Google EAT: How Google Evaluates Content Quality and Site Authority

 

What?
Google has been using the EAT guidelines for years to help evaluate the quality of content and trustworthiness of websites. This acronym refers to three key factors: expertise, authority, and trustworthiness.

Why is this important?
EAT principles are increasingly influencing search engine rankings. In a world saturated with content, trust and quality are key to online visibility. Sites that don't meet these criteria risk losing their relevance.

Who is this information for?
For online store owners, content creators, marketers, and anyone who wants to improve their website's visibility on Google and build user trust.

Background:
In an era of widespread disinformation, Google is increasingly prioritizing the quality of its sources. EAT is a set of guidelines that guide both algorithms and manual website evaluations. Expertise, authority, and credibility aren't just theoretical—they are real factors that influence success in the digital world. In this article, we explain how EAT works and how to ensure your website meets these requirements.

the quality of content that matters , but also the credibility of its source . That's why Google introduced the concept of EAT —the foundation upon which website quality assessments are based. But what exactly does this acronym mean, and why is its importance constantly growing?

Expanding the EAT acronym, we get three key elements:

• Expertise – does the content author have the appropriate knowledge and experience in a given field?
• Authoritativeness – Are the website and its authors recognized as authorities in their industry?
• Trustworthiness – can users trust the information published?

These aren't just technical terms—they're guidelines used by both Google's algorithms and the human reviewers . Their purpose is to determine whether a site is truly trustworthy.

In practice, this means that if you publish content:

• created by experts,
• on a site with a good reputation,
• supported by reliable sources,
• offering real value to the user,

— you have a much greater chance of ranking high in search results . In an era of rapidly spreading disinformation, EAT acts as a filter that protects internet users from false content.

Sounds serious? Because it is. But how does EAT impact your everyday internet use? And more importantly, how can you ensure your website meets these standards ?

Ask yourself some key questions:

• Is the content you publish created by people with the appropriate competences?
• Does your website inspire trust in users and search engines?
• Are you offering more than just words—are you giving users real value?

If you want your online presence to be not only visible but, above all, credible , it's time to take a closer look at the EAT principles. Because in the online world, just as in offline life, trust is a currency whose value is constantly growing .

What is Google EAT and why it matters

Google EAT , or Expertise, Authority, and Credibility , are three key pillars that influence your website's ranking in search results. Simply put, it's about whether Google perceives your website as a trusted and valuable source of information .

Expertise refers to the author's knowledge – Google analyzes whether the person creating the content truly knows the topic. Authority means that the author or website is considered a credible source in a given field. Credibility , on the other hand, refers to the reliability of the published content, based on verified data and facts.

In an age of widespread misinformation, these three elements act as a filter that protects users from false information. EAT isn't just a term in SEO jargon—it's a real strategy that can determine your website's success or failure .

If you want to be visible on Google and build trust with your audience, you need to ensure the quality, authenticity, and substantive value of your content. Implementing the EAT principles isn't just a way to improve SEO—it's also the foundation of long-term relationships with users .

Definition and importance of EAT in the context of SEO

In the world of SEO, EAT isn't a passing fad, but a permanent guideline that influences how Google evaluates and ranks website content. To achieve high rankings in search results, your website must meet certain quality standards.

Here's what the individual elements of EAT mean:

• Expertise – the author has knowledge and competence in a given topic, which translates into the quality and relevance of the content.
• Authority – the author or site is considered a trustworthy source by other experts and users.
• Credibility – content is reliable, verified, evidence-based and up-to-date.

This sends a clear message to website owners: create content that not only answers user questions but is also authored by experienced individuals . Google is increasingly recognizing who truly knows their stuff and who is just pretending to be an expert. Implementing EAT principles is no longer a choice, but a necessity – without it, it's difficult to effectively optimize content.

The role of EAT in Google's algorithm and search rankings

Google's algorithms are constantly evolving, and the importance of EAT in website rankings is constantly growing . It is based on Expertise, Authority, and Credibility that the search engine decides which websites deserve top positions.

Why is this so important? Because Google wants to promote valuable, safe, and trustworthy content . This is especially important in areas like:

• health,
• finances,
• law,
• education.

In these areas, misinformation can lead to serious consequences. That's why Google places great importance on the quality of its sources.

In practice, this means that even the most technically optimized website can be pushed down the rankings if it doesn't meet EAT standards . Ask yourself: does my website inspire trust? If not, it's time to change that. Google already evaluates this, and it does so very thoroughly.

EAT and EEAT – differences and development of the concept

Google continues to refine its approach to content evaluation. Over time, a new element has been added to the EAT model: Experience , creating the expanded EEAT .

The new component emphasizes the importance of content authors not only understanding the theory but also having practical experience in a given field . This is particularly important in industries where book knowledge is not enough, such as:

• medicine,
• law,
• financial advice,
• specialized technologies.

The introduction of EEAT demonstrates that Google is increasingly prioritizing authenticity and the real value of content . These days, it's not enough to be an expert—you also need to demonstrate that your knowledge is based on practical experience.

For creators, this is both a challenge and a huge opportunity. Those who can combine theory with experience will gain an advantage in search results and build stronger relationships with their audiences .

Three pillars of EAT: Expertise, Authoritativeness, Trustworthiness

In the world of SEO, the EAT — Expertise, Authority, and Credibility —is not just a technical term. It's the foundation upon which Google bases its content quality assessment. Moreover, it also addresses the expectations of users who seek reliable, verified, and valuable information .

Each of the three pillars has a separate but equally important function:

• Expertise — refers to the level of knowledge and experience of the author,
• Authoritativeness – means recognizing the author or site as an expert in a given field,
• Credibility is the trust that both users and Google algorithms have in your content.

Sounds serious? Because it is. But don't worry—we'll break it down in a moment.

Expertise – how Google assesses the knowledge of the content author

Expertise is your knowledge and experience. Google analyzes whether the author has the appropriate qualifications, certifications , and experience to confirm they know what they're writing about. For example, an article about health written by a doctor with years of experience carries significantly more weight than one written by someone without medical training.

How can you increase your expertise in the eyes of Google and users? Here are some effective steps:

• Continuous professional development – ​​participate in courses, trainings and conferences to expand your knowledge,
• Publish achievements – share certifications, awards and experience in your content,
• Building an Expert Portfolio – Create content that showcases your expertise and practical skills.

Expertise is not just about image – it has a real impact on the positioning of your content in search results.

Authoritativeness – building the authority of the website and the author

Authority means you're perceived as a credible source of knowledge. Google evaluates this based on external links to your content and mentions by other experts . The more reputable sources you cite, the stronger your authority.

For example, a legal blog regularly cited in industry media gains expert status. How can this level be achieved?

• Publish guest articles on well-known industry portals,
• Collaborate with opinion leaders and other experts in your field,
• Get involved in industry communities – participate in forums, focus groups, and events.

Building authority is a long-term process, but its effects are lasting and translate into online visibility.

Trustworthiness – credibility of content and sources

Credibility is the final, yet crucial, piece of the EAT puzzle. It encompasses both the quality of the information and the technical aspects of your website. Google looks for:

• User opinions and reviews – positive comments increase trust,
• Secure HTTPS connection - SSL certificate is a standard today that influences the website's rating,
• Transparency of contact details and privacy policy – ​​the user must know who they are dealing with.

Users need to feel they can trust you—both in terms of content and security. For example, an online store with positive reviews, a clear returns policy, and an SSL certificate is far more trustworthy than an anonymous website without security.

How to increase your credibility?

• Update your content regularly – this shows that you care about the current and quality of information,
• Be transparent – ​​clearly communicate your operating principles, contact details and privacy policy,
• Take care of technical security – use SSL certificates, update software, monitor threats.

Credibility is not just about a better rating from Google – it is, above all, greater user trust, which translates into conversions and loyalty.

Application of EAT in SEO practice

Google's EAT principle —Expertise, Authority, and Credibility—isn't just a buzzword. It's the foundation upon which the search engine bases its assessment of website quality . Consequently, it directly impacts your website's visibility in search results .

Implementing EAT isn't just a technical matter. It's a strategy for building trust and delivering valuable content . If you care about an effective online presence, consider EAT as one of the pillars of your online marketing strategy.

A key step in this process is creating content that complies with the EAT . What does this mean in practice? Above all, quality comes first . Content should be created by people with knowledge and experience – experts, practitioners, and specialists. Equally important are:

• Regular updating of materials – ensures that information is current and reliable.
• Clear page structure – makes it easier for users to quickly find the content they need.
• Author transparency – shows who is behind the published content.

These elements will help users find what they are looking for faster, and Google will consider your website more trustworthy.

How EAT affects website positioning

E-A-T plays a key role in SEO . Google no longer limits itself to analyzing keywords or the number of links. It's about who's saying what, and how they're saying it . Expertise, authority, and credibility are the specific criteria that determine a website's position in search results.

This applies in particular to industries such as:

• Medicine – requires precise, evidence-based information.
• Finance – full transparency and data reliability are needed.
• Law – content must comply with applicable laws.
• Mental health – requires gentleness and an expert approach.

In these areas, Google meticulously verifies information sources . Sites that meet EAT requirements are promoted, while those that don't are ranked lower. Understanding EAT is not just a technical issue, but primarily a strategic one . It's a way to create content that attracts attention, builds trust, and builds loyalty.

Content optimization in line with EAT principles

Effective content optimization in line with EAT is more than just correct punctuation and aesthetically pleasing sentences. It's about providing information that's current, accurate, and based on credible sources .

Important optimization elements are:

• Site structure – clear navigation and logical arrangement of content.
• Intuitive layout – makes it easy for users to navigate the site.
• Author profile – experience, qualifications and presence in the industry.
• “About the Author” and “About Us” sections – build trust and show who is behind the content.

Google is increasingly analyzing who publishes content . Therefore, it's important to ensure the transparency and authenticity of authors. This not only increases your chances of better SEO but also helps build lasting relationships with your audience.

SEO Audit for EAT: What to Look for

Want to ensure your website meets EAT standards? An SEO audit is an absolute must. It should cover both technical aspects and assess content quality, currency, and sources.

The most important elements of an EAT audit:

• Content is current – ​​is it regularly updated and improved?
• Sources of information – do they refer to verified and reliable sources?
• Content authors – are they appropriately presented and competent?
• Site security – does the site use HTTPS?
• User reviews – what reviews and comments are there about the site?

Don't forget about UX (User Experience) – user experience is an integral part of assessing a website's quality. The better a visitor feels on your website, the better Google will rate it . Regular audits allow you not only to identify weaknesses but also to systematically improve the quality of your website. This translates into better search engine results and greater customer trust .

EAT and YMYL (Your Money or Your Life) content

In the world of SEO, there's a special category of pages that Google treats with special care— YMYL (Your Money or Your Life) . Why are they so important? Because their content can directly impact users' health, safety, or finances . And that's a serious matter.

For this reason, Google places great importance on the quality of such content. The key criteria for its evaluation are EAT – Expertise, Authority, and Credibility . These three pillars determine whether a given publication is not only factually accurate but also trustworthy and written by a person with the appropriate qualifications.

YMYL websites cover a wide range of topics, from health advice and legal issues to financial advice. What do they all have in common? They all have the potential to truly impact the lives of their users . Therefore, website owners must not only provide reliable information, but also ensure it's up-to-date and rely on trusted sources. Only then can they count on a high rating from Google—and, equally importantly, on user trust.

What are YMYL pages and why do they require high EAT?

Sites like Your Money or Your Life are websites whose content can impact the most important aspects of daily life— health, safety, finances . Google treats them with great caution and carefully analyzes the EAT level. In this case, content quality isn't just a matter of SEO—it's a responsibility to the audience .

What does this look like in practice? Authors should be experts in their field . Content must not only be reliable but also regularly updated and thoroughly verified . To build a website's authority, it's worth ensuring:

• Links from reputable sources – confirming the credibility of the information.
• Positive user reviews – building trust in the brand.
• Collaboration with recognized experts – increasing the authority of the content.

These elements not only strengthen credibility, but also have a real impact on the website's position in search results .

Examples of medical and financial websites in the context of YMYL

The most common examples of YMYL pages are:

• Medical portals – publishing information about health, treatment, and medications. To be considered credible, they must be created by individuals with appropriate qualifications, such as doctors, pharmacists, or specialists. For example, an article about diabetes treatment should be signed by a diabetologist, not an anonymous editor with no medical experience.
• Financial websites – providing advice on investments, loans, or savings. Such content should come from experienced financial advisors or economists and be supported by credible sources.

Google expects that material published on YMYL pages will be:

• Substantive and reliable.
• Based on verified sources.
• Can be verified by the user himself.
• Strengthened by presence in industry media and cooperation with experts.

How to Create YMYL Content That Complies with Google Guidelines

Creating YMYL content that complies with Google's guidelines is a long-term process . It's not a sprint—it's a marathon. It requires not only knowledge but also a well-thought-out strategy . Where to begin?

1. Use proven, reliable sources – such as scientific publications, websites of government institutions or industry organizations.
2. Engage experts – both as authors and content reviewers.
3. Update your content regularly to keep it up to date with the latest knowledge.
4. Verify facts – every piece of information should be thoroughly checked.
5. Ensure transparency – show who is behind the content and what their competences are.

Additionally, it is worth taking care of elements that build user trust :

• Visible contact details.
• Information about the authors – including their qualifications.
• Certificates and confirmations of competence.

It is these details that make the user feel safe and that make Google perceive your website as a valuable and trustworthy source of information .

Ask yourself: Does your website meet these requirements? Are you ready to become a place you can trust? If so, you're on the right track .

Google E-A-T Guidelines

EAT – Expertise, Authority, and Credibility – are the three key pillars on which Google bases its assessment of the quality of content online. These principles are detailed in the Google Search Quality Evaluator Guidelines , an invaluable resource for content creators, SEO specialists, and marketers . It's not just theory – it's a practical tool that helps understand what truly influences a page's ranking in search results.

These aren't dry rules. These guidelines are a concrete guide that shows you how to create valuable content that meets Google's expectations. They make it easier to tailor your content strategy and increase your website's search engine visibility —the goal of anyone operating online.

Google Search Quality Evaluator Guidelines – What Do They Contain?

The Google Search Quality Evaluator Guidelines document is a comprehensive set of instructions for those evaluating the quality of websites. At its core is the EAT , which provides a benchmark for analyzing the value of content. Google wants websites to not only provide information, but to do so reliably, professionally, and with the full confidence of users .

Although this document was created with evaluation teams in mind, its importance to content creators is immense. It highlights what to look for when creating content:

• Information about the author – who he is, what are his competences and experience.
• Credibility of sources – whether the content is based on verified and recognized sources.
• Currentness of the publication – whether the information is fresh and consistent with the latest state of knowledge.
• Consistency of the message – whether the content is logical, clear and understandable to the recipient.

It's a roadmap for anyone who wants to create content that not only attracts attention but also builds trust and authority .

The role of the content quality assessment team

Behind the scenes, Google's search engine operates a team of experts tasked with assessing the quality of websites . Using EAT guidelines, they analyze whether content meets standards of expertise, authority, and trustworthiness. While their assessments don't directly impact rankings , they provide valuable data that helps refine the search engine's algorithms.

You could say this team bridges the gap between theory and practice . Thanks to their work, Google better understands which sites truly deserve users' trust. This sends a clear signal to content creators – it's worth tracking what's being rated positively to effectively improve the quality of their content. Quality is no longer an option these days, but a necessity .

Google EAT Algorithm Updates – What's Changing in 2025

The year 2025 will bring further changes to Google's algorithm, further emphasizing the importance of the EAT . These planned updates are aimed at better identifying expert and trustworthy content . This means that competition for high search results will become even fiercer .

The most important changes include:

• A more thorough analysis of the author's context – the author's experience, qualifications and online presence will be more important.
• Assessment of the reliability and quality of sources – the algorithm will better recognize whether content is based on credible materials.
• Greater emphasis on consistency and currency of content – ​​outdated or inconsistent information will reduce the value of the site.
• Better recognition of user intent – ​​content will also be evaluated in terms of how well it meets the needs of the audience.

For creators, this sends a clear message: simply writing well is no longer enough . You need to build authority, prove your competence, and regularly update your publications . Otherwise, even the most optimized website can fall in search results. And no one wants that .

Key factors influencing the EAT assessment

Want your website to be more visible on Google? Then you need to understand and implement three key elements: Expertise , Authority , and Credibility . These pillars—known as E-A-T —determine whether your content deserves a high ranking in search results.

What exactly do these terms mean?

• Expertise – does the author have knowledge and experience in the topic they are discussing?
• Authority – is he perceived as a recognized source of information in his field?
• Credibility – does the content inspire trust in both users and Google algorithms?

These aren't just buzzwords . Understanding and implementing EAT principles is the first step to building a strong, sustainable, and trusted online presence.

The role of the content author and his competences

On today's internet, it's not enough to simply write— it's who writes that matters . The author of the content should be not only visible but also credible. Google rewards transparency, so it's worth ensuring:

• disclosure of the author's name and surname,
• adding a profile photo,
• a short but specific biography,
• indication of professional experience, certificates and publications.

Don't hide your expertise . If you're an expert, show it. A health article written by a doctor with years of experience has far greater value than a post by an anonymous blogger. And it's hard to disagree.

The importance of domain authority and link building

Domain authority The links pointing to your site are crucial . But remember – it's quality, not quantity, that counts .

A link from a reputable source—such as a university, industry portal, or public institution—acts as a digital recommendation. It signals to Google that your site is trustworthy.

An effective link building strategy should include:

• obtaining links from reliable, thematically related websites,
• avoiding suspicious blogs and so-called link farms,
• focusing on quality – one valuable link can bring more benefits than ten weak ones,
• building relationships with industry authorities and the media.

Building authority is a long-term process – but it brings tangible results in the form of better visibility and greater user trust.

The impact of reviews, opinions and information transparency

In the digital age, user reviews are incredibly important . Reviews and comments are not only a guide for potential customers but also a powerful signal for Google's algorithms. Positive ratings increase trust and improve a website's visibility .

Content reviewed by experts—for example, doctors, lawyers, or IT specialists—is even more valuable. Such verification significantly increases the credibility of the publication.

Don't forget about transparency . Users should know:

• who is the author of the content,
• what is the purpose of the publication,
• on what basis are conclusions formulated.

Cite your sources, don't hide your intentions, and be honest . This is the foundation of trust—both in the eyes of users and search engines.

Current content and source verification

In a world where information changes daily, keeping content current is an absolute must. Google rewards sites that regularly refresh their content and adapt it to current realities.

Verifying your sources is equally important . If you're writing about changes in the law, refer to official documents, not online forums. This applies to every field, from medicine to finance. Reliability is key .

Therefore, it is worth implementing the following actions:

• creating new, up-to-date content that meets current user needs,
• regularly updating older publications to keep them current and valuable,
• using only reliable, verified sources of information,
• avoiding duplication of unverified or outdated data.

All of this will give your website credibility and maintain a strong position in search results . And that's the whole point, right?

Content marketing strategies compliant with EAT

In an era of dynamic online marketing , content marketing strategies based on the EAT (Expertise, Authority, Credibility) principles are no longer an afterthought—they've become the foundation of effective online communication . They determine whether your content gets noticed or gets lost in the information overload.

It's not just about attracting attention, but above all, about building trust and expert standing —both in the eyes of users and Google's algorithms. In practice, this means creating content that's reliable, useful, and meets the real needs of your audience . Google is increasingly recognizing who truly knows their stuff. Therefore, writing correctly isn't enough these days— you have to write intelligently, passionately, and responsibly . Only then will you have a chance at a high ranking in search results.

Creating valuable and expert content

For your content to meet EAT , it must combine expert knowledge with genuine value for the reader . It's not about dry facts, but answers to questions that truly matter to people . For example, an article about a healthy lifestyle shouldn't stop at theory—it should include concrete advice that can be implemented immediately . This approach makes all the difference.

Expertise is not just about knowledge, but also about the ability to convey it . Translating complex issues in an accessible way is a true art. Therefore, authors should:

• constantly develop your competences,
• follow new research and trends,
• update the content regularly to keep it up to date.

The world is changing—and with it, audience expectations. Only those who keep up with these changes can count on the trust and loyalty of their users.

How to build trust and authority in the eyes of Google

Trust and authority are the result of long-term efforts that require consistency and transparency. Google evaluates not only content quality but also:

• who creates them,
• where they are published,
• how they are perceived by users.

matters —both for the author and for the entire website . How can you stand out? Here are some effective steps that can help build authority:

• Publishing content in recognized industry media — increases credibility and reach,
• Collaboration with established experts – increases the substantive level of the content,
• Presence in reliable sources and directories - confirms authenticity and professionalism,
• Supporting information with data, research, and expert opinions strengthens arguments and trust.

For example, are you writing about health? Reference WHO reports or scientific publications. This not only increases credibility but also demonstrates that you take the topic seriously . And Google will appreciate it. And users will too.

Examples of websites that meet EAT's high standards

EAT standards are particularly important for websites in the YMYL (Your Money or Your Life) —those that impact the health, finances, or safety of users. In these areas, there's no room for understatement . Accuracy, reliability, and accountability are key.

Here are examples of websites that effectively implement EAT principles:

• Medical websites (e.g. Mayo Clinic, Medonet) — employ doctors and specialists who verify published content ,
• Financial portals (e.g. Bankier.pl, Money.pl) — offer analyses prepared by experienced advisors and analysts ,
• Online stores (e.g. Allegro, Zalando) – build trust thanks to transparent rules, security certificates and customer reviews .

See the difference? EAT isn't just technical SEO. It's a strategy based on trust, quality, and a strong relationship with your audience . Now consider: does your website meet these standards? Or maybe it's time to start acting consciously and prioritize expertise and authenticity ?

Tools and techniques to support EAT

In the age of digital domination, content quality has become a key factor influencing visibility on Google. EAT (Expertise, Authority, Credibility) is no longer an add-on, but the foundation of an effective SEO strategy. Google algorithms increasingly rely on these three pillars, which directly impacts a website's position in search results. Therefore, it's worth utilizing tools and techniques that support the creation of valuable content, its optimization, and ongoing quality monitoring.

One of the key tools supporting EAT is SEO audits . This comprehensive analysis of a website allows you to assess whether it meets current Google guidelines. The audit allows for the rapid detection of issues such as:

• illegible page structure,
• low-quality content,
• outdated or unreliable external links.

Example: A website containing outdated medical information without citing its sources loses credibility. Regular audits not only improve technical aspects but also enhance the website's substantive value, which directly impacts the EAT rating.

Equally important is content quality monitoring . This is a process of continuously assessing whether published materials still meet current standards. Tools like Surfer SEO and ContentKing help detect errors, including:

• inaccuracies in the content,
• lack of sources,
• unclear wording.

Conclusion: Regularly reviewing and updating content in line with Google guidelines and user expectations is key to maintaining a high EAT level and building audience trust.

Practical Ways to Improve Your Website's EAT

Improving EAT is a long-term process that requires a systematic approach. The first step is creating reliable, up-to-date, and well-documented content . Only such content builds trust—both in the eyes of users and search engine algorithms.

It's also important who's responsible for the content. Authors should be identified by name, and their expertise should be clearly described . For example, an article about health written by a doctor with a valid license will be significantly more credible than a text by an anonymous author. This approach:

• increases user confidence,
• strengthens the website's authority in the eyes of Google,
• builds the site's expert reputation.

We must also not forget about building authority through:

• linking to verified sources (e.g. WHO, Harvard Business Review),
• cooperation with experts (e.g. interviews, joint publications),
• gaining positive opinions and reviews.

Effect: The website becomes more credible and its content is better evaluated by search engine algorithms.

What contact details and certificates increase credibility

Transparency and traceability of authors are key elements in building trust. When assessing EAT, Google pays particular attention to:

• identity of the authors,
• their qualifications,
• certificates held.

Providing full contact information—name, email address, phone number, and company location—increases credibility and demonstrates that the content is created by real people. It's also worth including:

• author's biography,
• professional experience,
• scientific or industrial achievements.

Certifications and qualifications are another pillar of trust. Examples of documents worth including on the website:

• Google Analytics certificates,
• HubSpot certifications,
• medical and industry certificates.

The presence of such documents confirms the author's competence and signals that the content was prepared by a specialist. As a result:

• users are more willing to share materials,
• Google positions the website better,
• the site's reputation is strengthened.

Monitoring content quality and online reputation

Maintaining a high EAT level is an ongoing process that requires systematic monitoring of content quality and online reputation. Only regular analysis allows for a quick response to changes in Google algorithms and user expectations.

It is worth using content monitoring tools such as:

• SEMrush Content Audit,
• Ahrefs Content Explorer.

Thanks to them, you can check whether the content is:

• current,
• factually correct,
• consistent with the user's intention.

Example: An article about marketing trends containing data from five years ago can lower a page's rating. Therefore, regular updates and corrections are essential to maintaining a high EAT level.

Monitoring your online reputation is equally important . User reviews, expert reviews, mentions in industry media, and links from authoritative sources all influence how your website is perceived. Tools such as:

• Brand24,
• Google Alerts

allow you to track how your brand is perceived online. This allows website owners to:

• respond quickly to negative comments,
• amplify positive signals,
• build lasting trust – both among users and in the eyes of search engines.

Is EAT an official ranking factor?

In the world of SEO, the topic of Google's EAT comes up regularly—and for good reason. It's based on EAT, or Expertise, Authority, and Credibility , that Google uses to assess the quality of content published online. But does this mean EAT is an official ranking factor?

Is EAT an official ranking factor?

There's no clear answer to this question. EAT isn't a direct ranking factor according to official Google guidelines. However, its importance is immense because it provides a framework for evaluating content quality. And content quality directly impacts a page's ranking in search results.

EAT is becoming increasingly important for websites in the YMYL (Your Money or Your Life) , meaning those related to health, finance, law, or safety. Google applies much stricter criteria to these websites to protect users from harmful, false, or misleading information .

How does Google recognize expertise and authority?

Google doesn't rely on intuition, but rather on a variety of signals that help it assess the expertise and authority of an author or website. The most important of these are:

• Authors' qualifications – professional experience, education, certificates and other proof of competence.
• Content quality – reliability, clarity, linguistic correctness and logical structure of the text.
• Accessibility of the message – is the content understandable, factual, and written with the user in mind?

For example, a medical article written by a physician with years of experience has significantly more value than a post by an anonymous author with no background. Google can recognize this and evaluate it accordingly.

How does Google recognize expertise and authority?

Authority builds over time —and Google takes that into account. When evaluating a page, its algorithms consider many external signals, such as:

• External links – the more valuable links pointing to a page, the more trust it gains in the eyes of Google.
• Citations in reputable sources – presence in industry and scientific media increases credibility.
• Positive expert opinions – recommendations and reviews from recognized specialists are very important.
• Brand presence online – social media activity, guest posts, interviews, and other online presence.

Investing in building a personal brand and collaborating with experts are activities that bring benefits not only in the eyes of algorithms, but above all in the eyes of users.

What errors lower a website's EAT rating?

In the context of EAT, content quality is fundamental. Unfortunately, many websites make mistakes that can seriously damage their reputation and search engine rankings. Some of the most common include:

• Lack of reliable sources - publishing information without reference to verified data.
• General or unconfirmed data – the lack of specifics and facts reduces the substantive value of the content.
• Disinformation – publishing false or misleading information.

In the case of YMYL websites, such errors can have serious consequences. Google may deem the site unreliable, resulting in a drop in search engine rankings . Therefore, every publication should be fact-based, verified, and supported by sources. It's better to write less, but with integrity, than to write a lot, but with sloppy results .

What errors lower a website's EAT rating?

Another common mistake is failing to update content . In the dynamic world of the internet, this is a serious omission. Pages that aren't regularly refreshed lose credibility—both in the eyes of users and Google's algorithms.

In industries like medicine, finance, and technology , keeping information current is an absolute must. Ask yourself:

• Is my website keeping up with changes in the industry?
• Does it provide users with the latest, verified data?

If the answer is "no," it's time to act. A content refresh can significantly improve your EAT score and increase user trust .

Summary: How to Implement EAT in Your SEO Strategy

Implementing the EAT —Expertise, Authority, and Credibility—is no longer optional, but a necessity for any effective SEO strategy . Google is increasingly assessing content quality, so if you care about visibility and user trust, you need to ensure your site's authority. But how do you do this in practice?

Above all, create content that addresses real user needs , written by people with real experience. For example, an article about health signed by a doctor, not an anonymous author. This format increases credibility – both in the eyes of readers and Google's algorithms.

Equally important is building authority by linking to trusted sources and gaining positive reviews. Collaborating with experts – through joint publications, interviews, or quotes – strengthens your reputation and demonstrates that you are a trustworthy source of information.

Key Lessons and Good Practices

The most important takeaway? Quality content can't be left to chance . It must be well-thought-out, knowledge-based, and tailored to the needs of your audience. Expert and reliable content isn't just a way to improve your Google rankings—it's also an effective tool for building user loyalty.

In practice, this means that each piece of content should be prepared by a competent person , ideally including their name and a short biography. This is a simple yet effective way to increase transparency and trust. Don't forget to update your content regularly —outdated information can damage your reputation.

Authority is also built by referencing credible sources. It's worth linking to:

• scientific publications – confirm the substantive nature of the content,
• industry reports – they show current market knowledge and relevance,
• official websites of institutions – increase trust in information.

Don't underestimate user feedback . Positive reviews on Google My Business or industry portals can significantly impact the perception of your brand.

Long-Term Benefits of Building EAT

Investing in EAT is a long-term strategy that yields stable results . Sites that systematically build their credibility and expertise maintain high rankings in search results – even after algorithm updates.

Moreover, users return to places where they feel safe. If your content is reliable, up-to-date, and created by experts, you build a lasting relationship with your audience . For example, a medical blog run by doctors can become a user's first port of call for health information.

Google is increasingly rewarding transparency . In practice, this means addressing elements such as:

• clear contact details – facilitating contact and increasing credibility,
• a clear privacy policy – ​​building trust in data processing,
• information about the authors of the content – ​​confirming competence and responsibility.

All these elements together create the image of the website as a trusted source of information , which directly translates into better SEO results.

EAT as the foundation for effective positioning in 2025

In 2025, EAT will become the foundation of effective SEO , not just an adjunct to an SEO strategy. In a world rife with misinformation and low-quality content, Google is increasingly prioritizing credibility and authority as key criteria for evaluating websites.

That's why it's worth investing now in content created by experts , based on trusted sources, and supported by positive reviews. This isn't just a way to improve search engine rankings, but also a tool for building a brand that inspires trust and attracts a loyal audience .

In short, EAT isn't a passing trend . It's a long-term strategy that allows you to stand out in the maze of information. Treat it as an investment in the future – both in terms of SEO and building a strong, credible online presence.

Google EAT FAQ – Frequently Asked Questions and Answers

What is EAT on Google?

EAT, short for Expertise, Authoritativeness, and Trustworthiness, is a Google guideline for assessing the quality of websites and content in search.

What does EEAT mean?

EEAT expands on the earlier EAT with an additional element: Experience. Google analyzes whether the author has practical knowledge in a given field.

Why is EEAT important?

Google uses EEAT to promote valuable and safe content. The higher the quality of the information, the greater the chance of a higher ranking in search results.

Is EEAT a ranking factor?

Not directly, but EEAT guidelines influence the quality rating of a website. This means they can indirectly impact a website's visibility on Google.

Who should pay attention to EEAT?

All content creators, especially owners of websites related to health, finance, education, and law – the YMYL topics.

How does Google rate an author's "experience"?

Google checks whether the author has real, practical experience in the topic, e.g. writes from the perspective of a user or specialist.

How can EEAT be improved on the website?

Publish content created by experts, ensuring author information, transparency, and external sources confirming credibility.

Does EAT apply to blogs and small websites?

Yes, the EAT guidelines are important for all websites, regardless of size – even blogs and niche websites should prioritize quality and trust.

Do contact details and company information affect EEAT?

Yes, transparency – such as the “About Us” page, privacy policy, or contact information – builds trust and positively impacts website ratings.

What is the difference between authority and credibility?

Authority refers to recognition in an industry or topic, while credibility refers to user trust and accuracy. Both are important, but they stem from different sources.

How does Google check who the author of the content is?

Google analyzes author information – e.g., article captions, biographies, external profiles – to assess their competence and experience.

Do certifications and sources affect EEAT?

Yes, pointing to certified sources, research, industry publications, or professional titles can increase the level of trust in the content.

What is YMYL and how does it relate to EEAT?

YMYL (Your Money or Your Life) refers to content that may impact the health, finances, or safety of users. For such sites, EEAT is crucial.

Are external links relevant to EEAT?

Yes, linking to trusted and credible sources can support the perception of a site as reliable and expert.

Does updating content affect EEAT?

Yes, regularly updating information shows that the content is fresh, reliable, and in line with the current state of knowledge – which strengthens credibility.

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