What is E-A-T and Why It Matters for SEO

4 April 2023

When it comes to SEO, there are so many terms that you might find it overwhelming. As Google’s algorithm has become more sophisticated, E-A-T has become increasingly more important to site performance. But what is E-A-T? Google’s algorithm is regularly changing, so it’s important to keep up-to-date. Though E-A-T is an important concept in the world of Search Engine Optimization, it’s not commonly well known. The internet loves a good acronym, but what does E-A-T even mean?

E-A-T, which stands for Expertise, Authority, and Trustworthiness. Google uses E-A-T to evaluate the quality of content and the expertise of the author/publisher. E-A-T is so important for Google because the nature in which we use Google is changing. To call Google a search engine feels a bit inadequate these days. A better way to think of it is an answers engine. Google is our one stop shop for answers. A study into zero-click searches in 2020 showed about 65% of all Google searches ended with no clicks to results shown. We search a question, see an answer and move on. This puts a huge pressure on Google to provide accurate information quickly.

Google doesn’t have the ability (yet) to thoroughly read all articles published and gauge the quality of its content. Instead E-A-T helps rank the quality of your article. So how does this work?


The first element of E-A-T is expertise. For your content to be considered authoritative, you need to demonstrate that you have the necessary expertise in the subject matter. You need to understand the topic and be able to provide useful, insightful, and accurate information.

One way to demonstrate this is to provide citations to credible sources. If you are making a claim or stating a fact, it is important to back it up. This not only helps to build your own credibility but also helps to build the credibility of the information you are presenting. It’s important that you are seen as a valued resource by others too. For example, if you wrote an article that BBC News linked to as a cited resource this would indicate that your site must provide valuable information. Other trusted sites use you so you are seen as more credible.


The second element of E-A-T is authority. Authority refers to the reputation of the author or publisher. In order to be considered authoritative, you need to have a strong reputation in your industry or niche.

One way to build authority is to establish a strong online presence. You can do this by building a strong social media presence, guest posting on reputable websites, or contributing to industry forums and discussions. By establishing yourself as an authority in your industry, you are building trust with your readers and improving your chances of ranking well in search results.

You need to establish yourself as a expert in your field with authority to talk on the subject you are writing about. If you’re writing about the validity of a certain medical treatment but have no provable qualifications or experience in the field of study, you won’t (and probably shouldn’t) be taken seriously.


The third element of E-A-T is trustworthiness. Trustworthiness refers to the reliability and integrity of the author or publisher. To be considered trustworthy, you need to demonstrate that you have the best interests of your readers in mind.

An option to demonstrate trustworthiness is to provide accurate and unbiased information that has trackable sources. This means avoiding sensationalism, clickbait headlines and propaganda, and present information in a clear and objective manner. When answering questions Google will aim to provide as objective an answer as possible, so to be considered a trustworthy source you should aim to be objective. By doing so, you are building trust with your readers and improving your chances of ranking well in search engines.

E-A-T is an important concept in the world of SEO, but can be tricky to get right. By focusing on expertise, authority, and trustworthiness, you can improve the quality of your content and improve your chances of ranking well in search results. Remember to always provide accurate and reliable information, establish yourself as an authority in your industry, and build trust with your readers. By doing so, you can build a strong online presence and improve the visibility of your content.

If you’re looking to improve your SEO ranking we offer a range of SEO services we’d be happy to discuss with you. Please get in touch for a chat about how we can help boost your online presence.

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