According to Google, E-A-T is one of the top three considerations for Page Quality. As a result, you should start implementing E-A-T immediately.

What is E-A-T?

E-A-T in SEO is used to describe the qualities marketers should focus on when they write online content.


You need to know the right information to be of service or provide an answer. That makes your website credible and gives your users the confidence to trust you with their needs. Experts in their field are the top producers of quality content. The reason is that they have a keen understanding of the subject matter, which shows in every piece of writing.


The quality of a website should demonstrate the authoritativeness of the content. The writer’s credentials can demonstrate it, but it can also be demonstrated by the number of positive reviews or testimonials.


Be certain that the main content creator, company, and website are trustworthy. It is especially important for eCommerce websites that ask users for their credit card information. You should immediately implement an SSL certificate on your site as a starting point.

Your website content must engage users to rank well on Google. The acronym E-A-T refers to one set of factors that contribute to engagement. Google’s E-A-T as an SEO ranking signal will be particularly important now.

E-A-T Ranking Factor? 

Although it might not technically be a ranking factor, E-A-T can influence your content’s rank. E-A-T (expertise, authoritativeness, trustworthiness) is a concept used by Google to indicate high-quality content and is part of many parts of its algorithm. E-A-T is not one of the direct ranking factors for a page or website but can indirectly impact search rankings.

Why is E-A-T important? 

While Google doesn’t use the quality raters guidelines to rank pages, search engine rankings are affected by a site’s expertise, authority, and trustworthiness.

The basic concept of E-A-T is what determines a website’s value. Quality raters consider the standard of an online experience they receive when judging the quality of a site or page. They determine whether the content meets their standards. If the raters feel that a user would feel comfortable reading, sharing, and recommending the content to someone else, they award a high level of E-A-T.

E-A-T describes the high-quality content and data on your website, which could help Google determine that your site is an authority in its field. Your site receives a higher search engine ranking than other sites.

E-A-T guidelines tell real human reviewers what type of content Google considers high-quality.

Great Content – 

  • Should Help users.
  • An experienced writer should create content.
  • Should post content on an authoritative site.
  • Content should be trustworthy.
  • Should update content regularly.

What effects does E-A-T have on visitors to your site? 

The website E-A-T is closely related to Google’s “Your Money or Your Life” pages. YMYL pages include medical advice, legal advice, financial advice, and the like, which could positively or negatively affect a user’s health and wealth. For instance, when you are asked for your credit details for online shopping.

When people search for answers to questions regarding their health, finances, or education, they look for websites that have expertise and authority. High-ranking YMYL pages will show a high level of E-A-T (Expertise, Authority, and Trustworthiness) because the safer a user feels while visiting the page and the more the content meets their search query, the more it will meet their needs (Expertise, Authority, and Trustworthiness). Google wants to surface sites that genuinely offer helpful advice or a solution to a problem.


Your site must have enough expertise, authority, and trustworthiness to pass all of the E-A-T tests to meet Google’s Quality Guidelines. And, if any of your pages are deemed to be YMYL, it is more important that the page has enough E-A-T to pass these requirements.

But Google says that a page or site lacking in E-A-T is enough to warrant a Low-quality rating. So if you’re not an expert, authority, or trustworthy source of information, your site page could be considered low quality.

Google has announced that the E-A-T guideline is not a major change in search engine optimization (SEO). It is one of many criteria that Google uses to determine the quality of a given piece of content.

You have to write engaging, useful, and accurate content that satisfies Google’s quality raters and its users. Do that, and you’re following Google’s guidelines.  

SEO professionals can use the E-A-T guidelines to improve their content creation, making it more likely that Google will rank it well.

It’s important to remember that E-A-T is an ongoing process.

For more information, contact Ahbiv digital Agency, as we are here to guide you further. 

Leave A Comment