What Is E-A-T in SEO? How Are Expertise, Authoritativeness, and Trustworthiness Evaluated?

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What is E-A-T in SEO? The Comprehensive Guidelines To Expertise, Authoritativeness, and Trustworthiness

What is E-A-T in SEO?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is a term that was coined by Google to describe the factors that they use to determine the quality of a page. In general, Google wants to ensure that it is returning accurate, truthful, and useful information to searchers.

There are three main factors that contribute to a web page’s E-A-T score:

  • Expertise: The content must be written based on a high level of knowledge.
  • Authoritativeness: The site must be a reliable source of information.
  • Trustworthiness: The site must be accurate and transparent for users.

How is E-A-T evaluated?


Expertise is having a deep understanding and specialized knowledge in a particular subject or skill.

You can show your expertise by writing articles or blog posts that are well researched and provide new insights into the topic. You can also share your knowledge through speaking engagements, workshops, or other teaching opportunities.

If you are an expert in web design, you can write an article about the latest trends in the industry. If you are a marketing expert, you can give a presentation on the latest marketing strategies.


The authoritativeness of a website is determined by looking at the content, the quality of the writing, the credentials of the author (if they are listed), and whether or not other websites link to it as a source of information.

To improve the authoritativeness of your website, make sure that your content is well-written and accurate. If you can, list credentials or qualifications next to your name. And finally, try to get other websites to link to your site as a source of information.


Google takes a number of factors into account when determining the trustworthiness of a website, including its content, design, and reputation. One of the main ones is how well you’ve filled out your business details and about us page, as well as your site’s biography. It’s important to be comprehensive and accurate when describing your site to search engines and other entities on it. Doing so will improve the trustworthiness of your content- which is an important part of overall content quality.

Why are expertise, authoritativeness, and trustworthiness important for Google SEO?

E-A-T in SEO improves your rankings

The impact of E-A-T on SEO is mainly indirect. Google has said that they use E-A-T as part of their algorithm to determine the quality of a website, which affects the ranking.

E-A-T, or Expertise, Authority, and Trustworthiness are important for SEO because it helps you demonstrate your expertise on the topic at hand. When other experts and influencers in your field see that you are an authority on the subject, they are more likely to link to your content and share it with their audience. This will improve your rankings in search engines, as high-quality content is one of the most important factors for ranking well.

E-A-T in SEO builds your brand’s credibility

E-A-T builds credibility by demonstrating that your content is coming from an expert or authoritative source that can be trusted.

When you show that you have expertise in your field, it helps to build trust with potential customers or clients. And when people trust your brand, they are more likely to do business with you.

E-A-T in SEO improves user experience

The goal of every website should be to create the best possible user experience. And one of the key factors in creating a great user experience is having high-quality content.

Google’s E-A-T guidelines are designed to help ensure that websites have high-quality content. By following these guidelines, website owners can improve their chances of ranking higher in search results and providing their users with a better experience.

E-A-T improves user experience on your website by increasing engagement, decreasing abandonment rates, and improving conversion, as your audience finds exactly what they are looking for.

How can you improve your E-A-T score?

Create fresh, factual, and well-researched content to show Google your expertise on that topic

To improve your E-A-T score, make sure your content is well-researched and accurate. Write from a place of expertise, and be sure to include citations from authoritative sources. Finally, build trust with your audience by being transparent about who you are and what you do.

create quality content

When writing content for your website, it is important to include clear sources and credits to show Google that you have done your research before writing your content. This will help to establish you as an expert on the topic at hand. Write in a style that is easy to read, without sounding preachy or condescending towards readers. Use fresh, factual, and well-researched content to show Google your expertise on that topic. Use statistics and links to original research whenever possible.

Build quality and niche-relevant backlinks

Backlinks are incoming links to a website or web page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top-level domain) from another web node. Backlinks are also called inbound links, inward links, incoming links, or referring URLs.

build quality backlinks

There are a few things you can do to improve your E-A-T score and earn quality backlinks. First, get links from a relevant and high-quality website. Second, you need to create valuable, unique, high-quality content that will attract attention and encourage people to link to it. And finally, make sure you are consistently creating valuable, unique, high-quality content so that your site becomes known as an authority in your niche.

Include sources and credits in your articles

When you include sources and credits in your articles, it shows that you are knowledgeable about your topic and that you have done your research. This can help to improve your E-A-T score because it shows that you are an expert on the topic. It also helps to build trust with your readers.

include sources in your articles

If you quote someone, be sure to credit them. You can also include a list of credits at the end of your article.

Audit and update your old content

E-A-T is important because it directly affects your website’s SEO visibility in Google search results. If your website has high-quality content that is seen as trustworthy and authoritative by Google, then you are more likely to rank higher in search results.

audit and update old content

You can improve your E-A-T score by performing an SEO audit and updating your old content. This may include adding new information, optimizing the old content for new keywords, correcting any errors that were made in previous posts or reviews, or deleting thin pages on your website. If a page on your website is not driving traffic or conversions, combine it with other related pages to create a more comprehensive and authoritative resource.

Have an author page or bio on your site with links to your verifiable social media accounts

Having an author page or bio on your site with links to your verifiable social media accounts will show Google that you are an expert on the topic and that people trust you.

example of an author page to help your e-a-t in seo

An author page is an important part of your website because it helps users identify you more completely and establishes you as an authoritative voice. In a competitive digital landscape, it’s crucial to be seen as an authority, and having a well-structured author page is one way to do that. You should list your authors on pages that describe the people behind your website, such as About, Team, or Contributors. If your writers possess credentials, accreditations, degrees, or have put in the necessary time to be recognized as an authority in a particular field, it’s important for your brand to let people (and Google) know about it.

How to increase your E-A-T ranking score with Outranking

Outranking is an AI-powered content writing and optimization tool that will help you accelerate your content performance and improve your expertise, authoritativeness, and trustworthiness. It provides topic clustering, keyword strategy, automation of content creation, tracking of your SEO efforts, and much more.

Outranking is an essential tool for anyone serious about improving their E-A-T score and organic traffic.

FAQ about E-A-T in SEO

Is E-A-T in SEO a ranking factor?

While E-A-T is not an explicit ranking factor, it is believed to be a major part of Google’s algorithm. This is because websites that are seen as experts in their field are authoritative and trustworthy and are more likely to provide high-quality content – which is what Google wants to rank highly in its search results.

How can I check my E-A-T score?

There is no particular way to check your E-A-T score. However, there are several different tools to check how your site is performing, like Ahrefs, Semrush, Google Analytics, etc., where you can check the overall performance of your website.

Outranking is an AI content writing platform that helps to research, write, and optimize web content. Request a free trial here: https://apps.outranking.io/signup