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E-E-A-T Essentials: Boost Your Brand’s Authority and Visibility

What does it take to get to the top of the search results pile? You’ve probably heard the big buzzwords in SEO – terms like “keywords” or “meta-descriptions.” But there’s another factor that should be guiding your content and SEO strategy: E-E-A-T.

What is E-E-A-T? It’s so much more than just another Google guideline. It’s all about fostering genuine connections with your audience through authentic content.

As we move further into “the future” and navigate an internet full of too-easy content creation with AI, understanding E-E-A-T is more important than ever. 

At Southern Creative, we’ve observed firsthand the growth potential of our clients who prioritize Google E-E-A-T best practices over outdated SEO tactics (keyword stuffing and cookie-cutter content? No thanks!)

Let’s answer the question, “what is E-E-A-T?” and talk about how it elevates your brand.


What is E-E-A-T?

E-E-A-T is a framework Google uses to judge the value and relevance of websites and online content.

 Each letter in E-E-A-T stands for a different aspect of high-quality content:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness

Fun fact! At first, E-A-T only encompassed expertise, authoritativeness, and trustworthiness. Experience was added in 2022. 

The basics of Google E-E-A-T

You probably already know that Google uses a search algorithm to create the rankings and results people see. And they’re constantly tweaking that algorithm to be better. 

One of the ways Google ensures quality search results is by using real people – called “search quality raters” – to judge the overall quality of online search results. To help raters qualify “good” results, they’ve created thorough guidelines on what to look for. 

E-E-A-T comes from those guidelines. Those four little letters sum up what search raters are looking for when they evaluate search results. While it’s not a direct ranking factor, it’s still important for your SEO. Here’s why…


Why E-E-A-T matters for your website

Ultimately, following E-E-A-T guidelines leads to higher-quality website content that builds know, like, and trust – no matter who is looking at your website.

Yes, you will start ranking higher in search results. But you will also make a better overall website. One that connects with ideal clients, answers their questions, and builds relationships that convert.


The Importance of Genuine Content for Google E-E-A-T

In the era of AI-generated content, standing out requires more than just posting lots of content and keyword stuffing.

Google E-E-A-T emphasizes the need for content crafted with effort, skill, and a human touch—qualities AI can’t replicate.

I repeat: if you are copy-pasting content from ChatGPT (or any other AI), you’re not creating E-E-A-T content.

Want to read more about how to boost your site traffic with high-quality content? Right this way!

Why you should care about E-E-A-T

Useful websites that meet search and visitor intent are good for everyone.

At the end of the day, Google wants to show people the most relevant, helpful search results that answer their questions online. 

If your content and website can do that, you will start ranking higher in search results. But you’ll also build all-important know, like, and trust with clients. And that’s just good branding and website presence!

Breaking Down E-E-A-T

Now that you know what each letter of E-E-A-T stands for and why it’s so important for your website, let’s break down each element.


Your content should reflect firsthand experience and insights. 

Depending on your website and niche, that can look a lot of different ways. You might post product reviews, how-tos from an expert, or market reports. 

The point is that each piece of content should show you’ve “walked the walk.” 

Ultimately, people like to read content from other people. We thrive on shared experiences and learning from someone who has “been there, done that.”

For example, if I’m a former barista who made 100 lattes every shift, my experience makes my advice on the best at-home espresso machine valuable. Not to mention, that’s something AI can’t replicate.

Think about what you’ve experienced that would help other people out…then share that! Visitors will know what you’re saying is worth their time because you have the experience to back it up.


Expertise is all about that wisdom and knowledge you have that others don’t – and sharing it! 

Let’s say you’re a European travel agent. Your expertise might include things like must-have packing lists, the most authentic bistros in Paris, or how much time you should plan for taking a train from Brussels to Munich. 

Someone who hasn’t spent years in the industry wouldn’t have the same insights you do – because you’re the expert!

Whatever your niche is, produce content that demonstrates your deep knowledge and unique insights. This could range from detailed how-tos by industry professionals to in-depth analysis based on years of experience. 

If you’re not the expert, you can also pull in someone else’s expertise with guest posts, pull quotes, and well-cited facts and stats.

Authentic expertise attracts and retains your audience’s attention, bolstering your reputation as a reliable source.


While experience and expertise come from you, authority comes from other people trusting you. It’s earned through your reputation and how others perceive you and vouch for your content. 

Think about looking online for tax advice. You’re more likely to trust an article on a well-known site that was written by a financial expert and reviewed by a tax pro. That’s because that article has done more to earn authority than a personal blog on tax policy written by Jane Smith the English teacher, and reviewed by nobody.

Authority takes time and work to earn, so be patient! Achieving authority requires cultivating backlinks, social mentions, and collaborations. Try appearing on podcasts, guest blogging, and getting mentions on social media to build authority.


In online business, being trusted is important. And it can extend beyond content! 

Trustworthiness also includes things like secure checkouts in your online store and overall site security and speed. It’s everything about your website that says you’re accurate, honest, safe, and reliable. 

So, how do you become trustworthy online? Ensure your site is user-friendly, secure, and legally compliant.

Everything should be up-to-date, from the copyright in the footer to the how-tos in your blog. Fast loading times and a good user experience also help! 

Make sure you’ve checked all the legal boxes, like cookie notices and terms and conditions. Also, set up your Google My Business and list a physical location to build trust that you’re legit.

When it comes to content, cite your sources. Linking to authoritative websites also helps you build authority!

A note about YMYL and Google E-E-A-T

The internet is a big place where people can literally write anything they want. But that doesn’t make them an expert worth listening to. By now, we all have a pretty good internal compass when it comes to identifying trustworthy vs. sketchy content online.

That said, the stakes for listening to a less-than-trustworthy expert depend on the topic at hand, and sometimes it’s hard to tell which information is dependable.

If you try out a new recipe you found on the internet and it turns out terribly, that’s not a big deal. But there are other topics – like finances and health – where someone steering you wrong is potentially disastrous. 

Google classifies those topics as YMYL, which stands for Your Money or Your Life. YMYL topics hold a significant impact on users’ finances or well-being and are held to the highest E-E-A-T standards. 

Google absolutely does not want you to get dangerous or damaging advice based on their search results. Imagine you Googled the “best online bank accounts for solopreneurs” and got scammed by a link in a top-ranked article. Yikes! 

That’s why when it comes to YMYL topics, Google prioritizes search results from uber-reputable sites that score high on E-E-A-T practices. Think of sites like Nerdwallet, Amazon, and WebMD.

If you’re trying to get ranked higher on a YMYL topic, know that you’ll need to keep a close eye on E-E-A-T. It also might take a little longer for your content to rank higher in search results. This is true for industries like:

  • Emerging news or current events
  • Civics & government
  • Finance
  • Shopping
  • Health & safety

Best Practices for E-E-A-T

Want to know where you should focus your efforts for meeting Google E-E-A-T standards? Here are a few ideas on what you can do:


Update your About page

Include your team, their credentials, and information about their experience. This personal touch adds a layer of trust and transparency, as well as expertise.

Want my best tips for making your About page shine? Grab them here!

Collaborate with experts

Leverage guest posts and expert insights to pump up your content’s authority and depth. See if you can post on someone else’s blog to build quality backlinks that build authority.

Keep content fresh

Fresh content is about posting consistently as well as keeping your existing content updated. Keep information and statistics up-to-date to maintain relevance and authority in your niche.


Now you’re ready for Google E-E-A-T!

Incorporating EEAT into your content strategy isn’t just about making search engines happy; it’s about genuinely serving your audience with high-quality, trustworthy content. By focusing on these elements, you’re not only boosting your SEO but also building a stronger, more relatable brand.

Want to boost your E-E-A-T and SEO?

Our SEO services are designed to elevate your online presence with authentic, impactful content. Let’s transform your website together—contact us today for an SEO Review!


Steph O'Keefe, SEO strategist and WordPress designer sitting at desk wearing a white shirt in Raleigh, NC.

I'm Steph!

I'm the Founder and creative Director behind Southern Creative, a.k.a. your SEO strategist and web designer.

My passion is crafting websites rooted in strategy so you can put your focus where your heart is while we launch your dream website that shows up online.