Google E-E-A-T in SEO

Applying Google’s evaluation guidelines of EEAT in SEO will benefit not only the writer, but the reader too, writes Cameron Hubbard.

Ensuring published information is accurate and has come from a credible source is fundamentally what E-E-A-T in SEO is all about.

What does Google E-E-A-T mean?


Whilst the acronym may suggest it, Google is not launching its own version of Uber Eats. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. We’ll break down what all that means for E-E-A-T in SEO in this article.

Applications such as ChatGPT allow users to ask an AI writer anything and be presented with a detailed explanation of that particular subject, but where is all that information and detail coming from? Is it trustworthy or reputable? This is where Google’s E-E-A-T guidelines can be implemented to filter out any wrong information.

Beginning with the first E, which was added in 2022, this relates to whether the content is written with the writer’s first-hand experience. For example, a review online for a service or product would need to include photos and verifiable first-hand accounts of the performance of said product or service. Displaying reviews like this on a website would contribute to a positive rating for E-E-A-T in SEO.

The next E is for expertise and is an important one, particularly for YMYL websites. This stands for ‘Your Money or Your Life’ and refers to websites which provide medical, legal or financial advice, hence the acronym. It’s easy to understand then why these kinds of websites need a greater focus on presenting expertise.

The A is for authoritativeness which involves the recognition of the aforementioned expertise by other third-party sources, such as other websites linking to the information which is being presented. These could be backlinks from news websites or others with a high domain authority to boost SEO.

Finally, we have T for trustworthiness, which Google deems the most important part of E-E-A-T in SEO. This is in relation to the accuracy, accessibility and validity of published information. This part of the process will involve the evaluators at Google considering a website’s contact information and how accurate and accessible it is, or that claims are backed up with sources.

How to improve your E-E-A-T score


So long as content is adhering to the four points of E-E-A-T guidelines, it will receive a good score to rank higher in Google searches, and AI tools like ChatGPT or Bing Chat Enterprise will subsequently be more likely to reference it. So, it’s vital now to be mindful of E-E-A-T in SEO when creating any content designed to aid or inform. Be sure to check any facts that are presented, and include links to sources, so as not to mislead or misinform any individuals that may be searching for answers to their queries. Additionally, this type of content has the potential to change, so it’s equally as important to ensure information is updated as and when anything related to it changes. This should be done anyway as a matter of course with SEO, as competitors are constantly trying to outrank each other for keyword search terms, so keeping your articles up to date and checking for broken links is already the best practice.

Any credentials a writer can display on their website will also improve their score for E-E-A-T in SEO as they act as proof of the writer’s expertise on a particular subject, therefore verifying what they say as trustworthy. This may then lead to positive reviews from those who have been assisted by the information on a website. These reviews will be a great asset for anyone looking to improve their E-E-A-T score, as they confirm the trustworthiness and authoritativeness of a website’s published information. However, care should be taken to establish an approval process to monitor comments for spam. How trustworthy something is, being the most important part of the E-E-A-T guidelines, means that displaying those positive reviews will do wonders for the E-E-A-T score of a website.

Combatting issues with AI writers


AI has evolved in leaps and bounds over the past few years and to some it is full of potential and prosperity, while others will feel concerned about its abilities and rate of evolution, and for good reason. When it comes to information presented on a website, AI can pull that information from a range of different websites, which may all say different things causing the platform to confuse certain facts. If this mish mash of information was then presented to someone, they would be given false information, impacting their ability to make informed decisions. This is a problem Google has recognised and is becoming more proactive in stopping.


The idea is for Google’s Quality Rater staff to use these E-E-A-T guidelines to help keep the information on the internet more trustworthy and accessible. With all this in mind, information published using AI would not be given as much trust or credibility as content written by humans using first-hand experience. This would avoid readers taking in the wrong information. In the case of YMYL websites, an over-reliance on AI writers to produce content could be extremely detrimental. So long as content is original, relevant and has been published or updated recently, its E-E-A-T rating will be high and should be prioritised in Search Engine Results Pages.

The future of E-E-A-T


Google’s E-E-A-T update, which launched at the end of 2022 added that first E for experience, so content creators can already look to rank higher on Google by sharing their own or others’ first hand experiences. Looking to the future of the process, it’s certain to evolve even further in the realms of combating misinformation across the web. E-E-A-T in SEO has established itself as extremely valuable in a world where anyone or anything can publish information and potentially make it to the front page of the internet’s most used search engine.

For future updates, it’s safe to say that Google will continue to introduce new processes to uphold its goals with E-E-A-T in SEO to protect those searching for information, and those writing it (provided it is truthful and accurate).

Importance of human writers


The AI takeover is highlighting the importance of human writers now more than ever, particularly when it comes to YMYL websites, as having a website with published advice on topics that are written by a human being is going to tick all the boxes of Google’s E-E-A-T guidelines. However, if it were to be written by an AI with no credentials, first-hand experience or authority, it will not generate much trust. For now, it is going to be better to work with human writers, as AI needs a little more time to improve before the robot uprising begins.

– Article written by Cameron Hubbard. 

As a digital marketer and graphic designer, I can’t emphasise enough how important it is to find the right branding solutions for your small business 

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Kirsty Nelms

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