Google has updated its guidance for content creators with a focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This framework helps websites show they offer reliable and helpful information.
(Understanding and Using Google’s E-E-A-T Framework)
Experience means the content reflects real-world knowledge or hands-on involvement. For example, a product review should come from someone who actually used the item. Expertise shows the creator knows their subject well. Medical advice must come from qualified health professionals.
Authoritativeness looks at whether others recognize the source as credible. Trusted sites often get links or mentions from respected organizations. Trustworthiness covers accuracy, transparency, and safety. Users should feel confident sharing personal details or following advice from the site.
Google uses E-E-A-T to rank content in search results. Pages that meet these standards are more likely to appear higher. This matters most for topics that affect people’s health, finances, or safety—what Google calls “Your Money or Your Life” areas.
Publishers and businesses can improve their E-E-A-T by showing author bios with relevant credentials. They should cite trustworthy sources and correct errors quickly. Clear contact information and privacy policies also build trust.
Content that lacks firsthand experience or expert input may struggle to rank well. Thin or copied material rarely meets E-E-A-T expectations. Google wants users to find answers from people who truly understand the topic.
(Understanding and Using Google’s E-E-A-T Framework)
Websites that invest in quality, original content aligned with E-E-A-T principles stand a better chance of succeeding in search. Creators should ask if their work would help a friend make an informed decision. If yes, it likely fits Google’s guidelines.
