What is E-A-T? Why is It Important for SEO and Content Quality?



You might hear about the E-A-T unless you’re new to SEO. Its concept has been around for a couple of years now, becoming one of the most crucial SEO factors with time. Unfortunately, many website owners and content creators are still in the dark about E-A-T.

So, what exactly is E-A-T SEO, why does it affect your SEO efforts, and why does it matter? Read on to find out.

What is E-A-T SEO?

Google E-A-T SEO
Image Credit: Pixabay

E-A-T is an acronym for “Expertise, Authoritativeness, and Trustworthiness.” First, Google mentioned it in 2014 in a Google Quality Rater Guidelines. Since then, it has been a central SEO and Google ranking algorithm concept.

It is a way for Google to measure the quality of a website and its content. The main idea is that websites considered experts in their field and that offer high-quality, trustworthy content are more likely to rank higher in search results.

Also, the page quality rating is assigned by Google’s human quality raters.

Key Takeaways

  • Understand E-A-T: E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a framework used by Google to assess the quality of web content. Grasping its importance can help improve your website’s SEO performance.
  • Showcase Expertise: Demonstrate your knowledge or skill in your specific field.
  • Establish Authority: Back up your content with credible sources.
  • Build Trust: Ensure your website is secure and user-friendly.

Why does E-A-T Matter for SEO?

Google SEO
Image Credit: Pixabay

It is becoming increasingly important for SEO for several reasons.

First of all, with the rise of fake news and misinformation online, Google has been putting a lot of emphasis on promoting quality content from reliable sources.

The company aims to ensure its users can find the information they need without worrying about its accuracy.

The company can better assess websites’ quality and content as Google’s algorithms become more sophisticated. It means that poor-quality sites that offer little value to users are less likely to rank well in search results.

It is also a way for Google to combat spam and low-quality content. In the past, it was relatively easy for black hat SEOs to game the system and get their sites to rank highly for specific keywords, even if the content was poorly quality.

However, it is much harder to do this with E-A-T, as Google can now quickly identify and penalize sites trying to cheat the system.

How to improve SEO using E-A-T?

improve E-A-T SEO
Image Credit: Pixabay

Here are a few of the things to improve your SEO:

1. Get more authoritative backlinks

One of the best ways to improve your website’s E-A-T is to get high-quality backlinks from authoritative websites. It will show Google that other experts trust your site in your field. And that it is a reliable source of information.

2. Create high-quality content

If you want your website to be considered an expert in your field, you must ensure that all your content is high quality. Otherwise, Google won’t believe your website is an expert in your area and will likely demote it in search results. 

3. Get involved in industry forums and discussions

Your site’s E-A-T will improve the more you are interested in industry forums and discussions. As a result, you will enhance the quality of the information on your site. Which makes it more likely to rank higher in search results.

4. Show contact information

One of the best things to improve your website’s E-A-T is to make it easier for people to contact you. Doing this will connect them with you and provide high-quality, trustworthy content on your site. 

5. Build up a social media presence

Social media is essential to getting backlinks and improving your website’s E-A-T. As a result, it’s vital to use social media to get your brand out there.  

6. Create an About/Contact page

Another thing that you can do to improve your Google rankings is to create an about or contact page for your website. It will make it easier for people to connect with you and learn more about your expertise if they see the About Us page on your site.

Is E‑A-T a ranking factor?

E-A-T ranking
Image Credit: Pixabay

E-A-T is not a Google ranking factor because it is a measurable metric. However, Google considers other signals to assess expertise, authority, and trust ranking factors.

Google released a white paper titled “How Google Fights Disinformation” in February 2019, clarifying its importance. Furthermore, the most recent version of Google’s Search Quality Rater Guidelines mentions “E-A-T” 137 times. So, it’s no surprise that it’s a vital concept in SEO.

While it is not an official Google ranking factor, the company uses it to assess websites’ quality and content. If your site ranks highly in search results, you must ensure it offers high-quality, trustworthy content.

What is E-A-T for YMYL (Your Money or Your Life) Content

YMYL content
Image Credit: Pixabay

It plays an incredibly vital role in the world of YMYL content

For one thing, YMYL content significantly affects people’s well-being and finances. It is essential to make sure that it is accurate and trustworthy.

As a result, website owners and content creators need to ensure that their websites and the information found on them are of the highest quality possible.

In addition to offering high-quality, trustworthy content, you should ensure your YMYL (Your Money or Your Life) Content is adequately structured.

YMYL stands for Your Money or Your Life, meaning the content is crucial to users’ lives. In other words, it’s the content users could rely on in critical situations that significantly affect their livelihoods. 

For example, healthcare information or financial advice is YMYL content. The information found on these websites affects users’ well-being or their financial security. 

The FTC regulates YMYL content and is often monitored by state and federal regulators. In addition, most YMYL content requires expert knowledge to create.

It means that it’s tough to produce high-quality YMYL content.  

Ensure your website offers accurate, trustworthy information to rank highly in search results. Most importantly, ensure you include a summary of the content at the top and bottom of your page.

It will make it easier for users to navigate and understand the site. If a YMYL site ranks well in search results, the user experience can improve by offering trustworthy, clear, and easy-to-understand information.


What is E-A-T in SEO?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.

It is a quality guideline used by Google to evaluate web pages and websites. It’s part of Google’s search algorithm, and it helps determine whether your page can rank in search results.

How can I use an E-A-T SEO checklist to improve my website’s ranking?

You can create content that aligns with Google’s E-A-T guidelines using an E-A-T SEO checklist.

These checklists are like your roadmap to creating reader-friendly posts. They guide you in showcasing your knowledge, proving your credibility, and fostering a sense of trust with your audience.

In simpler terms, it helps you improve your posts for your readers, show them you know your stuff, prove you’re a reliable source, and make them feel safe with you.


It has become clear that E-A-T is an integral part of SEO and can make all the difference in getting a site to rank high in search results.

To rank higher, you need to make your site an expert in its field and provide high-quality, trustworthy content that is easy to understand.

More Resources:

SERP: Introduction To Google’s Search Engine Results Page

What Are Google Web Stories: A Quick Guide