E-E-A-T audit, with Passion.

‘Experience’ refers to the content creator’s actual first-hand involvement with the subject matter. It denotes how well the author can convey their practical knowledge and real-world understanding of the topic.

‘Expertise’ refers to the depth of knowledge and skill that the content creator possesses in a specific subject area. It highlights the author’s qualifications, specialised training, or extensive background in the particular field they are writing about.

Expertise can be demonstrated through:

• Credentials and Qualifications: Listing relevant degrees, certifications, or professional background.
• Published Work: Contributions to reputable publications or having a history of authoritative content.
• Industry Recognition: Awards, recognitions, or endorsements from other experts in the field.

Detailed and Accurate Information: Providing comprehensive, accurate, and up-to-date content that reflects a deep understanding of the topic.
For instance, content about medical advice should ideally be authored by healthcare professionals with the appropriate qualifications and experience.

‘Authoritativeness’ refers to the recognition and respect that the content, author, or website receives from others in the industry or field. It indicates that the content creator or the source is widely acknowledged as a leading figure or a reliable source of information on a particular subject.

Authoritativeness can be demonstrated through the following:

• Citations and References: Other reputable sites, publications, or experts referring to or citing your content.
• Guest Contributions: Being invited to contribute to prominent publications or websites.
• Industry Influence: Having a significant presence or following within the relevant community or industry, such as through social media, speaking engagements, or panel discussions.

Partnerships and Collaborations: Working alongside other authoritative entities or professionals in the field, which can lend credibility by association.

‘Trustworthiness’ refers to the degree to which users can rely on your site to provide accurate, honest, and safe information. It underpins the foundational element of building credibility with your audience and is crucial for ensuring that your content is seen as reliable and truthful.

Trustworthiness can be demonstrated through:

• Transparency: Providing clear information about who you are, including detailed About Us pages, contact information, and author bios. Transparency helps users know the people and values behind the content.
• Accuracy and Honesty: Ensuring all information presented is fact-checked, up-to-date, and honest. Avoid exaggerations or misleading claims.
• Security: Implementing robust security measures like HTTPS to protect user data and ensure safe browsing.
• Privacy Policy: Clearly outlining your privacy policies and how user data is handled, thus showing your commitment to user privacy.
• User Reviews and Testimonials: Genuine user reviews and testimonials can bolster trust by demonstrating real experiences and satisfaction.

Professional Design: Maintaining a professional, user-friendly website design that avoids intrusive ads and provides a seamless user experience.

This guide has been crafted based on insights drawn from Google’s Quality Rater Guidelines (QRGs) and the success factors exhibited by leading websites in the search engine results pages (SERPs). The elements included in the guide either derive directly from the QRGs or stem from well-informed opinions on how best to showcase Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

Not necessarily. While it’s beneficial to demonstrate as many E-E-A-T signals as possible, it’s crucial to prioritise the ones most relevant to your business and website. For instance, if you run a health and wellness blog, showcasing medical expertise and credible author profiles might be more important.

While it might not directly influence rankings, sites with high E-E-A-T are more likely to perform well in search results as they align with what users expect and trust. Overall, demonstrating strong E-E-A-T can indirectly impact your site’s performance and visibility in search results.

There’s no guarantee that improving these signals will boost your rankings, as E-E-A-T isn’t a direct ranking factor. But that doesn’t mean you should ignore them. Quite the opposite, in fact.

These signals align with what users expect from a site they can trust. When you consider it as your online reputation, it becomes clearer why it’s not something you can measure or score directly.