Google’s E-E-A-T Guidelines: Expertise, Experience, Authoritativeness, and Trust

Understanding E-E-A-T Guidelines

Google’s E-E-A-T guidelines, which stand for Expertise, Experience, Authoritativeness, and Trust, are an essential framework for creating high-quality content that ranks well in search engine results. While E-E-A-T is not technically a ranking factor, it can greatly impact how your content is evaluated and ranked by Google’s algorithms.

The addition of “Experience” to the existing E-A-T framework emphasizes the importance of including relevant first-hand experience with the subject matter. This means that content that ranks well should be helpful, created by experts, posted on authoritative sites, and seen as trustworthy. Additionally, content that sees regular updates and provides accurate and up-to-date information is highly valued by Google.

How to Apply E-E-A-T In your Content Creation Process

To apply the E-E-A-T guidelines to your content creation process, you need to focus on demonstrating expertise, including first-hand experience, establishing authoritativeness, and building trustworthiness.


To showcase expertise in your content, provide accurate and up-to-date information, cite reputable sources and studies, highlight credentials, experience, and achievements, and offer in-depth analysis and thought leadership on industry trends and topics. Leveraging user-generated content from qualified users who have extensive knowledge on the subject matter can also enhance the expertise of your content.


Experience is the newest addition to the E-E-A-T framework, and it refers to the writer’s first-hand experience with the topic. To showcase experience, have subject matter experts write or review your content for accuracy, use quotes and insights from product specialists or experts, collaborate with other industry experts, and include interviews or co-authored blog posts with trusted voices.


Establishing authoritativeness goes beyond brand recognition. To showcase authority, create a robust digital PR campaign for your content and site, including backlinks, network and collaborate with other experts and influencers, and seek endorsements and positive reviews from real-life users. It is also essential to create a consistent brand voice and provide a user-friendly website experience.


Trustworthiness is crucial for content to be valuable and reliable. To establish trust, be transparent and honest, offer secure and user-friendly website experiences, maintain a consistent brand voice, and regularly evaluate and update your content to ensure accuracy, relevancy, and informative value. Websites that update their content regularly and provide accurate information, like Wirecutter, are excellent examples of trustworthiness in action.

What Following E-E-A-T Can Accomplish

Following the E-E-A-T guidelines can lead to significant improvements in organic search rankings and overall website performance. By taking ownership of their organic content strategy and aligning it with E-E-A-T principles, businesses can see an increase in organic impressions, organic clicks, backlinks, and the number of keywords ranking in the top positions on search engine results pages. Implementing E-E-A-T best practices can help businesses establish themselves as industry authorities, gain trust from users, and ultimately drive more organic traffic and conversions.

Expert Tips for Mastering E-E-A-T

To master E-E-A-T guidelines, marketers and content creators should continuously listen to customer feedback, reviews, and social media to uncover pain points and build content that addresses them. It is also crucial to offer different content formats to cater to different audiences and involve subject matter experts in the content creation process. Auditing content regularly, utilizing structured data with schema markup, collaborating with reputable websites and influencers, avoiding black hat SEO tactics, and incorporating videos into the content strategy are additional tips for mastering E-E-A-T.

Keeping Up with Google

While E-E-A-T may seem like a new version of guidelines, it is actually building upon the foundation set by Google years ago: creating good content that helps people. By adhering to the E-E-A-T principles, businesses can ensure that their content meets the needs of users, provides valuable information, and gains visibility in search engine results. To stay up to date with Google’s evolving algorithms and best practices, it is essential to learn from reputable marketing professionals and agency partners, continuously improve content creation processes, and focus on satisfying the E-E-A-T guidelines on the entire website.

In summary, implementing E-E-A-T principles in your content creation process can greatly enhance your website’s performance and visibility in search engine results. By prioritizing expertise, experience, authoritativeness, and trustworthiness, businesses can create content that provides valuable information, establishes authority, gains trust from users, and ultimately drives more organic traffic and conversions.