Boost Your SEO Performance with Google’s E-E-A-T Framework

The concept of E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) is a cornerstone of modern SEO practices that determine your content’s credibility and impact on Google’s search engine.

A laptop screen showing the Google page and E-E-A-T text

What is E-E-A-T?

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It’s a framework used by Google to assess the quality of web pages. The focus is on content creators demonstrating their expertise, sharing relevant experience, establishing authoritativeness, and building trust. 

Let’s break down each component:


This is about showing deep knowledge in your field. Google values content crafted by knowledgeable and skilled individuals or organisations. For example, a health website can increase its expertise by featuring articles written by certified health professionals, including their medical credentials and affiliations.

Demonstrate your expertise through credentials, detailed analysis, and by providing insights that go beyond the ordinary. This may mean including detailed author bios with qualifications and professional backgrounds in your articles.


Content enriched with practical, hands-on knowledge, personal insights, detailed case studies, and real-world applications resonates more and provides tangible value to your readers. To enhance this criteria, share case studies, personal anecdotes, or detailed project descriptions to illustrate your hands-on experience.

A digital marketing blog, for instance, could include case studies detailing the strategy, implementation, and results of successful campaigns managed by the author.


This factor assesses the credibility and reputation of the content creator or website. Enhance your authoritativeness through citations from reputable sources, acknowledgements from industry leaders, and regular contributions to esteemed publications.

To build authority, gain mentions and links from reputable sites within your industry. Contribute guest posts to reputable publications and participate in industry panels. For instance, a financial consultant might write guest articles for major financial news outlets and get featured in industry analysis reports.


At the heart of trustworthiness is the integrity of your content and your website’s security. It is crucial to ensure your information is accurate, sources reliable, and site secure from breaches. 

Transparency with your audience builds trust over time. You can publish transparent privacy policies, secure your site with HTTPS, and ensure all content is fact-checked and well-referenced. E-commerce sites, for instance, could display security badges and include user-generated reviews to confirm the quality and reliability of their products.

A woman using a laptop

Why is E-E-A-T important for Google’s SEO?

Google aims to provide users with the most reliable and useful information. Websites that demonstrate high levels of E-E-A-T are more likely to rank well because they are seen as trusted sources of information. Prioritising these aspects can lead to better user engagement, lower bounce rates, and higher conversions. Here are 7 reasons why E-E-A-T matters:

Enhances Search Engine Rankings

Google’s algorithms prioritise high-quality content demonstrating high levels of E-E-A-T, especially for YMYL (Your Money Your Life) pages. Websites and pages with strong expertise, authoritativeness, and trustworthiness are more likely to rank higher in search results. This is because Google aims to provide users with the most reliable and accurate information possible, particularly in areas that could significantly impact users’ health, finances, or safety.

Builds User Trust

Websites that are considered authoritative and trustworthy can gain users’ confidence, leading to increased engagement. When users feel confident in the accuracy and reliability of the information provided, they are more likely to return to the site and recommend it to others. Trust is critical to retaining visitors and converting them into loyal followers or customers.

Improves User Satisfaction

High E-E-A-T content is typically well-researched, well-written, and thoroughly vetted, which enhances the overall user experience. When users find the answers they need from sources that display genuine expertise and insight, their overall satisfaction with the content increases. This satisfaction is key to driving repeat traffic and positive interactions on the site.

Supports Credibility in Competitive Niches

Standing out as an authoritative and trustworthy source can significantly differentiate a business from its competitors. Demonstrating expertise and a trustworthy reputation can help a company or an individual gain a competitive edge, attracting more customers and influencing their purchasing decisions.

Facilitates Compliance with Web Standards

Following the principles of E-E-A-T can help ensure that content creators adhere to ethical standards and best practices for web publishing. This compliance is crucial for SEO and for maintaining the quality and integrity of the Internet as a reliable resource.

Encourages Quality Backlink Profiles

High-quality content that exhibits E-E-A-T is more likely to attract backlinks from other reputable sites, which are a significant ranking factor in SEO. These links serve as endorsements of the content’s credibility, further enhancing its visibility and authority.

Mitigates the Risk of Penalties

Google updates its algorithms regularly to penalise low-quality content that does not meet the standards for expertise and trustworthiness. By prioritising E-E-A-T, content creators can reduce the risk of suffering ranking penalties.

Dos and Don’ts When It Comes to E-E-A-T

What Not to Do

When focusing on E-E-A-T for your content, there are several pitfalls to avoid and key points to keep in mind to ensure your content aligns with Google’s expectations for high-quality pages. 

Here are the essentials:

  1. Lack of Author Information: Avoid publishing content without clear authorship. Content that lacks author details or does not include the author’s credentials and expertise may be viewed as less credible.
  2. Outdated Information: Refrain from using or leaving outdated, incorrect, or unverified information. Ensure all facts are current and supported by reliable sources.
  3. Poor Quality Content: Low-effort content, such as thin content that lacks depth or is overly simplistic, does not meet users’ needs can negatively impact your E-E-A-T rating.
  4. Insecure Website: Operating on an insecure platform (not HTTPS) can harm your trustworthiness. Ensure your site is secure and that user data is protected, especially if you handle sensitive information.
  5. Excessive Advertising: Too many intrusive ads can detract from the user experience and make content appear less authoritative and trustworthy.
  6. Lack of Editorial Standards: Publishing content without proper editing or adherence to a quality standard can lead to inaccuracies and inconsistencies, diminishing perceived expertise and trustworthiness.

What To Do

  1. Showcase Expertise: Clearly display qualifications, professional experiences, and the background of content creators. This is particularly crucial in YMYL topics, where expertise is critical for credibility.
  2. Update Regularly: Keeping content up-to-date is vital, especially in fast-changing fields. Regular updates reflect your commitment to providing current users with reliable information.
  3. Enhance Authoritativeness: Engage with the community, get cited by authoritative sites, and contribute to reputable publications in your field. External validation from respected industry leaders or media outlets can significantly boost authoritativeness.
  4. Ensure Content Accuracy: Rigorously fact-check all content. Provide citations and links to reputable sources. This enhances trustworthiness and supports the user’s journey with more in-depth information.
  5. Prioritise User Experience: Design your website with the user in mind. A clean, easy-to-navigate site, fast loading times, and mobile-friendly design are essential for a positive user experience, indirectly supporting your E-E-A-T score.
  6. Transparent Practices: Be clear about your editorial process and disclose any partnerships or sponsored content. Transparency in operations fosters trust with your audience.
  7. Address User Security: Implement robust security measures to protect your website and its users. Regular security audits, secure sockets layer (SSL) certificates, and clear privacy policies are must-haves.


E-E-A-T is about improving search engine optimisation and committing to high-quality, user-focused content that earns trust and authority over time. Enhancing the E-E-A-T of your content and website will improve both user trust and search engine rankings. This is especially crucial for sites that fall under the YMYL category, as Google places a higher emphasis on these factors when assessing such websites.

Embracing the E-E-A-T framework is essential for any content creator aiming for SEO success. Ready to up your content game? Turn to Primal Digital Agency for SEO services and strategies that resonate and achieve results. Contact us today.