Authority and expertise are crucial to Google.

What is E-A-T?

E-A-T stands for Expertise, Authority and Trustworthiness. This means expertise, authority and reliability. It is a principle Google introduced to increase the quality of landing pages. Google’s overriding goal is to deliver relevant information to the visitor. The content should seamlessly match the search intent of the searcher.

E-A-T comes down to the content, the person creating the content and the website. A website owner who creates informative content should demonstrate to Google that the person is actually an expert in the relevant field.

  1. Expertise

Become an expert in your field. You show this in the high-quality content you write. In some industries such as the legal, medical or online marketing industries, quality content is even more important.

  1. Authority

The authority of the web page with content also plays a role.

  1. Trustworthiness (reliability)

Web site reliability is the third component of this principle. Positive user reviews ensure that the website is trustworthy. Where is this especially important? For websites that request sensitive data, such as web shops and credit card information.

The importance of E-A-T

Factors that compete for the quality of a page:

  • the purpose of the page
  • quality mark (home shopping)
  • bio stating who the author is
  • website reputation

The impact of E-A-T on SEO

E-A-T is one of the essential factors for obtaining a high position in search results. Google has made a statement that this is one of the 3 top factors during the indexing of a website.

Don’t give your competitors an advantage and infiltrate E-A-T into the strategy!

Frequently Asked Questions

What is E-A-T?

E-A-T is the abbreviation for Expertise, Authority and Trustworthiness. It is a particular principle that Google uses to improve the quality of landing pages so that relevant content is shown to the user that matches the search query made.

What is the impact of E-A-T on SEO?

E-A-T is one of the most important things considered when indexing a Web site. So if you want to achieve a high ranking, you will really have to come up with relevant and informative content.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 22 March 2024. The last update of this article was on 22 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.

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