04Jul 2023

What is E-E-A-T in SEO and How it Works: Everything you Need to Know “Double-E-A-T”

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) or “Double-E-A-T”, has become a major component of SEO. It is a strategy organizations use to ensure their website content is seen as relevant and authoritative by search engines. 

Until December 2022, it was just E-A-T when Google added an extra ‘E’ which stands for Experience. Google first introduced the concept of E-A-T in 2014 to increase the quality of search results and reduce the amount of low-quality content. Since then, Google has encouraged website owners to focus on creating quality, expertly written content and trustworthy content.  Since its inception, E-A-T  (and now E-E-A-T) has become an integral part of SEO, helping websites attain higher rankings on search engines and gain more visibility. 

This has become increasingly important as Google’s algorithms have become more sophisticated and can now detect low-quality content more accurately. 

In this article, we will discuss the importance of E-E-A-T in SEO and how it works and examine the potential drawbacks of E-E-A-T and provide tips on how to overcome them.

What Is E-E-A-T? 

E-E-A-T – Image Source: Fatjoe

The Search Quality Evaluator Guidelines provide raters with a set of criteria for assessing the quality of a search result. These guidelines emphasize the importance of page quality, page content, website quality, website reputation, and website trustworthiness and experience. 

To further help raters evaluate these factors, Google developed the acronym “E-A-T,” that was later upgraded to E-E-A-T which stands for Experience,Expertise, Authority, and Trustworthiness. This acronym assesses the overall quality of a website, page, or content. 

These guidelines and the E-E-A-T acronym aim to ensure that users receive the most accurate and relevant information. To this end, the Search Quality Evaluator Guidelines also include criteria related to the accuracy of the information, the relevance of the information to the user’s search query, the presentation of content, and the website’s usability.

For example, if a user searches for “best restaurants in New York City,” the search result should include only restaurants that have been rated highly by experts, authorities, and customers. Below is what E-E-A-T entails.

  1. Experience

The below is what Google’s search rater guidelines says about the newly added term “Experience”

Google wants to emphasis on the fact that the creators experience in the subject matter usually reflects in the quality of the content, as the opinions and views will be out of real experience. From the time of launch of the addition of “Experience”, we should also assume that adding “Experience” is really important as we are in the era of generative AI content and as AIs can’t really experience anything but just assume about the human experiences and write content based on it. As having real Experience is a core differentiator between real human written content and AI generated content, it’s safe to assume that it’s no coincidence that Google has updated E-A-T to E-E-AT shortly after the launch of ChatGPT.

  1. Expertise 
Expertise meaning
Expertise meaning – Image Source: SlideServe

When it comes to page and content rankings on Google, expertise is a key determining factor. Expertise refers to the level of knowledge and skill an individual has in a certain field, and Google considers it when determining content ranking. 

For topics that involve Your Money or Your Life (YMYL), Google requires the content creator to have formal qualifications, education, and expertise to ensure accuracy and reliability. 

For less critical topics, such as hobby-related topics, Google acknowledges “everyday expertise, ” meaning the content creator must have the necessary life experience to be considered an authority on the subject. 

Google looks for well-researched and properly sourced content, as these are essential criteria for any content to be considered reliable. The content must be easy to understand, have a logical structure, and be free from grammatical errors and typos. Also, the content must be regularly updated to reflect the latest developments in a particular field.

  1. Authoritativeness
Authoritative meaning
Authoritative meaning – Image Source: SEMrush

Authority is an important factor when incorporating E-A-T in SEO algorithms. Authority is all about reputation, especially among other professionals and influencers in the industry. In order to evaluate authority, research must be conducted on the web to gain insight into the website’s reputation or individual. 

Independent sources should be used when searching for reputation information to get an accurate view of the website or individual’s authority. 

For example, the most authoritative source of information on the coronavirus outbreak is the World Health Organization (WHO) website. Similarly, the most authoritative source of information on the legal aspects of intellectual property is the US Patent and Trademark Office (USPTO). 

Other authoritative sources of information can include trusted media outlets, such as The New York Times or The Guardian, academic journals, and industry-specific magazines. Additionally, certain people may have unique authority for certain topics. 

For example, a celebrity chef may have more authority regarding food-related topics than non-celebrity chefs, and a financial advisor may have more authority regarding money-related topics than non-financial advisors. 

Ultimately, authority is a relative concept, and it’s important to consider the unique authority of certain people and websites for certain topics.

  1. Trust 

Assessing the quality of the content, the author’s expertise, the website’s reputation, and the site’s security are all key components of trustworthiness. Having a trustworthy website is essential for improving search engine rankings and establishing authority in the online space. 

In today’s digital world, trustworthiness is even more important. Consumers are more likely to trust secure websites with accurate information written by experts in the field compared to those that are not. 

As such, website owners should prioritize building trustworthiness through creating high-quality content, using secure web hosting, and promoting their websites through reliable sources.

Additionally, websites should be regularly updated to ensure that information is up-to-date and accurate. By taking these steps, website owners can increase their chances of higher search engine rankings and build trust with their customers.

Examples of websites demonstrating E-E-A-T include health and medical websites, such as Mayo Clinic and WebMD, and financial websites, such as Investopedia and Kiplinger. These websites are often considered reliable sources of information and are often given higher rankings in SERPs. Along with the new update of adding “Experience” Google has emphasized the importance of trust as it is placed in the center of the other 3 factors – Experience, Expertise and Authoritativeness in the updated search rater guidelines diagram.

Why Is E-E-A-T in SEO Important?

It is essential to consider E-E-A-T for any website, but this is especially crucial for YMYL  websites as they may influence major health, finance, and safety decisions.

  1. Establishes Credibility

Search engine optimization (SEO) relies heavily on E-E-A-T to ensure that users are served with the highest quality content. E-E-A-T is an important factor in helping search engines determine which websites are the most reliable and accurate sources of information. 

Search engines see websites with a high E-E-A-T score as more authoritative, credible, and trustworthy, and as a result, these websites will be higher up on the search engine results page. 

To optimize for E-E-A-T, web admins should focus on creating content that is accurate, well-researched, and from reliable sources; ensure that the author of the content has the right experience and is an expert in their field; and use secure protocols for any transactions or user data. 

Additionally, web admins should also work to build trust with their visitors by being transparent about any policies or procedures and providing clear contact information. By using these tactics, websites can help improve their E-E-A-T score in search engine results.

  1. Improved Rankings 

A high E-E-A-T score indicates that a website is considered reliable and authoritative by search engines and is also trusted by its readers. This means that when search engine algorithms evaluate a website, they are more likely to rank it higher in the SERPs if it has an impressive E-E-A-T score. 

As a result, websites with higher E-E-A-T scores tend to receive more organic traffic, leading to more leads and conversions. To increase a website’s E-E-A-T score, website owners can focus on improving the quality of their content, being transparent about their company and product information, and building relationships with authoritative sites in their industry. 

Additionally, website owners should strive to create a secure website experience for their readers by implementing industry-standard security measures. 

  1. Improved User Experience 

User experience (UX) in SEO combines design, content, usability, and performance that the user experiences when visiting a website. SEO professionals must consider user experience when optimizing a website to ensure it meets the user’s needs. 

This includes making sure the website is easy to navigate, has useful and relevant content, and loads quickly. A high E-E-A-T score improves users’ confidence with the site, as it implies that the content is reliable, accurate, and trustworthy.

Business managers should also ensure the site is optimized for usability, meaning users will have an easier time navigating and finding the information they are looking for. 

A website with a high E-E-A-T score will have a professional design and layout, making it more visually appealing and easier to use. 

Website owners should improve their E-E-A-T score by providing quality content, building trust with users, and being transparent about their practices. 

This way, website owners can ensure that their site provides an optimal user experience and is seen as a reliable source of information.

  1. Building Brand Reputation

Brand reputation reflects how customers perceive your business and the value of your products or services. It is a combination of customer experience, product quality, customer service, and other factors that influence how customers think and feel about your brand. 

A positive brand reputation can help businesses attract more customers, build trust, and increase sales. A high E-E-A-T in SEO score can help build a brand’s reputation and trustworthiness.

How to Improve Your Site’s E-E-A-T

There are various strategies you can use to improve your SEO E-E-A-T. These include:

  1. Create High-Quality Content 

High-quality content is helpful to users and will also help improve your website’s E-E-A-T. Content should be original, helpful, and provide value to the reader to be considered high-quality. 

Content should be reviewed and updated regularly to ensure it is relevant and still provides value to the reader. A content audit is a great way to ensure the content on your website is still relevant and useful. 

During a content audit, you should review your current pages and determine whether you should update, delete, or combine them. 

Utilizing a content audit tool can help automate the process and provide insights into how to optimize your content best. Ultimately, creating high-quality content is essential for improving your website’s ranking and providing a positive user experience.

  1. Author Info and Transparency 

Including author information and transparency is essential for improving your website’s E-E-A-T. By featuring author information, you demonstrate that the content is being created by experts and authorities in the field and can be trusted. 

This helps build trust and credibility among visitors, increasing their likelihood of engaging with and trusting your content. Additionally, having subject matter experts review your writers’ content helps to ensure accuracy and avoid any mistakes or misinformation.

  1. Develop a Social Media Presence

Having an active social media presence on platforms like Twitter and Facebook can greatly improve your SEO rankings. Social media helps build relationships with your target audience, increase brand awareness, and generate positive sentiment about your business, all of which can contribute to improved E-E-A-T in SEO. 

These platforms help boost your SEO by increasing your website’s exposure and connecting you with your target audience. When users share your content on their social media platforms, it can lead to more people seeing it, which can result in more visits and backlinks to your site.

Additionally, social media can be used to gain insights about how your target audience engages with your content, which can help inform your SEO strategy and optimize your content for better rankings.

Netflix has ensured that they have multiple social media accounts on different social media platforms to cater to their needs and customers’ needs. Below is a Netflix Twitter account.

Netflix Account
Netflix Account – Image Source: Radarr
  1. Incorporate User-Generated Content

User-Generated Content (UGC) refers to any material developed by individual consumers rather than businesses or organizations shared through online or digital platforms. UGC can act as a trust signal and establish brand loyalty, as 79% of online shoppers say it highly impacts their purchasing decisions. UGC includes images, video testimonials, product reviews, YouTube videos, blog posts, etc.

UGC provides independent validation of products or services, as customers are more likely to trust other customers’ opinions. It also allows brands to engage with their customers and build relationships.

Brands can prompt customers to post UGC on social platforms by sending them a quick email or running a social media contest. This is a great way to get your customer base to back your brand and increase the trustworthiness of your website. 

Also, brands can incentivize UGC by rewarding customers with discounts or special offers when posting content. This can help boost engagement and further establish brand loyalty. 

Below is a facemask brand utilizing Instagram reels to promote its products. Instagram reels enable users to create and share 15-second multi-clip videos with music, effects, and creative tools.

Instagram Reels
Instagram Reels – Image Source: Later
  1. Use Credible Sources

Using credible sources to improve E-E-A-T is essential for ensuring the accuracy and reliability of the information being shared. Incorrect information can have serious implications for those following it.

Credible sources provide research-backed evidence to back up any claims, assuring readers that they are getting the best advice possible. Using trustworthy sources builds a reputation of being reliable and trustworthy among its readers, making them more likely to return for more advice. 

Utilizing credible sources also bolsters the credibility of the advice being given, as readers can be confident that the information is backed by scientific research. 

  1. Use Authoritative Backlinks

Backlinks are an essential tool for improving your SEO results. They are a sign of trust and credibility among websites and can help increase your visibility in search engine rankings.

Consider backlinks to be similar to word of mouth. Just as you are more likely to trust a brand that a friend has recommended, you may be more likely to trust a website that has been recommended by another website that you trust.

By building quality backlinks from trusted websites, you will increase the likelihood of your website ranking higher than your competitors in search engines, which can significantly improve your web traffic and conversions. 

Additionally, backlinks can help to build relationships with other websites, providing more opportunities for collaboration and increased visibility. Investing time and effort into building quality backlinks is a valuable way to improve your SEO results and ensure long-term success.

Backlinks – Image Source: WordStream
  1. Build a Positive Brand Reputation

A positive brand reputation is essential for any business to thrive in today’s digital world. It helps customers trust and feel confident in the services or products offered. 

To create a positive brand reputation, businesses should focus on offering high-quality content, products, and services, delivering excellent customer experience, and communicating clearly and reliably with customers. Businesses should also monitor customer feedback and reviews, responding to both positive and negative reviews in a timely manner. 

You should share content related to your industry and engage with customers on social media to keep your brand top of mind and build trust. Also, ensure your website and digital content are up-to-date and accurate to create a positive brand reputation.


The importance of E-E-A-T in SEO is becoming increasingly apparent as search engine algorithms become more sophisticated. E-E-A-T is a strategy organization uses to ensure their website content is seen as relevant and authoritative by search engines. 

It consists of four components: Experience, Expertise, Authority, and Trustworthiness. Websites with a high Double-E-A-T, score are more likely to be seen as reliable sources of information, leading to higher search engine rankings, increased organic traffic, and improved user experience. Double-E-A-T, also establishes credibility, improves rankings, and improves brand reputation

To improve your website’s E-E-A-T score, website owners should focus on creating high-quality content, being transparent about their company and product information, building relationships with authoritative sites in their industry, and utilizing user-generated content. 

By taking these steps, websites can ensure they are seen as reliable sources of information and improve their search engine rankings. Monitor your website to note whether it needs updating to compete favorably with your competitors.

Acodez is a leading web development company in India offering all kinds of web design and development solutions at affordable prices. We are also an SEO and digital marketing agency offering inbound marketing solutions to take your business to the next level. For further information, please contact us today.

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Farhan Srambiyan

Farhan Srambiyan is a digital marketing professional with a wealth of experience in the industry. He is currently working as a Senior Digital Marketing Specialist at Acodez, a leading digital marketing and web development company. With a passion for helping businesses grow through innovative digital marketing strategies, Farhan has successfully executed campaigns for clients in various industries.

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