E-E-A-T

The four E-E-A-T components

Experience: Demonstrating first-hand knowledge of what you're discussing. Product reviews from actual users, case studies from real projects, and insights from hands-on work all signal experience. Generic advice copied from competitors doesn't.

Expertise: Showing credentials, qualifications, or deep knowledge in your field. This doesn't always require formal credentials—demonstrated expertise through detailed, accurate content counts. But where credentials exist, display them.

Authoritativeness: Recognition from industry peers and reputable sources. Citations from established publications, speaking engagements, quality backlinks, and industry awards all build authority. You can't self-declare authority—others must validate it.

Trustworthiness: Accurate, transparent information with clear contact details, privacy policies, and honest business practices. Broken links, outdated content, hidden contact information, and misleading claims all damage trust signals.

Why E-E-A-T matters

Google evaluates E-E-A-T most strictly for "Your Money or Your Life" (YMYL) topics—health, finance, legal, safety. Poor E-E-A-T signals can prevent these pages from ranking regardless of technical SEO optimisation.

But E-E-A-T influences all search results. Sites demonstrating genuine expertise, backed by experience and recognised authority, rank better than generic content farms. Search quality depends on surfacing trustworthy sources.

Building E-E-A-T for SMB sites

Create detailed about pages showing who you are, your credentials, and your experience. Use real names and photos—anonymous corporate writing lacks trustworthiness. Link to team LinkedIn profiles, industry certifications, or professional memberships.

Publish genuine case studies with specific results, client names (with permission), and detailed processes. This demonstrates experience far better than generic claims. Collect authentic testimonials that reference specific outcomes.

Maintain accurate contact information—phone numbers, physical addresses, business registration details. Ensure your NAP (Name, Address, Phone) matches across your site, Google Business Profile, and directories.

Content that demonstrates E-E-A-T

Write from experience, not theory. "We found [specific result] when we implemented [specific approach] for [specific client type]" beats "experts recommend [generic advice]". Show your work, explain your reasoning, cite sources.

Keep content updated. Outdated information signals poor maintenance and damages trust. Review key pages annually, updating statistics, examples, and recommendations to reflect current best practices.