E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, Trustworthiness. This abbreviation was introduced by Google in December 2022 and adds the “Experience” component to the existing E-A-T concept.
E-E-A-T is a framework that Google uses to assess the quality of content on websites. The addition of “experience” emphasizes the importance of practical experience and user interaction in the context of content evaluation.
Meaning of the abbreviation:
- Experience: Inclusion of user experience and practical knowledge.
- Expertise (specialist knowledge): Professional competence of the content authors.
- Authoritativeness (authority): The authority of the author or the website.
- Trustworthiness (trustworthiness): The trustworthiness of the content and the website.
Introduction of the concept by Google:
In December 2022, Google officially introduced the expanded concept of E-E-A-T to make the evaluation of web content even more differentiated and user-centered. Originally, the assessment was mainly based on expertise, authority and trustworthiness. The addition of the “Experience” component is now intended to take greater account of users’ real-life experiences.
The components of E-E-A-T in detail
Experience
The importance of experience and practical knowledge in content creation cannot be overestimated. Websites that share first-hand experiences or are based on in-depth, personal experiences can build a stronger bond with the reader and fulfill their needs more effectively.
Examples of experience-based content:
- Personal test reports and product reviews
- Case studies and user reports
- Tips and advice based on personal experience
Expertise (specialist knowledge)
Expertise means that the content is written by someone who has extensive knowledge and skills in a particular area. This is particularly important for topics that require specialist knowledge.
Importance of the authors’ expertise and competence:
- The qualifications and educational background of the authors
- Proof of their expertise through certificates or publications
Authoritativeness (authority)
An authority figure or site is seen as a reliable and recognized source in their field. Authority is built through continuous, high-quality and recognized contributions.
Building authority through reputation and recommendations:
- Positive reviews and feedback from users
- Mentions in renowned publications or specialist journals
Trustworthiness (trustworthiness)
The importance of trust is central, as users want to be sure that the information is reliable and that the website handles their data securely.
Factors for the trustworthiness of a website:
- Secure connection (HTTPS)
- Transparent information on data protection and legal notice
- Clarity about advertising and sponsored content
The role of E-E-A-T in Google ranking
E-E-A-T plays a decisive role in determining the quality of a website and thus directly influences the ranking in Google’s search results. These criteria are particularly critical for websites that deal with YMYL (Your Money Your Life) topics, such as finance, health or legal advice.
E-E-A-T as an important ranking factor
The consideration of E-E-A-T in Google’s algorithms shows that not only technical SEO, but also the quality of content and the reputation of the content creators play a central role. Content that has high E-E-A-T values has a better chance of being displayed higher up in the search results.
Influence on quality rating by Google
Google uses E-E-A-T as an important benchmark for evaluating page quality. A high rating in these areas signals to Google that the content is trustworthy and useful for users.
Greater relevance for YMYL topics
| Topic | Relevance of E-E-A-T |
| Finances | Very high |
| Health | Very high |
| Legal advice | Very high |
| Education | High |
| News | High |
Evaluation by Search Quality Rater
Google employs so-called Search Quality Raters, who evaluate websites based on the Quality Rater Guidelines. Although these ratings are not directly incorporated into the ranking, they serve as a feedback mechanism for Google to improve its algorithms.
Tasks of the Search Quality Rater
- Evaluation of page quality based on E-E-A-T
- Checking whether the content matches the user’s search intention
- Feedback on the relevance and quality of search results
Assessment based on the Quality Rater Guidelines
The guidelines provide detailed insights into how content should be evaluated in terms of experience, expertise, authority and trustworthiness. They are publicly accessible and provide valuable information for optimizing web content.
Improve E-E-A-T through optimization measures
Improving the E-E-A-T values of a website is an ongoing process that includes both internal and external measures. Some key approaches are presented below.
Transparency & “About Us” pages
Providing transparent information about the authors, operators or the company behind a website is essential to create trust.
Importance of imprint and contact information
| Element | Meaning |
| Imprint | Legal transparency |
| Contact | Accessibility, trust |
Detailed information about authors and operators
Detailed biographies and background information on the authors can emphasize their expertise and authority and thus increase trust in the content.
External signals & references
Recommendations from other trusted sites and mentions in relevant publications can significantly increase the authority of a website.
Recommendations and mentions on other websites
- Number and quality of backlinks
- Mentions in trade media
Links through trustworthy domains
Referrals from established, authoritative domains are a strong indicator of the credibility and relevance of a website.
Quality & topicality of the content
High-quality, unique content that is regularly updated is crucial for a high E-E-A-T rating.
Unique, valuable content
- Originality and information content
- Relevance and user orientation
Regular updates and “content freshness”
- Frequency of updates
- Adaptations to current developments and trends
Conclusion
E-E-A-T is more than just a set of guidelines – it is a decisive factor for the success of web content in the digital age. By taking the E-E-A-T criteria seriously and continuously working to improve their content, website operators can not only improve their Google ranking, but also increase the trust and satisfaction of their users.
It is strongly recommended to integrate the E-E-A-T criteria into all aspects of content creation and website optimization in order to continuously improve the quality and relevance of the content offered.
