E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is a framework used by Google to assess the quality of content on the web. This concept was highlighted in Google’s Search Quality Evaluator Guidelines, serving as a standard for human raters to evaluate how well a website provides high-quality content. E-A-T is not a direct ranking factor but influences a website’s overall reputation and quality, which can affect its search rankings.

Components of E-A-T

  1. Expertise: Refers to the creator’s knowledge in a specific field or topic. For factual content, formal expertise is crucial, especially in medical, financial, or legal topics. For other topics, practical experience or a deep understanding may demonstrate expertise.
  2. Authoritativeness: Involves the creator’s credibility on the subject matter, as well as the content and the website. It is established through the creator’s reputation, credentials, and recognition by peers and audiences in the field.
  3. Trustworthiness: Relates to the accuracy and legitimacy of the website and its content. It also encompasses the security of the site (e.g., HTTPS), clear ownership, and transparency in authorship and content sourcing.

Importance in SEO:

E-A-T is crucial for SEO because it aligns with Google’s goal to provide users with high-quality, relevant, and trustworthy search results. Websites that demonstrate high levels of E-A-T are more likely to rank well, particularly for queries that require accurate and reliable information, often referred to as “Your Money or Your Life” (YMYL) topics.

Best Practices for Improving E-A-T

  • Showcase Expertise: Include detailed author bios with qualifications, experience, and any awards or recognitions.
  • Build Authority: Earn links and mentions from reputable sites within your industry. Publish research, white papers, or case studies to highlight your knowledge and contributions.
  • Enhance Trustworthiness: Ensure your site is secure, transparent about ownership and contact information, and provides clear, accurate content. Encourage positive reviews and address negative feedback appropriately.


  • A health advice article written by a certified medical professional, reviewed by peers, and published on a reputable medical website demonstrates high E-A-T.
  • A financial advice blog that features articles by experienced financial advisors, with clear author bios and backed by a well-regarded financial institution, showcases both expertise and authoritativeness.
  • A legal advice website that uses secure connections (HTTPS), provides detailed backgrounds on its legal contributors, and cites authoritative sources for its information promotes trustworthiness.


E-A-T is a foundational concept in creating and evaluating web content, emphasizing the importance of expertise, authoritativeness, and trustworthiness in achieving better search rankings and providing value to users. By focusing on these elements, content creators and website owners can improve their site’s quality, user trust, and ultimately, its SEO performance.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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