Understanding E-E-A-T: What Google Means by 'Trust'

What the hell is E-E-A-T… and why does Google care so much about it?  Experience, Expertise, Authoritativeness, and Trustworthiness - that’s E-E-A-T. Bit of a mouthful, but stay with me. This isn’t just more SEO talk. This is Google’s way of figuring out whether your content is actually helpful or just... lousy.

Each letter plays a specific part, so let me break them down:

• Experience is about first-hand knowledge. Have you actually done the thing you’re talking about, or are you just recreating what other people have said? If you’ve lived it, tested it, used it, then that gives your content a serious edge.
• Expertise is what you know. That might be formal qualifications, years of experience, or just deep knowledge you’ve built over time. It’s proof you’re not making it up as you go.
• Authoritativeness is about what others say about you. Are other people referencing your work? Linking to your stuff? Treating you like someone worth listening to?

And then there’s Trust, which is arguably the most important. Are you transparent about who you are? Can people contact you? Are you making wild claims without backing them up? If people don’t trust your site, Google won’t either.

Why E-E-A-T Matters More in YMYL

Now, if you’re writing about money, health, legal stuff -what Google sees as Money or Life topics - then the bar’s even higher. Why? Because inaccurate content in these areas can actually hurt people.

Say you post bad advice about investing, or misleading health tips... That’s not just annoying. It’s potentially dangerous. So Google wants to see real credibility before it ranks your content in those spaces.

But even if you're not writing about serious stuff, E-E-A-T still matters. Because if your content feels anonymous, vague, or generic, then you’ll struggle to compete with sites that have actual authors, legit references, and a reputation for quality.

Building Credibility Signals

Add proper author bios. Who wrote this content? Why should we trust them? Give us some background including credentials, experience, lived expertise.

Link to reputable sources. Don’t just make bold claims with nothing to back them up - if there’s data or studies behind what you're saying, show them.

Make your site transparent. Add your contact details, create your about page - and if you're selling something, be clear about how your business works.