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EEAT and What It Means for Your Website’s Content

EEAT and What It Means for Your Website’s Content

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SEO has changed. 

Particularly with the rise of artificial intelligence (AI) and machine learning technologies. These advancements have reshaped how search engines like Google evaluate and rank content, leading to the emergence of the EEAT—Expertise, Experience, Authoritativeness, and Trustworthiness.  

This evolution from the well-known EAT criteria marks a pivotal shift in Google’s approach to assessing the quality of web content. This change and its timing with AI’s increased accessibility are not a coincidence.  

EEAT and What It Means For Your Website's Content

SEO has changed. 

Particularly with the rise of artificial intelligence (AI) and machine learning technologies. These advancements have reshaped how search engines like Google evaluate and rank content, leading to the emergence of the EEAT—Expertise, Experience, Authoritativeness, and Trustworthiness.  

This evolution from the well-known EAT criteria marks a pivotal shift in Google’s approach to assessing the quality of web content. This change and its timing with AI’s increased accessibility are not a coincidence.  

Read on for some context, or scroll to down to “How to us EEAT for you own benefit” for the practical advice.  

Proof EEAT works

The Addition of Experience to EAT

Originally, Google’s Search Quality Rater Guidelines focused on expertise, authority, and trustworthiness (EAT) as the cornerstone metrics for assessing webpage quality. These factors aimed to ensure that users received accurate, reliable, and useful information from recognised experts in the field.  

Timing with the Rise of AI

The timing of this shift towards EEAT is particularly notable in the context of more people using AI in content creation. As AI tools become more capable of generating informative and seemingly authoritative content, distinguishing between human expertise and AI-generated information becomes increasingly challenging.

Google’s introduction of Experience into the EEAT framework aims to be a counterbalance to this trend, ensuring that content rated highly under these criteria provides a genuine, valuable, and human-centric user experience beyond what AI can currently replicate.  

Impact on Rankings

Google has consistently emphasised that its primary goal is to connect users with helpful, reliable content that meets their search intent. With the inclusion of experience in EEAT, Google’s algorithms have become more sophisticated in evaluating the nuances of content quality, including the depth of information, the credibility of the source, and now the user’s engagement and satisfaction with the content.  

Websites that demonstrate high levels of expertise, authoritativeness, trustworthiness, and provide an excellent user experience are more likely to be favoured in search rankings. This means that business owners and content creators must focus not only on the factual accuracy and credibility of their content but also on how engaging and user-friendly their content is.  

Google advises content creators to prioritise original, well-researched, and detailed content that reflects genuine expertise and meets users’ needs. Content should be designed to offer a seamless, engaging experience, encourage interaction, and provide value that goes beyond simple information sharing. You must go beyond the textbook answer.  


I am someone who has spent the past two years writing on-page search engine optimised content  for a variety of clients in multiple industries, from immigration law to medical device compliance, cork flooring to gas fitting.

I have started to notice patterns in what works and what doesn’t. After Google  Update last November, I did a deep dive into which clients got rewarded, which didn’t, and more importantly, why

It was then that I really realised how valuable EEAT was and have since doubled down my focus to on page EEAT-focused content as a core part of every SEO strategy I make.  

Here are some things you can do to use EEAT for your content.  


  • Cite Authoritative Sources: Support your content with data, research findings, and quotes from well-regarded sources in your field. Citing reputable sources not only backs up your claims but also demonstrates your familiarity with the subject matter.  


  • Publish In-depth Guides and Tutorials: Create comprehensive guides, tutorials, and case studies that cover topics exhaustively. Detailed content that addresses complex issues or provides step-by-step instructions showcases your deep understanding of the subject.  


  • Use industry-specific language appropriately: Employ terminology and jargon that are specific to your field, but ensure it’s accessible to your target audience. This demonstrates your knowledge and positions you as an expert for both your audience and peers.  


  • Highlight Your Qualifications and Achievements: Within your content, subtly mention your qualifications, certifications, and any awards or recognitions you’ve received. This can include author bios that detail your expertise and background in the subject matter.  


  • Offer Unique Insights and Commentary: Provide your analysis, predictions, and opinions on current trends and news in your industry. Offering a new perspective or insights that aren’t widely discussed can set you apart as an expert. 


  • Collaborate with Other Experts: Co-create content with other respected figures in your field. Interviews, joint webinars, or guest blogging can lend additional credibility and demonstrate your standing within the expert community.  


  • Respond to Industry Challenges and Questions: Use your platform to address common challenges, questions, or misconceptions in your industry. Providing clear, accurate answers reinforces your expertise.  



  • Share Personal Anecdotes and Stories: Incorporate stories from your professional experience that relate to the topic at hand. Real-life examples of how you’ve applied your knowledge can be very powerful.  


  • Highlight Case Studies from Your Work: Present case studies that detail how you’ve solved problems or achieved goals for your clients or in your projects. This demonstrates your hands-on experience and ability to apply your expertise in real-world situations. 4  


  • Discuss Lessons Learned from Failures: Openly talk about times when things didn’t go as planned and what you learned from those experiences. This not only showcases your experience but also your ability to learn and adapt.  


  • Offer Behind-the-Scenes Looks: Provide insights into your processes, from planning to execution. This can include the tools you use, your decision-making process, and how you evaluate success.  


  • Mention Mentoring or Teaching Roles: If you’ve mentored others or taught in your area of expertise, mention this in your content. Teaching roles often imply a high level of proficiency and experience.  


  • Discuss Industry Changes You’ve Witnessed: Talk about how your industry has evolved over the years and your experiences navigating these changes. This highlights your long-term engagement and adaptability.  


  • Provide Tips That Go Beyond the Basics: Offer advanced tips or strategies that only someone with extensive experience would know. This type of content can help differentiate you from those who only have surface-level knowledge.  


Demonstrating authority online is crucial for businesses and content creators aiming to establish their brand as a leader in their industry.

Authority, as a component of Google’s EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness) framework, is about being recognised as a reliable source of information or a trusted figure in your field.

Here are some ways to establish and showcase your authority online:  

Stay current:

Regularly update your content to reflect the latest industry trends, research, and data. This demonstrates your commitment to providing valuable, up-to-date information.

Google Loves New and Up-to-Date. Update an old blog and change the title to include 2024, and watch your ranking improve (if the content is still up-to-date!). 


Leverage social proof: 

Showcase Testimonials and Reviews: Positive feedback from clients or customers can significantly boost your credibility. Display testimonials prominently on your website and social media.  

Highlight Awards and Recognitions: Any industry awards or recognitions should be showcased, as they serve as a testament to your expertise and authority in your field  

It’s all well and good that you’re banging on about how good you are. It is better when other people do it for you.  


Engage with your community: 

Participate in Industry Forums and Discussions: Actively engaging in relevant online communities can help establish your authority. Offering insightful answers and advice showcases your expertise.  

Host Webinars or Workshops: Sharing your knowledge through online events can further solidify your position as an authority, allowing you to directly engage with your audience.  

Authoritative people are elevated by communities; to be elevated, you must engage.  


Collaborate with other authorities.  

Guest Blogging: Writing for reputable sites in your industry can expose your brand to a wider audience and link your name with established authorities.  

Invite Experts to Contribute to Your Site: Hosting guest posts from recognised figures in your industry can lend credibility to your brand.  

At worst, you are doing some great brand building, so why not?  


Utilise social media strategically.  

Share Your Expertise: Regularly post insightful content, industry news, and expert commentary on your social media profiles. Engage with followers through Q&A sessions or live discussions.  

Promote Your Content: Use social media to share your blog posts, articles, and other content to drive traffic to your website and increase visibility.  

Google swears social media posting is not a ranking factor (it is!) AND Bing says it is for them (because it is). So, neglect your social media at your own risk.  


Earn quality backlinks.  

Build Relationships with Other Websites: Quality backlinks from reputable sites in your industry signal to search engines that your content is valuable and trustworthy.  

Create Link-Worthy Content: Resources like original research, infographics, and comprehensive guides can naturally attract backlinks.  

Quality, not quantity. Quality goes beyond high domain authority, too. Industry and subject relevance matter a lot!  


Showcase Certifications and Qualifications  

Highlight Your Expertise: Include professional certifications, degrees, or any relevant qualifications on your website and social media profiles to reinforce your authority.  

Demonstrating authority online is not an overnight task; it requires consistent effort, quality content creation, and active engagement with your industry and audience. By implementing these strategies, you can enhance your online presence, improve your search engine rankings, and establish your brand as a trusted authority in your field.  

All those degrees, professional bodies, and other stamps and certificates you have? Make sure your author bio is on everything you write!  



Trustworthiness is a pivotal component of Google’s EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness) framework, underscoring the importance of credibility and reliability in online content.

For a page or website to showcase its trustworthiness, it must convey to users and search engines that it is a secure, accurate, and dependable source of information. Here are strategies to enhance and demonstrate the trustworthiness of your website:  


Secure your website. 

Implement HTTPS: Use a secure HTTPS protocol instead of HTTP to protect your users’ data. This is a fundamental step, as browsers mark HTTP sites as “not secure.”  

Display Security Badges: If your website uses security measures or is affiliated with recognised security vendors, display their badges prominently.  

I know this is dead obvious, but it’s crucial.  


Provide clear contact information. 

Easy Access to Contact Details: Ensure that your contact information is easy to find. This includes a physical address, phone number, and email address, which can significantly boost your site’s perceived trustworthiness.  

Make sure your name, address, and phone number are consistent across the web. Local SEO matters more than backlinks!  


Showcase Transparency  

About Us Page: Create a detailed “About Us” page that shares the story of your business, team bios, and your mission. Personal photos and stories can help humanise your brand and build trust.  

Clear Pricing: If your site sells products or services, display pricing information clearly to avoid any hidden charges that could erode trust.  

  • Include a privacy policy and terms of service.  
  • Legal Pages: Ensure your website has up-to-date privacy policies and terms of service that comply with laws and regulations. This not only builds trust but also protects your business legally.  


Same as the HTTPS point: don’t have a dodgy site. It does not invoke trust!  


Display trust seals.  

Accreditations and Certifications: Display any relevant industry accreditations, certifications, or memberships with professional bodies. These seals of approval can significantly enhance trust.  

Notice how I mentioned this about experience? It’s all connected and rewarded for different things! The same applies for social proof and high-quality content. All measures of EEAT feed into each other!  


Address negative feedback openly.  

Responsive Customer Service: Be proactive in addressing customer complaints and feedback. Publicly responding to negative reviews with the intention of resolving issues can turn a potentially trust-eroding situation into an opportunity to demonstrate your commitment to customer satisfaction.  

Don’t let one disgruntled customer control the narrative.  


In conclusion, EEAT is about making content that highlights who you are just as much as what you do. You cannot be a faceless brand anymore. Write content that helps your potential customers on a site that is well-made and secure, and you will see Google reward you.  

EEAT and What It Means for Your Website’s Content

By Dominic Ellis - Head of SEO @ 21 Degrees Digital

Dominic has 7 years total marketing experience with the two of them focused entirely on SEO. With a focus on On-Page SEO in particular Dominic has been working with clients across a wide range of industries to help clients turn their website into industry resources an the brands into ones with authority.

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