EEAT: Experience, Expertise, Authoritativeness, Trustworthiness

What Is E-E-A-T?

E-E-A-T is not a single ranking factor. You can’t plug it into a dashboard or hack it with a plugin. It’s a framework—a way Google evaluates content quality.

Its purpose is simple: help people find trustworthy information, especially when the stakes are high.

This matters most on what Google calls Your Money or Your Life (YMYL) content—topics that affect someone’s health, safety, financial wellbeing, or core life decisions. But even outside of YMYL, the principles of E-E-A-T still apply.

Let’s unpack each letter.

Experience: Speak From Where You’ve Been

This is the newest addition to the framework. It asks: Has the person writing this actually done the thing they’re talking about?

That could mean:

• A teacher explaining what worked in her classroom

• A pastor sharing insights from real conversations

• A business owner reviewing software they’ve used

• A parent describing how they navigated screen time

Experience shows up in stories, examples, and language that only someone who’s “been there” would use.

Quick wins:

• Use first-person stories

• Add photos, quotes, or details from real life

• Highlight case studies or lessons learned

Expertise: Share What You Know

Expertise looks at whether the writer or organization has the right background or knowledge to speak on a topic.

For high-stakes topics (like medical, legal, or financial content), that might mean professional credentials. For others, it might mean long-term experience, certifications, or a track record of success.

Either way, expertise should come through clearly.

Quick wins:

• Include bios for authors with credentials or experience

• Link to published work, awards, or degrees

• Use accurate, helpful language that respects the topic

Authoritativeness: Earn Recognition

This is about reputation—how the rest of the internet views you.

Are others linking to your work? Quoting you? Referring people to your site?

Authority is built over time. It doesn’t happen overnight. But with consistency and generosity, it grows.

Quick wins:

• Get featured in trusted publications or directories

• Earn backlinks from respected sources

• Speak at events, write guest posts, or collaborate with peers

• Show reviews, partnerships, or media mentions

Trustworthiness: Be Clear and Honest

At the center of E-E-A-T is trust. Even the most experienced, credentialed voice won’t matter if the content feels misleading, outdated, or manipulative.

Trust means showing your work. It means being honest about your intentions. It means putting the reader first.

Quick wins:

• Use HTTPS and clear privacy policies

• Make contact info and bios easy to find

• Cite your sources and avoid sensationalism

• Be upfront about sponsorships or affiliations

Why Does This Matter for Mission-Minded Organizations?

Because your audience already expects integrity, service, and care. And that’s exactly what E-E-A-T calls for.

This framework rewards:

• Transparent, real voices

• Helpful, accurate content

• People-first communication

So instead of chasing rankings, you can focus on something better: clarity and stewardship. E-E-A-T helps you become the kind of online presence your audience already hopes to find.

And when that happens, Google often follows.

How E-E-A-T Affects Search Results

E-E-A-T isn’t a button to push, but it shapes the way your content shows up in search:

• Are you seen as a trusted source?

• Do people stay on your page?

• Do others link to or share your content?

• Are you showing expertise in a consistent niche?

Even if there’s no “E-E-A-T score,” Google’s systems pay attention to signals that reflect it. And the more clearly you demonstrate those signals, the more likely your content is to show up where people are looking.

Practical Steps to Improve Your E-E-A-T

Let’s get specific. Here are steps you can take—starting today—to build trust and visibility through E-E-A-T:

1. Tell Real Stories

• Share personal examples

• Highlight client experiences (with permission)

• Use detail that signals first-hand knowledge

Example: Instead of “You should tithe regularly,” write “In our church, we saw giving increase when we…”

2. Add Author Bios (With Substance)

• Name the writer

• Share relevant credentials or experience

• Link to their social or professional profiles

• Show a photo if possible

Pro tip: Include bios even on blog posts or resource articles. People want to know who’s speaking.

3. Use Reliable Sources

• Link to official data, research, or respected voices

• Avoid quoting other blogs unless they’re well-established

• Stay away from sensational headlines or unsupported claims

4. Keep Content Fresh

Google doesn’t trust outdated info. Neither do people.

• Review and update pages every 6–12 months

• Add timestamps or “last updated” lines

• Make seasonal or recurring updates

5. Make Contact Info Easy

Include:

• Physical address (if applicable)

• Email address or form

• About and FAQ pages

• Names of real people behind your site

6. Be Upfront About Money

If you use affiliate links, ads, or sponsored content, say so clearly.

People don’t mind when you’re honest about how your site works—they mind when you hide it.

7. Encourage Reviews and Testimonials

Google sees these as trust signals—especially on platforms like:

• Google Business Profile

• Facebook

• Industry directories

Embed or link to them from your site. Let people vouch for your work.

8. Focus Your Niche

Pick a clear area of expertise and show up in that lane consistently.

The more you publish trustworthy content on a focused topic, the more Google sees your site as an authority in that space.

Common E-E-A-T Mistakes to Avoid

Sometimes it’s easier to get off track than we realize. Here are a few pitfalls that weaken E-E-A-T:

❌ Hiding behind anonymous content

Use real names. Add author pages. Let your team be seen.

❌ Relying too heavily on AI

AI tools can help draft, but make sure humans with experience are shaping and reviewing the final product.

❌ Neglecting outdated pages

A 5-year-old blog post might still rank—but if it’s not updated, it can hurt your trust signals.

❌ Over-optimizing for keywords

If your content reads like it’s written for robots, people (and search engines) notice.

How to Measure E-E-A-T Progress

You won’t get a pop-up saying, “Congrats! You’re now trustworthy.” But here are ways to tell if your efforts are working:

• Traffic quality improves (people stay longer, bounce less)

• More backlinks from respected sources

• Higher rankings on YMYL topics

• Increased social sharing or engagement

• More direct contact, questions, or conversions

Track these using tools like:

• Google Analytics

• Google Search Console

• Backlink tools (Ahrefs, SEMrush, etc.)

Bonus: An E-E-A-T Checklist for Your Website

Use this as a quick audit every few months:

People and Credibility

• Do blog posts have real author names and bios?

• Is your About page up-to-date and clear?

• Are staff or contributors visible with photos and roles?

Content Quality

• Is the information accurate and current?

• Are your sources cited and trustworthy?

• Does your content reflect real experience?

Technical Trust

• Is your site secure (HTTPS)?

• Are privacy and contact policies clear?

• Are there no deceptive ads or popups?

Authority Signals

• Are you earning backlinks from trusted sites?

• Are you mentioned in industry or local media?

• Do you have reviews or testimonials visible?

What This Looks Like in Practice

Example 1: A Christian school
They create a blog series on helping students with learning differences. It includes:

• Stories from teachers

• Quotes from parents

• Links to reputable education studies

• Articles signed by staff with bios

That’s high E-E-A-T. Helpful, transparent, and rooted in lived expertise.

Example 2: A faith-based nonprofit
They post an annual report, including:

• Clear authorship by leadership

• Transparent donation disclosures

• Testimonials from community members

Again, it’s not fancy—but it builds trust. Google notices.

Final Thought: E-E-A-T and the Long Game

We live in a world where misinformation is easy to publish and hard to sort. That’s why Google created E-E-A-T—not as a punishment, but as a safeguard.

But here’s the beautiful thing:

If you’re building content out of service, clarity, and care…
If you’re showing up as yourself, sharing what you’ve lived and learned…
If you’re focused on helping real people more than chasing clicks…

You’re already walking the E-E-A-T path.

It’s not fast. But it’s good. And it lasts.