google e-a-t

Google E-A-T

Technical Google E-A-T

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In the elusive world of SEO, we’re here to demystify how to get your website ranking. Google E-A-T is a great guiding principle to help you with what is important for SEO.  


What is Google E-A-T?

Expertise, Authoritativeness, and Trustworthiness. Although it’s not an update or a direct ranking factor, Google’s E-A-T is something every website should consider. E-A-T is more of a set of rules or principles which Google has.


Why was Google E-A-T introduced?

E-A-T was first introduced for brands and companies within the medical industry. Yet, this was later expanded to businesses that are considered as YMYL (Your Money Your Life). These businesses are considered as having the ability to impact the user’s wellbeing in terms of happiness, health, and wealth.

Google has stated it wants to serve not only the most relevant results but also correct results. They want to avoid serving websites that contain false information or information provided by a person who isn’t educated to deliver it, which could affect users in a negative way. Ultimately, Google wants to provide accurate and relevant information for users.

So, Google E-A-T was introduced to set a standard for websites: providing information that displays high levels of expertise, authority, and trustworthiness.


How it works

Expertise: looks at the level of Expertise of the creator/author

Authoritativeness: looks at the accuracy and reliability of the creator/author, the content, and the website

Trustworthiness: looks at whether the creator/author, content, and website are honest and truthful

With Google E-A-T, it’s all about communicating with Google that you meet its criteria. You may be an expert, be an authoritative figure, and be trustworthy. But if you don’t tell Google in the right ways, it won’t know. 



Expertise is described as having accurate knowledge or skills within a particular area. But this expertise must also be communicated in a way that displays this. Having an understanding of your audience, communicating clearly, and answering questions accurately. So simply put, knowing something and explaining it well.

How to show Expertise

  • List the author’s credentials
  • Research what your audience is searching for: e.g. queries, questions, and topics
  • Keep up to date with industry trends and news updates
  • Understand the intent behind user search queries
  • Create quality content that answers questions, gives examples, and exceeds expectations
  • Create engaging content which includes images, videos, external links, internal links
  • Ensure content is formatted in a digestible way. Keep the language simple and avoid jargon



Building authority takes time, meaning that seeing results can also take time. But becoming an authoritative figure within the industry requires recognition from others like the acknowledgment of your work, through linking or mentioning you.

How to show Authority

  • Build links from other authoritative websites
  • Being mentioned by other websites. Either by brand name or personal name (on blogs, websites, or news articles)
  • Creators should maintain a strong and consistent social media presence
  • Create great, consistent content that is informative
  • Content should achieve good levels of interaction and engagement
  • Content should be easily digested. Making it easy for users to understand and follow ideas and concepts
  • Ensure content is formatted correctly: with paragraphs, descriptive headings, and punctuation
  • Maintaining a consistent and clear brand presence across all touchpoints including brand name, and logo
  • Having a personal and business Linkedin page



Somewhat considered as having the biggest impact, not displaying your trustworthiness can plummet rankings. Google considers negative comments, complaints, and reviews as very bad. Meaning the service/product you provide will be considered as having low quality.

How to show Trust

  • Review sites and reviews from customers: e.g. Google My Business, Trust Pilot, Facebook, and TripAdvisor. Encourage customers to leave reviews on these
  • Clearly display your location/business premises
  • Clearly display the many ways in which customers can contact your business
  • Ensure the website is secure, by implementing HTTPS
  • Describe any products/services clearly and provide as much information as possible
  • Have a privacy policy and display it clearly on your website
  • Have T&C’s and display them clearly on your website
  • Clearly display your policy on returns, deliveries, refunds, and cancellations
  • Ensure any information/knowledge shared on your website is backed up by linking to authoritative sources

Get in touch with us to discuss Google E-A-T at [email protected]

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