An image of a neon sign that says 'EAT', overlayed by text that says 'What is EEAT and Why is it important for SEO'
6 minutes

What is E-E-A-T and why is it important for SEO?

E-E-A-T isn’t just us telling you it’s lunchtime. No, it’s an incredibly important part of SEO that if you don’t know now you need to get to know, fast. 

Since 2014, Google has implemented a specific framework to ensure user-focused content from search engine content creators. This was coined E-A-T in 2018. However, in 2022, they added an extra E to ensure quality content is even more authentic.

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It’s a concept created by Google to advise marketers on creating quality content and it’s a framework Google Quality Raters have to consider in their evaluations.

What is a Google Quality Rater?

A Google Quality Rater is an employee trained to evaluate quality content across the web in line with Google’s guidelines. E-E-A-T is one of the key frameworks they are taught to apply to content to ensure that it’s of the best quality for searchers around the world.

So, what does E-E-A-T really mean?


The first E, experience encourages evaluators to consider what first-hand experience the content creator has to be providing the content. 

This is where gifting, taste tests, case studies and reviews are important pieces of content for sites to include.


Expertise is the consideration of what knowledge, accreditation and skills the creator has to be able to provide content on the chosen topic. 

Consider adding credentials where possible, improving profile pages and ‘About’ sections, video proof of skills and any further evidence of expertise to the site.


Google’s authority rating considers what position the brand/site is in to be able to talk about the topic. Are they a reliable source for the content topic or does it not make sense for them to be pitching in?

Consider building backlinks on other sites in this area/topic to show Google and users that the site is championed. Focus on quality links over quantity and strive for relevance in every tactic of backlink building and Digital PR


According to the Google Quality Rater guidelines, the most important part of E-E-A-T is Trust. This is because no matter how experienced, expert or authoritative a page is, if users have no trust in their perspective it cannot contribute quality content. 

Evaluators are encouraged to look at the following when deciding if a site/brand is trustworthy:

  • What does the brand say about themselves in their ‘About Us’ sections?
  • What do others say about them in reviews, references and in the news?
  • What content is on that page that tells you to trust them? I.e. video proof etc.

This shows how important brand awareness metrics can be for an overall SEO strategy, and highlights the delicate relationship between onsite and offsite signals.

Keep the site/brand’s contact information up to date and keep regular maintenance of the site overall including site security and speed. Reduce the number of ads on site and allow users to access reliable content easily. Keep policies up to date and consider the user experience at each touch point across the site.

How is E-E-A-T different from E-A-T?

Other than the extra E at the beginning, the main difference between E-E-A-T and its original E-A-T is championing world experience over just expertise. This means that those who have first-hand experiences of using a product, visiting a place, eating food etc. now have the authority to create content that is beneficial to the user. 

Consider how the world has moved onto TikTok and Influencer marketing during this time. These changes to the Google Qualting guidelines show how Google has moved with the world. Now, it understands the impact and importance of first-hand experiences, encouraging content creators to share for others to absorb in user-friendly ways. Aiding in further authenticity across the web.

What happens if content creation doesn’t follow E-E-A-T?

Content that does not follow the E-E-A-T framework is that which is designed to actively deceive users. 

A page with a harmful purpose, that is spammy, that cannot be trusted to talk on that particular topic or that is misleading will all be evaluated as low-quality content by Google. 

Untrustworthy web pages are typically designed more with the business in mind than the user. More specifically:

  • If a page’s title is misleading, exaggerated or purposefully shocking
  • On-page content is blocked or obstructed by Ads
  • There is no information on the expertise behind the site/articles
  • The website or content creator has a bad reputation

Overall, E-E-A-T is crucial to SEO; it’s the heart of ensuring all content is people-focused and provides a framework for quality rating that will essentially impact rankings.


Not sure how to navigate E-E-A-T? Get in touch with the team at NORTH and we can help.