Google E-E-A-T - The Complete Guide

Google’s E-E-A-T – Experience, Expertise, Authoritativeness and Trustworthiness – has become the backbone of modern SEO.

You’ve probably heard the term before, but here’s the thing – it’s not just another acronym in Google’s playbook. It’s the way Google judges your content’s worthiness to rank.

And in the latest algorithm update (August 2023), Google doubled down on its commitment to E-E-A-T, particularly for content that influences important decisions – what it calls YMYL (Your Money or Your Life) content. That means E-E-A-T should be the centrepiece of your SEO strategy if your website touches on anything related to health, finance or even legal advice.

Why is this so crucial now?

Because AI-generated content is rapidly multiplying, misinformation spreads like wildfire, and trust in what we read online is often shaky. Google’s solution? Make sure content is produced by real people with real expertise, ensuring that users can trust what they see. It’s Google’s way of filtering out the noise and bringing the best, most credible content to the top.

By the time you finish this guide, you’ll understand why E-E-A-T isn’t just a buzzword but a necessity in today’s SEO game – and, more importantly, how to use it to your advantage.

Breaking down E-E-A-T

When we talk about E-E-A-T, we’re really talking about the building blocks of content that Google loves. Each element of E-E-A-T plays a crucial role in determining whether your content is worthy of the top spots.

Let’s break it down:

Experience

Why does hands-on knowledge matter?

Simple. Google wants content created by people who’ve actually done what they’re writing about. It’s not enough to throw around secondhand facts and figures – you need to demonstrate a real understanding of the subject. Think about reviews, case studies, or personal anecdotes that show lived experience.

For example, I’ve been working in SEO for around 20 years (I know!). I’ve huge, lived experience in working on SEO project – big and small – as well as content marketing and digital marketing. You can find out all about me and my experience in my LinkedIn profile if you’re interested.

For example, if you’re a travel company, your blog posts should be written by people who’ve visited the destination, not just cobbled together from brochures. Readers (and Google) can smell inauthenticity a mile away.

Read our expert guide to travel SEO.

Learn more about Google’s E-E-A-T here.

Expertise

This isn’t just about having a wealth of knowledge. It’s about being able to demonstrate that knowledge clearly and confidently. You need to show that your content creators have legitimate qualifications or a deep understanding of their field.

Take, for example, medical content. It should ideally be written by doctors or professionals with the proper credentials. Google’s Search Quality Rater Guidelines explicitly favour content produced by recognised experts – particularly in the health, finance and legal sectors. Your content should always leave the reader thinking, “OK, these people know their stuff.”

Check out Google’s Search Quality Rater Guidelines for more on this.

Authoritativeness

Authority is about recognition – how others view your content.

It’s not just enough to say you’re good – others need to say it for you. This is where external signals such as backlinks, media mentions and peer reviews come into play. The more recognised sources that link to your content, the more Google considers your site authoritative.

Want to be seen as an authority?

Start by earning quality backlinks from established, credible websites in your niche. Whether it’s through guest posts, media interviews or being featured in industry roundups, these external endorsements matter. Authority is Google’s way of confirming, “OK, everyone else thinks they’re great, so they probably are.”

For help building authoritative backlinks, check out Moz’s Beginner’s Guide to Link Building.

Trustworthiness

Trust is non-negotiable.

If users don’t trust your site, Google won’t either. Building trust starts with the basics – ensuring your site is secure (hello, HTTPS), having clear contact information and publishing transparent privacy policies. Beyond that, it’s about the quality of your content. Are you delivering value? Are you being honest?

Think about adding customer reviews, third-party certifications, and detailed author bios. These all add layers of trust. The end goal? Make sure users feel comfortable engaging with your content, and that they believe what you’re saying is true.

For more on building trust, here’s a guide to creating trustworthy content.

The evolution of E-E-A-T

From E-A-T to E-E-A-T

Back in December 2022, Google made a subtle yet significant shift by adding “Experience” to its E-A-T guidelines, evolving it into E-E-A-T.

Why? Because expertise alone isn’t enough anymore. Google now wants content that’s backed by real-world, hands-on experience. It’s not just about knowing the facts – it’s about living them.

For example, a blog post about DIY shouldn’t just be written by someone who knows how to fix a leaky roof but ideally by someone who’s done it – successfully, multiple times. This is the key difference that “Experience” brings to the table. It emphasises that content should be created by those who have truly lived through the subject matter they’re discussing, adding a layer of credibility that goes beyond just watching a random YouTube video and becoming an overnight expert.

The shift to E-E-A-T aligns with Google’s ongoing efforts to ensure content is not only accurate but also valuable to real users. And with AI content on the rise, the importance of authentic, human experience in content creation has never been more critical.

You can read Google’s updated guidelines on Search Quality Evaluators.

Google’s Algorithm and E-E-A-T

The importance of E-E-A-T didn’t happen overnight.

It’s been creeping into the SEO conversation for years, but recent core updates have catapulted it into the spotlight. Major updates in 2022 and 2023 made it clear that Google is laser-focused on rewarding content that demonstrates not just expertise, but also authority and trustworthiness.

In August 2023, another core update reiterated the weight of E-E-A-T, particularly for industries dealing with sensitive or potentially harmful content – think finance, healthcare and legal advice. These industries, often grouped under Google’s YMYL (Your Money or Your Life) content category, are held to an even higher standard.

Bad advice in these fields can have serious consequences. A misstep in SEO for a cooking blog might lose you a few clicks, but bad content on a health or finance site could lose you trust – and that’s a much harder thing to recover from.

With each algorithm update, it’s become clear that brands can no longer afford to treat E-E-A-T as optional. It’s the foundation of Google’s commitment to delivering trustworthy, user-focused content and it’s only going to get more important from here.

For more on core updates, see Google’s guide on ranking systems.

Why E-E-A-T matters for SEO

Impact on rankings

E-E-A-T isn’t just a box to tick off on your SEO checklist – it has a direct impact on your rankings.

Google uses it as a lens to evaluate whether your content deserves to be at the top or buried in the depths of page two (or worse). Sites that fail to meet E-E-A-T standards often see their rankings plummet, particularly after major core updates.

Take, for example, the infamous Medic Update in 2018. Many health-related sites experienced significant drops in visibility because they lacked the necessary expertise or trustworthiness. Sites that didn’t offer content from qualified medical professionals were penalised, as Google prioritised those that did. This is where E-E-A-T shines: it filters out sites that push out thin, low-value content in favour of those that deliver real value backed by genuine expertise and authority.

For a more recent look, websites that failed to comply with the August 2023 update saw similar dips. These updates are not random – they’re designed to promote high-quality content from trustworthy sources. Sites without strong E-E-A-T indicators are at risk of being pushed aside, especially in sectors where trust is paramount.

Want to know how Google assesses this? Read about it in Google’s Search Quality Rater Guidelines.

Relevance to core updates

Every core update from Google tends to hit websites that don’t align with E-E-A-T principles the hardest.

Google’s main goal is to provide users with the most relevant, trustworthy information. And where AI-generated content and misinformation can spread quickly, Google’s focus on experience, expertise and trust is more critical than ever.

Each algorithm update further entrenches E-E-A-T as a non-negotiable element of SEO. If your site doesn’t meet Google’s expectations for quality and trustworthiness, it’s not going to perform well – simple as that. Whether it’s a blog on financial advice or a product review site, your rankings will take a hit if you don’t prioritise building experience, expertise, authority and trustworthiness into your content.

For a detailed explanation of how core updates affect rankings, check out Google’s helpful content update page.

The sensitivity of YMYL content

Nowhere is E-E-A-T more important than in YMYL (Your Money or Your Life) content.

This refers to any page that can significantly impact a person’s happiness, health, finances, or safety. Think about websites offering medical advice, financial guidance or legal advice – Google scrutinises these sites heavily because, frankly, the stakes are high.

For YMYL content, Google’s algorithm is extremely sensitive to trust signals.

It’s not just about having a trustworthy domain or a well-written article. Google looks for solid evidence that your content is created by true experts, backed by credible sources, and delivered in a way that builds trust with the user. Poor E-E-A-T can result in a dramatic loss of traffic for these sites, as we’ve seen time and again with updates targeting YMYL pages.

For more insights on how YMYL content is assessed, visit Google’s guide on YMYL content.

How to improve E-E-A-T on your site

Improving your E-E-A-T isn’t just about ticking boxes.

It’s about bringing together experience, expertise, authority and trust into every piece of content you produce.

So, how do you do it?

1. Building experience

Google’s all about real-life experience. Here’s how to show it off:

• Use testimonials – Genuine customer feedback adds real-world weight to your content. Display these prominently on relevant pages.
• Highlight case studies – Show, don’t tell. Demonstrate how your services have helped others in real, tangible ways. Case studies are gold when it comes to building credibility.
• User-generated content – Encourage users to share their own experiences with your product or service. This adds authenticity that no amount of polished marketing copy can replicate.

Bonus tip: Use tools like Trustpilot or Feefo to gather and display verified customer reviews on your site.

2. Demonstrating expertise

Expertise is non-negotiable, especially in competitive fields like healthcare or finance.

• Author bios – Add detailed bios to every piece of content. Readers want to know who’s behind the words. Include credentials, qualifications and links to professional social profiles like LinkedIn. For instance, medical content should be attributed to doctors, and financial articles to experts such as independent financial advisors (IFAs).
• High-quality articles – Don’t settle for surface-level content. Dive deep, provide insights and support claims with data. The more comprehensive and informative your content, the more Google trusts you.
• Social proof – Link to the author’s social media profiles. Active LinkedIn and Twitter accounts show that your authors are engaged in the community and recognised in their field.

Bonus tip: Tools like ClearVoice help you source vetted writers with relevant expertise for your content.

Of course, you can also use professional content marketing and blog writing services from agencies such as Submerge.

3. Establishing authoritativeness

Authority isn’t something you claim. It’s something others give you.

• Backlinks – Secure backlinks from trusted, high-authority sites in your niche. These act as endorsements, signalling to Google that your content is credible.
• Industry panels and guest blogs – Get involved in industry events or write guest posts for reputable blogs. These will build your presence and position you as an authority.
• Media mentions – If your brand is mentioned in well-known media outlets or publications, make sure to highlight this. A “Featured In” section with logos of these media outlets can work wonders.

Bonus tip: Use Ahrefs or SEMrush to track and build high-quality backlinks to your site, or explore professional link building services.

4. Boosting trustworthiness

Without trust, you’re nowhere. Here’s how to earn it:

• SSL certificates – Your site needs to be secure. Period. Not having HTTPS is a major red flag for both Google and your users. Seriously, if you’re still not rocking an SSL then your website is stuck in a digital stone age.
• Transparent business practices – Be upfront about who you are, what you offer, and how to get in touch. Add a clear privacy policy, terms of service, and comprehensive “About Us” page. For example, our About Us page shows genuine photos of Submerge’s team – we’re real people with real experience.
• User reviews – Display customer reviews and star ratings. Trustworthy sites are those where customers are comfortable sharing their experiences.
• Contact details – Make sure your contact details are easily accessible. Include a physical address, phone number, and email to show there’s a real business behind the site.

Bonus tip: Services like Google Reviews help boost trust through transparent customer feedback.

E-E-A-T for different types of content

Not all content is created equal.

Each type has its own demands when it comes to meeting E-E-A-T standards. Whether you’re working on a blog post, product page or YMYL content, the strategies to optimise for E-E-A-T need to be tailored accordingly.

Blogs

Blog content is the bread and butter of many sites, but it still needs to meet E-E-A-T standards to rank well.

• Author expertise – Always ensure blog posts are written by recognised experts in the field. A blog about cybersecurity should have input from security professionals, not generalist content writers.
• In-depth research – Blogs should offer more than just surface-level advice. Detailed research, expert quotes and real-world examples give your blog posts the weight they need.
• Regular updates – Keep your blog content fresh by revisiting older posts to ensure they stay relevant and accurate – especially in fast-moving industries like tech or healthcare.

Bonus tip: Use tools such as Grammarly’s Plagiarism Checker to ensure your blog content is original and trustworthy.

Product pages (PDPs)

Product description pages (PDPs) don’t just sell – they need to inspire trust.

• Detailed descriptions – Don’t just list features—explain why they matter to the customer. Include user-generated content like reviews, FAQs and testimonials to build credibility.
• Expert opinions – If possible, include quotes or endorsements from industry professionals who can vouch for the quality of your product.
• Third-party certifications – If your product is certified by any governing bodies or third-party organisations, display these prominently to boost trustworthiness. For example, Submerge is Cyber Essentials Certified, which means we’re certified to robustly manage data and security. Unsurprisingly, we include this information on our site and in our communications.

Bonus tip: Utilise Trustpilot to aggregate verified customer reviews right on your product pages.

YMYL content

OK, the big stuff.

Your Money or Your Life (YMYL) content needs to meet the highest standards of E-E-A-T because the stakes are higher.

Google scrutinises these pages more closely since they can impact people’s financial stability, health or safety. They have to be right. People’s lives could – literally – depend on it.

• Qualified authors – Make sure that your YMYL content is authored by experts with relevant credentials. A legal advice blog should be written by a qualified solicitor, and health advice by a medical professional.
• Medical or financial disclaimers – Always include clear disclaimers for medical, financial, or legal advice. These reassure users and clarify that the information provided is trustworthy but not a replacement for professional advice.
• Data-backed insights – Cite credible sources, including peer-reviewed studies, government publications or highly authoritative websites. This reinforces the authority and trustworthiness of your content. We routinely use government data such as the Office for National Statistics (ONS) to build our content or link to relevant government legislation.

Bonus tip: Use Google Scholar to find authoritative, peer-reviewed articles to support your YMYL content.

Comparison: Blogs vs. PDPs vs. YMYL Content

• Blogs – Aim for educational, in-depth content that shows expertise but remains engaging. Use experience-based anecdotes to connect with readers.
• Product pages – Build trust by offering user-generated reviews, third-party certifications and expert endorsements.
• YMYL content – Go heavy on trust signals – qualified authors, professional credentials and peer-reviewed data. Misinformation here can be deadly to both your readers and your SEO.

Tools to measure E-E-A-T

Improving E-E-A-T is only half the battle.

You also need to track how well you’re doing. Thankfully, there are plenty of tools that can help you measure the quality of your content and how it aligns with Google’s E-E-A-T criteria.

Here are some of the tools that Submerge uses on a day-to-day basis for our SEO clients.

1. Google Search Console

Google Search Console (GSC) is your go-to for understanding how Google views your site. While GSC doesn’t measure E-E-A-T directly, it provides essential data that impacts your overall SEO performance.

• Core Web Vitals – These metrics track your site’s speed, responsiveness, and visual stability, all of which influence trustworthiness.
• Manual actions and security Issues – GSC alerts you if your site has been flagged for spammy content or security vulnerabilities – both of which can tank your E-E-A-T.
• Performance reports – See which pages are ranking well and where traffic is coming from, and spot any drops that might suggest E-E-A-T issues.

Get started with Google Search Console.

2. SEMrush

SEMrush offers a comprehensive suite of tools to track and optimise your site’s E-E-A-T factors.

• Backlink analysis – Authoritativeness depends heavily on the quality of your backlinks. SEMrush allows you to audit your backlink profile and assess the credibility of the sites linking to yours.
• Brand monitoring – Track mentions of your brand across the web to assess how authoritative your business appears. More mentions from reputable sites mean better authority.
• Content audit – SEMrush helps you evaluate the performance of your existing content, flagging low-quality or thin content that could harm your E-E-A-T.

Explore SEMrush’s tools.

3. Ahrefs

Ahrefs excels at tracking authority and backlinks – key elements of E-E-A-T.

• Domain Rating (DR) – This measures the strength of your site’s backlink profile, offering a proxy for how authoritative your site is in Google’s eyes.
• Content explorer – Ahrefs’ Content Explorer helps you find high-authority content in your industry, giving you insight into what successful content looks like from an E-E-A-T perspective.
• Backlink audit – Review your backlinks and remove toxic links that could undermine your trustworthiness and authority.

Check out Ahrefs.

4. Majestic

Majestic is another backlink tool that’s specifically designed to help you understand your authority.

• Trust Flow – Majestic’s Trust Flow score evaluates the quality of your backlinks. High Trust Flow means your site is being linked to by other trusted, authoritative sites.
• Citation Flow – This metric evaluates the quantity of links to your site. Together with Trust Flow, it helps you measure the balance between quality and quantity in your backlink profile.

Learn more about Majestic.

5. Yoast SEO (for WordPress)

Yoast SEO is essential for WordPress users looking to improve their content’s E-E-A-T.

• Readability Analysis – Yoast checks your content’s readability, ensuring that your writing is clear, concise and easy to understand – an important part of building trust with users.
• Structured data – Yoast helps you add structured data to your site, which can enhance your content’s authority in search results by providing extra context to Google.

Download Yoast SEO.

6. Google Analytics

While not an E-E-A-T-specific tool, Google Analytics offers valuable insights into how users engage with your content.

• Behavior Flow – Track how users navigate your site, identifying pages that cause users to leave. High bounce rates can signal poor content quality or trust issues.
• User Demographics – Understanding your audience allows you to tailor content more effectively to meet their needs—key to building expertise and trust.

Get started with Google Analytics.

Common E-E-A-T mistakes (and how to avoid them)

Even with the best intentions, it’s easy to make mistakes when trying to improve E-E-A-T.

Here are the most common pitfalls that can harm your SEO performance that we’ve encountered and how to sidestep them.

1. Thin content

This is a biggie.

Thin content offers little to no value to users. Think of those short, generic pages that don’t provide any real depth or insight. Google penalises these pages because they don’t contribute meaningfully to user experience.

Impact: Thin content leads to poor rankings, low user engagement, and higher bounce rates.

How to fix: Make every piece of content valuable. Aim for in-depth, well-researched articles that fully answer users’ questions. Use real examples, data, and insights to enrich your content.

Learn more about avoiding thin content here.

2. Missing author bios

Google wants to know who is behind the content, especially when it comes to YMYL topics. Content without clear author attribution raises red flags, as it makes it hard to establish expertise and authority.

Impact: Missing bios reduce trust in your content, particularly for YMYL pages, leading to lower rankings.

How to fix: Always include detailed author bios with qualifications, relevant experience and links to social profiles like LinkedIn.

3. Lack of regular updates

Outdated content can quickly lose its relevance, especially in fast-moving industries like technology or health.

Google prefers fresh, accurate content.

Impact: Stale content can lead to a drop in rankings, as Google prioritises fresh, updated information.

How to fix: Regularly audit your site’s content. Update articles, remove outdated information and re-optimise old content to keep it relevant.

4. Lack of backlinks

Backlinks are a critical part of establishing authority.

Sites with few or low-quality backlinks often struggle to build authority in Google’s eyes.

Impact: Without strong backlinks, even well-written content can struggle to rank, especially in competitive spaces.

How to fix: Focus on earning quality backlinks from authoritative, industry-relevant websites through guest posts, partnerships and PR efforts.

5. Not addressing user concerns

If your content doesn’t directly address user needs or concerns, it loses its relevance.

This is especially true for YMYL content, where trust is key.

Impact: Irrelevant content leads to higher bounce rates, lower engagement, and diminished trust.

How to fix: Conduct keyword research to understand what users are searching for and craft content that directly addresses those queries.

The future of E-E-A-T in SEO

As SEO evolves, so too will E-E-A-T.

Google’s focus on experience, expertise, authority and trustworthiness isn’t going anywhere – but how we demonstrate these elements will inevitably change, especially with the rise of AI-generated content, voice search and evolving user behaviour.

The impact of AI on E-E-A-T

AI-generated content is already here, and it’s multiplying at a staggering rate.

But here’s the catch: while AI can churn out massive amounts of content in seconds, Google still prioritises human experience and expertise. This means AI content, on its own, won’t cut it. Google is likely to get better at identifying AI-driven pages that lack real experience or human insight, placing even more importance on content that shows actual, lived experience.

What does that mean for you?

In the future, E-E-A-T will continue to prioritise human contributions. AI will assist content creation, but human authorship – especially with credentials and experience – will remain essential for ranking. It’s all about trust. As AI content grows, the need to prove your humanity and authority will only become more important.

Yep, you read that right. Prove your humanity.

If you’re curious about Google’s stance on AI content, check out its official blog.

Voice search and E-E-A-T

Voice search is rapidly gaining traction, and it’s poised to reshape how users interact with search engines.

But the question is: how does E-E-A-T apply to voice search? The answer lies in trust and directness. Voice assistants such as Siri and Alexa typically provide users with one answer – the most trustworthy, authoritative response. This makes E-E-A-T even more critical in voice search SEO.

As voice search grows, expect Google to prioritise content that not only demonstrates expertise but also provides quick, clear, and reliable answers. Your content must be optimised for conversational queries, but it must also retain the qualities that make it authoritative and trustworthy.

A study by Backlinko found that Google’s featured snippets (a key source for voice search answers) often come from highly authoritative sources. So, if you want to rank for voice queries, building a strong E-E-A-T profile is key.

Trust in the misinformation era

With the rise of misinformation and fake news, Google’s commitment to trustworthiness will likely strengthen.

Google is constantly refining its algorithms to weed out content that spreads falsehoods or lacks credibility. As we look forward, expect E-E-A-T to play a central role in identifying trustworthy sources, particularly in fields like health, finance and politics.

In this environment, fact-checking and credibility will be crucial.

Sites that consistently provide accurate, well-sourced information will stand out from the noise, while those that don’t could see significant ranking penalties. Google will likely evolve more sophisticated methods for evaluating trust, such as cross-referencing data sources or user feedback loops.

For more on how Google is tackling misinformation, read about their efforts in this Google blog post.

The expanding role of user experience

E-E-A-T doesn’t operate in a vacuum.

As user experience (UX) becomes increasingly important in ranking factors, expect E-E-A-T and UX to intersect more directly. Google is looking at how well your content serves users, whether it’s accessible, and whether it provides genuine value. A seamless, intuitive user experience will naturally complement your E-E-A-T efforts, reinforcing trust and authority in your content.

Websites that offer personalised experiences, fast load times and easy navigation while adhering to E-E-A-T standards will likely perform best in the future.

E-E-A-T and video content

With video becoming a dominant content format, Google’s evaluation of E-E-A-T will likely expand into multimedia.

Users increasingly turn to video for expert advice and trustworthy information, and Google will reflect that shift in its ranking algorithms. Video creators with proven experience and authority in their fields will find themselves in higher demand, and Google will likely place more weight on video content that aligns with E-E-A-T principles.

To stay ahead, brands should focus on creating high-quality, informative videos that demonstrate their expertise. Including detailed author bios, credentials and sourcing in video descriptions will help solidify your E-E-A-T in the video space.

Final thoughts

E-E-A-T is evolving as fast as SEO itself.

Whether it’s AI content, voice search, or video, the principles of experience, expertise, authority and trustworthiness will remain foundational.

However, we must demonstrate how these elements adapt to new technologies and user behaviours.

In this future, those who invest in building real authority and trust with their audience will not just survive – they’ll thrive.