What Is E-E-A-T and How Does It Impact SEO?

SEO isn’t the only acronym to get to grips with when it comes to all things search engine optimisation. That’s because there are a myriad of other terms including E-E-A-T that can affect how successful your SEO efforts are.

To the uninitiated, E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness.

E-E-A-T is about ensuring that your content is hitting certain markers for quality so that it will be looked upon favourably by search engines. When that happens, website visits and ultimately conversions for your business are likely to increase. Hence, E-E-A-T is well worth knowing about!

Only familiar with E-E-A-T in terms of eating a sandwich? Not to worry, as the SEO experts here at Distribute Digital have got you covered. 

What is E-E-A-T in SEO

As we’ve just established, E-E-A-T in SEO stands for Experience, Expertise, Authoritativeness and Trustworthiness. 

E-E-A-T can best be summarised as the four parameters used by Google when evaluating the quality of content to determine search engine rankings. 

Naturally, Google wants to present the most helpful and relevant results to its users. To be able to do that, it needs a standardised framework that can be used to assess content relevancy and overall quality. At the time of writing, E-E-A-T is that framework in terms of your on-page SEO efforts, which is why it matters for your content.

If we rewind for just a second, E-E-A-T was originally known as just E-A-T (Expertise, Authoritativeness and Trustworthiness) for almost a decade. However, following a Google update in December 2022, an extra ‘E’ to denote ‘Experience’ was added.

Google felt E-A-T didn’t quite go far enough. Instead, it was also necessary to highlight examples of first-hand experiences or expert input compared with content which simply rewrites existing content without bringing anything fresh or valuable to the table. Adding Experience as a parameter to E-A-T to make E-E-A-T was how this was achieved.

Beyond first-hand accounts, ‘Experience’ can also include professional input on a topic. For example, if a blog post on a medical topic was written by an actual doctor, this would be seen as having more experience compared with a generic article that has been rehashed several times. 

How Does EEAT Impact SEO?

E-E-A-T is used by Google to determine the credibility and quality of content. Websites that exhibit high levels of expertise, authoritativeness and trustworthiness are more likely to rank higher in search engine results pages (SERPs), consequently driving organic traffic and enhancing online visibility.

To add some context here of why ranking highly on search engines matters, the first page of a search engine query captures 92% of all clicks, according to common SEO industry statistics.

Therefore, by factoring in essential ranking factors including E-E-A-T, there is a higher chance that the content will be displayed as one of the first results on Google. When that happens, your website is more likely to capture the traffic for those related queries. 

E-E-A-T principles


Expertise refers to the depth of knowledge and proficiency demonstrated within a particular subject matter. Websites must showcase expertise through delivering accurate, relevant and comprehensive information. By establishing expertise, websites can build credibility and attract a loyal audience seeking authoritative content.


Experience emphasises the importance of personal experience and expert insights in digital content. Just like you, search engine users also value trusted opinions and genuine experiences when looking to be informed or persuaded about something. 

Google felt a sense of experience was missing from the original E-A-T lineup, and its inclusion should be considered as significant for content creators looking to generate high quality content for their clients. 


Authoritativeness is the perceived credibility or reputation of the content. Establishing authoritativeness requires demonstrating industry leadership, garnering recognition from peers and consistently producing valuable, reliable content. 

Websites with a strong authoritativeness are more likely to earn backlinks and mentions from other reputable sources, further solidifying their credibility in the eyes of search engines.


Trustworthiness requires building and maintaining trust with users by providing transparent, accurate and reliable information. Factors such as clear website policies, secure transactions and verifiable credentials contribute to establishing trustworthiness. 

Websites that prioritise transparency and integrity foster long-term relationships with users and are rewarded with higher rankings in SERPs.

E-E-A-T SEO Checklist – How to Improve Your Website’s EEAT

Create High-Quality Content

Making your website the go-to place for the very best advice, inspiration or explanations is a winning formula for search engine success. To do this, your content must be well-researched and ultimately address the needs and interests of the target audience.

The simplest way to achieve high-quality content is to always keep in mind the target audience when writing and structuring content. If their needs aren’t addressed, they’ll head to your competitor’s website to find the answers there instead.

Also, content that is completely AI-generated or copied and pasted from elsewhere might seem like a shortcut, but also does nothing to create a ‘high quality’ experience. So always prioritise quality when producing content. 

Use Credible Sources

When referencing external sources or citing information, ensure they are reputable and reliable. Utilising credible sources enhances the credibility of your content and reinforces your expertise within the subject matter.

Credible sources can include certain news websites. Likewise, websites that have a high domain authority (DA). SEO software such as Ahrefs or Semrush can help you find high DA websites if you’re not sure what constitutes a credible or quality source for a certain niche.

Backlinks from authoritative sites

Backlinks gained from reputable sources are a valuable asset for your website. Backlinks serve as a vote of confidence from other authoritative sources, signalling to search engines the credibility and relevance of your website.

While E-E-A-T relates to on-page SEO and backlinks are an off-page SEO specialism, it still pays to broadly consider all types of ranking factors.

In general, combining content that is optimised for E-E-A-T with high quality backlinks is a surefire way to climb those search engine rankings. 

However, if your content isn’t considered relevant or high quality, it is unlikely to earn backlinks organically. This makes mastering E-E-A-T a win-win for your wider SEO strategy.  

Reviews or Testimonials

Any business owner can state their product or service is the best. But when reviews and testimonials come from genuine and unbiased sources, they are seen as far more believable in the eyes of search engines —  i.e. Authoritative and Trustworthy in E-E-A-T. 

A top marketing strategy is to encourage user reviews and testimonials to showcase positive experiences whenever possible. Not do reviews enhance the perceived trustworthiness of your website, but they are one of the best ways to generate new business for free.

These reviews may appear on Google, but can also be embedded into your website or shared on social media to really maximise the value of your user-generated content. 

Don’t Leave Content To Gather Dust

If we consider the meaning of the E-E-A-T parameters Authoritativeness and Trustworthiness —  is stale content that was written years ago something that would meet the criteria for either? Unsurprisingly, Google says no.

For example, something that Wikipedia does really well is to frequently update its content, which is actually the secret as to why its pages often appear as a top result.

Therefore, it’s essential to not just apply E-E-A-T to content that is produced for your business from today onwards, but also to existing content on your website.

There’s no set timeframe as to how often blogs, articles or landing page content need to be updated. However, if there is a lot of search competition then you should keep a close eye on your page rankings. As soon as content starts to slip down the rankings, it’s time to give the content a general refresh, especially if any content is now outdated or has become irrelevant. 

Employing The Right Help

As a website owner, you might not have the time or know-how to be able to complete the above steps to achieve top marks at E-E-A-T. Similar to other tasks you might outsource for your business, sometimes enlisting the right help is necessary to achieve a good result.

Beyond hiring just anyone who offers SEO services, it is essential they understand the nuances of search engine optimisation, including specialisms such as E-E-A-T. Asking about their methodology and approach should be key questions for you as a client when selecting who to work with. 

Simply put, investing in quality SEO services whereby things are executed correctly the first time will ultimately be cheaper than trying to fix poor work down the track. These costs also include potential lost business, especially if spammy or outdated SEO techniques are used. 

Key Takeaways

Understanding and implementing E-E-A-T principles is essential for improving your website’s SEO performance and overall online presence. By prioritising expertise, authoritativeness and trustworthiness, you can enhance your website’s credibility, visibility and ultimately, its success in organic search rankings.

Distribute Digital — Content Marketing & SEO Services UK

The power of SEO only continues to grow with each passing year, as more websites are established and ultimately, more competition for the top spots on search engines is generated.

Ensuring your content follows best SEO practices including E-E-A-T is one of the most effective ways to beat the competition. 

As a leading UK SEO agency, the Distribute Digital team can help with all your search engine optimisation needs. 

Take a look at our SEO services to learn more about what we do, and most importantly how we can help your business succeed online. 

Or, if you’d like to speak to our SEO experts personally please give us a call on 0121 3186 796. 


Find out how we can help your business grow

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