E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

Building and demonstrating E-E-A-T signals to improve search rankings and content quality

E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

What This Means

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness - the quality signals Google uses to evaluate content quality and creator credibility. Google added "Experience" to the original E-A-T framework in December 2022, recognizing that firsthand experience is valuable even without formal credentials. Strong E-E-A-T is critical for rankings, especially in YMYL (Your Money or Your Life) topics like health, finance, and legal content.

The Four Pillars of E-E-A-T

Experience (Added December 2022):

Firsthand or life experience with the topic
Direct use of products or services being reviewed
Personal visits to locations being discussed
Real-world application of advice given
Demonstrated practical knowledge

Expertise:

Formal qualifications and credentials
Professional experience in the field
Industry certifications and licenses
Educational background
Published research or work

Authoritativeness:

Recognition as a go-to source
Citations from other experts
Awards and industry recognition
Speaking engagements and media mentions
Influential in the field

Trustworthiness:

Accurate, factual information
Transparent about business practices
Clear contact information and policies
Secure website (HTTPS)
Positive reputation and reviews
Ethical business practices

Why E-E-A-T Matters

Google's Perspective:

Core ranking factor (not direct ranking signal, but evaluates quality)
Critical for YMYL content
Used by human quality raters
Influences algorithmic assessments
Helpful Content Update closely tied to E-E-A-T

YMYL Topics (Higher E-E-A-T Requirements):

Health and medical information
Financial advice and services
Legal information
News and current events
Civic information (voting, government)
Safety information
Major purchasing decisions

Impact on Your Business

SEO Consequences:

Low E-E-A-T = Poor Rankings: YMYL sites especially affected
Traffic Loss: 50-90% drops possible for low E-E-A-T sites
Helpful Content Update: Low E-E-A-T triggers penalties
Recovery Difficulty: Can take 6-12 months to rebuild

Business Benefits of High E-E-A-T:

Higher search rankings
Increased organic traffic
Better conversion rates (trust = conversions)
Competitive advantage
Brand authority
Customer loyalty

Trust Impact:

94% of users distrust websites with poor credibility signals
75% judge business credibility by website design
Users 3x more likely to convert from trusted sources
Reviews and testimonials increase conversions by 270%

How to Diagnose

Method 1: Manual E-E-A-T Audit

Evaluate each pillar:

## Experience Signals Check
[ ] Author bio shows relevant experience?
[ ] Content demonstrates firsthand knowledge?
[ ] Specific examples from personal use?
[ ] Screenshots, photos, or proof of experience?
[ ] Personal anecdotes and insights?

## Expertise Signals Check
[ ] Author credentials listed?
[ ] Professional qualifications mentioned?
[ ] Industry certifications shown?
[ ] Years of experience documented?
[ ] Portfolio or past work linked?

## Authoritativeness Signals Check
[ ] Brand recognized in the industry?
[ ] External citations and backlinks from experts?
[ ] Media mentions and press coverage?
[ ] Awards or recognition displayed?
[ ] Speaking engagements or publications?

## Trustworthiness Signals Check
[ ] HTTPS enabled (SSL certificate)?
[ ] Clear contact information?
[ ] Privacy policy and terms of service?
[ ] Customer reviews visible?
[ ] Secure payment methods?
[ ] No suspicious or deceptive practices?
[ ] Transparent about business practices?
[ ] Error-free, professional content?

Method 2: Search Console Analysis

Check for quality issues:

Manual Actions:
- Navigate to Search Console → Security & Manual Actions
- Check for quality violations
- Review manual action messages
Performance trends:
- Performance → Search Results
- Look for drops coinciding with helpful content updates
- Compare YMYL pages vs non-YMYL

Warning Signs:

Traffic drops after algorithm updates
YMYL content not ranking
High impressions, low clicks
Declining click-through rates

Method 3: Competitive E-E-A-T Analysis

Compare to ranking competitors:

// E-E-A-T competitive analysis
const competitorAnalysis = {
  yourSite: {
    authorBio: false,
    credentials: false,
    experience: 0, // years
    reviews: 12,
    backlinks: 45,
    trustSignals: 2 // SSL, contact page
  },
  competitor1: {
    authorBio: true,
    credentials: "PhD in topic",
    experience: 15,
    reviews: 450,
    backlinks: 1200,
    trustSignals: 8 // SSL, reviews, policies, etc.
  },
  competitor2: {
    authorBio: true,
    credentials: "Certified expert",
    experience: 10,
    reviews: 230,
    backlinks: 890,
    trustSignals: 7
  }
};

// Gaps to address
const gaps = {
  needAuthorBio: true,
  needCredentials: true,
  needMoreReviews: true,
  needBacklinks: true,
  needTrustSignals: 6
};

Method 4: User Trust Signals

Check behavioral metrics:

Google Analytics:
- Bounce rate (high = low trust)
- Time on page (low = not engaging)
- Pages per session (low = not exploring)
- Conversion rate (low = lack of trust)

Surveys and feedback:

// Exit survey
"Why didn't you complete your purchase?"
[ ] Didn't trust the site
[ ] Couldn't find information
[ ] Wanted to compare prices
[ ] Had questions

Warning Signs:

Bounce rate > 70% on content pages
Average time < 1 minute on detailed articles
Low conversion rate despite traffic
Negative reviews mentioning trust

Method 5: Third-Party Trust Checks

External validation:

Google Business Profile reviews:
- Overall rating < 4.0 stars
- Few or no reviews
- Negative reviews about trustworthiness
BBB (Better Business Bureau) rating:
- No rating or low rating
- Unresolved complaints
Trustpilot or similar:
- Check for reviews
- Monitor sentiment

Brand mentions:

# Search for brand mentions
site:news.google.com "your brand"
site:reddit.com "your brand"
site:twitter.com "your brand"

General Fixes

Fix 1: Demonstrate Experience

Show firsthand knowledge:

Add experience-based content:

## From Our Testing

We purchased and tested 15 different [products] over 6 months.
Here's what we found in real-world use:

### Product A
- Used daily for 3 months
- [Specific observation from actual use]
- [Problem encountered and how we solved it]
- [Photo of product in use]

**Our Experience:** After 90 days of daily use, we noticed
[specific detail you'd only know from experience]

[Photo gallery showing product in various scenarios]

Include proof of experience:

<!-- Show verification of experience -->
<div class="experience-proof">
  <img src="/images/author-using-product.jpg"
       alt="Author demonstrating product">
  <figcaption>
    Our team member Sarah testing the product for this review
  </figcaption>
</div>

<!-- Include receipts, tickets, or proof -->
<img src="/images/purchase-receipt.jpg"
     alt="Purchase receipt showing we bought the product">

Personal case studies:

## How We Solved This Problem for Our Business

When we faced this challenge in our own company, here's
exactly what we did:

**Background:** [Specific situation]
**Challenge:** [Exact problem faced]
**Solution:** [Step-by-step what we did]
**Results:** [Specific outcomes with data]

[Screenshot of our actual results]

This is the same process we now recommend to our clients.

Fix 2: Establish Expertise

Build credibility:

Comprehensive author bios:

<div class="author-detailed-bio">
  <img src="/authors/dr-jane-smith.jpg" alt="Dr. Jane Smith">

  <h3>Dr. Jane Smith, MD, FACC</h3>

  <div class="credentials">
    <h4>Credentials</h4>
    <ul>
      <li>Board Certified Cardiologist</li>
      <li>Fellow, American College of Cardiology</li>
      <li>MD from Johns Hopkins University</li>
      <li>15 years clinical practice</li>
    </ul>
  </div>

  <div class="experience">
    <h4>Professional Experience</h4>
    <p>
      Dr. Smith has treated over 5,000 cardiac patients and
      published 25 peer-reviewed papers on cardiovascular health.
      She serves on the editorial board of the Journal of
      Cardiovascular Medicine.
    </p>
  </div>

  <div class="publications">
    <h4>Selected Publications</h4>
    <ul>
      <li><a href="#">Study on heart disease prevention (2023)</a></li>
      <li><a href="#">Cardiovascular risk factors research (2022)</a></li>
    </ul>
  </div>

  <a href="/authors/dr-jane-smith" class="view-profile">
    View Full Profile & Articles
  </a>
</div>

Display credentials prominently:

<!-- On every article -->
<div class="article-header">
  <h1>How to Manage High Blood Pressure</h1>
  <div class="authorship">
    <span class="author">
      Written by Dr. Jane Smith, MD, FACC
    </span>
    <span class="reviewed">
      Medically reviewed by Dr. John Doe, MD
    </span>
    <span class="updated">
      Last updated: December 15, 2024
    </span>
  </div>
</div>

Team expertise page:

# Our Expert Team

## Medical Review Board

### Dr. Jane Smith, MD, FACC - Chief Medical Officer
- Board Certified Cardiologist
- 15 years clinical experience
- Published researcher
- [Full bio](/team/jane-smith)

### Dr. John Doe, MD - Medical Reviewer
- Family Medicine Physician
- 20 years practice
- [Full bio](/team/john-doe)

## Our Editorial Standards
- All medical content reviewed by licensed physicians
- Updated annually or when new research emerges
- Cited sources from peer-reviewed journals
- No conflicts of interest

Fix 3: Build Authoritativeness

Establish authority signals:

Earn quality backlinks:

## Link Building Strategy for E-E-A-T

### Create linkable assets:
- Original research studies
- Industry reports with data
- Expert guides
- Tools and calculators
- Infographics with insights

### Outreach to:
- Industry publications
- Academic institutions
- Professional organizations
- News outlets
- Complementary brands

Get media mentions:

<!-- Display press mentions -->
<div class="press-mentions">
  <h3>As Featured In</h3>
  <div class="logos">
    <img src="/logos/forbes.png" alt="Forbes">
    <img src="/logos/wsj.png" alt="Wall Street Journal">
    <img src="/logos/techcrunch.png" alt="TechCrunch">
  </div>

  <div class="mentions-list">
    <article>
      <h4>"Best Practices for..." - Forbes</h4>
      <p>Our CEO was quoted in this Forbes article...</p>
      <a href="#">Read Article →</a>
    </article>
  </div>
</div>

Industry participation:

## Our Industry Involvement

### Speaking Engagements
- Keynote speaker at [Conference] 2024
- Panel expert at [Event] 2023
- Webinar host for [Organization]

### Professional Memberships
- Member, American Medical Association
- Fellow, American College of Cardiology
- Board member, [Industry Association]

### Awards & Recognition
- Best [Category] 2024 - [Publication]
- Top 10 [Industry] Experts - [Magazine]
- Excellence Award - [Organization]

Thought leadership:

## Published Research & Contributions

### Peer-Reviewed Publications
1. Smith, J. et al. (2024). "Study Title." Journal Name.
   DOI: 10.xxxx/xxxxx
2. Smith, J. (2023). "Research Title." Publication Name.

### Industry Articles
- "Expert Opinion on..." - Industry Magazine
- Guest post on [Authority Site]
- Quoted in [News Outlet]

Fix 4: Enhance Trustworthiness

Build trust signals:

Security and transparency:

<!-- SSL certificate (HTTPS) -->
✓ Ensure site uses HTTPS

<!-- Trust badges -->
<div class="trust-badges">
  <img src="/badges/ssl-secure.png" alt="SSL Secure">
  <img src="/badges/bbb-accredited.png" alt="BBB A+ Rating">
  <img src="/badges/norton-secured.png" alt="Norton Secured">
  <img src="/badges/mcafee-secure.png" alt="McAfee Secure">
</div>

<!-- Security seals on checkout -->
<div class="checkout-security">
  <p>
    <img src="/icons/lock.svg" alt="Secure">
    Your payment information is encrypted and secure
  </p>
</div>

Clear policies and contact:

<!-- Footer links -->
<footer>
  <nav>
    <a href="/privacy-policy">Privacy Policy</a>
    <a href="/terms-of-service">Terms of Service</a>
    <a href="/refund-policy">Refund Policy</a>
    <a href="/shipping-policy">Shipping Policy</a>
  </nav>

  <!-- Contact information -->
  <div class="contact-info">
    <p>
      <strong>Contact Us</strong><br/>
      Phone: (555) 123-4567<br/>
      Email: support@yoursite.com<br/>
      Address: 123 Main St, City, State 12345
    </p>
  </div>
</footer>

<!-- Dedicated contact page -->
<div class="contact-page">
  <h1>Contact Us</h1>
  <div class="contact-methods">
    <div>
      <h3>Phone</h3>
      <p>(555) 123-4567</p>
      <p>Mon-Fri 9am-5pm EST</p>
    </div>
    <div>
      <h3>Email</h3>
      <p>support@yoursite.com</p>
      <p>Response within 24 hours</p>
    </div>
    <div>
      <h3>Address</h3>
      <p>123 Main Street<br/>
         City, State 12345</p>
    </div>
  </div>
</div>

Customer reviews and testimonials:

<!-- Product/service reviews -->
<div class="reviews-section">
  <h3>Customer Reviews</h3>
  <div class="rating-summary">
    <span class="stars">★★★★★</span>
    <span class="score">4.8 out of 5</span>
    <span class="count">(1,247 reviews)</span>
  </div>

  <!-- Individual reviews -->
  <div class="review">
    <div class="reviewer">
      <img src="/avatars/user1.jpg" alt="John D.">
      <strong>John D.</strong>
      <span class="verified">✓ Verified Purchase</span>
    </div>
    <div class="rating">★★★★★</div>
    <h4>Excellent service and results</h4>
    <p>
      I've been using this service for 6 months and...
      [detailed, specific review]
    </p>
    <span class="date">December 10, 2024</span>
  </div>
</div>

<!-- Third-party review widgets -->
<div class="trustpilot-widget" data-businessunit-id="..."></div>
<div class="google-reviews-widget"></div>

About page optimization:

<div class="about-page">
  <h1>About [Company Name]</h1>

  <!-- Company story -->
  <section class="our-story">
    <h2>Our Story</h2>
    <p>
      Founded in 2010 by [Founder], we've helped over 10,000
      customers achieve [specific results].
    </p>
    <img src="/images/team-photo.jpg" alt="Our team">
  </section>

  <!-- Mission and values -->
  <section class="mission">
    <h2>Our Mission</h2>
    <p>[Clear mission statement]</p>
  </section>

  <!-- Team -->
  <section class="team">
    <h2>Meet Our Team</h2>
    <!-- Team member cards with photos, credentials -->
  </section>

  <!-- Trust elements -->
  <section class="trust">
    <h2>Our Commitment to Quality</h2>
    <ul>
      <li>All products tested by certified professionals</li>
      <li>100% satisfaction guarantee</li>
      <li>Transparent pricing - no hidden fees</li>
      <li>Award-winning customer service</li>
    </ul>
  </section>

  <!-- Certifications -->
  <section class="certifications">
    <h2>Certifications & Partnerships</h2>
    <img src="/cert/certification1.png">
    <img src="/cert/certification2.png">
  </section>
</div>

Fix 5: Content Quality for E-E-A-T

Create high-quality, accurate content:

Fact-checking and citations:

## Proper Citations

According to a study published in the Journal of Medical Research,
[specific finding] (Smith et al., 2024)^[1].

The Centers for Disease Control (CDC) recommends
[specific advice]^[2].

## References

1. Smith, J., Doe, J., & Johnson, M. (2024). Title of Study.
   Journal of Medical Research, 15(3), 123-145.
   https://doi.org/10.xxxx/xxxxx

2. Centers for Disease Control and Prevention. (2024).
   Health Topic Name. Retrieved from https://www.cdc.gov/...

All statistics verified as of December 15, 2024.

Regular content updates:

<!-- Update notice -->
<div class="content-freshness">
  <p>
    <strong>Last Updated:</strong> December 15, 2024<br/>
    <strong>Last Reviewed:</strong> December 1, 2024 by Dr. Jane Smith<br/>
    <strong>Next Review:</strong> March 1, 2025
  </p>
</div>

<!-- Update log -->
<details class="update-log">
  <summary>Content Update History</summary>
  <ul>
    <li>Dec 2024: Updated statistics, added new research findings</li>
    <li>Sep 2024: Added case study section</li>
    <li>Jun 2024: Initial publication</li>
  </ul>
</details>

Editorial process disclosure:

## Our Editorial Standards

Every article on this site:

1. **Written by qualified experts** - All health content written
   by licensed medical professionals

2. **Medically reviewed** - Reviewed by board-certified physicians
   before publication

3. **Fact-checked** - All statistics verified against original sources

4. **Regularly updated** - Reviewed and updated quarterly or when
   new research emerges

5. **Cited sources** - All claims supported by peer-reviewed research

6. **No conflicts of interest** - Full disclosure of any partnerships

Fix 6: Schema Markup for E-E-A-T

Help Google understand your authority:

<!-- Author schema -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Dr. Jane Smith",
  "jobTitle": "Board Certified Cardiologist",
  "affiliation": {
    "@type": "Organization",
    "name": "Heart Health Center"
  },
  "alumniOf": {
    "@type": "Organization",
    "name": "Johns Hopkins University"
  },
  "knowsAbout": ["Cardiology", "Heart Disease", "Preventive Care"],
  "sameAs": [
    "https://linkedin.com/in/drjanesmith",
    "https://twitter.com/drjanesmith"
  ]
}
</script>

<!-- Article schema with author -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "MedicalWebPage",
  "headline": "How to Manage High Blood Pressure",
  "author": {
    "@type": "Person",
    "name": "Dr. Jane Smith",
    "jobTitle": "Cardiologist",
    "sameAs": "https://yoursite.com/authors/dr-jane-smith"
  },
  "reviewedBy": {
    "@type": "Person",
    "name": "Dr. John Doe",
    "jobTitle": "Family Medicine Physician"
  },
  "datePublished": "2024-06-15",
  "dateModified": "2024-12-15",
  "publisher": {
    "@type": "Organization",
    "name": "Your Medical Site",
    "logo": {
      "@type": "ImageObject",
      "url": "https://yoursite.com/logo.png"
    }
  }
}
</script>

<!-- Organization schema -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "MedicalOrganization",
  "name": "Heart Health Center",
  "description": "Board-certified cardiologists providing...",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "City",
    "addressRegion": "ST",
    "postalCode": "12345"
  },
  "telephone": "+1-555-123-4567",
  "email": "contact@hearthealth.com",
  "award": ["Best Cardiology Practice 2024"],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "247"
  }
}
</script>

Platform-Specific Guides

Detailed implementation instructions for your specific platform:

Platform	Troubleshooting Guide
Shopify	Shopify E-E-A-T Optimization
WordPress	WordPress E-E-A-T Optimization
Wix	Wix E-E-A-T Optimization
Squarespace	Squarespace E-E-A-T Optimization
Webflow	Webflow E-E-A-T Optimization

Verification

After implementing E-E-A-T improvements:

Audit checklist:
- All content has author bios
- Credentials clearly displayed
- About page optimized
- Contact information prominent
- Reviews and testimonials visible
- HTTPS enabled
- Policies published
- Citations and sources added
Monitor metrics:
- Rankings improving (3-6 months)
- Bounce rate decreasing
- Time on page increasing
- Conversion rate improving
- Backlinks growing
Third-party validation:
- Google Business reviews growing
- Media mentions increasing
- Industry recognition
- Professional citations

Common Mistakes

No author information - Anonymous content lacks credibility
Fake credentials - Destroys trust if discovered
Poor website security - No HTTPS
Missing contact information - Looks untrustworthy
No reviews or testimonials - Social proof missing
Outdated content - Shows lack of maintenance
No citations - Claims without proof
Hidden policies - Looks suspicious
Unprofessional design - Affects trust perception
No expertise demonstration - Generic content

Additional Resources

↑ Back to top