What is EEAT? A good way to help you improve SEO and website quality

EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is a website quality evaluation standard updated by Google in 2022. Its purpose is to help Google accurately evaluate the quality and credibility of webpage content. Compared to the previous EAT (Expertise, Authoritativeness, Trustworthiness), EEAT adds "Experience" as a new element, emphasizing the importance of the creator’s practical experience for website trustworthiness and SEO ranking.

Initially, Google’s Search Quality Rater Guidelines focused on three factors—EAT. Over time, Google realized that expertise, authoritativeness, and trustworthiness alone were insufficient to comprehensively assess content, particularly for websites in fields where misinformation could lead to significant harm, such as health and finance. Thus, Google introduced "Experience," forming EEAT.

Experience

Experience, added by Google in 2022, evaluates whether the article provides real-world experiences or personal insights. Content with authentic, firsthand experiences is more credible and helpful to users. However, it’s crucial that the website is trustworthy before experience can have a positive impact.

Expertise

Google evaluates expertise based on factors such as content depth, relevance, author credentials, originality, internal content linkage, external link relevance, unique perspectives, and content update frequency. In short, content should be user-focused and genuinely helpful.

Authoritativeness

Authoritativeness measures whether a website is widely recognized, such as government websites, large organizations, or established news media. To increase authority, create professional and accurate content, and earn backlinks from authoritative websites. It’s also essential to avoid too many spammy links.

Trustworthiness

Trustworthiness includes content reliability (e.g., avoiding spammy content, plagiarism, or low-quality AI-generated text) and site security (e.g., using SSL encryption, avoiding malicious code, or reducing intrusive pop-ups).

With Google’s evolving search algorithms, EEAT has become a key factor influencing website rankings. For certain industries, Google places greater emphasis on these principles to ensure users receive accurate, valuable, and reliable information. Optimizing EEAT can significantly enhance rankings and is essential for SEO strategies.

Websites that perform well in EEAT not only improve their search rankings but also build user trust, strengthen brand reputation, boost conversion rates, and increase traffic.

EEAT is important for all websites but has a greater impact on specific industries, particularly YMYL (Your Money Your Life) fields that involve users' financial and health matters. Examples include healthcare, finance, legal services, and e-commerce. These industries rely heavily on EEAT for credibility and user trust.

To improve EEAT scores, website owners can focus on the following strategies:

1. Provide content with real experiences: If the article involves a product or service, it’s best written by someone with firsthand experience who can share genuine insights.
2. Strengthen expertise: Ensure content is created by professionals or experts in the field, and support it with resources and references.
3. Enhance authoritativeness: Earn backlinks from authoritative websites and collaborate with industry experts to increase external recognition.
4. Boost trustworthiness: Ensure content is accurate and frequently updated. Address misleading information, improve site security, and protect user privacy.

These strategies can effectively enhance a website’s EEAT performance, improving overall quality and search rankings.

Mastering and applying EEAT principles can boost SEO effectiveness, strengthen brand professionalism, and enhance user trust.

GenApe is an AI-powered platform built with SEO in mind. It offers various tools tailored for SEO optimization. For instance, theAI Assistantincludes anAI Writerthat quickly creates EEAT-compliant content. If you’re unsatisfied with the output, use theAI Article Rewriterto refine paragraphs. For international outreach, theAI Translatorsupports multilingual translation. Lastly, enrich your content with visuals usingAI Image GeneratororAI Video Generator.