E-A-T in SEO: What Is It & How Important Is It?


Link-building and SEO

Nowadays, it’s getting very common and much easier to start your own online business, even with a limited budget. In a previous post, we went over 7 tips on how a new business can increase its revenue affordably. One of the key points was content marketing, which entails a lot of different types and forms, one of which is SEO. 

SEO has been even more at the forefront since the shift to the digital economy in 2020. Why so? Because it’s one of the most necessary and cost-effective tools to increase your website traffic and convert your leads into sales. 

SEO is a process that involves content and website design. A content marketing strategy can help deliver the desired results organically. So, the optimization is an easy decision! This means designing and crafting SEO- friendly content is crucial. It really impacts how well it scores and where it’ll end up on the Google search. 

E-A-T: What Does It Mean?

E-A-T is an SEO term that stands for Expertise, Authoritativeness, and Trustworthiness. It is an important ranking factor that Google uses to assess the search results. It was introduced as a term in 2013 to give web developers an inside look at what Google looks for in a web page.

Google tries to deliver the best possible results to its users. So, it focuses on promoting websites with a good E-A-T score.

How Is It Evaluated?

Expertise, Authoritativeness, and Trustworthiness are all similar concepts. They indicate whether a business is a leader in their field and trusted for their content output. 

However, they’re not identical. Therefore, they’re evaluated based on different criteria. Let’s take a closer look at what each one means for your content:

1. Expertise

Expertise is a high level of skill or knowledge in a particular topic or field. This concept applies to the content a business shares online, such as blog posts, articles, e-books, social media posts, and others. 

If you share content online about a topic and you have deep knowledge and hands-on experience, you can be considered an expert in your field.

As long as you show your expertise through highly valuable and authentic content, your ideal audience will perceive you as an expert they can benefit from. 

Google examines the content based on the level of expertise, by comparing it to other available relevant types online. The higher the level of expertise, the higher the ranking in the search results!

2. Authoritativeness

Authoritativeness or authority refers to a person or a business that is reliable and provides accurate information. This concept measures how well your brand stands out from the competition through your content output. 

Achieving a high level of authoritativeness means that you are the “go-to” person to offer the best advice on a particular topic. The same applies to a brand and its content. 

Apart from coming across as the expert, people turn to brands that feel like they offer the absolute best and most reliable solution to their problems. 

Therefore, if Google examines your content and determines that there is no more room for improvement, it scores high on the authoritativeness scale.

3. Trustworthiness 

Trustworthiness measures how much credence your business has. This means whether people accept your content as something that is truthful. 

For example, if your business offers a luxury product or service at an incredibly low price, people will think it is too good to be true, and worst-case scenario, a scam. 

If your potential clients feel that way about one offer, it’s likely they’ll view your future offers the same way. If they lose trust in your business, that’s an almost impossible situation to recover from!

How Important Is E-A-T?

After analyzing each term, it is pretty obvious why E-A-T is such an important factor in SEO. If your business partner lacks authority, expertise, and trust, buyers will look for a better option. The same applies to Google users. 

This is the reason the algorithm keeps getting better at determining whether an online business page is worth the user’s time. Considering the vast number of web pages, a website with a low E-T-A score won’t get much or any traffic or revenue.  


Now that you know all about E-A-T and how important it is for SEO, it’s time to improve your website’s E-A-T score. It may seem daunting at first, but it gets easier as you practice.

In the meantime, here are a few things to keep in mind when it comes to boosting your E-A-T: make sure your site is easy to navigate, write high-quality content, get expert reviews and testimonials, and make sure your information is up-to-date.

Check out our blog for more related posts to grow your online business the right way.

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