HomeGlossaryE-A-T (Expertise, Authoritativeness, Trustworthiness)

E-A-T (Expertise, Authoritativeness, Trustworthiness)


In the context of SEO, E-A-T refers to the criteria by which Google evaluates the quality and credibility of a website’s content. Expertise indicates the level of knowledge and skill demonstrated in the content, Authoritativeness reflects the credibility of the author or website, and Trustworthiness measures the reliability and honesty of the information provided. Meeting these criteria can improve a website’s search ranking and visibility.


E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s like a report card for websites that Google uses to decide if a site is a good source of information. Think about a time you asked a friend for advice. If they know a lot about the topic, have been right before, and always tell the truth, you’re more likely to listen to them. That’s how Google views websites with E-A-T.

Expertise means the website or author really knows what they are talking about. Authoritativeness is like being the leader in the group; it means other people look up to you or your site because you know a lot about something. Trustworthiness means the site is reliable, honest, and safe. Together, these qualities help Google decide which websites are the best to show you when you search for something. If your website scores high in these areas, Google is more likely to put your site near the top of the search results, meaning more people might visit your site.


Example 1: A health and wellness website publishes articles written by qualified medical professionals, includes citations from reputable sources, and has a clear author bio for each article. This demonstrates expertise, authoritativeness, and trustworthiness, which can improve the site’s rankings and credibility in search results.

Example 2: An e-commerce website selling nutritional supplements ensures that product descriptions are written by qualified nutritionists, includes customer reviews and testimonials, and has secure payment options. By emphasizing expertise, authoritativeness, and trustworthiness throughout the site, the business can build consumer confidence and improve its SEO performance by establishing credibility with search engines.

Best practices

To optimize SEO efforts in relation to E-A-T (Expertise, Authoritativeness, Trustworthiness), it is essential to focus on creating high-quality, trustworthy content that demonstrates expertise and authority in the specific subject matter. This can be achieved through thorough research, sourcing credible references, and providing detailed information that adds value to the reader. Building credibility through author bios, testimonials, and backlinks from reputable sources can also help establish trustworthiness in the eyes of both users and search engines.

Additionally, regularly updating and maintaining your content, as well as monitoring and responding to feedback and reviews, can further enhance your E-A-T signals. Ensuring that your website is easily navigable, secure, and mobile-friendly also plays a crucial role in building trust and authority with users and search engines alike. By consistently prioritizing E-A-T principles in your SEO strategy, you can improve your website’s visibility, credibility, and overall performance in search engine rankings.

Scroll to Top