E.E.A.T.s: Your Content vs. Google

Last Updated on March 24, 2026 by Aimee Jurenka

Have you ever had your kid/niblet/spawn refuse to eat the food you made? Sometimes, it’s too refined; other times, it’s the vegetable they’ve deemed their arch-enemy. Or (like my step-munchkin was) they are a little foodie who wants new and exciting dishes every meal. That is what Google is: a foodie who doesn’t want to be bothered by your dino nuggets and butter noodles that can get anywhere they want a meal.

Analogies aside, Google has one ultimate goal: delivering the best possible experience to its users. (We all know it’s really to make money selling ad space, but that is another post.) That’s where E.E.A.T. – Experience, Expertise, Authority, and Trustworthiness comes in. These are the ingredients used to cook the content meal Google wants.

What is E.E.A.T. and Why Does it Matter?

Introduced over a decade ago, E.E.A.T. itself isn’t a direct ranking factor, as Google has clarified. Instead, it is a group of ranking factors used by Google’s search quality raters to evaluate your content. It goes beyond technical SEO and keyword optimization, focusing instead on credibility, relevance, and user satisfaction.

For Your Money or Your Life (YMYL – think health, finance, or legal content), E.E.A.T.s are even more important to Google. Why? Because misinformation in these areas can have real-world consequences.

I first learned about this concept from Marie Haynes long before Google added the extra “E,” so it feels only right to mention her here. Her article, “E-A-T: Expertise, Authoritativeness, Trustworthiness,” broke down the what, why, and how of (E.)E.A.T.s so thoroughly that it remains my go-to resource years later (as you can see on the slide above). Since she keeps it updated regularly (thanks, Marie!), it’s always relevant when training, presenting, or consulting writers, clients, or leadership about the value of investing time in creating high-quality, original content and building a site structure that Google can easily understand. Truly, she E.E.A.T.s and leaves no crumbs when it comes to this topic.

E for Experience

This is the new(er) E that was added in 2022. It applies to the content creator and whether they have first-hand or life experience with the topic. This was (in my opinion) a direct response to ChatGPT and our filthy little (Hobbites) marketing fingers all over it, i.e., many peeps rushed out and created a boatload of content as fast as possible flooding the interwebs with low-quality regurgitations of articles that have already been published. In other words, last night’s cold dino nuggy leftovers were served for breakfast.

E for Expertise

The depth of knowledge and skill demonstrated in your content. It’s like the seasoning in your dish—without it, even the fanciest meal falls flat. It’s about showing depth and skill: Are your facts accurate? Is the content thoroughly researched? Are you cooking with fresh, quality ingredients (data, insights, and unique perspectives)? Google prioritizes content that is factually accurate, well-researched, and produced by someone with a strong understanding of the subject. What does the site demonstrate? Is the company known for this topic, and is it part of the brand?

A for Authority

Authority is your reputation as a trusted voice in your niche or industry. It’s like being the trusted chef in the kitchen, known for consistently delivering exceptional meals. Authority is built through external recognition, such as backlinks from reputable sites, mentions in trusted publications, or collaborations with recognized experts in your niche. It’s a continuous process, earned over time as others acknowledge you as the go-to source for your unique recipe.

T for Trustworthiness

Trustworthiness is the final presentation of your meal. Does your audience feel safe consuming what you’re serving (interacting with your content and services)? This extends to technical SEO, ensuring your site is secure (using HTTPS), transparent (featuring clear contact information and a privacy policy), and reliable (fast-loading and mobile-friendly). It’s especially critical for YMYL topics, where transparency and reliability are non-negotiable. Think of it as ensuring every ingredient is ethically sourced, accurately labeled, and cooked to perfection.

The Key to Enhancing E.E.A.T.s

Improving E.E.A.T. is like running a restaurant. To keep diners coming back, you need a clear menu (site structure), consistent dishes (supporting content), and great reviews (brand awareness).

1. Site Structure: Make your site easy for search engines to navigate and understand who you are, what you do, and that you are active in your industry. For me and my SEO, that means creating some sort of pillar page, whether a tag page, blog category page, or piece of cornerstone content to support your core (product/service/about) pages. Think of these pages as your content hubs, where Google will come to understand your authority on a topic.
2. Supporting Content: Build out each pillar page by creating multiple blog posts on each topic. I love to use blog category pages because I can easily create and optimize them. Choose that category when formatting a post, and it will automatically import. That makes a nice URL with your topic keyword (showing Google what you do) and an organized list of links to supporting posts (proving that you know what you are doing).
3. Site Structure (again): Have custom blog rolls and internal links (from supporting content) to the designated core page.
4. Brand Awareness: This is for brand awareness with Google. After you have completed the steps above, you know you want to tell Google your site. This can be accomplished in many ways: submitting a new sitemap through GSC, GBP posts, social media posts/campaigns, and, my favorite, press releases.

E.E.A.T.s in Action: Practical Tips

1. Topic Clusters: These are your signature dishes. Use keyword research to find a topic cluster for each core page. Then, make each topic cluster your category/tag/pillar page.
2. Human Experience: Create author bios with Gravatars linked to LinkedIn profiles to show that a real chef (not a robot) is in the kitchen.
3. Backlink Generation: A press release is like getting your dish featured on a food blog. It creates dozens of backlinks, signaling to Google that your recipe is worth trying.
4. Brand Building: Before step 4, create a GBP and directory listings. These will show Google that you are an actual business.

The Importance of E.E.A.T. in Google’s Algorithm

Google’s Quality Raters are like food critics. While they don’t directly decide who gets Michelin stars, their reviews guide how the rankings (algorithm updates) evolve. By following E.E.A.T., your site doesn’t just appeal to Google’s algorithm—it becomes a trusted favorite for your audience.