What is Google EEAT and How to Optimize Your Site

Over the years, digital marketers have determined the key elements that produce a high-ranking webpage. But little is known about the Google algorithm that puts webpages at the top of the SERP. However, Google has provided helpful guidelines to ensure quality pages match user intent. Explore what Google EEAT is and what you can do to create content that is high-quality and useful to your audience.

google eeat

What is Google EEAT?

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is used to determine the quality of a webpage and if the content is valuable to its users. Webpages with these elements rank higher on the SERP, as Google views their content as valuable and trustworthy.

Google EEAT was first introduced in 2013 in the Google Search Quality Guidelines. It is a useful guideline for marketers to produce quality content on their sites. To understand Google EEAT, look at each element and its importance:


Experience refers to the hands-on skills and expertise a creator has in the field. Experience proves that the content creator has dealt with the topic personally and can provide a first-hand account.

This is similar to Expertise but places emphasis on the content creator’s own insight.


Expertise refers to the skills and knowledge of the creator to deliver quality content on specific topics. An expert can be a professional who studies in the field, has qualifications and certificates, or has years of relevant experience related to the topic.

Expertise proves that the person delivering the content has real-world experience and a vast amount of knowledge.




Authority proves that you are a leading entity in the field and have built a strong reputation as an expert organization. Your authoritativeness means you are a reliable source of information to other organizations within your field.

One example is websites linking to your pages as they see your brand as reputable with reliable, well-researched content and information.


Trustworthiness is the most important element in Google EEAT. It refers to both the content and authority of the site. According to Google, the content on your page must be honest, reliable, accurate and safe. It must also be transparent and dependable.

The trustworthiness of the authority is also important. Establish your brand as a trustworthy entity that helps users get reliable information.

What is YMYL and how does EEAT affect it?

YMYL stands for Your Money or Your Life. This refers to content that directly affects a user’s health, financial stability, safety, and overall well-being. The most common YMYL topics include current events, health and safety, finance, etc.

When writing content for YMYL topics, content creators must prioritize EEAT. Since it directly affects the audience, harmful content can have negative consequences that can put the user in danger. Trustworthiness is especially important, as it ensures that the information users receive is honest and safe.

Does EEAT affect ranking on Google?

No, Google EEAT is not a direct ranking factor. It is a guideline that can help webpages rank high on the SERP. Along with its algorithm, Google uses EEAT to determine the quality of a page. The higher the quality, the better the page’s chance of ranking well.

Some pages rank well with either one or all three elements. So many other factors such as search engine optimization (SEO) can affect ranking.

7 tips on improving your sites EEAT

To help you meet Google EEAT guidelines, here are seven tips that will help you improve your web pages:

1. Create high-quality content

Prove that you are a reliable expert in your field by creating high-quality content. Ensure that the content on the page is useful and safe for the user.

Create original content that is well-researched and includes authoritative sources. Check spelling and grammar, and fact-check all content.

2. Add an about us page

Give your audience (and Google) information on who you are with an About Us page. Since you want your site to be seen as an expert, users must know who you are and your expertise within the field.

You can also create individual pages for all your content creators. It allows users to see who the creators are and their experience in the field.

3. Update your content

Outdated content can harm the reputation of your brand. It contains information that might not be relevant, driving away users or wrong information that can harm your audience.

When you update your content, it proves that you have relevant and useful content on your site. While you provide updated content, it keeps users in the loop on vital information that improves user experience. You can check existing content on your site and update content where necessary.

4. Build backlinks from authoritative sources

When authoritative sites link to your page, it boosts your SEO and helps you rank higher. It shows Google that you have quality content and expertise in your field.

Create backlink strategies that will help you build outbound links to authoritative sites. While you do this, continue to create quality content that will drive authoritative sources to you.

5. Link to authoritative sources

Doing research is a great way to ensure that you add dependable and relevant information. You can take it further and support your content by linking to authoritative sites.

Reliable sources include research papers and medical and governmental blogs. If you want to link to blog posts, ensure that the content creator is an expert in the industry.

6. Focus on your reviews

What your audience says about your products and services can affect your ranking. Online reviews create trust between you and your audience from customers who have used your products.

Get more reviews from your users. Add positive reviews to your site and respond to negative reviews too. This allows you to connect with users and provide them a better unique experience.

Optimize your website with Grade My Website

Are you ready to EEAT? GradeMyWebsite can serve up custom digital marketing services that will help you optimize your website and rank higher on the search results. We have a team of content marketers and website designers that can help you create high-quality content and an optimized site.

Get in touch and get a free quote today.

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