Google E-E-A-T: What Is It?

In the ever-evolving landscape of online content, staying ahead of the curve is crucial for website owners and content creators. Enter Google’s E-E-A-T – a concept that has become a cornerstone in the world of search engine optimization (SEO). But what exactly is E-E-A-T, and why does it matter for your online presence? In this blog, we’ll dive into the intricacies of Google’s E-E-A-T, breaking down what each component entails and why it should be a focal point in your content strategy. Let’s get started!

If you’re interested in learning what Summit Scout has to offer regarding organic SEO services, learn more here!

What is Google E-E-A-T?

Google E-E-A-T, also known as “Double E-A-T” stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is a set of guidelines that Google uses to assess the quality of content on websites and, consequently, the website’s overall ranking in search engine results. Here’s a brief explanation of each component:

  • Expertise (E): This refers to the level of knowledge and expertise demonstrated by the content creator or the website as a whole. Google looks for content that is created by individuals or organizations with expertise in the subject matter. For example, medical advice should come from qualified healthcare professionals.
  • Experience (E): This refers to if content is demonstrated with some degree of experience, such as actually using the product or service, to talk about it effectively. It’s more of the first-hand experience that comes into play with this component.
  • Authoritativeness (A): Authoritativeness pertains to the credibility and authority of the content and the website. It considers factors like the author’s credentials, the reputation of the website, and the quality of inbound and outbound links. Websites that are recognized as authorities in their respective fields are more likely to be ranked higher.
  • Trustworthiness (T): Trustworthiness evaluates the reliability and integrity of the content. Trustworthy content is accurate, transparent, and free from deceptive practices. Websites that prioritize user safety and security, have clear privacy policies, and provide accurate information are considered more trustworthy.

Why is E-E-A-T Important?

These E-E-A-T guidelines are particularly important for websites that provide information related to health, finance, or other critical topics. By adhering to these principles, websites can enhance their chances of ranking well in Google’s search results. It’s essential for content creators and website owners to focus on producing high-quality, authoritative, and trustworthy content to improve their E-E-A-T and overall search engine visibility.

How Google’s Quality Raters Evaluate E-E-A-T

Google’s Quality Raters are individuals who assess and provide feedback on the search results by following guidelines provided by Google. While Google hasn’t publicly disclosed the precise algorithms it uses for search ranking, the Quality Raters’ Guidelines offer insights into how they are instructed to evaluate E-E-A-T. It’s important to note that Quality Raters do not directly influence search rankings, but their feedback helps Google refine its algorithms.

Here’s a brief overview of how Quality Raters evaluate E-E-A-T:

Expertise (E)

  • Raters are instructed to assess the expertise of the content creators. This involves evaluating the author’s credentials and determining if they are qualified to provide information on the topic.
  • They consider the overall expertise demonstrated on the website, looking for accurate and reliable information.

Experience (E)

  • Google views experience as a key factor in distinguishing content created by humans from AI-generated content.
  • When Google refers to experience, it means real-world, first-hand involvement with the subject matter a piece of content is dealing with.
  • Google places an emphasis on the authors of YMYL pages having a high level of experience and expertise.

Authoritativeness (A)

  • Raters evaluate the authority of the website by considering the reputation of the site and its content creators.
  • They assess whether the website is cited as a reliable source in its field and whether it has quality inbound and outbound links.

Trustworthiness (T)

  • Raters evaluate the trustworthiness of the content by checking for transparency, clear attribution of information, and the absence of deceptive practices.
  • They look for signals of credibility, such as a privacy policy and secure transactions for websites dealing with sensitive information.

Quality Raters are explicitly told not to directly influence rankings, but their feedback helps Google train its algorithms to better understand and assess the quality of search results. Google emphasizes the importance of providing helpful, trustworthy, and accurate information to users, and websites that align with these principles are more likely to be ranked higher in search results. Following the E-E-A-T guidelines is crucial for websites aiming to improve their online presence and search engine visibility.

E-E-A-T And AI Generated Content

When it comes to AI-generated content, there are unique considerations regarding E-E-A-T that content creators and website owners should be aware of.

AI-generated content may lack the inherent expertise and understanding that human authors possess. While AI models can be trained on vast amounts of data, they might not comprehend the nuances and depth required for certain subjects. To enhance expertise in AI-generated content, it’s crucial to use models trained on reliable and accurate data sources, and to regularly update and refine the models to keep them aligned with the latest information in various domains.

Authoritativeness in AI-generated content relies heavily on the quality of the underlying algorithms. Using reputable and well-established AI models, or incorporating expert reviews and validations during the content generation process, can contribute to the authority of the content. Ensuring that the AI-generated content is aligned with recognized authorities in the field and includes proper citations can enhance its authoritativeness.

Trustworthiness of AI-generated content is contingent on the transparency of the content creation process. Users should be aware that the information is generated by AI, and any limitations or potential biases should be clearly communicated. Implementing mechanisms to filter and prevent the dissemination of inaccurate or misleading information is essential for maintaining trustworthiness. Regular audits and reviews of AI-generated content can help identify and rectify potential issues.

It’s important to note that while AI-generated content can be a valuable tool for content creation, human oversight remains crucial. Human editors should review, validate, and supplement AI-generated content to ensure it meets the standards of E-E-A-T.

Balancing the efficiency of AI with human expertise is key to producing content that is not only well-optimized for search engines but also maintains the necessary level of expertise, authoritativeness, and trustworthiness required for positive user experiences. As technology evolves, finding the right synergy between AI and human input will be essential in meeting E-E-A-T guidelines and delivering high-quality content to users.

How To Improve Your E-E-A-T

Improving your E-E-A-T is crucial for enhancing the visibility and credibility of your website in search engine results. Here are some strategies to improve your E-E-A-T:

Content Quality

  • Ensure your content is accurate, well-researched, and provides value to your audience. Use reputable sources to support your information.
  • Regularly update your content to reflect the latest developments in your field. Outdated information can negatively impact your expertise and authority.

Expert Authors and Contributors

  • Clearly highlight the qualifications and expertise of authors and contributors. Include author bios, credentials, and relevant experience.
  • If possible, have your content created or reviewed by experts in the subject matter to enhance the overall expertise conveyed.


  • Establish your website as an authority in your niche. This can be achieved by consistently producing high-quality, reliable content.
  • Cultivate relationships within your industry, and seek opportunities for collaborations, interviews, or guest contributions from recognized experts.

Backlinks and Citations

  • Build high-quality inbound and outbound links. Inbound links from reputable websites in your industry can boost your authority.
  • Reference and cite authoritative sources within your content to reinforce your credibility.

Website Design and User Experience

  • Create a professional and user-friendly website design. A well-designed site can contribute to a positive user experience, fostering trust.
  • Ensure your website is mobile-friendly and loads quickly, as user experience is a factor considered by search engines.


  • Implement clear and accessible privacy policies. Users should understand how their information is handled.
  • Use secure, encrypted connections (HTTPS) to protect user data, especially if your website involves transactions or the collection of sensitive information.

User Reviews and Testimonials

  • Encourage and showcase positive user reviews and testimonials. Genuine positive feedback can enhance the perceived trustworthiness of your website.
  • Respond to user reviews, comments, and inquiries promptly, demonstrating a commitment to engaging with your audience.

Social Media Presence

  • Maintain an active and reputable presence on social media platforms. Social signals can indirectly influence your website’s trustworthiness.
  • Share and promote your content through social media channels to reach a wider audience and build credibility.

Building Your Google E-E-A-T with Summit Scout!

Remember that improving your E-E-A-T is an ongoing process. Regularly audit your content, update information, and adapt to changes in your industry. By consistently prioritizing quality and user satisfaction, you can strengthen your website’s Expertise, Experience, Authoritativeness, and Trustworthiness, leading to improved search engine rankings and a positive reputation among users.

You should always have an SEO strategy that’s reliable. Look to Summit Scout for help. We can help you achieve this, call us today to schedule a free consultation, or visit us to learn more about our organic SEO company!

Ansley Merrill

Ansley is the Content Marketing Manager at Summit Scout. Since graduating from Utah State University with two degrees in Communication Studies and Journalism: Public Relations, Ansley specializes in creating engaging and informative SEO content for readers, customers, and partners through different marketing channels. Along with creating new content, Ansley works to keep content organized and creates and executes new content strategies. When she’s not writing, she loves to travel, visit National Parks, and loves all things Disney.