Digital Marketing

What is Google E-E-A-T: How Does Google E-E-A-T Help in Website Ranking?

What is Google E-E-A-T: How Does Google E-E-A-T Help in Website Ranking?

Google E-E-A-T = Experience, Expertise, Authoritativeness, and Trustworthiness

As a marketer, it’s crucial to understand and prioritize E- E-A-T guidelines. But what exactly is E-E-A-T and why does it matter? How does Google use the E- E-A-T strategy to rank websites, and what is the significance of E- E-A-T in Google’s ranking algorithm?

E-E-A-T refers to “Experience, Expertise, Authoritativeness, and Trustworthiness”. It’s a set of guidelines that Google uses to determine the quality of websites. This is how Google decides which websites are worthy of ranking in the search engines.

In this article, we will answer these questions and provide you with a clear understanding of E-E-A-T. 

E-E-A-T is a critical aspect of search engine optimization. Learn what it is and how to use it.

What Is Google E-E-A-T?

Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness and is a breakthrough of Google’s Search Quality Rater Guidelines—the manual that real people use to classify the quality of search results.

Google’s experience-based rating is measured by an algorithm that takes into account the content of a page and how it performs on various devices and networks.

Google E-E-A-T doesn’t directly influence search engine ranking factors, but Google encourages strong  E-E-A-T in results. Thus, it’s an essential approach in SEO.

Google wants professional-level content. This means you need to provide solid, comprehensive information that answers your visitors’ questions.

“Experience is a direct tie to quality—the more you do, the better you get.”

Experience is a major component of Google E-E-A-T. And it’s measured in two ways: First, how many people have seen your website. Second, how many millions of visitors use it every month?

Get ready for a brief discussion about the fascinating history of Google’s E-E-A-T amendment. Buckle up and let’s dive in!

  • March 2013 marked the official publication of Google’s Search Quality Rating Guidelines.
  • Google’s guidelines were updated in March 2014 to include E-A-T (Expertise, Authoritativeness, and Trustworthiness).
  • Furthermore, Google introduced an additional “E” for “Experience” to E-E-A-T in December 2022.

Are you ready to explore the four components of Google E-E-A-T and see how they relate to your content? Let’s dive right in!


Quality content frequently showcases the creator’s firsthand experience with the subject matter. This demonstrates the tried and tested nature of suggestions. The insights are real. Quality content demonstrates first-hand experience, providing opinions and insights.


Whether you’re a blogger, copywriter, or website owner—you want to provide accurate and valuable information that is trustworthy and helpful. Creating high-quality content can be the key to achieving your desired goals. 

Experts are a critical component of the quality ranking system in Google. Expertise and experience overlap, but they’re not the same. If some businesses now want digital marketing advice from a certified professional. (Expertise signifies that quality through industry analysis and insight news.

Google quality raters are often asked to examine the quality of information given in a post. The quality of your work or writing should be judged because it will help to determine how relevant your post is, to its topic.


The authoritativeness of a website is one of the most important factors. When you read marketing content, how do you know whether it’s genuine? Tone can indicate validity. And there are plenty of experts in your niche that can provide you with valuable insights.

Quality content from authoritative sources will help your website stack up next to other premium listings in Google.

For example, an article on molecular studies, or defining some disease/treatment analysis, using statistics, from ScienceDirect is authoritative because ScienceDirect is a well-known publication portal for biological advice.

The authors from the ScienceDirect Editorial teams—are wellness professionals. And they added citations and crosschecked their content for accuracy.

Good content should be authoritative, informative, and easy to follow.


To ensure that high-quality content is being shared and published, you need to show Google that you understand the importance of quality.

Mastering and building your trustworthy audience in content marketing can help you improve your customer experience and gain new customers. The most trustworthy content belongs to the creator, and they should be the ones to decide who will see it.

A Search Quality Rater (SQR) is an expert in the field of search engine optimization (SEO), who uses his/her extensive knowledge of the topic to evaluate a website’s suitability for inclusion in Google search results.

Eventually, In SQR, Did you know that Google considers a shopping checkout page with an insecure connection as untrustworthy? It’s important to make sure you’re shopping on secure websites to protect your personal information.

Why Do You Need Google’s E-E-A-T Principles?

Now the ever-evolving landscape of search engine optimization (SEO), understanding and implementing Google’s E-E-A-T principles has become imperative for online success.  

Boost Credibility and Trust:

In an era of fake news and misinformation, building credibility and trust is paramount. Google recognizes websites that demonstrate expertise, providing users with reliable and accurate information. By aligning with the E-E-A-T principles, your website gains credibility, making it more trustworthy in the eyes of both users and search engines.

Enhanced User Experience:

E-E-A-T isn’t just about search engine rankings; it’s also about optimizing the user experience. When your website showcases expertise, delivers authoritative content, and ensures accuracy, users are more likely to have a positive experience. This leads to increased engagement, longer site visits, lower bounce rates, and higher chances of conversion.

Improved Search Engine Rankings:

Google’s primary goal is to provide users with the best possible search results. By employing the E-E-A-T principles on your website, you align with Google’s mission and increase your chances of ranking higher in search engine results pages (SERPs). Websites that demonstrate expertise, authoritativeness, and trustworthiness tend to gain more visibility and organic traffic.

Mitigate Algorithmic Changes:

As search engines update their algorithms, websites that prioritize E-E-A-T are more resilient to algorithmic fluctuations. By establishing your website as a reliable and trustworthy source of information, you are less likely to experience drastic drops in rankings during major algorithmic updates.

Stand out from Competitors:

In an increasingly competitive online landscape, setting yourself apart from the competition is vital. By implementing the E-E-A-T principles, you differentiate your website as a reputable and knowledgeable resource. This can attract more organic traffic, increase brand recognition, and establish your authority within your niche.

Is it possible to measure Google’s E-E-A-T?

Google E-E-A-T cannot be directly measured by specific metrics or algorithms. Since E-E-A-T is a subjective evaluation of a website’s quality, it relies on a combination of signals and indicators that Google uses to assess credibility. These signals include backlinks from reputable sources, positive online reviews, author profiles, domain authority, user engagement metrics, and the overall quality and accuracy of the content. 

While there is no definitive “E-E-A-T score,” it is crucial to focus on building a strong online presence, providing valuable and trustworthy information, and engaging with authoritative sources to enhance your website’s E-E-A-T.

Could having a low E-E-A-T score have a negative impact on my website’s search ranking?

 Directly not. However, a low E-E-A-T might have a negative impact on your website’s search ranking. Google places a high emphasis on E-A-T when evaluating website quality and determining search rankings. If your website lacks expertise, authority, or trustworthiness, it may be viewed as less credible by both users and search engines. As a result, your website may rank lower in search engine results pages (SERPs), receive less organic traffic, and struggle to compete with other websites that have higher E-A-T scores.

 It’s important to prioritize building E-A-T by providing high-quality, accurate content, showcasing expertise, and establishing credibility within your industry to improve your search rankings.

How to Adopt the E-E-A-T Principles?

  1. Focus on Expert Content Creation: Deliver high-quality, well-researched content that showcases your expertise and addresses user needs.
  2. Showcase Credible Credentials: Display your qualifications, certifications, and industry affiliations to establish your authority and build trust.
  3. Build Authoritative Backlinks: Earn backlinks from reputable and authoritative websites within your industry. These backlinks act as endorsements, signaling to search engines that your website is a trusted source of information.
  4. Engage with Your Audience: Connect with your audience in a more meaningful way. Actively engaging with them on social media, in blog comments, and on forums. By taking the time to listen to their thoughts and respond to their questions, you’ll build stronger relationships and create a loyal following. Start engaging with your audience today and watch your brand soar to new heights! Respond to queries, provide valuable insights, and foster a sense of community around your brand.
  5. Monitor and Improve User Experience: Regularly analyze user behavior, bounce rates, and engagement metrics to identify areas for improvement. Ensure your website is user-friendly, intuitive, and provides a seamless browsing experience.
  6. Encourage Reviews and Testimonials: Positive reviews and testimonials from satisfied customers enhance your trustworthiness. Encourage customers to leave reviews and testimonials on platforms like Google My Business, Yelp, or industry-specific review sites.
  7. Stay Updated with Google’s Guidelines: Google’s guidelines and best practices constantly evolve. Keep the latest updates to ensure your website aligns with their expectations and remains in compliance.

How Google E-E-A-T Helps in Website Ranking?

  • As we know E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, these 4 crucial factors considered by Google when evaluating website quality and determining rankings.
  • Sharing experiences demonstrates the value of tried and tested suggestions. Quality content provides authentic insights from personal experience.
  • Demonstrating expertise in your niche helps establish your credibility as a reliable source of information.
  • Establishing authoritativeness involves building a strong online reputation, earning backlinks from reputable sites, and showcasing industry recognition.
  • Trustworthiness is crucial in gaining users’ confidence. It includes providing accurate and reliable information, displaying transparency in policies, and safeguarding user data.
  • By aligning with the E-E-A-T principles, your website gains credibility and trust, leading to higher search engine rankings.
  • Implementing E-E-A-T strategies helps improve the user experience, with users more likely to engage and spend more time on your site.
  • E-E-A-T plays a significant role in mitigating the impact of algorithmic changes, ensuring your website remains resilient and maintains rankings.
  • Websites that prioritize E-E-A-T stand out from competitors, attracting more organic traffic and establishing themselves as industry leaders.
  • By consistently focusing on E-E-A-T, you improve your chances of ranking higher in search engine results pages (SERPs) and driving more organic traffic to your website.
  • Regularly update and improve your website’s content, showcase expertise through high-quality articles, and garner positive reviews and testimonials.
  • Stay updated with Google’s guidelines and best practices to ensure your website remains in compliance with their expectations and ranking factors.


Adopting Google E- E-A-T principles is no longer an option but a necessity for online success. By prioritizing experience, expertise, authoritativeness, and trustworthiness, your website gains credibility, delivers a better user experience, and stands out from the competition. Implementing E-E-A-T strategies helps you build trust with both users and search engines, leading to higher rankings, increased organic traffic, and ultimately, more conversions. Incorporate the E-E-A-T principles today and position your website for long-term success in the digital world.

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