by Steve Phipps

What is Google’s E-E-A-T? The Key to Improving Your Website’s Credibility and Rankings

June 19, 2024 | Content Marketing, SEO, Website

Are you struggling to improve your website’s search engine rankings? 

In today’s competitive market, establishing a strong online presence for your small business is more crucial than ever. Understanding and integrating Google’s E-E-A-T guidelines—Expertise, Experience, Authoritativeness, and Trustworthiness—can be your key to climbing to the top of the search engine ladder. By focusing on E-E-A-T, you can enhance your content’s credibility and drive traffic to your website, ultimately generating more leads for your company.

If you’re wondering, “what is E-E-A-T?” you’re in the right place. Keep reading to learn how to transform your SEO and content marketing strategy with these simple, actionable steps. Our comprehensive guide will dive deep into the details of E-E-A-T, exploring how each element contributes to SEO success.

What is E-E-A-T? Google’s Guidelines for SEO

Before we begin, let’s set the table (pun intended). Have you ever felt overwhelmed by the sheer volume of content on the internet? You’re not alone. The digital landscape is brimming with information, making it challenging for your business to stand out and be discovered by potential customers. 

That’s where E-E-A-T comes in. As mentioned above, E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of criteria used by Google to evaluate the quality of content on a website. Understanding and implementing E-E-A-T can help your small business website rank higher in search engine results, attract more traffic, and ultimately grow your business.

  • Experience: Refers to the firsthand or direct experiences shared in the content. Content that demonstrates the author’s direct experience with the subject matter is considered more reliable.
  • Expertise: Involves the depth of knowledge and understanding the author or website has on the topic. Showcase your small business’s expertise through detailed, well-researched articles, professional credentials, awards, and a thorough “about” page on your website.
  • Authoritativeness: Relates to the overall authority of the website and the content creator. Building online authority includes securing links between your website and other reputable sources, credible media mentions, and industry recognition.
  • Trustworthiness: Encompasses the transparency and reliability of the content and website. Factors such as secure HTTPS protocols, clear contact information, and positive user reviews contribute to trustworthiness. 

Google developed the E-E-A-T framework to enhance the quality and reliability of search results. The primary motivation behind this framework was to address the proliferation of low-quality, misleading, or harmful content on the internet. By emphasizing E-E-A-T, Google aims to prioritize content from sources with genuine expertise and authority in their fields.

Additionally, Google wants to provide users with the best possible search experience. Ensuring that the content they find is created by knowledgeable and trustworthy sources helps build user trust and satisfaction. This is particularly important as users rely on Google for information that can significantly impact their lives and decisions.

The Importance of E-E-A-T for Small Businesses

For small businesses, especially those in the B2B service sector, implementing E-E-A-T guidance into your marketing plan can make a significant difference in your website traffic. Here’s why:

  1. Improved Search Rankings: Google prioritizes content that meets E-E-A-T criteria. Enhancing these aspects makes your content more likely to rank higher in search results, meaning your ideal customers are more likely to find you.
  2. Increased Credibility: Demonstrating expertise and trustworthiness can help establish your business as a leader in your industry.
  3. Better Customer Relationships: Building trust with your audience can lead to stronger customer relationships and increased loyalty.
  4. Higher Conversion Rates: Potential customers who view your site as trustworthy and authoritative are more likely to convert into paying customers.

How to Implement E-E-A-T

Let’s break down each component of E-E-A-T and discuss how you can implement them on your website.

Expertise, Experience, Authoritativeness, and Trustworthiness

1. Experience

Experience refers to the firsthand experiences that a business has in a particular subject area. Your potential customers want to see that you’ve had enough skin in the game to guide them to a successful outcome. Prove your experience through practical knowledge and personal stories that can add authenticity and depth to the content.

Implementation Tips:

  • Use Case Studies: Showcase real-life examples of how your product or service has helped clients. Case studies provide tangible proof of your experience and the benefits you offer.
  • Share Personal Stories: Share your journey, challenges, and successes. This not only humanizes your brand but also builds a connection with your audience.
  • Include Testimonials: Customer testimonials can highlight the practical benefits and real-world applications of your products and services. First-hand experiences serve as social proof of your experience and effectiveness.
  • Create Engaging Visual Content: Share your experiences using videos, infographics, and images. Visual content can make complex information more accessible and engaging.
  • Regularly Update Content: Keep your content fresh and relevant by regularly updating your small business website with new information and insights. This shows that your knowledge is current and that you’re actively engaged in your field.

Experience sets the foundation for trust. When your audience sees real-world applications and genuine stories, they are more likely to believe in the value you offer and engage with your content.

2. Expertise

Expertise refers to your specialized knowledge and skills. Understanding “what is E-E-A-T” and demonstrating expertise is crucial. By showcasing your deep understanding and proficiency throughout your website content, you can provide your potential customers with info that educates, informs, and ultimately builds trust and credibility.  Conveying a high level of expertise ensures that your content stands out as a reliable and authoritative source, enhancing your website’s performance and customer satisfaction.

Implementation Tips:

  • Hire Qualified Writers: If you’re outsourcing content creation, ensure the writers have expertise in your industry. Their specialized knowledge will enhance the quality and credibility of your content.
  • Showcase Credentials: Highlight any certifications, degrees, or awards that establish your expertise. This could include professional qualifications, industry recognitions, or significant achievements.
  • Create In-Depth Content: Write comprehensive guides, how-tos, and detailed articles that provide real value. High-quality, informative content demonstrates your deep understanding of the subject matter.
  • Guest Blogging: Write guest posts for reputable blogs in your industry. This showcases your expertise and helps build your authority by establishing a relationship with well-known sites.
  • Webinars and Workshops: Host webinars and workshops to share your knowledge. This interactive approach lets you demonstrate your expertise in real time and directly engage with your audience.

By demonstrating expertise, you position your small business as a knowledgeable leader in your field, capable of guiding your customers toward success.

3. Authoritativeness

Authoritativeness involves being recognized as a reliable source in your field. You can build credibility for your site by getting endorsements from reputable sources, media mentions, and positive reviews.

Implementation Tips:

  • Earn Backlinks: Get links from reputable websites in your industry. Backlinks from authoritative sources signal to Google that your content is trustworthy and valuable.
  • Get Media Attention: Seek opportunities to be featured in industry publications, podcasts, or news outlets to get media mentions. Media mentions enhance your authority and visibility.
  • Engage with Influencers: Collaborate with industry influencers to boost your credibility. Influencers’ endorsements can significantly impact your reputation and reach.
  • Participate in Industry Forums: Engage in discussions on industry forums and communities. Providing valuable insights and advice on these platforms can help establish you as an authority in your field.
  • Publish Research and Reports: Conduct original research and publish your findings. Data-driven content can significantly boost your authority by demonstrating your commitment to advancing knowledge in your industry.

Authoritativeness helps solidify your position in the industry. When your peers and other reputable sources recognize your value, it reinforces the trust and reliability of your content.

4. Trustworthiness

Trustworthiness is about building and maintaining trust with your audience. To be effective, you must be transparent, reliable, and honest in your business practices and communications.

Implementation Tips:

  • Be Transparent: Clearly state who you are, what you do, and how you can help. Transparency builds trust and makes your audience feel more comfortable engaging with your brand.
  • Ensure Site Security: Use HTTPS and ensure your website is secure. A secure site protects user data and enhances trustworthiness.
  • Provide Clear Contact Information: Make it easy for visitors to get in touch with you. Clear contact information adds credibility and reassures your audience that they can reach you if needed.
  • Customer Service Excellence: Provide exceptional customer service to build trust with your audience. Respond promptly to inquiries, address concerns, and go the extra mile to ensure customer satisfaction.
  • Ethical Practices: Maintain ethical business practices in all your dealings. Honesty, integrity, and fairness in your operations can significantly enhance your trustworthiness.

Trustworthiness is the bedrock of customer loyalty. When your audience trusts your integrity and ethics, they are more likely to become loyal customers.

With each of these categories in mind, it’s time to take a proactive look at your website content and start making updates where needed. Knowing “what is E-E-A-T” helps you implement these trust-building strategies effectively.

Creating High-Quality Content is Non-Negotiable

Creating high-quality content is non-negotiable for improving your website’s SEO performance and meeting Google’s E-E-A-T standards. Superior content will attract your ideal customers, keep them engaged longer, and ultimately reduce your website’s bounce rates—all important ranking factors that send positive signals to search engines. These tactics align with SEO best practices and enhance your site’s credibility.

The average first-page result on Google is 1,447 words long.

One key aspect of this is producing in-depth, comprehensive articles that provide real value to your audience. Research by Backlinko found that the average first-page result on Google is 1,447 words long. This highlights the importance of detailed content in achieving higher search engine rankings. 

By crafting well-researched, informative pieces, you not only address the needs and questions of your audience but also signal to search engines that your content is authoritative and valuable, helping to boost your overall SEO performance. 

Strategic Posting Frequency for SEO Success

Posting frequency is also an important planning point to consider. According to HubSpot, companies that publish 16 or more blog posts per month get 3.5 times more traffic than companies that publish 0-4 monthly posts. 

This may feel like a tall order, but there are multiple ways to accomplish this, including hiring in-house writers, outsourcing the writing, hiring a marketing coach to train your team, leveraging AI marketing tools, or a combination of these tactics. 

Companies that publish 16 or more blog posts per month get 3.5 times more traffic.

Proven Results Through Content Marketing Strategies

Content marketing, combined with strategic posting frequency and adherence to E-E-A-T principles, has delivered exceptional results for our clients. For instance, our work with a Tennessee accounting firm led to a remarkable 2400% increase in organic search traffic

By consistently publishing high-quality, authoritative content that demonstrates our client’s expertise and trustworthiness, we effectively boosted their online visibility and credibility. This case study exemplifies our ability to leverage content marketing strategies to drive significant growth and establish a strong online presence for our clients.

Read More: 6 Compelling Reasons to Consider Outsourced Marketing Services

Implementing Structured Data for Better SEO

In addition to high-quality content, incorporating structured data is a crucial step to help search engines understand your content better. Structured data, or schema markup, allows search engines to interpret and display your content in a rich and informative way, often leading to enhanced search results like rich snippets.

Implementation Tips:

  • Use Schema Markup: Apply schema markup to your website’s HTML to provide search engines with detailed information about your content. Common types of schema for businesses include Organization, Product, Review, and FAQ schema.
  • Leverage Tools and Plugins: Utilize tools like Google’s Structured Data Markup Helper or plugins like Yoast SEO for WordPress to implement schema markup easily.
  • Enhance Visibility: Structured data can help your content appear in rich snippets, knowledge graphs, and other enhanced search features, increasing your visibility and click-through rates.
  • Maintain Accuracy: Ensure that the structured data is accurate and up-to-date, reflecting the latest information about your products, services, and business.

Structured data not only improves how search engines index your content but also enhances the user experience by providing clearer and more relevant search results. This alignment with SEO best practices can significantly boost your site’s visibility and credibility.

Improving E-E-A-T with “The Big 5”

One effective approach to creating superior content is incorporating “The Big 5” content topics from the “They Ask, You Answer” framework by Marcus Sheridan. These topics are:

  1. Cost and Pricing: Transparency about the cost of your products or services builds trust with your audience. Create content that answers common questions about pricing, explains the factors influencing cost, and provides clear pricing structures. For example, a detailed blog post or video explaining “What factors affect the cost of SEO services?” can attract visitors who are actively looking for pricing information.
  2. Problems and Challenges: Discussing your industry’s potential problems or challenges demonstrates honesty and helps manage customer expectations. Addressing these issues shows that you understand your audience’s concerns and are prepared to help them navigate any difficulties.
  3. Comparisons: Comparative content helps your audience make informed decisions by evaluating different options. Compare your products or services with competitors or alternative solutions in your industry. Articles like “SEO tools comparison: Which is best for your business?” provide valuable insights that can guide your audience’s choices.
  4. Best of Lists: Curating lists of the best products, services, or strategies in your industry positions you as a knowledgeable resource. Share your knowledge and help your audience by creating content like “Top 10 SEO Strategies for Small Businesses”.
  5. Reviews: Honest reviews of products or services, whether your own or those of third parties, build credibility and trust. Share detailed reviews and testimonials from your customers to highlight real-world experiences and outcomes. A blog post like “Customer reviews of our SEO services: Success stories and feedback” can effectively demonstrate your value.

By including The Big 5 topics in your content strategy, you can create valuable and engaging information for your website. This content will meet E-A-T standards and connect with your audience. This approach enhances your SEO performance and builds lasting trust and authority in your field.

Read More: What Is the Big 5? Your Foolproof B2B Content Marketing Strategy

Using a Clear Call to Action

Beyond implementing E-E-A-T, ensure your marketing strategy includes a clear pathway for turning all that new traffic into leads with a powerful Call to Action (CTA). Whether it’s signing up for a newsletter, downloading a free resource, or scheduling a consultation, CTAs guide your audience on the next steps.

For instance, “Ready to enhance your SEO? Contact us today for a free consultation!” or “Subscribe to our newsletter for the latest SEO tips and updates.” Make sure your CTAs are prominently displayed and easy to follow, helping to convert your visitors into leads and customers.

Follow StoryBrand Principles for Strong CTAs

According to the StoryBrand framework, a clear and direct CTA is essential for guiding customers through their journey. StoryBrand emphasizes the importance of making your CTAs straightforward and specific, ensuring your audience knows exactly what action to take next. Effective CTAs should highlight the benefits of taking action and be placed strategically throughout your content to maximize engagement and conversions. By incorporating StoryBrand principles into your CTAs, you can enhance clarity and motivate your audience to take meaningful steps toward becoming your customers.

Read More: How to Write a Call to Action in Marketing: 10 Tips for Amazing Results

Recap: Implementing E-E-A-T: A Step-by-Step Plan

  1. Create High-Quality Content: Focus on producing well-researched, detailed, and engaging content that addresses your audience’s needs and questions. Use multimedia elements to enhance user experience and regularly update your content to keep it fresh.
  2. Build Backlinks: Develop relationships with industry influencers and authoritative sites to earn high-quality backlinks. Participate in relevant online communities and contribute guest posts to reputable publications.
  3. Enhance User Experience: Optimize your website for mobile devices, improve load times, and ensure easy navigation. Implement secure HTTPS protocols and provide clear contact information and customer service options.
  4. Showcase Expertise: Highlight your professional credentials, certifications, and experience in your content. Use case studies, white papers, and industry reports to demonstrate your expertise and authority.
  5. Maintain Content Freshness: Regularly update your content to reflect the latest trends and information. Ensure your articles are well-researched and provide the most current insights to your readers.
  6. Engage with Your Audience: Encourage user engagement through comments, social media interactions, and email newsletters. Respond to feedback and questions to build trust and foster a loyal audience.
  7. Monitor and Adjust: Continuously monitor your site’s performance and make adjustments based on user feedback and analytics data. Stay updated with the latest SEO trends and algorithm changes to keep your strategy effective.

Boost Your SEO with E-E-A-T: Final Thoughts and Next Steps

By embracing E-E-A-T principles, you can take your small business website from obscurity to authority, building trust with your audience and improving your overall SEO performance. Your marketing efforts will grow significantly with superior content, authoritative backlinks, a strong user experience, a clear demonstration of your expertise, and an ongoing commitment to keeping your content current.

Remember, SEO is an ongoing process that requires regular monitoring and adjustments to stay effective. We are playing the long game here, so expect it to take at least six to twelve months to see a considerable impact. You might see big results sooner, but the real maximizing power happens downstream.

Do you need help getting your website up to E-E-A-T standards? We are glad to help! Schedule a discovery call for a free marketing consultation, and let’s start your journey to SEO success together.


Q. Why is E-E-A-T Important for SEO?

A. E-E-A-T, which stands for Expertise, Experience, Authoritativeness, and Trustworthiness, is crucial for SEO because it directly influences how Google evaluates the quality of a website’s content. High E-E-A-T signals help search engines determine that your content is reliable, relevant, and valuable to users. When your website demonstrates strong E-E-A-T, it is more likely to rank higher in search results, attract more organic traffic, and build trust with your audience. This is especially important for websites dealing with sensitive topics like health, finance, or legal advice, where the accuracy and trustworthiness of information are paramount. By focusing on E-E-A-T, you can improve your site’s credibility, user engagement, and overall search engine performance.

Q. How Often Should I Update My Website to Maintain E-E-A-T Standards?

A. Regularly updating your website is crucial to maintaining E-E-A-T standards. Aim to refresh your content at least every 6-12 months to ensure it remains accurate, relevant, and reflective of the latest industry trends. Frequent updates signal to Google that your site is active and committed to providing current and valuable information, which can help improve your search rankings and maintain user trust.

Q. Will Google Penalize AI-Generated Content Even If It Follows E-E-A-T?

A. Google does not inherently penalize AI-generated content as long as it meets their quality standards, including E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). The primary concern for Google is the quality and value of the content, regardless of how it was created. If AI-generated content is well-researched, accurate, and provides valuable information that demonstrates expertise and trustworthiness, it can rank well in search results. However, if AI-generated content is low-quality, misleading, or lacks credibility, it may be penalized. To ensure AI-generated content aligns with E-E-A-T principles, it’s crucial to review and edit the content carefully, add expert insights, and maintain transparency about the content creation process.

Q. How Does Google Evaluate E-E-A-T?

A. Google evaluates E-E-A-T using a variety of criteria to ensure that content is reliable and meets user needs. The evaluation process includes:

  1. Content Quality: Google examines the depth and breadth of the content, ensuring it provides comprehensive and accurate information. High-quality content typically includes well-researched information, clear writing, and proper citations.
  2. Author Credentials: The expertise of the content creators is assessed by looking at their qualifications, professional background, and reputation in the field. This includes checking if the authors have relevant experience and authority on the subject matter.
  3. Website Authority: The overall authority of the website is considered by evaluating its reputation, domain age, and the quality of backlinks from other reputable sites. Websites that are frequently referenced by other authoritative sources are seen as more reliable.
  4. Trust Signals: Google looks for signs of trustworthiness, such as secure HTTPS protocols, clear privacy policies, transparent contact information, and positive user reviews. These elements help establish the site’s reliability and user safety.
  5. User Feedback: Google also takes into account user engagement metrics like bounce rate, time on page, and overall user satisfaction. Positive feedback and interaction with the content indicate its value and trustworthiness.

By thoroughly evaluating these aspects, Google aims to promote content that is not only informative and accurate but also produced by knowledgeable and trustworthy sources.

by Steve Phipps

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