E-A-T stands for expertise, authoritativeness and trustworthiness. It is a Google concept for evaluating website quality. High E-A-T scores improve your website’s Google rankings while boosting user trust.


Why is E-A-T important?

E-A-T plays a crucial role in Google’s ranking of your website. If your content doesn’t meet the E-A-T criteria, it can negatively impact your rankings. But more importantly, a high E-A-T score shows your users that they can trust you. And trust is worth its weight in gold in growth marketing.

How can you improve E-A-T?


Show your audience that you know what you’re talking about. It starts with defining your target audience and understanding their needs. Then create quality content that meets those needs.

Also make use of your own expertise or refer to experts in your field. Clearly show who the content author is and why they are considered an expert.


Authority is built on expertise. Not only do you need to know what you’re talking about – others need to recognize you as an authority. You can achieve this by, for example, including references and quotes from recognized experts or writing guest articles on renowned websites.

But remember: true authority comes from within. It’s about having a strong market positioning and doing it consistently.


Trustworthiness means transparency and integrity in everything you do – from handling customer data to providing accurate information. Make sure your content is properly reviewed before it is published.

It’s also about how well you interact with your customers – whether it’s by responding quickly to inquiries or delivering on promises like delivery times.

How does E-A-T fit into your marketing strategy?

Simply put, E-A-T should be part of every single action you take – from developing a content strategy to designing a lead magnet to building a customer journey.

Always remember: your brand is only as strong as the weakest link in the chain of trust between you and your customers.

With a strong focus on E-A-T, you can ensure that this link never breaks.