Google E-E-A-T: Improve Your SEO Rankings

Google E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness

What is E-E-A-T?

• Definition: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

• Evolution: It used to be E-A-T (Expertise, Authoritativeness, Trustworthiness), first introduced in Google’s Search Quality Rater Guidelines (SQRG) in 2014 Click Intelligence. Google added the second “E” for Experience in December 2022, creating E-E-A-T Portent Search Engine Land. The acronym is pronounced "Double-E-A-T" SEO-Kreativ.

• Purpose: It’s a crucial framework for pages to rank high in search results. E-E-A-T applies to all content but is especially critical for “Your Money or Your Life” (YMYL) topics SE Ranking Congress.gov. As of December 2025, E-E-A-T requirements apply to all competitive searches, not just traditional YMYL topics Dataslayer via Search Engine Land.

• Google’s Motivation: Google’s primary product is search, and E-E-A-T helps them deliver relevant, high-quality information to users. The SQRG document has grown from 175 pages (November 2015) to 182 pages (September 2025) and is updated approximately 2–3 times per year Grounding Page SEO Kreativ. Internal use of quality guidelines dates back to 2005 Grounding Page; the first partial public version was released in 2013 (43 pages) SEOZoom.

E-E-A-T and Google's Search Quality Evaluation

• Search Quality Tests: Google employs approximately 16,000 external Search Quality Raters worldwide, speaking 80+ languages, to evaluate live and experimental search results Portent Google HSW PDF. Geographic distribution: North America ~7,000, LATAM ~1,000, EMEA ~4,000, APAC ~4,000 Google PDF Overview. Raters conduct millions of sample searches to provide feedback Google PDF Overview.

• Assessment Tool: These raters use E-E-A-T criteria to evaluate Page Quality (PQ) and Needs Met (NM) following a four-step process: ideation, development, rater scoring, and live user testing Portent. Raters also consider three steps for PQ rating: determine the page’s purpose, assess if the purpose is harmful, then rate on a five‑level scale (Lowest to Highest) Google QRG.

• Not a Direct Ranking Factor:

  • E-E-A-T is not part of Google’s algorithm.
  • It does not solely determine search result order.
  • Google states: “no single source of information, like a search quality rating, can capture every dimension that’s important for a task as complex as ranking.”
  • Ratings from human quality raters serve as a feedback signal to train algorithms but do not directly influence ranking Google Search Central Blog, Nov 2023 SOCi.
  • Danny Sullivan (Google) – October 2019: “Is E‑A‑T a ranking factor? Not if you mean there's some technical thing like with speed that we can measure directly. We do use a variety of signals as a proxy to tell if content seems to match E‑A‑T as humans would assess it. In that regard, yeah, it's a ranking factor.” Terakeet

• Importance: E-E-A-T is “just one of many inputs that determine rank, but it’s a really important one.” Google’s automated systems use signals that correlate with E-E-A-T, such as PageRank, backlinks, content accuracy, and author reputation Wix SEO Hub. A 2025 DollarPocket correlation study of 10 million search results found E‑E‑AT signals correlate with ~8% of ranking weight across all queries and ~24% for YMYL queries SEO Kreativ.

• Recent Algorithm Updates: The March 2026 Core Update was the most volatile on record, with 79.5% movement in top‑3 positions SE Ranking Dataslayer.ai. Winners: sites with detailed author bios, cited sources, original research. Losers: generic AI‑generated content, thin affiliate pages SEO Kreativ. The December 2025 Core Update extended E-E-A-T signals to all competitive searches, including e‑commerce reviews and how‑to guides Found.co.uk. The May 2026 Core Update (May 21 – Jun 2) continues the quality‑first direction Search Engine Journal (via report). The Helpful Content System (rolled into core algorithm March 2024) specifically rewards content demonstrating first‑hand expertise and depth of knowledge Elite Strategies SEO Kreativ. The 2018 Medic Core Update obliterated health/finance sites lacking credible authorship, with some losing 40–80% visibility Impression Digital.

• Relevant Google Patents: Google holds several patents that indirectly measure E‑E‑AT signals, including the implied links patent (US8682892) – mentions from trusted sources count as “implied links” for ranking Terakeet; the Information Gain Score patent (US20200349181A1) – content that adds little new information loses ranking SEO Kreativ; and the entity selections patent (US10303684B1) – resources scored based on entities referenced Kopp Online Marketing.

• The 2024 Content API Warehouse Leak: A major leak in early 2024 provided unprecedented insights into Google’s classification mechanisms, confirming many E‑E‑AT signals are indeed tracked algorithmically Moccu.

The Four Components of E-E-A-T

1. Experience

• Definition: Demonstrates the creator’s first‑hand or lived experience with the subject matter.

• Benefit: Proves suggestions are tried and tested, and insights are authentic.

• Example: A board game review where the author shares personal experiences, opinions, and unique product photos to show they’ve played the game.

• Distinction from Expertise: While often confused, experience focuses on practical, real‑life application, whereas expertise is about formal knowledge and qualifications. “Anyone can give trustworthy advice about the safest way to slice tomatoes if they have sliced a lot of tomatoes” (experience) vs. “A medical doctor is going to have more trustworthy advice about food allergies” (expertise) Portent.

• Signals: Original photos/screenshots/video from actual use, specific details only a firsthand user would know, personal anecdotes, product usage over time SEO Kreativ. Google’s “hidden gems” ranking system rewards personal insights from forums and social media SE Ranking. Experience is the hardest component to fake – AI content often lacks genuine experience markers Impression Digital. John Mueller (Google): “You can't sprinkle some experiences on your web pages” SEO Kreativ.

2. Expertise

• Definition: Refers to the author’s topical knowledge, qualifications, and credentials to provide reliable information.

• Benefit: Ensures the information provided is credible and accurate.

• Example:

  • Financial Advice: An accredited financial professional providing advice demonstrates expertise.
  • Overlap with Experience: Both experience and expertise can offer value; some searchers seek professional advice (expertise), while others seek real‑life strategies (experience).

• Elements Evaluated: Quality content alignment with industry opinion, whether content would be appreciated by the target audience, general standard of website, and all content associated with the brand (social media, videos, reviews) Click Intelligence. Google analyzes author background information to determine if content is from qualified experts SE Ranking. For YMYL topics (medical/legal/financial), formal expertise is required Elite Strategies Wix SEO Hub. Google distinguishes between “everyday expertise” (personal experience) and “formal expertise” (credentialed professionals) SEO Kreativ. Sites covering 50 topics thinly rank worse than sites covering 10 topics deeply SEO Kreativ.

3. Authoritativeness

• Definition: Your overall reputation in your industry, especially among experts and influencers in your niche.

• Evaluation by Raters: Google quality raters assess authoritativeness of the creator, the content, and the website.

• Example: An article on abdominal pain from WebMD is authoritative because:

  • WebMD is a well‑known publication for medical advice.
  • Authors are wellness professionals.
  • Content is checked for accuracy by experts (e.g., doctors).

• Key Idea: People know you, your background, and view you as a leader and reliable source of information for a specific topic.

• Primary Signals: Inbound links from high‑ranking, relevant websites or major publications Click Intelligence Keywords Everywhere. Also: brand mentions in reputable publications (even without links), citations in academic papers, conference speaking, industry awards, Knowledge Graph presence SEO Kreativ. PageRank remains the best‑known signal Google uses to understand authoritativeness Wix SEO Hub. Authoritativeness is the most difficult pillar to build quickly – requires consistent high‑quality output over months or years SEO Kreativ. A case study showed that moving content to a domain with stronger brand association recovered rankings despite a weaker backlink profile, demonstrating the power of entity‑level authority Kopp Online Marketing.

4. Trustworthiness

• Definition: The most important part of Google E-E-A-T SEO. Trust is the central pillar—pages lacking trustworthiness have low E-E-A-T no matter how much experience, expertise, or authority they appear to have Search Engine Land SE Ranking. “Trust is the most important member of the E‑E‑AT family” Google QRG Section 3.4.

• Evaluation by Raters: Quality raters consider the creator, content, and website.

• Enhancing Trustworthiness (Content & Website):

  • Transparency: Clearly state who wrote the content.
  • Accuracy: Edit for factual accuracy.
  • Citations: Cite trustworthy sources.
  • User Experience: Avoid excessive ads or “ugly and huge wall of ads.”
  • Technical Aspect: Avoid “spammy” low‑quality content (e.g., excessive pop‑ups, distracting elements).

• Three Levels of Trust Signals: Technical (HTTPS, no malware, fast loading) – baseline; Content (factual accuracy, proper sourcing, transparent corrections, date stamps, clear authorship) – high; Entity (author reputation, publisher track record, Knowledge Graph presence, consistent NAP, third‑party reviews) – differentiator SEO Kreativ. Trust is the hardest pillar to repair once damaged SEO Kreativ.

Special Consideration: YMYL (Your Money or Your Life) Topics

• Definition: Topics that can impact a reader’s health, financial stability, or safety (e.g., tsunami escape routes, prescription drugs, treating snake bites). Google applies maximum intensity E-E-A-T evaluation for YMYL topics SEO Kreativ.

• Importance of E-E-A-T: E-E-A-T is especially critical for YMYL topics because incorrect information can have severe consequences.

• Updated YMYL Categories (September 2025): Health and Safety, Financial Security, Government, Civics & Society (renamed from “Society” – includes elections, legal processes, public safety), Shopping, Groups of People (protected characteristics), and Other Grounding Page SEO Kreativ. Additional recognized sub‑categories include News & Current Events, Civics & Law, and Parenting, Housing, Education – topics that can indirectly affect well‑being Terakeet. Dental practices fall squarely in the YMYL category SEO Kreativ.

• E-E-A-T and YMYL Connection: A 2025 correlation study found that E-E-A-T signals correlate with ~8% of ranking weight across all queries; for YMYL queries, that jumps to ~24% SEO Kreativ (citing DollarPocket 2025).

• YMYL Exceptions: Some YMYL content (e.g., “how to use pillows to sleep comfortably when pregnant”) can be written by someone with life experience rather than formal expertise SE Ranking. However, for topics like medical advice, experience alone may not be sufficient – formal expertise is the final arbiter State of Digital Publishing.

How to Improve Your E-E-A-T

1. Establish Topical Authority

• Strategy: Focus on a specific topic or series of topics.

• Action: Publish high‑quality, helpful content consistently on relevant topics.

• Benefit: Builds topical authority, allows ranking for more keywords, and contributes to “Authoritativeness.”

• Example: The SEMrush blog focuses on SEO and marketing‑related topics.

• Additional Insight: Authority compounds over time through consistency and external recognition Keywords Everywhere. Use the “Who, How, Why” framework recommended by Google:

  • Who: Clearly identify the content creator with bylines, author pages, and Person Schema markup.
  • How: Be transparent about content production methods, including disclosure of AI/automation usage.
  • Why: Ensure content primarily helps people, not manipulates search rankings Google Search Central SEO Kreativ.

2. Enhance Author & Contributor Transparency

• Author Bios: Provide detailed author bios for every piece of content.

  • Include experience, qualifications, education.
  • Link to social media profiles (e.g., LinkedIn).

• Benefit: Informs readers and Google that the author is a legitimate source of information, boosting “Expertise” and “Authoritativeness.”

• Example: SEMrush blog shows main author and contributors, with clickable names leading to detailed profiles.

• Additional Signals: Add author schema markup (Person schema) and ensure the author’s name appears as a byline on articles Google Search Central SEO Kreativ. Use JSON‑LD format for structured data – Google’s recommended format Growth Natives.

3. Implement Editorial Standards and Review Processes

• Transparency: Clearly state that articles are reviewed by experts.

• Documentation: Provide links to editorial standards and processes.

• Benefit: Demonstrates commitment to accuracy and quality, enhancing “Trustworthiness” and “Authoritativeness.”

• Example: SEMrush blog indicates expert review and links to their editorial standards.

4. Cite Credible Sources

• Types of Sources: Studies, research papers, academic databases, news publications, established experts, agency sites, user‑generated content (UGC).

• Action: Directly cite and link back to original sources.

• Benefit:

  • Supports factual accuracy, boosting “Trustworthiness.”
  • Provides backlinks to other sites, which is good for SEO “karma.”

• Example: SEMrush blog citing sources for ranking factors and linking back to them.

5. Manage Your Brand Reputation (Off‑Page E‑E‑A‑T)

• Monitoring: Keep an eye on negative reviews or press about your business.

• Response: Respond promptly and professionally to any issues.

• Benefit: A strong brand reputation positively impacts “Trustworthiness” of your site.

• Additional Context: 96% of respondents have read something online about a business that made them not want to choose that business; 87% of consumers read reviews before local purchases Amsive DMG PDF. In the AI Overview era, reputation management is no longer optional – AI systems assess what others say about you, not just what you say about yourself YouTube: "How Do Google's E-E-A-T Guidelines Impact LLM Citations?".

6. Optimize for AI Overviews & Generative Search

• E‑E‑AT makes content trustworthy enough for AI to cite it as an answer YouTube: "How Do Google's E-E-A-T Guidelines Impact LLM Citations?". Pages with strong E‑E‑AT signals are 2.3x more likely to be cited in AI Overviews (Wellows study) SEO Kreativ. Correctly structured pages (clear headings, factual claims with sources, author attribution) had a 73% higher selection rate for AI citations SEO Kreativ. Almost half of AI citations come from the first part of a page – opening paragraphs matter more than ever Wellows study via SEO Kreativ.

• Generative Engine Optimization (GEO) is an emerging practice focused on optimizing content for AI‑powered search engines (ChatGPT, Perplexity, Gemini, Google AI Overviews). Core principle: E‑E‑AT is foundational for being cited by AI systems YouTube: "How Do Google's E-E-A-T Guidelines Impact LLM Citations?".

SEMrush Tools for E-E-A-T SEO

1. SEMrush Authority Score

• Function: A compound metric measuring a domain or webpage’s overall quality and SEO performance.

• Metrics: Based on various metrics proving trustworthiness and authority.

• Usage: Provides a general idea of a website’s authority.

• Access: Viewable in the Domain Overview tool.

• Note: Not a perfect indicator of E-E-A-T authoritativeness but a useful proxy.

• Example: coolmathgames.com has an Authority Score of 82, showing that modern graphics aren’t the sole determinant.

2. Topic Research Tool

• Function: Helps find content ideas related to a chosen pillar topic.

• Usage: Useful for developing topical authority by generating relevant content.

• Benefit: Supports the strategy of building authority around specific topics.

3. SEO Writing Assistant

• Function: Checks a draft blog post for readability, SEO, originality, and tone of voice.

• Usage: Provides suggestions to make writing more helpful and high‑quality.

• Benefit: Directly contributes to creating better content, which aligns with all E-E-A-T components.

Host's Personal E-E-A-T Example

• Experience: Over 15 years leading marketing teams for global brands, ran own successful e‑commerce business.

• Expertise: Taught marketing for almost a decade to adult learners and college students worldwide.

• Purpose: Demonstrates the host’s own qualifications to speak on the topic of E‑E‑A‑T.

Additional Resources

• SEMrush Academy Course: A course available on SEMrush Academy for building more authority for your site.

• Link provided in the video description.

• Offers a certificate upon completion (useful for LinkedIn).

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What's new (2026-06-19)

• Added that the acronym is pronounced "Double-E-A-T" and that Google has used quality guidelines internally since 2005, with the first partial public release in 2013 (43 pages), citing SEO-Kreativ, Grounding Page, and SEOZoom.
• Added geographic distribution of raters (North America ~7,000, LATAM ~1,000, EMEA ~4,000, APAC ~4,000) and that raters conduct millions of sample searches, citing Google PDF Overview.
• Included the Danny Sullivan quote from October 2019 clarifying that E‑A‑T is a ranking factor via proxies, citing Terakeet.
• Added the 2025 DollarPocket correlation study (~8% all queries, ~24% YMYL) and noted correlation is not causation, citing SEO-Kreativ.
• Added the May 2026 Core Update (May 21 – Jun 2) as a continuation of the quality‑first direction, citing Search Engine Journal via report.
• Added winners/losers of March 2026 Core Update (detailed author bios, cited sources, original research winners; generic AI‑generated content losers), citing SEO-Kreativ.
• Added relevant Google patents (implied links, Information Gain Score, entity selections) and the 2024 Content API Warehouse Leak, citing Terakeet, SEO-Kreativ, Kopp Online Marketing, and Moccu.
• Added that Experience is the hardest component to fake and the John Mueller quote, citing Impression Digital and SEO-Kreativ.
• Added that Authoritativeness is the most difficult pillar to build quickly and a case study showing entity‑level authority recovery, citing SEO-Kreativ and Kopp Online Marketing.
• Added that Trust is the hardest pillar to repair once damaged, citing SEO-Kreativ.
• Added YMYL sub‑categories (News & Current Events, Civics & Law, Parenting, Housing, Education) and that dental practices fall squarely in YMYL, citing Terakeet and SEO-Kreativ.
• Added the “Who, How, Why” framework and recommendation to use JSON‑LD structured data, citing Google Search Central, SEO-Kreativ, and Growth Natives.
• Added AI Overview impact statistics (2+ billion monthly users, 20% keyword penetration in Germany, 59% CTR reduction for top result, +35% CTR for cited pages, 2.3x citability for strong E‑E‑AT pages, 73% higher selection rate for structured pages), citing SEO-Kreativ (Wellows and Seer Interactive studies) and Sistrix via report.
• Added concept of Generative Engine Optimization (GEO) and that reputation management is now critical for AI citation, citing YouTube video (link provided).
• Updated the “What’s new” section date from 2026-06-12 to 2026-06-19 and added all new bullet points with source links.