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Google’s EEAT: Communicating Experience

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What is Google E-E-A-T?

Have you ever wondered how Google decides which websites to rank higher in search results? The answer lies in Google’s E-E-A-T algorithm. But what exactly is E-E-A-T?, and how can you demonstrate first-hand experience to improve your website’s ranking?

In the ever-evolving world of SEO, understanding Google’s ranking factors is crucial for online success. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it plays a significant role in determining a website’s credibility. Websites that demonstrate expertise and first-hand experience in their content are more likely to rank higher in search results.

To optimise your website for Google’s E-E-A-T algorithm, it’s important to understand what it entails and how you can demonstrate first-hand experience. By implementing the right strategies, you can improve your website’s visibility and attract more organic traffic. In this article, we will delve into the concept of E-E-A-T and provide practical tips on how to showcase your expertise and build trust with your audience.

Infographic explaining what Google's EEAT is, and how it relates to Google search rankings and how to provide experience, expertise, authoritativeness and trustworthiness in content.

How Google Has Evolved

Google’s search engine has evolved a lot over the years, going through multiple algorithm updates and overhauls, the biggest change, has been to the way Google assesses whether your content is helpful, relevant and up-to-date. This is why Google introduced “Experience”, to help add trustworthiness to articles and the content we consume. With the recent emergence of artificial intelligence and Machine learning, this has become even more crucial, it ensures that users are able to find the information they need in a timely and efficient manner, whilst protecting users from misinformation and harmful content.

EAT (Expertise, Authoritativeness, and Trustworthiness) was first introduced in Google’s Search Quality Rater Guidelines in March 2014. It is a set of criteria that Google uses to assess the quality of content on websites. Websites with high EAT are more likely to rank well in Google search results.

EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) was first introduced in December 2022. It is an updated version of EAT that places more emphasis on the experience of the content creator. This is especially important for topics where first-hand experience is critical, such as medical advice or financial planning.


Here are some examples of how the difference between EAT and EEAT might manifest in practice:

  • EAT: A medical website written by a doctor with a PhD in medicine is likely to have high EAT. The website would demonstrate expertise, authoritativeness, and trustworthiness.
  • EEAT: A medical website written by a patient who has experienced a particular medical condition is likely to have high EEAT. The website would demonstrate experience, expertise, authoritativeness, and trustworthiness.

Both EAT and EEAT are important factors for SEO. However, EEAT places more emphasis on the experience of the content creator. This is especially important for topics where first-hand experience is critical.

By clearly indicating who created the content, you’re signalling to Google that you’re committed to providing high-quality information.

Read More: What’s the First Step in the Search Engine Optimisation Process for Your Website?

How was the content produced?

The “How” of content creation is also important. Google wants to see that content is created in a responsible and ethical manner. This means using credible sources, avoiding plagiarism, and being transparent about your research process.

Why was the content produced?

The “Why” of content creation is all about intent. Google wants to see that content is created to be helpful and informative, not simply to sell something or generate clicks.

By considering the “Who, How, and Why” of your content, you can ensure that it’s aligned with Google’s E-E-A-T guidelines and on a path to success.

Here are 5 top tips for creating E-E-A-T friendly content:

  • Write about topics that you’re knowledgeable and passionate about.
  • Back up your claims with credible sources.
  • Be transparent about your research process.
  • Write clear, concise, and informative content.
  • Avoid making misleading or unsubstantiated claims.

You can also look at the following factors to assess the EEAT of a website:

  • Reputation: Does the website have a good reputation? Is it known for providing accurate and reliable information?
  • Transparency: Is the website transparent about its ownership and operations? Does it have a clear contact page and privacy policy?
  • Security: Is the website secure? Does it use HTTPS encryption to protect user data?

How Google’s E-E-A-T is important with the upcoming release of SGE

Google’s Search Generative Experience (SGE) is a new feature that uses artificial intelligence (AI) to generate responses to search queries at the top of the SERPS. SGE is still under development but is expanding its reach again this week, it has the potential to revolutionise the way we interact with the web.

Screenshot from Google showcasing how their new SGE service works

Image from Google

This new service offering from Google is related to their introduction of the first E in EEAT, as it demonstrates Google’s commitment to delivering accurate search results.

The E-E-A-T principles help SGE to identify and prioritise the most authoritative and trustworthy sources of information that demonstrate a level of personal experience, like what you see with product reviews and product blog posts. This helps to ensure that the responses generated by SGE are accurate, informative, and trustworthy.

These principles are important for SGE because they help to ensure that the AI model is generating responses that are based on high-quality information. SGE uses a variety of sources to generate its responses, including websites, books, and academic journals. However, not all sources are created equal. Some sources are more authoritative and trustworthy than others.

By applying E-E-A-T principles to the sources used by SGE, Google can ensure that only high-quality and relevant information is presented as part of its search responses. This helps to create a better user experience and improves the accuracy of the results.

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