EAT

What is EEAT?

EEAT is an acronym that Google uses to assess the quality and reliability of content. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In other words: how much experience does the author have, how knowledgeable is the information, how authoritarian is the source, and how reliable is everything coming across?

Since the arrival of AI content and stricter quality guidelines, EEAT has become more important than ever in SEO. It is the framework for Google to determine whether a page is reliable enough to appear at the top of the search results.

The four pillars of EEAT

Experience

Google is increasingly looking at personal experience. A review written by someone who has actually tested the product outweighs a superficial description. In this case, reviews on product pages work well, but also think about adding unique things to the content that only a person can have experienced.

Think of a trip to Mont Blanc, someone who has really been there has unique events to highlight the experience in the content. So let this come back!

Expertise (expertise)

Articles about complex topics, such as healthcare, finance, or technology, should be written by people who have real knowledge.

This could be an insurer who knows everything about private insurance, or maybe a doctor who tells you the best way to cure an ailment. For Google, this is super important.

Authoritativeness

How well-known and recognized is the author or website in the industry? Backlinks from authoritarian domains and media mentions reinforce this signal.

There is no quick fix for this, as a specialist, you just have to really write a lot about a certain topic if you want to be seen as an expert in Google's eyes.

Trustworthiness

Without trust, there are no rankings. Google looks at transparency (clear author, contact information), security (HTTPS), and reputation (reviews, external mentions). Just make sure all of this is in order!

Why is EEAT important?

EEAT is particularly important when YMYL content (Your Money or Your Life), such as medical advice or financial tips. This is because incorrect information can have serious consequences here. But even outside of YMYL, a strong EEAT score helps to make your website future-proof and reliable in Google's eyes.

How do you improve EEAT?

As an SEO specialist, I recommend structurally working on your EEAT:

• Set clear author pages on with expertise and background. Also, make sure to link to this page so that users and Google can find the person on your website. Tip: Don't make this an external link but an internal author page on your own website.
• Refer to reliable sources and cite experts. Use the top 3 websites that appear in the SERP on a specific topic. After all, Google sees them as the real experts on the subject.
• Gather reviews and testimonials that support your reputation. Ask customers for social media videos or reviews on your Google profile or product page.
• Take care of transparency with contact pages, privacy policy and current information. Transparency towards the user is always best.
• Keep content up to date so users always find the latest information. Update it at least once a year.

Conclusion

EEAT is not a trick, but a fundamental part of SEO. By investing in experience, expertise, authority and reliability, you not only build rankings, but also trust with your target group. And that is ultimately the basis for sustainable online growth.

Want to read more about EEAT? Then take a look at the EEAT 2025 guide that I wrote.