What is the E-E-A-T Model in SEO? Meaning, Google Guidelines, Core Principles, Benefits, Checklist, and Real-Life Examples
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Priya
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Chirag AroraPublished On
November 15, 2025Updated On
November 15, 2025Min Reading
29 Getting your website to rank well on Google is important if you want more traffic and leads. Being on the first page of search results is good, but the top spot is what every business wants. To reach that level, you need to use smart strategies, and one of them is Google’s E-E-A-T model , which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. E-E-A-T model isn’t a direct ranking factor, but Google uses it to judge the quality of your content, which strongly affects how high it can rank. In this blog, we’ll explain E-E-A-T (and YMYL), how AI impacts search, and ways to improve them for better SEO.
Google first introduced E-A-T, which stood for Expertise, Authoritativeness, and Trustworthiness. In 2022, they added another “E” for Experience to also value real-world knowledge in content ranking.
E-E-A-T is part of Google’s Search Quality Rater Guidelines, where human evaluators (called quality raters) review content based on page quality, how well it understands user needs, and how effectively it meets those needs.
To improve how search engines view your content, it’s essential to use the right technical foundations too—such as structured data in SEO. If you want expert help building your site’s E-E-A-T, consider working with the best SEO agencies in Delhi NCR or a reputable SEO company in Faridabad, as well as leading agencies in Chennai, Kolkata, Mohali, Pune, Ahmedabad, and more, to ensure your content ranks with credibility
Their feedback helps Google check if algorithm updates are working as intended.
Now, let’s break down each part of E-E-A-T in detail.
This looks at whether the writer has real, first-hand experience with the topic. For example, a product review is more trustworthy if it’s written by someone who has actually used the product. On Medium, for instance, an author shares apps he personally uses to make his daily life easier.
This checks if the writer has the right knowledge or skills to talk about the topic. For example, when it comes to fixing a leak, people would rather trust advice from a plumber than from someone with little experience. A good example is a DMI podcast with Rand Fishkin, who shares expert insights on understanding an audience.
This asks whether the website or page is recognized as a reliable source on the topic. For example, if someone wants to know the latest current fashion trends, they are more likely to trust Vogue than a personal fashion blog.
Trust is the most important part of E-E-A-T. When checking for trustworthiness, raters look at the author, the content, and the website itself. That’s why it’s important to use accurate facts, have a credible author, and include reliable references. High-authority sites like The New York Times are good examples of trustworthy sources.
It’s also important that the website itself is trustworthy. For example, shopping sites should be secure, and all websites should clearly mention data privacy rules. A good example is TechCrunch, which shares its privacy and cookie policy on the site.
Google and other search engines aim to show content that people find useful and reliable. Their goal is to give users a good experience with trustworthy answers, so people keep coming back to use them. This is why Google makes regular algorithm updates, introduced its AI-powered Search Generative Experience (SGE), and added “Experience” to E-E-A-T.
ClipsTrust identifies that according to Google’s guidelines, Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are key factors in rating page quality, with Trustworthiness being the most important. At its core, E-E-A-T focuses on content that Google considers reliable because it combines expertise, experience, and authority.
As Luke O’Leary, VP at Neil Patel Digital, explained in a recent DMI podcast: “Google added ‘Experience’ because they don’t want to recommend low-quality websites—it affects their own reputation.”
(This content is written after researching and studying insights from top 12 authoritative sources, including Semrush, Search Engine Journal, and Neil Patel.)
For digital marketers who want to stay ahead of the competition, understanding the E-E-A-T framework -Experience, Expertise, Authoritativeness, and Trustworthiness — is very important. This framework plays a big role in modern marketing strategies. It focuses on creating content that shows real-life experience and highlights the author’s professional knowledge.
E-E-A-T model is especially important for websites and pages related to YMYL (Your Money or Your Life) topics, where accuracy and trust value most. Today, marketers can use AI tools for digital marketing to improve the quality of their content and make it more trustworthy.
If someone is looking for a digital marketing job, knowing the E-E-A-T principles is a must. Businesses can also follow these policies by using the best digital marketing tools for lead generation and working with a verified digital marketing agency or hiring an experienced digital marketer. This ensures that their marketing campaigns are fully E-E-A-T compliant and more effective.
In December 2022, Google updated E-A-T (Expertise, Authoritativeness, and Trustworthiness) to E-E-A-T by adding another “E” for “Experience.”
This change was made so Quality Raters could better judge the quality of search results, as first-hand experience makes content more reliable and useful. For example, a product review is more trustworthy if the reviewer has actually used the product.
| # | Aspect | E-A-T | E-E-A-T |
|---|---|---|---|
| 1 | Full Form | Expertise, Authoritativeness, Trustworthiness | Experience, Expertise, Authoritativeness, Trustworthiness |
| 2 | Introduced | 2014 | 2022 (Google’s update) |
| 3 | Core Elements | 3 factors: Knowledge, Authority, Trust | 4 factors: Real-life Experience + Knowledge + Authority + Trust |
| 4 | Primary Focus | Professional expertise and credibility | Adds authenticity through first-hand experience |
| 5 | Trustworthiness | The ultimate goal of E-A-T | Still the most important factor, supported by Experience |
| 6 | Content Example | A certified doctor writing a health article | A patient sharing personal recovery story (Experience) + doctor verifying info (Expertise) |
| 7 | SEO Impact | Rewards content with authority & credibility | Rewards content with authentic + relatable + authoritative value |
| 8 | Best Use Case | Topics requiring professional expertise | Topics where personal experience matters (travel, health, reviews, tutorials) |
E-E-A-T is important for Search engine Optimization because it helps you create engaging content that ranks well on Google and is valuable for users. It’s not a direct ranking factor, but improving it brings your content closer to what Google considers a high-quality search result.
Experience
At First-hand experience subject matter allows you to provide the following
This makes your content more unique and trustworthy. For example, if someone reviews a game without actually playing it, users won’t believe their opinion—and Google is unlikely to rank that review highly.
Expertise
Expertise means having the right knowledge, skills, or qualifications on a topic. For example, a health article that is reviewed by a doctor is more trustworthy, so users are more likely to believe it-and Google may rank it higher.
The amount of expertise needed depends on the topic. For example, someone searching for money-saving tips may not only want advice from financial experts. On the other hand , they may prefer real-life strategies that worked for ordinary people. That’s why pages on platforms like Reddit often rank well- they combine real experiences with practical advice.
Authoritativeness
Authoritativeness is about your reputation as a trusted source. Google measures this by checking backlinks to all the links from other websites to yours. The more high-quality and relevant backlinks you have, the more authoritative your site looks.
For example, WebMD is a leading medical site with backlinks from over 616,000 domains, including trusted names like Apple.com and BBC.com.
Trustworthiness
Trustworthiness is built on experience, expertise, and authoritativeness, but it also means keeping users safe and confident when using your site.
To build trust, So, you should ensure that:
For example, AnnualCreditReport.com is the only site authorized by the FTC to provide free credit reports. It takes strong security measures to protect users, which helps it earn a high level of trust.
When it comes to ranking on Google, the quality of your content is just as important as technical setup, link building, and keyword optimization. If your website meets Google’s standards, you have a much better chance of ranking higher in search results and getting more organic traffic.
Here are the some ways through which you can improve the overall E-E-A-T Score are as follows:
When we create content, it is very important to make the website look faithful and authoritative. Use this checklist to boost your online presence as follows:
Content creators need to hold by the E-E-A-T Model to grow in today's digital geography. Understanding which YouTube content is most watched reveals that authentic ,genuine, experience- driven content constantly outperforms the generic material. Here this framework that aligns perfectly with why is content marketing important principles, & emphasize credibility over promotion.
Modern companies realise that professional content marketing agencies leverage E-E-A-T criteria to build authority and trust. The model especially benefits skilled content writers who combine first-hand experience with proven expertise.
To show a strong level of E-E-A-T, brands and creators should focus on all four parts.
Now that you know E-E-A-T isn’t about food but about Google’s algorithm, it’s clear why it’s so important for your website. By focusing on experience, expertise, authoritativeness, and trustworthiness, you’re taking a complete approach to SEO and content marketing. Think of these four pillars as the foundation that supports the credibility and long-term success of your content.
Let these four pillars of E-E-A-T boost the credibility of your content. After all these, your goal is not just to rank on Google for the most relevant search terms; you want your pages to rank on Google for the most relevant search terms in your niche.
Here are some ways if you apply these E-E-A-T practices it will make your website more faithful:
1. Create a Strong About Page: If you don’t already have one, build an About page that clearly shows who you are, your expertise, and why people should trust you. It will add transparency and credibility.
2. Collaborate with Experts: Team up with other believable voices in your slot through visitor posts, research, or interviews. Google favors content created or approved by recognized experts.
3. Refresh and Update Your Content: Content gets outdated quickly. Regularly re-examine your posts to update stats, links, and SEO strategies so your site remains suitable and faithful.
Choose the right authors for your content. Ideally, pick someone in your company who knows the topic well and has real experience with it. Ask yourself:
Suppose more than one person fits great! Use them all where relevant.
Most content on Google repeats the same ideas—this is called copycat content. To stand out and show authority, you need to add something new, called information gain.
Here are some ways to do this include:
After keeping all these points it will make your content more valuable and trustworthy.
Google uses entity signals to understand what your content is about and how it connects to known topics, brands, and people.
Here are some ways mentioned below to optimize commodity signals:
This creates a more transparent “entity map” for Google, boosting authority.
A positive brand reputation is a way through which people trust you.
On the other hand, if your brand has negative feedback, this can make you untrustworthy.
Hence, your reputation directly affects how much people and Google trust you.
Steps to upgrade it:
A strong reputation not only earns trust but also improves visibility in search results.
Having others talk about your brand is just as powerful as promoting yourself. This is called digital PR.
It profits by:
Constant exposure in trusted places strengthens both your standing and search rankings.
Another way to build E-E-A-T? Work on building your brand salience.
Brand salience refers to when your brand comes to mind instantly when people are ready to buy. For example:
These brands don’t just have awareness-they are remembered at the exact point of purchase.
In SEO, strong brand salience helps you get more branded searches, direct visits, engagement, and backlinks. All of these are signals Google uses to identify trustworthy brands.
How to build brand salience:
The more often people see and recall your brand in the proper context, the stronger your brand salience becomes.
Users are easily able to see who created a piece of content.
This could be one author or many. They should also see the authors’ backgrounds. Transparency builds trust and directly boosts the E-E-A-T model.
To reach this:
This practice not only improves transparency but also positions your content as appropriate, faithful, and expert-driven in your niche.
Your About Us page is where you tell your brand’s story.
Google’s Quality Rater Guidelines suggest starting here to understand who runs the website or creates the content.
This page should clearly explain who you are, your background, and what makes you different from others.
Make & ensure that your website has these basics concepts that people wants to see, such as:
There are some ways in which your website is built that affect how much people and Google trust it.
1. HTTPS Security: Always use SSL (HTTPS); users are unlikely to trust you. Check your site if it doesn’t show “https://” with a lock symbol, people may not feel safe.
2. Site Speed: Always ensure that your site loads fast ideally under 3 seconds on the desktop and mobile by compressing the images, decreasing unnecessary plugins, and using a CDN to speed things up.
3. Mobile-Friendly Design: Make sure that your site works smoothly on phones and tablets. And the text should be easy to read, the buttons should be easy to tap, & menus should work smoothly.
4. Pure Navigation: Create & Keep your site structure clear with menu categories, breadcrumbs, and links between related pages. By doing that, visitors should reach any page within 3–4 clicks from the homepage.
Mention sources in your content. Connect out to them, too.
It’s sometimes hard to trust claims, statistics, or facts discovered online. This is usually because there’s no explicit reference to where the information came from.
Are the details from your data? Make it clear.
For example, this Semrush study on Google’s AI mode includes a detailed “Methodology” section that explains exactly what was analysed.
How can you show that you have experienced the thing you are writing about? Use your photos, videos, or other media.
A head on a subject would not allow its content to become outdated.
A page that has not been edited recently is likely to contain old or incorrect information.
Review your site’s content regularly and update it as new information becomes available on a topic. Usually, we aim to review content at least once a year (ideally every six months).
1.Dogster: Dogster.com is a powerful example of a website that shows the principle of E-E-A-T in many other ways:
According to Google’s Quality Rater Guidelines, low-quality pages are those with little to no E-E-A-T. Even if the rest of your site looks fine, this can seriously hurt your credibility.
Here are some common mistakes that can damage or hurt E-E-A-T as follows:
Google first mentioned E-A-T in its Quality Rater Guidelines back in 2014. These guidelines provide detailed instructions for search evaluators (or “quality raters”) to help them assess how search results perform after Google updates its algorithms. While people often refer to the document as “Quality Rater Guidelines,” Google’s official name for it is the “Search Quality Rater Guidelines” or simply the “General Guidelines.”
| # | Element | What It Means | Why It Matters |
|---|---|---|---|
| 1 | Experience | Showing real, firsthand experience with the topic | Proves content is practical, tested, and based on reality, not just theory |
| 2 | Expertise | Demonstrating knowledge, skill, and qualifications in the subject | Builds confidence that the advice or info is accurate and reliable |
| 3 | Authoritativeness | Being recognized as a trusted source by others (mentions, links, media) | Signals that the creator or site is a leading voice in its field |
| 4 | Trustworthiness | Being honest, transparent, and safe for users (reviews, policies, accuracy) | The most important factor—people and Google trust your content and brand |
An E-E-A-T Model Checker is a tool or method used to review whether content demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness, thereby helping to improve credibility and search visibility.
E-E-A-T stands as the key to getting top rankings in Google search in 2025. Use our easy guide to show Google (and your readers) your experience, expertise, authority, and trust.
| # | Organization Type | E-E-A-T Importance | Why It Matters |
|---|---|---|---|
| 1 | Medical / Health Sites | Very High | Users’ well-being depends on accurate info; Google scrutinizes YMYL content |
| 2 | Financial / Legal Sites | Very High | Advice affects money or legal decisions; trust and expertise are critical |
| 3 | News / Media Sites | High | Accuracy and credibility build authority with readers |
| 4 | E-commerce / Retail Sites | Medium | Trust matters for purchases, reviews, and secure transactions |
| 5 | Hobbies / Lifestyle Blogs | Medium to Low | Errors are less risky; experience and authenticity improve engagement |
| 6 | Personal Opinion / Entertainment | Low | Less impact on user safety; credibility mainly affects audience loyalty |
Currently, AI tools like Gemini, Claude, ChatGPT, and Deep Seek are revolutionising the internet. Because these tools can generate a large amount of content quickly, it’s essential to assess how they align with E-E-A-T principles.
Not really. AI doesn’t have real-life experiences—it only mimics human responses using the training data it has been given. Experience comes from firsthand involvement, emotions, and actions, which AI can’t have.
Sometimes, AI content even falsely claims experiences—for example, Google’s Bard once fabricated interactions with restaurant customers. AI can imitate human experiences, but it can’t truly have them.
No. AI doesn’t have degrees, work experience, or professional credentials. It can create detailed content from its training data, but it doesn’t gain real-world expertise.
For example, a lawyer who used ChatGPT for legal research found that the AI had generated incorrect court citations.
Businesses in sensitive areas like healthcare or finance should be very careful with AI content and always fact-check it.
Not really. Authority stems from recognition by others—such as citations, backlinks, and expert endorsements. AI can’t earn this on its own. Brands should rely on human-led strategies to build authority, such as guest posts, expert testimonials, and media coverage.
Not reliably. AI can make mistakes, spread misinformation, or show bias. Google’s E-E-A-T guidelines emphasise the importance of transparency in AI-generated content.
To maintain trustworthiness, publishers should disclose when AI is used and have humans carefully review all AI-generated content for accuracy.
E-E-A-T isn’t a direct Google ranking factor for SEO, but it’s an essential part of Google’s Search Quality Rater Guidelines.Real people, called Quality Raters, use these guidelines to assess the quality of web pages. They don’t set rankings themselves, but their feedback helps Google improve search results and see how pages perform after algorithm updates.
Another necessary concept to know alongside E-E-A-T is “Your Money or Your Life” (YMYL). Google considers a page YMYL if its content could affect a person’s happiness, health, finances, or safety. This includes topics like news, finance, management, law, health, safety, and shopping.
Examples of YMYL content are: filling out a tax form, saving for retirement, or treating a heavy illness like bowel cancer.
| # | Letter | Meaning | Simple Explanation |
|---|---|---|---|
| 1 | E | Expertise | Shows knowledge, skills, and qualifications in the topic |
| 2 | A | Authoritativeness | Indicates recognition from others, like backlinks, media mentions, or expert endorsements |
| 3 | T | Trustworthiness | Demonstrates honesty, transparency, and reliability through accurate, safe content |
Now that you understand E-E-A-T and why it matters, let’s see some real-world examples.
These stand brands that have reached the top of their industries by consistently maintaining strong E-E-A-T are as follows:
1. Dogster
In the pet world, Dogster is a trusted authority on dogs. Its articles cover health, nutrition, exercise, and breeds, and the site connects readers with its experienced veterinarian.
Thanks to its expertise, experience, and authority, Dogster is regarded as highly responsible and committed to providing dog owners with the best advice.
2. Mayo Clinic
The Mayo Clinic website is a highly trusted source for medical information, comparable to WebMD. It offers patients access to care at its clinics and features a huge library of articles on nearly every health topic.
3. Investopedia
Investopedia is a trusted website for financial information. Users can learn about various financial topics, follow the latest news, make investment decisions, and even use the site’s Stock Market Simulator.
Google recently updated its Search Quality Rater instructions, placing more emphasis on first-hand experience than ever before. The guidelines now include new criteria for evaluating a carrier’s authority and revise the E-A-T model by adding a new “E” for Experience, making it E-E-A-T:
Google also added more guidance on assessing a content creator’s expertise when reviewing pages.
Google introduced E-A-T in its 2014 Search Quality Evaluator Guidelines. These guidelines help human raters judge the quality of search results using consistent standards. At that time, Experience was not included in the model.
The goal of E-A-T is to highlight content from credible, knowledgeable, and reliable sources. It focuses on three main things:
The E-A-T model gained widespread recognition in 2018 following Google’s core algorithm update on August 1, known as the Medic update among the SEO community. It mainly affected health and wellness websites, especially those without clear credentials or expert authors. Pages with weak authority or trust signals lost rankings, while trusted sites improved.
Google didn’t officially label it an E-A-T update, but it did show a growing focus on high-quality content, especially for Your Money or Your Life (YMYL) topics.
In December 2022, Google changed its guidelines to add a fourth quality signal-Experience, expanding the model to E-E-A-T. This update identified that first-hand involvement could improve the value of content as follows:
This change highlighted that personal experience can be as helpful, or even more relevant, than formal expertise in certain types of content, such as product reviews, local guides, or user forums.
With E-E-A-T, Google highlights Trust as the most important factor. Even if content shows strong experience, expertise, or authority, it can still rank poorly without trustworthiness.
The first three factors support trust, but trust itself drives the quality of content.
This change reflects Google’s goal to reduce misinformation and promote safe, accurate, and helpful content in search results
A common question is whether someone can show authority, expertise, and trust in multiple subjects. The answer is: it depends.
E-E-A-T is topic-specific, so it’s possible to rank well in different but related areas. However, building authority in very different fields—such as being an SEO expert and a psychologist—can be challenging. You’d need to create separate identities with clearly segmented content, profiles, and digital representations for each area.
1. Target users’ search queries: Do keyword research to find the words and phrases people use when searching. Check how often these terms are searched each month and how competitive they are.
2. Keep your content up to date: Google values fresh, original, high-quality content. Create a plan to develop new E-E-A-T content and update existing pages regularly.
3. Focus on user intent and behaviour: Don’t just include keywords—give visitors the best answers and experience, such as helpful FAQs.
4. E-E-A-T for YMYL topics: For “Your Money or Your Life” pages (health, finance, safety, or happiness), high knowledge and credibility are essential. Ensure your content is accurate and trustworthy.
5. About Us page: Clearly state who owns and operates your website. This builds trust and aligns with Google’s quality guidelines.
6. Include on-site reviews: Display user reviews to build trust with visitors and search engines. You can also display reviews from third-party sites, such as Trustpilot.
7. Get high-quality backlinks: Always link to the source when citing facts or statistics. This shows users that your information is accurate. Additionally, try to obtain links from reputable websites within your industry and remove any low-quality or harmful backlinks.
The Search Quality Rater Guidelines is a book for Google’s roughly 16,000 contractors from around the world who review live and practical search results. Additionally, these Quality Raters review live and test search results, evaluating websites and search engine results pages (SERPs) based on page rate, E-E-A-T, and how well the content satisfies users’ queries.
For example, if a user is deciding whether to trust a website to buy an iPhone, Quality Raters evaluate the site and give feedback on its reliability and trustworthiness.
| # | Element | Description |
|---|---|---|
| 1 | Author Bio / About Page | Shows who created the content and their credentials, building trust and expertise. |
| 2 | Contact Information | Provides clear ways to contact the business, signaling transparency and trustworthiness. |
| 3 | High-Quality Content | Original, well-researched, and valuable content demonstrating knowledge and experience. |
| 4 | User Reviews / Testimonials | Builds trust by showing real feedback from customers or users. |
| 5 | Citations / References | Linking to authoritative sources enhances credibility and authoritativeness. |
| 6 | Secure Website (HTTPS) | Shows that the site is safe and trustworthy for users. |
| 7 | Editorial Guidelines / Policies | Clear policies, disclaimers, and privacy statements boost trust and reliability. |
| 8 | External Recognition / Backlinks | Mentions, media coverage, or links from reputable sites strengthen authority. |
Overall, most experts agree that E-E-A-T is a key factor for creating high-quality, trustworthy content.
E-E-A-T is something every marketer and business owner should pay attention to. If you want your website to rank well, you need to follow best practices—especially for YMY topics, like health, finance, or safety. A strong E-E-A-T score is essential for standing out in today’s competitive online world. By using all these pro tips noted in this guide, you can start improving your website’s search engine ranking.
If managing E-E-A-T feels too complicated, you can work with Digital Guider SEO experts. They offer strategies like quality scope writing, local SEO, technical SEO, and online reputation management to help you build and maintain a strong E-E-A-T presence.
To truly embrace the E-E-A-T model—Experience, Expertise, Authoritativeness, Trustworthiness—you must pair trustworthy content with a powerful digital presence. Start by mastering how to manage a social media account for business and understanding how to become a social media influencer.
Monetising your audience becomes even more effective when you know how to earn money from social media platforms. Aligning your mission with a social activist voice adds depth and credibility to your message. On YouTube, collaborating with the best YouTube marketing agency in India, utilising keyword research tools for YouTube, understanding which YouTube content is most watched, and learning how to increase YouTube Shorts views and rank YouTube videos will round out your strategy—making your brand both visible and trusted.
Q1: What does the E-E-A-T Model stand for?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these factors to measure the quality of a webpage. In 2022, Google added Experience as a new factor, highlighting the value of first-hand knowledge.
Q2: How can I ensure my content follows E-E-A-T Model?
To follow E-E-A-T, focus on publishing original, accurate, and high-quality content in your niche. Review Google’s Search Quality Evaluator Guidelines and update your site regularly. Highlight your expertise, real experience, and author credibility, and make sure your site clearly shows who you are, why you’re trustworthy, and how users can contact you.
Q3:How does E-E-A-T help my SEO efforts?
E-A-T—now E-E-A-T—signals assist in determining if a site and its pages are reputable sources of information on a subject and offer actual value to users.
Q4: Is E-E-A-T Model still relevant?
Yes, E-E-A-T remains highly relevant in SEO. Google continues to refine its algorithms to prioritize high-quality, trustworthy content. With the rise of AI-generated content and misinformation, E-E-A-T principles have become even more critical for ensuring credibility and ranking well in search results.
Q5: How can I improve the authority of my website?
To improve the authority of your website, focus on building in-depth “About Us” pages, gathering social proof such as reviews or testimonials, increasing traffic and engagement, using brand SERP features, building backlinks from high-quality domains, and linking to authoritative external sources.
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