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Understanding the New “E” in E-E-A-T

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3 min read

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework that Google uses to assess the quality of content on the web. The importance of E-E-A-T in SEO cannot be overstated. It helps Google’s algorithms determine which sites have high-quality content that is relevant to users’ search queries.

The New “E” in E-E-A-T: Experience

The new “E” in E-E-A-T stands for Experience. This addition emphasizes the importance of firsthand or life experience in the creation of content. Google values content that comes from authors who have actual experience with the topic they are writing about. For instance, a review of a product is more valuable if it’s written by someone who has actually used the product.

Expertise, Authoritativeness, and Trustworthiness

The other components of E-E-A-T are Expertise, Authoritativeness, and Trustworthiness. These factors are crucial in determining the quality of a webpage.

  • Expertise refers to the depth of knowledge or skill in a particular area.
  • Authoritativeness is the recognition of that expertise by peers, other authorities in the field, and the audience.
  • Trustworthiness refers to the credibility and reliability of the website and the content it publishes.

These components support a quality rater’s trust assessment, which is a measure of how much confidence Google has in the information provided by a website.

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

Google’s Search Quality Rater Guidelines provide a detailed explanation of how E-E-A-T is evaluated. The guidelines outline the criteria for low, high, and very high E-E-A-T:

  • Low E-E-A-T pages are those that lack the necessary experience, expertise, authoritativeness, or trustworthiness. These pages may contain inaccurate information, lack an expert author, or be hosted on a dubious website.
  • High E-E-A-T pages are those that demonstrate a high level of expertise or authority on the topic, and are considered trustworthy. These pages are created by people who have appropriate experience or qualifications in the topic.
  • Very high E-E-A-T pages are the cream of the crop. They are the most authoritative, trustworthy, and experienced sources on the internet for their particular topic.

Understanding and implementing E-E-A-T is crucial for anyone looking to improve their SEO and create high-quality content that resonates with both users and Google’s algorithms.

Implementing E-E-A-T in Content Creation

To effectively implement E-E-A-T in your content, you need to demonstrate firsthand experience and showcase your expertise, authoritativeness, and trustworthiness.

  • Demonstrating firsthand experience: Share your personal experiences related to the topic. If you’re writing a product review, for example, mention your use of the product and what your impressions were.
  • Showcasing expertise, authoritativeness, and trustworthiness: Highlight your qualifications, credentials, or experiences that make you an expert on the topic. Include testimonials or endorsements from recognized authorities in your field. Make sure your website is secure, has a clear privacy policy, and provides accurate contact information to enhance trustworthiness.

E-E-A-T and AI-Generated Content

AI-generated content presents challenges in meeting the quality threshold for experience. Since AI lacks personal experiences, it can’t provide the firsthand knowledge that Google values in E-E-A-T. Google’s stance on AI-generated content is that it should be reviewed by a human editor before publication to ensure it meets their guidelines.


Who is the most important member of the E-E-A-T family?

All components of E-E-A-T are important as they work together to assess the overall quality of a webpage. However, the new “E” for Experience has gained significant attention as it emphasizes the value of firsthand knowledge.

What is E-E-A-T strategy?

An E-E-A-T strategy involves creating content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. This includes sharing firsthand experiences, showcasing qualifications, and building a trustworthy website.

What are E-E-A-T signals?

E-E-A-T signals are elements that Google’s algorithms and Quality Raters use to assess a webpage’s E-E-A-T. These can include author credentials, the website’s reputation, user engagement, and more.


Understanding and implementing E-E-A-T is crucial for anyone looking to improve their SEO and create high-quality content. The new “E” for Experience emphasizes the value of firsthand knowledge, adding another layer to the already important components of Expertise, Authoritativeness, and Trustworthiness. As we move forward, it’s clear that E-E-A-T will continue to play a significant role in how we approach content creation and SEO.

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