EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness), is a framework used by Google to assess the quality of online content. It was introduced in Google’s Search Quality Evaluator Guidelines, which are used by human reviewers to evaluate websites and provide feedback that helps refine Google’s search algorithm.  

These reviewers assess content to ensure it is accurate, helpful, and reliable. While their evaluations don’t directly impact rankings, their insights shape how the algorithm prioritises websites in search results.  

For businesses, EEAT is essential for building trust, improving visibility, and encouraging conversions. Websites that align with these principles are more likely to perform well in search engine rankings while fostering user confidence.

What Does Google Say About EEAT?  

Google summarises the importance of EEAT in its Search Central Blog: 

“Google’s automated systems are designed to use many different factors to rank great content. After identifying relevant content, our systems aim to prioritise those that seem most helpful. To do this, they identify a mix of factors that can help determine which content demonstrates aspects of experience, expertise, authoritativeness, and trustworthiness, or what we call E-E-A-T.”  

Google’s focus on EEAT reflects its commitment to providing high-quality search results. Pages that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness are more likely to rank well, especially in industries such as health, finance, and legal services, where accuracy is critical.  

In its Search Quality Rater Guidelines, Google explains:  

“Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of experience.”  

This guidance reinforces the importance of ensuring content is created by knowledgeable individuals who have relevant first-hand experience.  

Breaking Down EEAT  

1. Experience

Experience refers to first-hand knowledge or interaction with a subject. Google values content that reflects personal insight or practical involvement.  

For example, a travel blog written by someone who has visited a destination provides unique, credible information compared to a generic guide.  

How to Demonstrate Experience:

– Share detailed examples or personal accounts.  

– Include case studies, photos, or videos that showcase direct interaction with the topic.  

2. Expertise

Expertise demonstrates the depth of knowledge on a subject. Google prioritises content written by qualified professionals, especially for topics requiring accuracy and credibility, such as medical advice or legal guidance.  

How to Demonstrate Expertise:

– Highlight the author’s qualifications and relevant experience.  

– Use reliable sources to back up your claims.  

3. Authoritativeness

Authoritativeness is about being recognised as a trusted source within your industry. This is supported by external signals, such as mentions in reputable publications or backlinks from trusted websites.  

How to Build Authoritativeness:

– Publish high-quality, detailed content that others cite or share.  

– Collaborate with well-regarded organisations or influencers in your field.  

4. Trustworthiness

Trustworthiness ensures users feel safe engaging with your content or business. It includes transparency, security, and accurate information.  

How to Build Trustworthiness:

– Use HTTPS to secure your website.  

– Display clear contact details, privacy policies, and terms of service.  

– Showcase customer reviews, testimonials, and case studies.  

EEAT and User Experience (UX)  

EEAT works hand in hand with a strong user experience (UX). A positive UX keeps users engaged and enhances their trust in your website and business.

How UX Supports EEAT:

• Clarity and Navigation: Clear menus and headings make it easy for users to find information, reinforcing authority and professionalism.  
• Fast Loading Times: Slow websites frustrate users and can erode trust.  
• Mobile-Friendliness: With most searches happening on mobile devices, a responsive design is essential.  
• Readable Content: Use concise paragraphs, subheadings, and bullet points to improve readability.  

When paired with EEAT principles, a seamless UX improves both search rankings and conversion rates.  

How Structured Data Enhances EEAT  

Structured data, such as Schema markup, helps search engines understand the content on your website. It provides additional context and can reinforce EEAT signals by showcasing key details about your business, authors, and content.  

Benefits of Structured Data for EEAT  

1. Improved Context for Search Engines

Schema allows you to highlight details like the author’s qualifications, publication date, and type of content. For example, an Article Schema can show Google the expertise of the author, strengthening EEAT signals.  

2. Enhanced Search Appearance

Structured data enables rich snippets, such as review stars, FAQs, or event highlights, which increase visibility and click-through rates.  

3. Connecting to Authoritative Profiles

Schema can link to external profiles, such as LinkedIn or industry directories, which reinforces your authority.  

4. Showcasing Reviews and Testimonials

Using Review Schema helps display ratings and customer feedback, boosting trustworthiness and encouraging user engagement.  

EEAT and Conversion Rates  

EEAT is not just about ranking well in search results—it also builds user confidence, which directly impacts conversion rates.  

• Trust Drives Action: Users are more likely to engage with a business they perceive as credible and trustworthy.  
• Authoritative Content Encourages Decisions: In-depth, well-researched content reassures users, making them more likely to take action, whether that’s making a purchase or submitting an enquiry.  
• Seamless UX Boosts Conversions: A fast, user-friendly website reduces friction, making it easier for visitors to complete desired actions.  

For businesses, EEAT principles and a strong UX work together to attract, engage, and convert potential customers.  

Common EEAT Mistakes  

Avoid these common pitfalls:  

• Publishing Thin Content: Pages that lack depth or value fail to demonstrate expertise or authority.  
• Neglecting Author Information: Failing to identify the author of content weakens credibility.  
• Ignoring UX: Slow-loading pages or confusing navigation frustrate users and undermine trust.  

Final Thoughts  

EEAT is a crucial element of modern SEO. By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness – and integrating these principles with tools like structured data and strong UX – you can improve your website’s search performance and user engagement.  

Structured data amplifies your EEAT signals by providing clarity to search engines, enabling rich results, and connecting your content to authoritative sources. Combined with a seamless user experience, these strategies help your website rank better, build trust, and drive conversions.  

If you’d like help improving your website’s EEAT or implementing structured data, get in touch today to start enhancing your rankings and results.