Search engine optimization (SEO) goes beyond keywords and backlinks—it’s about earning trust and proving credibility.
A key factor in Google’s ranking system is EEAT (Expertise, Experience, Authority, and Trust). Knowing what is EEAT in SEO is essential for website owners, digital marketers, and content creators who want to boost their rankings and establish a strong online presence.
In short, learning what is EEAT in SEO means making your site more powerful, and GetFound is here to show you how in this article!
What is EEAT in SEO
EEAT stands for:
- Expertise, demonstrating deep knowledge in your industry.
- Experience, showing firsthand involvement or real-world use of a product, service, or topic.
- Authority, establishing yourself as a credible and recognized source in your niche.
- Trust, ensuring accuracy, reliability, and transparency in your content.
Google introduced EEAT as part of its Search Quality Evaluator Guidelines, which help assess the credibility of websites and determine which content deserves higher rankings.
While EEAT is not a direct ranking factor, it influences how Google understands and ranks content in search results.
Websites that demonstrate high EEAT are more likely to rank well, especially in industries like health, finance, and legal services, where credibility is critical.
Why Did Google Introduce EEAT?
To fully grasp what is EEAT in SEO, it’s important to understand why Google introduced it.
In recent years, the internet has been flooded with misleading, low-quality, and inaccurate content. Google aims to prioritize high-quality information by favoring websites that demonstrate:
- Accurate and well-researched content
- Experienced and knowledgeable authors
- Strong online reputation and credibility
For industries that fall under Your Money, Your Life (YMYL)—such as health, finance, and security—Google places extra emphasis on EEAT to ensure users receive reliable and safe information.
The Four Pillars of EEAT
1. Expertise: Demonstrating Subject Knowledge
Expertise refers to the depth of knowledge an author or website has on a specific topic. Google looks for content written by subject matter experts rather than generalized, low-quality information.
How to improve expertise:
- Ensure content is created by qualified professionals or experts in the field.
- Provide accurate, well-researched, and up-to-date information.
- Use case studies, real-life examples, and expert opinions to strengthen content credibility.
For example, a medical article should be written by a licensed doctor rather than a freelance writer with no medical background.
2. Experience: Showcasing Firsthand Knowledge
Google introduced Experience as an additional factor to EEAT to recognize the value of firsthand experience in content creation.
How to demonstrate experience:
- Share personal insights, case studies, or real-life applications of a topic.
- Use testimonials, before-and-after examples, and product reviews.
- Publish author bios highlighting their background and industry experience.
For instance, a travel blog about best hiking trails should ideally be written by someone who has actually hiked those trails, rather than someone who gathered information from secondary sources.
Also Read: Uncover the Industry Secrets to Implementing Universal Search Best Practices for SEO!
3. Authority: Establishing Industry Leadership
Authority is about building credibility within an industry. Google determines who is an authority based on external recognition, backlinks, and brand reputation.
How to establish authority:
- Earn high-quality backlinks from trusted and authoritative websites.
- Get mentions from industry experts, news sites, or reputable sources.
- Build a strong online presence with interviews, guest posts, and collaborations.
For example, a financial advice website cited by Forbes, CNBC, or government institutions will have higher authority than an unknown blog.
4. Trust: Creating Credible and Transparent Content
Trust is the most critical factor in EEAT, as Google aims to prevent misinformation and fraud. A website must prove its credibility and reliability to users.
How to build trust:
- Display clear author credentials and sources.
- Use secure website protocols (HTTPS) to protect user data.
- Provide accurate contact information, privacy policies, and disclaimers.
- Encourage customer reviews, testimonials, and user feedback.
For example, an e-commerce site with verified customer reviews, secure payment options, and clear return policies will rank higher than a site with no trust signals.
How EEAT Affects SEO Rankings
While EEAT itself is not a direct ranking factor, Google uses it to evaluate content quality and reliability.
Websites with strong EEAT tend to rank higher because they:
- Attract more backlinks and references from authoritative sources.
- Improve user engagement, reducing bounce rates.
- Get featured in Google Discover, Featured Snippets, and Top Stories.
A low EEAT score can lead to poor rankings or even deindexing if the content is deemed misleading, untrustworthy, or inaccurate.
Strengthen Your EEAT with GetFound!
Knowing what is EEAT in SEO is key to building a strong online presence. Google favors content that demonstrates expertise, experience, authority, and trust—helping websites rank higher, attract more organic traffic, and establish industry credibility.
By focusing on these factors, your site can gain long-term visibility and stand out in search results. Ready to level up your EEAT? Let GetFound guide you to SEO success!
