E-A-T is a term that stands for Expertise, Authority, and Trust. Google considers three elements when determining how much trust to invest in a business or website. The search engine giant strives to provide its consumers the most significant possible experience (search engine users). That is why it only promotes websites that it completely trusts.

Boosting the website’s E-A-T will contribute to increased brand recognition and reputation, which will lead to increased sales and income.

Let us define E-A-T in this blog and discuss how it affects your website optimization methods. We will develop strategies to optimize this aspect of the site and increase visitors.

What is Google E-A-T?

Google created the term “E-A-T,” which stands for Expertise, Authority, and Trust. With these terms, the right of a company to be recognized as a leader may be measured. They work regardless of what sector or niche they may be categorized within.

Google uses these three components to assess a website’s expertise, authority, and trustworthiness. Google also uses E-A-T to evaluate the overall quality of a business web page, which plays a significant role in search results.

How to Boost E-A-T for Google Rankings

Here are seven ways to ensure that you are in the right frame of mind.

1. Create Original Content

Content creation is essential in every element of SEO. Original content continues to rule dominant in terms of Google ranking. It is crucial to practice this technique to maintain or increase rankings.

Once you publish new, relevant, high-quality content, showcase all three characteristics: Expertise-Authority-Trust.

In short, your content should be:

  • Expertise and informative content.
  • Real-life studies illustrate your brand’s authority and reputation.
  • Trust is built through unique content.

These things will make people want to come back to your website.

Google generates an E-A-T score of the website by examining every piece of content on the website. If most of your content is repeated or rehashed from some other website, you are likely to be negatively affected by the algorithm update.


The ‘T’ in E-A-T means for ‘Trust,’ and the use of HTTPS increases trust.

The trust element isn’t only about the authenticity of the contents and the website’s security.

Chrome now flags all HTTP sites as insecure. Therefore, any site that does not use Secure Sockets Layer (SSL) will get a lower E-A-T grade than someone who does. It’s a strong indication that Google will push for HTTPS-enabled websites.

Ensure your website is protected with an SSL certificate to prevent this from happening. You can also increase your E-A-T score by investing in technological security.

3. Audit and update your content, as possible

Having digital content is significant ease. Editing, revising, or changing your content what has already been written is possible.

Since blogs and websites aren’t like books, it’s hard to modify them without creating another book. It is a toxic mindset that you must immediately discard.

This has always been stressed, but it does not mean you can disregard it forever. Information becomes old or incorrect, best practices become obsolete, and information becomes risky. As soon as anything like this happens, Google automatically tags the page as “stale.”

There may have been substantial breakthroughs in your business, or you may have seen that formerly popular content is no longer doing effectively.

4. Increase your business transparency by using content.

Customers highly value transparency. More than 80% of the people who do business with them and trust them to want to see this from the businesses. If they don’t, they’ll go to other competitors.

Transparency is significant since it demonstrates that a business is committed to more than just its bottom line. You may assist increase customer trust by being open and honest about information, affiliations, and even errors.

5. Social Media Marketing

Several website owners believe that social media does not support them in developing their E-A-T scores. But that’s wrong. Social media marketing has a huge impact when it comes to promoting content.

Establishing a presence on social media and distributing relevant information to many people can help build trust with customers. It helps and improves your platform’s reputation.

Social media content with more engagement than your competitors will lead to a higher E-A-T score. However, you must ensure that the content you publish provides relevance to the customer. The substance of your articles should attract every visitor to your site.

6. Optimize your content for search intent

Make sure your content delivers a complete answer or solution. Start by giving the reader value by giving them real-life examples like screenshots, walks, and so on. Also, include the most critical and up-to-date information about the subject.

For example, if someone searches for “hot to make a Dalgona coffee,” It’s apparent that they’ve never heard of it before. As a result, your writing must be simple, straightforward, free of jargon, and more.

Also, predict what type of information the user may want next and have additional content prepared when that happens.

7. Include clear credits and sources

In terms of credits and sources, the links you utilize aren’t the only thing you need to be focused on when it comes to references.

In addition, you should provide credit to people who developed the photos and those who created the actual material on your website.

When publishing content material, it is strongly advised that you provide author names and profiles. When it comes to information that can significantly influence someone’s life, Google reviewers want to make sure that you have the required skills to provide such advice.

Increase your E-A-T by strategically utilizing sources and credits. Be sure to:

  • Create an author bio that highlights your qualifications.
  • Link to authoritative domains or a use nofollow tag.
  • Whenever feasible, include statistics and research links.
  • Cite industry experts and industry leaders.

Final Thoughts

Expertise, authoritativeness, and trustworthiness are all necessary ranking signals. Take note that they are not the only ones doing this. Include it all in your content marketing plan rather than adopting E-A-T as your new primary measure.

Your E-A-T score will influence your rankings no matter what business you’re in. Thankfully, there are several easy strategies to improve your content’s E-A-T, and these are extremely important for your website.


Jennysis Lajom is an IT graduate, a chemist, an eCommerce business owner, and a Korean drama fan. Her passion for digital marketing led her to a career in graphic design, editing, and social media marketing. She is also one of the resident SEO writers in the Softvire US and Softvire Australia.