written content from AI-generated content. You can demonstrate your experience by sharing your story and the people behind your website.


Demonstrating Expertise

Expertise is about the depth of knowledge demonstrated in your content or by the author. The rater guidelines suggest that an author’s expertise or authoritativeness on a subject significantly contributes to demonstrating expertise. It’s also worth noting that the perceived authority of a website on a particular topic can also influence Google’s E-E-A-T guidelines. Therefore, it’s wise not to dismiss the importance of demonstrating an author’s expertise on a subject, as it will build confidence with your audience and contribute to your site’s overall trustworthiness and ranking.


Demonstrating Authoritativeness

Authoritativeness refers to the extent to which a content creator is recognized as a reliable source on a particular topic. There are three primary ways to demonstrate authority: through your content architecture, backlinks from authoritative sites, and building a digital profile or personal brand. Remember, authority, expertise, and experience go hand in hand—you can’t be an authority on a topic without experience and expertise, and vice versa.


Demonstrating Trustworthiness

Trustworthiness is the aggregate of your experience, expertise, and authority. Building trust with your audience will result in positive engagements that indicate to Google that your site is trustworthy and worthy of a high rank. Trustworthiness can be demonstrated through the quality of your content, the insights you provide, and the value you deliver to your audience.


Building E-E-A-T is a Long-term Process

Building E-E-A-T is a long-term process that requires a solid content strategy and a deep understanding of your audience needs. The level of E-E-A-T varies among websites, but the aim should be to build E-E-A-T to the highest possible level. While some websites may have low E-E-A-T, most websites that provide genuinely helpful content will have a decent level of E-E-A-T.


E-E-A-T: An Effective Gauge for Content Quality

While E-E-A-T can be a complex concept, it is an effective way to measure the quality of your content. By treating your web users like your offline customers, understanding their needs, and serving them well, you should have no problem achieving a high level of E-E-A-T. Remember, your website is like your home or brick-and-mortar store—keep it tidy and updated, and it will attract and retain visitors.



Gain more visibility in the SERPS ( search engine results page) by following the E-E-A-T formula. As always reach out to our team at Localflo for advances strategies and expert guidance! Happy Ranking!

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