What is Google E-E-A-T? Guidelines and SEO Benefits

Updated by Chima Mmeje — March 24, 2025.

E-E-A-T stands for experience, expertise, authoritativeness, and trust. It is a set of quality guidelines Google’s search engines use to assess content, particularly for topics that can impact a person’s well-being, such as health, finance, and safety. The goal is to ensure that search results prioritize trustworthy and useful information in creating content for these YMYL topics.

Understanding and improving E-E-A-T is essential for SEO success. High E-E-A-T content is more likely to rank well in search results, as Google aims to provide users with accurate and reliable information. Websites that fail to demonstrate these qualities may struggle to gain visibility, especially in competitive industries.

Each component plays a key role in content evaluation:

• Experience
• Expertise
• Authoritativeness
• Trust

While E-E-A-T should not be confused with direct ranking signals, incorporation of E-E-A-T principles into online publishing can give website owners some confidence in knowing that they are meeting Google’s stated definitions of quality and relevance, emphasizing the importance of content quality.

• August 1, 2018: Google rolled out a Core Update, often referred to as the "Medic Update," which significantly impacted the rankings of numerous websites, especially those in the health and wellness sectors. This update highlighted the importance of content demonstrating expertise, authoritativeness, and trustworthiness (E-A-T). Glenn Gabe documented the impact at the time
• December 2022: Google expanded the E-A-T concept by adding an extra 'E' for Experience, forming E-E-A-T. This addition emphasizes the value of firsthand experience in content creation, ensuring that users receive information from those with direct, personal knowledge of the subject matter.
• February 2023: Google introduced the February 2023 Product Reviews Update, refining its algorithms to better evaluate and rank product review content. This update aimed to reward reviews that demonstrate genuine experience and expertise, aligning with the E-E-A-T principles.
• August 2023: The August 2023 Core Update was launched, further reinforcing the significance of E-E-A-T in content evaluation. Websites that consistently showcased experience, expertise, authoritativeness, and trustworthiness saw positive impacts in their search rankings.
• September 2023: Google rolled out the September 2023 Helpful Content Update, focusing on promoting genuinely helpful content created with a people-first approach. This update emphasized the need for content to align with E-E-A-T standards while centering the reader with useful information.

Google evaluates content quality based on how well it demonstrates experience, expertise, authoritativeness, and trustworthiness.

Search engine optimization (SEO) contributes to creating quality content that aligns with E-E-A-T principles, enhancing overall content quality and influencing SEO performance on search engine results pages.

E-E-A-T is particularly important for topics related to health, finance, and other high-impact subjects where accuracy and credibility are crucial.

A few more reasons why E-E-A-T matters for SEO include:

• Content quality and ranking signals: Google’s algorithms assess whether content aligns with E-E-A-T principles. High-quality, well-researched, and trustworthy content tends to rank higher in search results.
• Impact on search visibility: Websites that establish strong E-E-A-T signals are more likely to appear in top search results, especially for competitive queries. Poor E-E-A-T can lead to lower rankings or reduced visibility.
• User trust and engagement: Content that demonstrates experience and credibility encourages users to spend more time on a page, share information, and return to the site, all of which contribute to better search performance.
• Google’s Quality Rater Guidelines: While E-E-A-T is not a direct ranking factor, Google’s human quality raters use it to assess content. Their feedback helps refine search algorithms to reward trustworthy and valuable content.

If you read through Google’s Search Quality Evaluator Guidelines and updates from the Google Search Central blog, you can gather clues as to why Google emphasizes E-E-A-T signals and how they define them.

The search quality rater guidelines play a crucial role in defining E-E-A-T signals and categorizing content based on varying levels of Experience, Expertise, Authoritativeness, and Trustworthiness.

Below is a summary of each of the four E-E-A-T factors and tips to ensure they are reflected in your online content.

Google assesses whether content is based on firsthand experience. This means Quality Raters are instructed to determine if an author has direct experience with what they are writing about. Content created by individuals with direct experience is highly valued by both users and search engines, aligning with Google's E-E-A-T guidelines.

For example, has a reviewer personally used the product they are recommending? Has a business owner actually interacted with the services they describe?

Searchers often prioritize real experiences over brand messaging. Moz’s research found that only 14% of consumers trust brand claims as much as they trust user reviews. To align with this, content should feature real-world experiences, such as:

• Verified customer reviews with accompanying photos.
• Personal product trials with documented outcomes.
• Travel guides with original photos and first-hand insights.
• Case studies showcasing hands-on engagement.
• Insights from experts who have first-hand experience with the problem

Expertise evaluates whether the content creator has credible knowledge in their field. This is particularly important for YMYL (Your Money or Your Life) topics, which include medical, financial, legal, and safety-related subjects.

Adequate expertise is crucial in these areas due to the potentially severe implications on people's health and financial stability.

In these areas, Google looks for:

• Credentials such as licenses and professional affiliations
• Demonstrated subject-matter expertise in content
• Verified knowledge through external references or certifications

However, expertise isn’t limited to formal education or credentials. For non-YMYL content, expertise can be demonstrated through:

• Publishing high-quality content consistently on a niche subject
• Demonstrating technical or hands-on skills in video or written form
• Showcasing a depth of knowledge that is useful to readers
• Expertise in solving problems relevant to users in a specific niche

For example, an online quilt shop owner doesn’t have a degree in quilting, but her video content demonstrates that she possesses the necessary technical skills to teach others how to create complex craft projects.

Creating your own content is crucial to build topical authority and enhance your website's credibility. Authority is established when reputable sources recognize you as an expert. This includes:

• Backlinks from authoritative websites
• Mentions from industry leaders and trusted publications
• Press coverage, citations, and guest contributions on high-authority niche websites

One way to gauge authoritativeness is through tools like Moz Link Explorer, which allows you to analyze your website’s link profile and compare it with competitors.

For example, we can enter the URL of a business like this online retailer of native UK wildflower seeds. The tool then shows us information about which sites and pages are linking to the domain we’ve entered:

We can see that the wildflower seed company has earned some excellent links from publishers like The Guardian, CountryLiving.com, and the Wildlife Trusts, all high DA websites.

Use Link Explorer to audit your backlinks. You can also spy on your competitors to analyze which links are helping them earn authority in the eyes of Google and its Quality Raters.

Trust is the most critical element in E-E-A-T. Google states:

"Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem."

Trust factors include:

• Transparent contact information, ensuring users can reach you
• Website security, such as HTTPS encryption
• Accurate, well-researched content with citations
• Fair and balanced customer reviews
• Clear advertising disclosures and ethical business practices

For example, the Contact Us page on Costco's website, with its multiple offers of customer support, goes a long way towards establishing them as a legitimate and trustworthy business that can be readily contacted by the public.

Here's a comprehensive list of tips to improve E-E-A-T on your website and content:

Conduct thorough research on the topic

Ensure that your content is based on accurate and up-to-date information. Use reliable sources and provide evidence to support your claims.

Use personal case studies and examples

If you’re reviewing a product or service, include practical applications, testimonials, and firsthand usage details.

Provide in-depth, well-researched content

Become the source of truth by creating original content like research reports that naturally attract clicks and links. Focus on producing content that addresses your audience's needs, showcases your expertise, and strengthens your brand's authority.

Reference authoritative sources

Link to recognized industry organizations, such as medical boards, government agencies, or scientific publications, to strengthen your content’s validity.

Showcase author credentials

Clearly, state who created the content and display relevant qualifications, certifications, or professional experience for content creators.

Get backlinks from high-authoritative websites 

Earn mentions from high-authority publications, blogs, and research institutions to build credibility.

Display genuine customer testimonials and reviews 

Add verified user reviews and testimonials to build credibility and trust in your content.

Update content regularly

Regularly update your content to reflect the latest information and developments in your field.

Use clear and concise language

Write in a way that is easy to understand, avoiding jargon and overly complex sentences.

Use engaging headlines and formatting 

Clear headings, bullet points, and images make your content visually appealing and easy to navigate.

Optimize for user experience and accessibility

Ensure that your content is accessible to all users, including those with disabilities. This includes using alt text for images, providing transcripts for videos, and making your website mobile-friendly.

All site owners should strive to publish content that meets E-E-A-T criteria, but those in YMYL categories have a particular responsibility to ensure that they meet E-E-A-T's basic principles. It stands to reason that the public has a greater need for qualities like factual accuracy and security when they are looking at financial investment or medical information than they might if they are looking at photos of cats.

We recommend that YMYL organizations watch Lily Ray's video which covers the incorporation of experts into your publishing strategy. We also recommend reading Rebecca Moss' article on how to use digital PR to improve your E-E-A-T signals.

At the time of publishing this guide, artificial intelligence (AI) technologies are reshaping the internet. AI tools like Gemini, Claude, ChatGPT, and Deep Seek are rapidly evolving. Since LLMs can generate vast amounts of content, it is crucial to examine how these technologies align with E-E-A-T principles.

Can AI prove experience?

Probably not since AI lacks real-life experience; it only simulates human responses based on training data. Experience is based on firsthand interaction, emotions, and physical engagement—elements AI doesn't have.

There have been instances where AI-generated content falsely claimed experiences, such as Google’s Bard fabricating interactionswith restaurant patrons. While AI can mimic human experiences, it cannot genuinely possess them.

Can AI prove expertise?

No. AI tools do not hold degrees, work experience, or professional credentials. While AI can generate detailed content based on training data, it does not gain expertise through real-world applications.

A major cautionary example was a lawyer who used ChatGPT for legal research, only to find the AI had generated fake court citations. YMYL (Your Money or Your Life) businesses, such as healthcare and finance, should exercise extreme caution in using AI-generated content and implement rigorous fact-checking procedures.

Can AI prove authoritativeness?

This remains uncertain. Authoritativeness is built on third-party recognition, typically through citations, backlinks, and endorsements. Unlike human endorsements from experts or industry leaders, AI cannot independently confer legitimacy. Therefore, brands should focus on human-led strategies to build authority, such as guest contributions, expert testimonials, and earned media mentions.

Can AI prove trustworthiness?

Not reliably. AI’s susceptibility to errors, misinformation, and bias undermines trust. Even Google’s E-E-A-T guidelines stress the importance of transparency in AI-generated content. Many SEO professionals worry about AI contributing to low-quality, misleading information on the web.

To maintain trust, publishers should clearly disclose AI’s role in content creation and ensure all AI-generated material undergoes rigorous human review for accuracy and reliability.

Google finds itself in a paradox. Historically, it has encouraged human-created content that reflects expertise and firsthand knowledge. Now, as a major AI developer, Google must balance its investment in automation with its existing E-E-A-T standards.

Here’s Google’s current position on AI-generated content:

• AI-generated content is not prohibited, as long as it is not used to manipulate rankings.
• AI is viewed as a useful tool for content creation but should not replace human expertise.
• Google asserts confidence in its ability to demote low-quality AI-generated content, though many SEOs remain skeptical of its effectiveness.
• Disclosure of AI-generated content is not mandatory but is recommended in certain cases.
• Google prioritizes high-quality content, regardless of whether it is AI-assisted or human-created.

E-E-A-T is essential for building trust and credibility in search rankings. Think of it as a long-term strategy rather than a set of quick wins. To optimize for E-E-A-T, prioritize firsthand experience, showcase expertise, and establish authority with reputable sources. Finally, audit your content regularly and refine messaging to align with E-E-A-T principles and ensure SEO success.

What are Google’s E-E-A-T standards?

Google’s E-E-A-T standards focus on ensuring content is:

• Created by individuals with firsthand experience on the topic
• Authored by experts with recognized expertise in their field
• Recognized as authoritative by trusted sources and the wider community
• Trustworthy, meaning the content is accurate, transparent, and secure

These standards are particularly emphasized for Your Money or Your Life (YMYL) topics, such as finance, health, and safety.

Is E-E-A-T still relevant?

Yes, E-E-A-T remains highly relevant in SEO. Google continues to refine its algorithms to prioritize high-quality, trustworthy content. With the rise of AI-generated content and misinformation, E-E-A-T principles have become even more critical for ensuring credibility and ranking well in search results.

Are E-E-A-T factors search ranking factors?

The SEO community debates this question. According to Cyrus Shepard, there are three main perspectives:

• Strict ranking factor approach: Only measurable, direct ranking influences should be considered ranking factors. Some argue that E-E-A-T is not a ranking factor because it is difficult to quantify.
• Broad influence approach: While not explicitly part of Google's algorithm, E-E-A-T is considered an essential element of high-ranking sites, influencing updates like Panda and Helpful Content.
• Practical impact approach: If something improves rankings—whether directly or indirectly—it should be considered a ranking factor. E-E-A-T leads to better engagement, backlinks, and user trust, all of which impact rankings.

What does the Helpful Content Update have to do with E-E-A-T?

Google’s 2022 Helpful Content Update (HCU) prioritizes people-first content by assessing an entire website’s overall usefulness. This update emphasizes:

• Websites with a clear, focused purpose.
• Content that meets users' needs and provides comprehensive answers.
• First-hand experience and in-depth expertise.

However, recent research from Moz's Tom Capper shows that HCU was more about the demand for brand and less about surfacing helpful content.