What is Google E-A-T?

What Is Google E-A-T? Reading Time: 2 minutes

What is Google E-A-T? In their guidelines, Google states, “Many creators are familiar with the concept of E-A-T, which is used in how we evaluate if our search ranking systems are providing helpful, relevant information. Would ordinary people feel the results they get demonstrate E-A-T, that is: expertise, authoritativeness, and trustworthiness?”

Google says that E-A-T is not a direct ranking factor but, rather an influencer. Providing high-quality content will improve your ranking.

High-quality content:

  • helps users.
  • is created by an expert.
  • is posted on an authoritative site.
  • is trustworthy.
  • is updated regularly.


Your readers want to know that you are an expert and qualified to talk about the subject. They want to know what makes you an expert. Expertise does not necessarily mean someone who has a degree. The expertise can come from life lived experiences.


Google states in its patent focused on authoritative search results, “In general, an authoritative site is a site that the search system has determined to include particularly trusted, accurate, or reliable content.

Google’s reviewers take into consideration the writers authority, the content itself, and the website in general. An article on WebMD by a physician on a topic in his field would be authoritative. However, If he writes an article about auto repair, readers and Google would not see that article as authoritative.


There are several factors that go into building and demonstrating trust. We want to show the legitimacy, transparency, and accuracy of the website and its content. 


Providing information about the business as is necessary and should include (where applicable) street address, phone numbers, and email addresses. Be sure to include relevant information about the business owner.


We can summarize transparency as “what you see is what you get.” Everything on the site should be as clear as possible and include such things as:

  • Providing sufficient contact information.
  • Providing returns/refund policies.
  • Providing adequate information about all content creators.
  • Including a privacy policy
  • Ensuring that the website domain and all transactions are secure.


Is the information on the website verifiably accurate and correct? Has the site owner updated the content recently to reflect any changes that have occurred? Does the article cite reliable external sources?

Let others help you tell your story

Satisfied customers are a clear indication of the trustworthiness of a business, and some will be willing to tell others about their experiences. The testimony is better if it shows how you helped them solve a specific problem they had.

Getting your site near the top of search results is vital to your business. Having content that follows Google’s E-A-T guidelines will help to achieve that. 

At Growth Zone Media, our purpose is to help you help your business grow through our analytics-driven On-Page SEO content services. Contact us to find out more or request a quote.