E-A-T in SEO

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness — three key criteria Google uses to evaluate the quality of content, websites, and their creators, especially for topics that could impact a person’s health, finances, or safety.

E-A-T is part of Google’s Search Quality Evaluator Guidelines, which human evaluators use to assess search result quality. While it’s not a direct ranking factor in the algorithm, E-A-T strongly influences how Google understands and ranks content, particularly on Your Money or Your Life (YMYL) topics — like health, legal advice, financial services, and news.

What each part of E-A-T means

Expertise

• Refers to the knowledge or skill of the content creator.
• Content should be created by someone with proven expertise in the topic, especially for medical, legal, or technical subjects.
• In some cases (like personal blogs or forums), “everyday expertise” is acceptable if the information is helpful and experience-based.

Authoritativeness

• Measures the reputation of the content creator, the website, and the overall brand.
• Is the site seen as a go-to source for the topic?
• External signals like backlinks, mentions, and reviews contribute to perceived authority.

Trustworthiness

• Reflects how reliable, accurate, and secure your content and website are.
• Includes technical factors like HTTPS, as well as transparent content (e.g., author bios, citations, and clear sources).
• Trust is especially critical for YMYL content, where misinformation could have serious consequences.

Why E-A-T matters for SEO

E-A-T influences how Google:

• Ranks your content in competitive or sensitive niches
• Assesses site credibility in the absence of traditional ranking signals
• Prevents misinformation by promoting reputable and accurate sources

For sites in health, finance, e-commerce, law, or news, strong E-A-T is critical for maintaining and improving rankings.

How to improve E-A-T

• Show author credentials – Add bios and list qualifications or experience.
• Cite reputable sources – Use and link to trustworthy data, studies, or publications.
• Build backlinks and mentions – Earn links from respected websites in your industry.
• Keep content updated – Outdated information hurts credibility, especially in fast-changing fields.
• Use secure website protocols (HTTPS) – Shows users (and Google) that your site is trustworthy.
• Encourage user reviews and testimonials – Especially for local businesses or services.

In summary, E-A-T in SEO stands for Expertise, Authoritativeness, and Trustworthiness — three qualities that help Google evaluate the credibility of your website and content. While not a direct ranking factor, E-A-T plays a major role in SEO success, especially for websites covering sensitive or high-stakes topics.