E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s part of Google’s Quality Rater Guidelines and affects how content is evaluated for reliability.
Understanding E-A-T in SEO
E-A-T became widely known after Google’s Search Quality Evaluator Guidelines highlighted it as a critical factor for determining high-quality content. While it’s not a direct ranking factor, E-A-T strongly influences how Google judges whether a page should rank well.
Websites that demonstrate expertise in their field, are recognized as authoritative sources, and earn user trust are far more likely to succeed in competitive niches. For businesses, bloggers, and e-commerce stores alike, strengthening E-A-T is essential to building long-term search visibility.
E-A-T Across Different CMS Platforms
WordPress
For WordPress sites, showcasing author bios, adding references, and using trusted plugins for security all contribute to stronger E-A-T signals.
Shopify
Shopify stores can build E-A-T by highlighting customer reviews, secure payment options, and detailed product information. Transparency in policies also boosts trust.
Wix and Webflow
These platforms rely on design and content clarity. Adding expert-driven blog posts, FAQs, and trust badges help demonstrate authority and reliability.
Custom CMS
Custom-built sites often need tailored strategies, such as integrating verified data sources, case studies, and clear authorship to reinforce expertise and trustworthiness.
E-A-T Across Different Industries
Ecommerce
Trust badges, product reviews, transparent policies, and secure checkouts strengthen trust and show credibility in ecommerce.
Local Businesses
Local businesses need consistent NAP (Name, Address, Phone) details, customer testimonials, and local citations to build trust and authority.
SaaS
SaaS companies can boost E-A-T with whitepapers, case studies, and expert-led webinars. Verified information and clear contact details build confidence.
Blogs and Publishers
Citing credible sources, having expert authors, and maintaining editorial guidelines are vital for publishers to rank well under E-A-T standards.
Do’s & Don’ts of E-A-T
Do’s
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Show author credentials and expertise in your content.
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Cite reputable sources and link to trustworthy references.
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Keep your site secure with HTTPS.
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Encourage and display real customer reviews.
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Maintain transparency with clear about and contact pages.
Don’ts
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Don’t publish thin or low-quality content without proper research.
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Avoid misleading information or clickbait titles.
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Don’t hide ownership details or contact information.
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Avoid excessive duplicate content that harms credibility.
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Don’t ignore negative reviews address them professionally.
Common Mistakes to Avoid
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Assuming E-A-T is a single ranking factor instead of a set of signals.
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Failing to highlight the expertise of authors in sensitive industries like health or finance.
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Ignoring the importance of site security in building trust.
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Relying on unverified claims without credible references.
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Overlooking the role of user-generated content like reviews in boosting trustworthiness.
FAQs
What does E-A-T mean in SEO?
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness three quality guidelines Google uses to assess the reliability of content.
Is E-A-T a Google ranking factor?
Not directly. E-A-T isn’t an algorithmic ranking signal but plays a crucial role in how quality raters and algorithms evaluate content.
How can I improve E-A-T on my website?
By showcasing expert authors, citing reliable sources, ensuring site security, and building trust with transparent policies and reviews.
Why is E-A-T important for YMYL (Your Money Your Life) sites?
For topics like health, finance, and legal advice, E-A-T is critical because misinformation can harm users. Strong E-A-T ensures accuracy and user safety.
Can small businesses build E-A-T?
Yes. Even small businesses can strengthen E-A-T by displaying credentials, encouraging reviews, and being transparent about who runs the website.
