If you’re aiming to boost your website’s SEO and credibility, you’ve likely come across the concept of “EEAT.” Originally coined as “EAT” by Google, it now stands for Experience, Expertise, Authoritativeness, and Trustworthiness - four essential pillars for creating high-quality content that performs well in search rankings. So, what exactly is EEAT, and how can you apply it to your SEO strategy? Let’s dive in.
What is EEAT?
EEAT is a set of guidelines Google uses to evaluate the quality and relevance of content. It aims to ensure that users receive accurate, valuable information that they can trust. Here’s a breakdown of each element:
- Experience – Google now considers the firsthand or real-world experience of the content creator. For example, if you’re writing about hiking in the Australian Outback, content written by someone who’s actually hiked there will hold more weight than content written by someone with no direct experience.
- Expertise – This refers to the depth of knowledge displayed in the content. Google favours content created by authors with expertise in the field, like a licensed medical professional discussing health issues or a financial advisor writing about investments. Expertise signals that the content is accurate and reliable.
- Authoritativeness – Authority is all about reputation. Are other respected sites linking to yours? Are the authors of your content known for their knowledge in the topic? Authority is built over time and is enhanced by factors like high-quality backlinks, mentions in reputable sources, and positive online engagement.
- Trustworthiness – Trustworthiness covers the reliability of both the website and its content. This means transparent sources, accurate information, and secure website practices (like using HTTPS). Trustworthiness assures readers that they’re getting honest and reliable information from your site.
Why EEAT Matters for SEO
EEAT has become a significant part of Google’s algorithm because it directly impacts the search engine’s mission: to deliver high-quality, accurate information. Websites that demonstrate strong EEAT are more likely to rank higher on Google’s results pages, particularly for topics that require factual accuracy, like health, finance, and legal information. In short, good EEAT means better search visibility, higher credibility, and improved user trust.
How to Consider EEAT When Creating SEO Content
- Establish Author Credibility
Make it clear who’s behind the content. Provide author bios that highlight their qualifications, experiences, and expertise. For example, if you’re publishing a medical article, ensure it’s written or reviewed by a qualified health professional and include their credentials. - Use Accurate, Transparent Sources
Link to reputable sources when providing statistics, studies, or other references. This not only builds trust but also strengthens the content’s authority. Citing peer-reviewed studies or government websites is a good practice, especially for sensitive or scientific topics. - Showcase Real-World Experience
Where relevant, include insights or anecdotes that demonstrate firsthand experience. For example, travel bloggers can describe personal trips, using photos and specific details that indicate they’ve genuinely been to the destination they’re writing about. - Build Authority Through Backlinks
Encourage reputable websites to link to your content by creating valuable, shareable resources. Collaborate with other experts in your field, publish unique research, or write guest articles for trusted publications. Each high-quality backlink strengthens your authority. - Prioritise Site Security and Transparency
Trustworthiness also depends on technical aspects of your site. Ensure you’re using HTTPS, maintain an easily accessible privacy policy, and provide contact information for transparency. These factors contribute to an overall sense of security for users. - Update and Maintain Content
High EEAT content should be accurate and up-to-date, especially in fields that change frequently, like finance or healthcare. Regularly audit your content to refresh outdated information and add new insights as they become available. - Create a Clear and Transparent About Page
Visitors want to know who’s behind the website, especially for “Your Money or Your Life” (YMYL) content—topics that can directly impact a person’s wellbeing, safety, or financial status. A detailed About page helps build trust by showing the organisation's mission, values, and relevant experience.
Practical Example of EEAT in Action
Let’s say you’re writing an article on “Top Tips for Investing in Property.” Here’s how you could apply EEAT:
- Experience: Share personal case studies or interviews with actual property investors.
- Expertise: Have the article reviewed or co-authored by a certified financial planner or real estate professional.
- Authoritativeness: Link to studies on property investment trends from reliable publications like government sources or reputable financial news sites.
- Trustworthiness: Make sure your site is secure (HTTPS), include a disclaimer that it’s not financial advice, and clearly list your references and author credentials.
Conclusion
EEAT is essential for building a robust SEO strategy that prioritises quality and trust. By integrating experience, expertise, authoritativeness, and trustworthiness into your content, you’ll not only improve search rankings but also enhance credibility and user satisfaction. When done right, EEAT helps establish your website as a reliable source, fostering long-term success in a digital landscape where trust is everything.
