If you’re learning about search engine optimization (SEO), you’ve likely come across the term E-A-T in SEO. Despite its name, E-A-T has nothing to do with food. Instead, it’s a crucial factor in determining the quality and credibility of your content in Google’s search rankings.

This article will break down what E-A-T is, why it matters for SEO, and how you can improve it to boost your website’s authority and visibility in search results.

What Is E-A-T in SEO?

E-A-T stands for:

  • Expertise – Demonstrating in-depth knowledge and skill in your niche.
  • Authoritativeness – Establishing credibility and recognition in your industry.
  • Trustworthiness – Ensuring your content is reliable, accurate, and secure.

Although Google doesn’t assign a specific E-A-T score, it uses these principles to assess content quality and determine rankings.

Where Does E-A-T Come From?

The concept of E-A-T in SEO originates from Google’s Quality Rater Guidelines (QRG). These guidelines help Google’s Search Quality Raters evaluate web pages based on expertise, authority, and trustworthiness.

While Quality Raters do not directly affect rankings, their assessments influence Google’s algorithm to deliver better search results. Essentially, E-A-T reflects what Google considers high-quality content.

High vs. Low E-A-T: Examples

To understand E-A-T in SEO, let’s look at examples of high-E-A-T and low-E-A-T content.

Low E-A-T Examples

  • An article about diabetes treatment written by someone with no medical background.
  • A travel blog publishing legal advice on bankruptcy law.
  • A website with misleading information or poor security measures.

High E-A-T Examples

  • A healthcare professional writing about diabetes treatment.
  • A law firm’s website publishing bankruptcy law articles.
  • A news site that cites sources and publishes fact-checked content.
  • A secure eCommerce website with transparent policies.

Why Is E-A-T Important in SEO?

E-A-T in SEO

1. E-A-T Determines Content Quality

Google’s Quality Rater Guidelines explicitly mention that low E-A-T is a sign of poor-quality content. Meanwhile, high E-A-T indicates valuable, reliable, and authoritative information.

2. E-A-T Affects Search Rankings

Although E-A-T is not a direct ranking factor, Google uses various signals to assess expertise, authority, and trust. Websites with high E-A-T tend to rank higher in search results.

3. Users Trust High-E-A-T Websites

People naturally seek expert advice and trustworthy information. For example:

  • Would you trust medical advice from a certified doctor or an unknown blogger?
  • Would you enter credit card details on a website without security measures?

By improving E-A-T in SEO, you create a better user experience and build audience trust.

E-A-T and YMYL: Why It Matters More for Some Websites

Another crucial term related to E-A-T in SEO is YMYL (Your Money or Your Life). Google defines YMYL pages as those affecting health, finance, safety, or overall well-being.

Examples of YMYL Topics:

  • Medical and health advice
  • Financial planning and investment guidance
  • Legal information and contracts
  • News, politics, and current events

Since YMYL content has a direct impact on people’s lives, Google holds it to higher E-A-T standards. Websites covering these topics must demonstrate strong expertise, authority, and trustworthiness to rank well.

Does Google Have an E-A-T Score?

There is no official Google E-A-T score. Instead, Google assesses E-A-T based on various signals like backlinks, content quality, author credentials, and site security.

How to Improve E-A-T in SEO

Boosting your E-A-T in SEO takes time and effort. However, focusing on expertise, authority, and trust will improve your rankings and user trust.

1. Enhancing Expertise

  • Ensure your authors are subject matter experts.
  • Hire industry professionals or collaborate with experts for guest posts.
  • Clearly display author credentials (e.g., degrees, certifications).
  • Use Author Schema Markup to give Google structured data about your content creators.

2. Building Authoritativeness

  • Earn high-quality backlinks from reputable websites.
  • Get mentions from trusted sources (news sites, industry leaders).
  • Publish original research, data reports, and expert interviews.
  • Establish your brand as a thought leader in your niche.

3. Increasing Trustworthiness

  • Use HTTPS to ensure website security.
  • Cite credible sources and fact-check your content.
  • Keep content updated, especially for YMYL topics.
  • Display clear contact details, privacy policies, and refund policies.
  • Maintain a positive online reputation with genuine reviews.

Final Thoughts: E-A-T in SEO Is Essential for Long-Term Success

E-A-T plays a critical role in content quality and search rankings. By focusing on expertise, authoritativeness, and trustworthiness, you can improve your website’s credibility, attract more visitors, and boost SEO rankings.

If you’re running a YMYL website, E-A-T is even more important—Google expects the highest standards for these topics.

To stay ahead in SEO, continuously work on improving E-A-T by producing quality content, getting authoritative backlinks, and enhancing website trust. Over time, your efforts will pay off with better rankings and user engagement.