E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from the guidelines search engines give their human quality raters, and it describes what helpful content looks like.
Show experience
Write from first-hand experience: photos you took, problems you solved, results you measured.
Show expertise
- Name the author and their background.
- Explain the "why", not just the "what".
- Keep facts accurate and up to date.
Build authority
Earn mentions and links from respected sites in your field.
Practical ways to show E-E-A-T
- Author boxes with a photo, role and relevant experience.
- About page with your team, history, address and registrations.
- Original photos and case studies from real jobs.
- Sources for facts and figures.
- Updated dates when you genuinely revise a page.
- Reviews on your site and on independent platforms.
For businesses
Your company itself can show expertise: years in business, certifications, partnerships with manufacturers, the number of customers served, and clear policies.
What hurts trust
Anonymous content, copied text, outdated prices, broken pages, aggressive pop-ups and missing contact details all make a site look less trustworthy, to people and to search engines.
Earn trust
- Clear contact details, address and company information.
- HTTPS, privacy and refund policies.
- Honest reviews and transparent pricing.
E-E-A-T matters most for topics that affect money, health or safety, but every site benefits from it.
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