What Is E-E-A-T In SEO?

If you’ve done any SEO lately, you’ve probably heard of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

It’s Google’s framework for figuring out whether content deserves to rank. And it matters more than ever.

E-E-A-T is how Google decides if your site can be trusted, especially for sensitive topics like health, money, or safety. I’ve seen firsthand how dialing it in can lift rankings—and how ignoring it can tank a site.

In this guide, I’ll break down each element in plain English and show you how to boost E-E-A-T across your site. Let’s get into it.

Breaking Down the Four Elements of E-E-A-T

Let’s start with the basics. E-E-A-T stands for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

Each plays a different role, but together they answer one question: Why should anyone trust this content?

Experience is all about whether the author has actually done what they’re writing about. Think personal stories, original photos, or hands-on insights. Google wants content written by real people who’ve been there and done that.

Expertise goes deeper into qualifications. For health, legal, or financial content, Google expects formal credentials. But for other topics—like DIY, travel, or hobbies—practical, real-world knowledge counts too.

Authoritativeness is about reputation. Are others citing you? Are you mentioned on trusted websites? Authority builds when credible sources talk about your content or your brand.

Trustworthiness is the foundation. Is your content accurate? Are you transparent about who wrote it? Do you back up claims with credible sources? If people (and Google) can’t trust you, the rest doesn’t matter.

This is the lens Google uses to separate fluff from real value. And once you see it that way, you can start building content that’s built to last.

Why Google Cares: The Rise of E-E-A-T in the Algorithm

E-E-A-T didn’t come out of nowhere. It’s been growing behind the scenes for over a decade.

Google first introduced E-A-T in its Search Quality Rater Guidelines back in 2013. At the time, it was mostly for internal use—to help human reviewers judge search results. But in 2018, everything changed.

That summer, the “Medic” update rolled out and hit a lot of health, wellness, and financial sites hard. Pages that lacked clear authorship or credible sources saw their rankings crash. Meanwhile, trusted sites with expert-written, well-sourced content moved up.

That was the wake-up call.

Since then, Google has leaned further into this concept. In 2022, it added the second “E” for Experience. Around the same time, the Helpful Content and Product Reviews updates rolled out—both aimed at rewarding content written by real people who know the subject well.

Google doesn’t score E-E-A-T like a checklist, but it does use dozens of signals to evaluate it. Things like backlinks, citations, user behavior, and content quality all feed into the system.

The big picture: Google wants to rank content it can trust. If your site doesn’t feel reliable, it won’t rise.

How to Improve E-E-A-T on Your Site [Step-By-Step]

If you want to build long-term rankings, you need to build credibility.

Google isn’t just ranking keywords anymore. It’s ranking reputation.

Below is how I recommend improving each part of E-E-A-T based on what I’ve seen work for clients and my own projects.

Experience: Show You’ve Actually Done the Thing

Google added “Experience” as a ranking signal for a reason. They want to reward content created by people who’ve been there, used the product, or lived through the process.

Here’s how to show it:

• Use personal examples throughout your content. For a product review, describe specific features you liked or didn’t like. For a tutorial, mention common mistakes you made and how you fixed them.
• Include original media. Your own photos or screenshots add proof. Even simple smartphone pics of the product in use are better than stock photos.
• Add context that only someone with real experience would know. If you’re writing about a piece of software, talk about its quirks. If it’s a destination guide, share what time of year is best to visit and why.

Generic content doesn’t cut it anymore. Real experience is what makes your page stand out in a sea of AI-written fluff.

Expertise: Make It Clear Why You Know What You’re Talking About

Expertise tells both Google and users that your content was created by someone who understands the subject.

Here’s what to do:

• Always list the author by name, and include a short bio that establishes their qualifications. This doesn’t mean you need a PhD. Even something like “Sarah has worked in SaaS marketing for 10 years” is valuable.
• Use an “About” page that details your background and why your site exists. If you’ve worked in the industry, say so. If you’ve launched successful projects, mention them.
• For YMYL content—anything related to money, health, or safety—you need to be extra thorough. Bring in certified professionals to write or review content. A CPA, a registered nurse, a licensed attorney. Whatever fits the topic.
• Back up your points with strong sources. Link to official sites, studies, or recognized experts. This shows your content is built on real research, not opinion or guesswork.

You don’t need to be a world-renowned expert to build authority. But you do need to be honest and transparent about what you know—and what you don’t.

Authoritativeness: Build Recognition Outside of Your Own Site

Authority doesn’t come from what you say about yourself. It comes from what others say about you.

Here’s how to earn it:

• Create content that others want to link to. This might be a detailed guide, a unique case study, or original research. Useful content earns attention.
• Pitch your best content to relevant blogs or media outlets. One mention in a respected industry publication can do more than ten average backlinks.
• Answer journalist queries using platforms like HARO or Help a B2B Writer. If you’re quoted, ask for a link back to your site.
• Build relationships in your industry. Comment on other blogs, join Slack groups, and show up in places where your audience already is.
• If you’ve won awards, been featured on podcasts, or spoken at events, mention it. Add a “Featured In” section on your homepage or about page.

Think of authority as reputation. If someone Googles your name or brand, what comes up? If the answer is nothing—or worse, something negative—you’ve got work to do.

Trustworthiness: Don’t Cut Corners on Transparency or Accuracy

Trust is the most important part of E-E-A-T. If your site feels sketchy, outdated, or anonymous, people won’t stay. And Google won’t rank you.

Here’s how to build trust:

• Make it obvious who’s behind the content. Every blog post should have a clear author, and that author should link to a real bio page.
• Give people a way to contact you. Include an email address or contact form at minimum. A physical address and phone number are even better for business sites.
• Use HTTPS. This is non-negotiable. If your site still isn’t secure, fix that today.
• Avoid aggressive ads, popups, or anything that interrupts the user experience. Bad UX kills trust fast.
• Keep your content updated. Review your top pages every few months. If something is outdated, revise it or take it down. Old info—especially on YMYL topics—can hurt both your users and your rankings.
• Show social proof. Use real testimonials from real people. Link to third-party reviews. If people like your product or content, don’t be shy about it—just keep it honest.

Trust comes from consistency. You can’t fake it, and once you lose it, it’s hard to get back.

Bonus: How to Use Ahrefs to Evaluate and Improve E-E-A-T

Understanding E-E-A-T is one thing. Knowing how to evaluate it across your site is something else entirely.

If you want to put this into action, Ahrefs gives you the data you need to identify gaps, benchmark against competitors, and build a more trusted online presence.

Here’s how I use Ahrefs to spot E-E-A-T issues—and how you can do the same.

1. Check Your Backlink Profile to Gauge Authoritativeness

Your backlinks are a public signal of how much authority your site has in your niche. Ahrefs’ Site Explorer makes it easy to analyze who’s linking to you, and whether those sites are helping or hurting your perceived credibility.

Step-by-step:

• Go to Site Explorer in Ahrefs.
• Enter your domain.
• Click on Referring Domains.
• Filter by Domain Rating (DR) to surface your highest-quality links.

What to look for:

• Are you getting links from topically relevant, high-authority sites?
• Are there any .edu, .gov, or well-known media sources linking to you?
• Do you see patterns of spammy links with low DR and exact-match anchor text?

Actionable next step:‍

Make a list of 5–10 high-authority sites that link to your top competitors (use the same tool on their domains). These are your outreach targets for content promotion, digital PR, or partnership opportunities.

2. Find Unlinked Brand Mentions to Build Authority Fast

Even if people are already talking about you, Google doesn’t count it as a ranking signal unless there’s a link. Unlinked brand mentions are low-hanging fruit for increasing your perceived authority.

Step-by-step:

• Go to Content Explorer in Ahrefs.
• Enter your brand name in quotes. Example: "Your Brand Name"
• Use the exclude filter to remove results from your own site.
• Sort by Domain Rating or traffic to prioritize stronger sites.

What to look for:

• Mentions of your brand or your name that don’t link to you.
• Blog posts, press articles, or reviews where your brand is listed but not hyperlinked.

Actionable next step:‍

Reach out to the site owner or author with a short, polite message. Thank them for mentioning you and ask if they’d consider adding a link to your site for context. If the mention is positive, most will say yes.

3. Audit On-Page E-E-A-T Signals Using Site Audit

Even great content can fail to perform if it lacks visible trust and experience signals. This is where Site Audit in Ahrefs becomes incredibly useful.

Start by:

• Setting up a full crawl of your site in the Site Audit tool.
• Once complete, look for issues under the “Content” and “Internal pages” sections.

You’re specifically checking for:

• Pages that lack meta information.
• Thin or duplicate content.
• Pages missing structured data (like Article, Author, or Organization schema).
• No author bio or contact information on content-heavy pages.

If your most important blog posts or landing pages have no listed author, no cited sources, and no way to contact the company behind the site, that’s a red flag for both users and Google.

Actionable tip:‍

Focus on your top ten traffic or revenue pages. Make a checklist of missing elements—no author bio, no About page link, no references—and fix those first. Even small improvements here can help both user trust and search performance.

4. Use Content Gap to Build Topical Authority

Being seen as an authority isn’t just about backlinks. It’s also about how thoroughly you cover your topic. Google wants to rank sites that serve as complete resources.

Ahrefs' Content Gap tool shows you where you’re falling short compared to your competitors.

Here’s how:

• Open Site Explorer and enter your domain.
• Click on Content Gap in the sidebar.
• Enter two to three competitors who rank well for the keywords you’re targeting.
• Click Show Keywords to see what they rank for that you don’t.

This gives you a list of content opportunities—topics your competitors have covered but you haven’t. These gaps are chances to build depth in your niche, which is key for establishing expertise and topical authority.

Actionable tip:‍

Choose three to five high-relevance keywords from the list and build content around them. Make sure that content goes beyond the basics—include expert quotes, personal experience, and references to high-authority sources. This isn’t just about plugging holes. It’s about proving you’re the most complete, trustworthy source on the topic.

This turns E-E-A-T from a vague idea into a measurable process. And over time, you’ll see how these improvements lead to stronger rankings, better engagement, and a site that’s much harder for competitors to outrank.

Real-World Examples That Prove E-E-A-T Works

You don’t have to take Google’s word for it. You can see the impact of E-E-A-T by looking at what’s happened in the real world.

When sites take it seriously, they tend to win. When they ignore it, they pay the price.

The Medic Update (2018)

This was a turning point. After this update, a lot of health and finance sites lost massive traffic almost overnight. Most of the losers had weak author pages, vague sources, or thin content.

On the flip side, trusted sites like WebMD and Mayo Clinic climbed the rankings. Sites that recovered often did so by adding expert bios, citing better sources, and tightening up their content quality.

Product Reviews with Real Experience Win

‍When Google updated its Product Reviews system, affiliate bloggers saw a clear pattern. Pages with firsthand experience—like user photos, detailed commentary, and actual testing—held their rankings.

Sites that just republished manufacturer specs or generic content dropped fast. Google later expanded this standard to all reviews, including services, destinations, and more.

The AI Lawyer Fail: A Cautionary Tale

‍In 2023, an attorney in New York used ChatGPT to help write a court filing. The AI generated several case citations that turned out to be completely fake.

The attorney had submitted them without verifying, and the judge called it an unprecedented error. He faced professional sanctions, and the case went viral.

This is exactly what happens when you rely on tools instead of real expertise. It’s also a warning to anyone who thinks they can fake E-E-A-T and get away with it.

Common E-E-A-T Mistakes Our Agency Sees (And How to Fix Them)

Over the years, I’ve reviewed a lot of websites. And when it comes to E-E-A-T, most of the issues fall into a few repeatable patterns. These mistakes are easy to fix once you know what to look for.

Mistake 1: Fake Bios or No Bios at All

One of the most common red flags is content that doesn’t say who wrote it, or worse, includes a vague “author” with no credentials. In some cases, sites create fake personas just to appear more credible. Google is getting better at spotting that.

Fix it: Use real names. Add a bio page that explains the author’s background, especially if you’re publishing content on health, finance, or anything high trust. If you’re a solo creator, that’s fine—just be transparent about your experience.

Mistake 2: Thin, Generic Content with No Personal Touch

A lot of content reads like it was copied from a press release or rewritten from someone else’s blog. It might be factually correct, but it feels lifeless. There’s no real insight or experience behind it.

Fix it: Add details only someone with experience would know. Share a story. Include original photos. Even one or two sentences that say, “Here’s what happened when I tried this” can separate your content from the pack.

Mistake 3: No Sources or Outdated References

If you’re giving advice, you need to show where your information comes from. I still see content quoting a “2016 study” when there’s newer data available.

Fix it: Link to credible, up-to-date sources. If you're writing about a medical topic, cite a government health site or a peer-reviewed study. For business topics, link to trusted industry data. Updating old posts with newer info can give them a second life in search.

Mistake 4: Weak or Nonexistent Reputation Signals

You might have great content, but if no one else is talking about you, Google has no reason to see you as an authority.

Fix it: Pitch guest posts, answer media queries, and get your name or brand mentioned on trusted sites. Even a few high-quality backlinks or citations can build your authority over time. This is where real-world PR work overlaps with SEO.

Mistake 5: No Contact Info or Site Transparency

Some sites bury their contact info or don’t include it at all. That’s a trust killer, especially for any kind of business site.

Fix it: Add a clear “Contact” page. Include a real email address, and if possible, a phone number or physical address. If you’re running a legit operation, don’t hide it.

E-E-A-T isn’t about perfection. It’s about sending the right signals consistently. And the sooner you fix these common gaps, the sooner you’ll start seeing gains.

Quick Checklist: What to Ask Before You Publish a Page

Before hitting publish, run your content through this simple E-E-A-T checklist. These questions keep you honest and help you catch weak spots early.

Experience

• Does this content reflect real, firsthand knowledge?
• Are there specific details, examples, or images that prove the author has done this themselves?

Expertise

• Is it clear who wrote this?
• Does the author have any relevant background or qualifications?
• Are facts backed by credible sources?

Authoritativeness

• Would another expert in the field trust this content?
• Has the site earned recognition or links from other reputable sites?
• Would a journalist feel comfortable quoting this?

Trustworthiness

• Is the content accurate, up to date, and easy to verify?
• Is there a clear way to contact the author or site owner?
• Does the site look clean and secure, with no spammy or misleading elements?

If you can answer yes to most of these, you’re publishing something worth reading—and ranking.

Final Thoughts: Why E-E-A-T Is Really About Reputation

At the end of the day, E-E-A-T isn’t about checking SEO boxes. It’s about building a reputation people trust.

Google is constantly adjusting its algorithm to surface content that helps users.

That means if you’re publishing high-quality content backed by real knowledge and transparent authorship, you’re already moving in the right direction.

This isn’t a quick fix. You can’t fake trust or authority.

But if you consistently show your experience, lean on your expertise, earn respect from others in your field, and maintain transparency across your site, rankings will follow.

The goal is simple. Create the kind of site that deserves to rank.

And if you’re not sure where your site stands, do a quick audit. Or reach out—I’ve helped plenty of businesses turn these principles into real results.