How To Improve EEAT: From Novice To Pro

how to improve eeat

Have you ever wondered why some websites rank better on Google even when they seem to have similar content? 

Well, a lot of it comes down to something called E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

Google uses these principles to decide how trustworthy and valuable a website’s content might be to users.

You might think E-E-A-T is a direct SEO ranking factor that Google plugs into its algorithm to sort search results. 

But it’s not quite like that.

Instead, E-E-A-T influences how Google evaluates content quality behind the scenes, with raters referring to a document called the Search Quality Rater Guidelines.

It’s about assessing the overall credibility of a website and the people who create its content. 

And there’s an interesting update to this concept—the extra ‘E’ for Experience. 

Initially, it was E-A-T, but then Google added the second ‘E’ to highlight the importance of personal/professional experience in creating authentic content. 

When you browse online, Google tries to lead you to content written by experts and those with real-life experience relevant to the topic. 

This addition ensures the content is accurate, helpful, and grounded in genuine know-how.

So, you must stay on the edge and be considered one of those experts.

Understanding Google EEAT

Let’s break down all the E-E-A-T components.

eeat graphic representation

Each of these elements works together to make your website not just a source of information but a reliable, respected, and sought-after resource.

Like a well-run restaurant, it’s about creating an experience people trust and want to return to.

I know I often use food-related metaphors, but I’m Italian….  so blame the ravioli, not this guy!


Think of experience like the seasoning in a recipe.

Just as the right seasoning can make a dish stand out, sharing personal or direct experience in your content adds a unique flavor that no one else can replicate.

It shows your readers that you’re not just talking about something you’ve read about—you’ve lived and done it.

This firsthand knowledge is precious because it makes your content more relatable and authentic.


Expertise is like having a master chef’s diploma hanging in your restaurant.

It reassures customers that they’re in good hands.

Similarly, when your content displays a professional background relevant to the topics you discuss, it reassures your audience that they receive information from a credible source.

Showcasing your expertise through degrees, certifications, or notable achievements in your field helps build confidence in your content.


Being authoritative is like being a well-respected chef in a community of food lovers.

It’s not just about what you know but also how others perceive your knowledge and credibility. 

For your site and content to be seen as authoritative, both need to be recognized by other notable figures or organizations in your field.

This could mean being cited by other experts, featured in reputable publications, or recommended as a go-to resource. 

It’s all about establishing a reputation that speaks for itself.


Finally, trustworthiness is the foundation—like the kitchen in a restaurant.

It doesn’t matter how good the food is if you can’t trust the cleanliness of the kitchen.

Similarly, your website must be secure, ensuring that personal information is safe. 

Plus, the content itself needs to be accurate and honest. Misleading information or the slightest hint of deceit can turn readers away for good.

Keeping everything transparent and secure builds a solid foundation of trust with your audience.

Why EEAT Is Important For SEO?

Google introduced E-E-A-T to enhance its evaluation of content quality.

As the online world evolved, it became evident that users needed protection from misleading information, low-quality content, and potentially harmful advice.

This was especially significant in areas where Google defined “Your Money or Your Life” (YMYL) pages.

These pages include content that, if presented inaccurately, poorly, or deceptively, could directly impact users’ financial stability, health, or safety.

You may have seen one of those shady pieces of content that claim to let you become rich in two clicks, or that can treat all kinds of diseases.

At least it happened, and it still happens to me.

By implementing E-E-A-T as a quality assessment guideline, Google aims to provide a safer, more trustworthy browsing experience and protect its users from low-quality content.

It’s how it enhances user satisfaction and trust in the Google search engine itself.

11 Ways To Improve EEAT For Your Blog

Now that we’ve finished with the theory, we can move on to the practice.

I compiled a list of strategies I currently use to improve my site’s E-E-A-T that you can also use.

#1 Write High-Quality Content

Writing high-quality content is essential for improving your site’s E-E-A-T because it directly impacts how users and Google perceive the credibility and value of your website.

High-quality content means your articles or posts are informative, well-written, and valuable to your audience.

This helps establish your site as a reliable source of information, boosting your reputation online.

To ensure your content is of high quality, focus on a few key elements:

  • Cover your topics comprehensively: dive deep into the subject matter to demonstrate your knowledge and commitment to your readers.
  • Accuracy: make sure all the information you present is correct and up-to-date. 
  • Engagement: write in a way that is engaging and easy to read. Use a clear, approachable style that makes complex information interesting to a broad audience.
  • Originality: bring new insights or unique angles to your topics. Original content stands out more to readers and Google.

#2 Show Author Info

Showing the author info, particularly a well-crafted bio, effectively improves your site’s credibility and authenticity.

Here’s mine for a quick reference:

roberto gagliardi author bio box

A bio provides essential background information about the author, such as their expertise, experience, and credentials.

This helps establish why the author is a reliable source of information, which is crucial for building trust with your audience.

To make the most out of author bio, here are a few tips that improve your E-E-A-T:

  • Personal touch: include personal details or anecdotes about the author’s professional life. This humanizes the author and can create a stronger connection with the audience.
  • Photograph: adding a professional picture of the author increases the trustworthiness of the bio. It adds a face to the name, making the content feel more personal and credible.
  • Links to professional profiles: include links to professional websites or social media profiles, such as X and LinkedIn. 
  • Contact information: provide a way for readers to contact the author. This openness encourages more engagement from the audience.

#3 Create An About Page

Creating an “About” page on your website is key to establishing trust and authority with your audience.

This page is a central spot where visitors can learn more about your website.

Use this space to share the history and purpose of your website.

Explain what drives your content and why you started your blog or business. This can resonate emotionally with your audience and help build loyalty.

If applicable, introduce your team members.

This not only puts a face to your content but also showcases the breadth and depth of expertise behind your site.

Knowing there are real, credible people involved enhances trustworthiness.

And lastly, Showcase Achievements and Milestones.

If your site or team members have received awards, recognitions, or other achievements, the “About” page is a great place to showcase these.

It’s not about bragging; it’s about showing that you are recognized by your peers or industry, which enhances your site’s perceived authority.

#4 Build Topical Authority

Building topical authority on your website is a strategic way to improve your site’s credibility and relevance in your niche.

Topical authority means becoming a primary resource for specific subjects, which enhances user trust and boosts your rankings in search engines.

Here’s what I recommend to build and demonstrate topical authority:

  • Focus on a niche: concentrate your content around a specific area of expertise. The more focused your content is, the more likely you will be recognized as an expert.
    I’m not saying you can’t cover related topics, but the core of your content should be deeply rooted in your chosen niche.
  • Use a cluster content model: organize your content into clusters, with a main ‘pillar’ page providing a general overview of a topic and linked ‘cluster’ pages exploring subtopics in greater detail.
    This helps users navigate your content more effectively and helps search engines recognize your site as a hub of targeted information.
  • Update content regularly: keep your content up-to-date with the latest information, trends, and data. Regular updates signal to search engines and users that your site remains relevant and authoritative over time.

#5 Manage Low E-E-A-T Content

Low E-E-A-T content on your website can negatively impact your overall credibility and search engine rankings.

This type of content refers to pages or posts that lack expertise, authoritativeness, and trustworthiness.

You should regularly audit your website to understand how your content is doing.

Then, decide whether to update it, consolidate multiple similar articles into a single comprehensive post, or remove it entirely. 

If improvement isn’t feasible, consider using a ‘no index’ tag to prevent search engines from indexing content without removing it from your site.

If you choose to delete it, I suggest implementing 301 redirects to relevant pages to maintain user experience and preserve link juice. 

low EEAT post management Graphic

After making changes, monitor your site’s analytics to see the impact on traffic and rankings.

This gives you insights into whether your adjustments improve your site’s E-E-A-T and overall performance.

#6 Be Present On Social Media

Being active on social media is a great way to enhance the authoritativeness and trustworthiness of your website.

Here are some tips to use your social media and boost your credibility and visibility:

  • Consistent brand messaging: your social media profiles must reflect the same brand identity and messaging as your website.
    This consistency helps build a recognizable brand, making it easier for users to trust and verify your authenticity across different platforms.
  • Regular posting: it’s not about overwhelming your followers with too much content, but rather maintaining them engaged and informed.
    Regular updates show you are active and involved in your field, increasing your perceived authority.
  • Engage with your audience: social media offers a unique opportunity to respond to comments, participate in discussions, and engage with users’ content.
    This interaction boosts trust because it demonstrates that you value your audience’s input and you are an accessible person.
  • Share your expertise: post about your knowledge and insights. Share articles from your blog, create informative graphics or videos, and discuss relevant news in your industry.
    This drives traffic back to your site and showcases your expertise to a broader audience.
  • Monitor and address feedback: pay attention to what people say about your brand on social media.
    Addressing positive and negative feedback professionally shows you are committed to resolving issues, significantly boosting trustworthiness.

#7 Build Backlinks From Authoritative Sites

Building backlinks enhances the Authoritativeness component and has many other benefits.

I follow different strategies to build great backlinks for my site, and they can work for yours, too.

Start by creating original research, comprehensive guides, infographics, or content that addresses your industry’s current trends and pain points.

This type of content is more likely to be cited by reputable sources, which boosts your backlink profile.

Offer to write articles for well-respected blogs or websites in your industry. This gives you access to their audience and links back to your site.

Choose websites recognized as authorities in your field to ensure that the backlinks you gain are valuable and relevant.

Try to engage with influencers and experts for interviews, round-ups, or joint publications. 

When these influencers share the collaboration on their platforms, it often includes a link to your site.

Participating in forums and discussions can also lead to backlinks.

You establish yourself as an authority by providing valuable insights and advice, which might prompt other participants to link to your site in their content.

Finally, don’t hesitate to contact website owners where you see an opportunity for great guest posts. 

This could be sites that have linked to similar articles or where your content could add value to one of their pages.

Be polite, concise, and clear about the value your content could add to their site.

Regardless of your strategy, always use intelligent tools like Google Search Console, Ahrefs, or Moz to track your backlinks. 

They let you understand which content is performing well and where your authoritative links are coming from, allowing you to refine your strategies over time.

#8 Keep An Eye On UGC (User Generated Content)

Keeping an eye on user-generated content (UGC) is essential for managing your site’s E-E-A-T, particularly in terms of trustworthiness.

UGC includes comments, reviews, forum posts, and any other content created by users on your platform.

And trust me, sometimes people can be really weird.

But here’s how you can effectively manage UGC to benefit your site’s credibility:

  • Monitor and moderate regularly: set up a system to check your site’s UGC through automated plugins or manual checks.
    Monitoring helps you quickly spot spam, misleading information, or inappropriate content that could harm your site’s reputation.
  • Establish clear guidelines: this helps maintain a high-quality standard and discourages posting irrelevant or low-quality content.
    Clear rules make it easier to justify removing content that does not meet these standards.
  • Encourage positive interaction: foster a community that encourages constructive discussions. You can achieve this by highlighting excellent user contributions, rewarding active users with recognition or rewards, and personally engaging in discussions to guide the conversation.
  • Respond to negative reviews or comments: address negative or critical UGC professionally.
    This shows that you value feedback and are committed to improving user experience.
    A well-handled negative review enhances credibility more than unchallenged positive reviews.
  • Leverage UGC for content ideas: UGC can be a valuable source of content ideas.
    User questions can inspire blog posts, FAQ updates, or new content sections that address common concerns or topics of interest.
    This improves your SEO by increasing relevance and engaging your community by directly responding to their interests.

#9 Craft An Editorial Guide

Crafting an editorial guide is a strategic move to enhance your content’s consistency, quality, and credibility, which is crucial for your site’s expertise and trustworthiness. 

An editorial guide establishes clear content standards, ensuring each piece meets high-quality and stylistic expectations, including tone, style, and grammatical accuracy.

This enhances your expertise by requiring well-researched and informative content, ensuring consistency across articles.

And it streamlines the editing process, making content production more efficient and reducing the need for revisions.

Including ethical guidelines helps maintain credibility and reduces the training period for writers (when needed).

As your site grows, the editorial guide supports scalability, allowing you to increase content production without sacrificing quality or brand voice.

I also recommend being transparent about using AI on your blog.

There’s nothing wrong with using it to improve your writing performance, and people will appreciate your openness.

It’s a win-win situation that promotes trust and authenticity in your relationship with your readers.

#10 Setting Legal Pages 

Setting up legal pages on your website is essential in establishing trustworthiness.

Terms and conditions, privacy policies, and disclaimers are not just formalities but are fundamental to building a transparent and legally compliant online presence.

I use and strongly recommend Amira’s Legal Bundle.

She’s an amazing lawyer who runs a blog on legal matters, providing invaluable insights and guidance on navigating legal intricacies in today’s online world.

Let’s see how having well-crafted legal pages improves your site’s E-E-A-T:

  • Build trust with transparency: privacy policies and terms and conditions pages are vital for informing visitors about how you handle their data.
    A clear and accessible privacy policy reassures users that their personal information is safe and managed responsibly, which builds trust.
  • Comply with legal standards: many regions require specific legal disclosures, like GDPR in Europe or CCPA in California.
    These legal pages ensure compliance with these laws and signal to users worldwide that you are serious about protecting their rights and privacy.
    I use a fantastic plugin on my site called CookieYes that handles all my website’s cookie consent requirements seamlessly.
  • Enhance professionalism: professional, comprehensive legal pages enhance your site’s credibility.
    They show that you are not just operating a website but are maintaining a professional platform that respects user rights and adheres to legal standards.
  • Improve User Experience: by setting clear expectations with terms and conditions, you can improve user experience by eliminating ambiguities about what your site offers and what users are expected to do.
    This clarity leads to better engagement and satisfaction.
  • Demonstrate authoritativeness: a well-drafted disclaimer underscores your credibility, especially for specific types of content, such as medical, financial, or legal advice.
    It shows that you understand the responsibilities of sharing such information and are cautious about how it should be used.

#11 Turn On HTTPS For Your Site

Turning on HTTPS for your site is a crucial step in enhancing its Trustworthiness.

HTTPS (HyperText Transfer Protocol Secure) encrypts the data exchanged between your website and its visitors, making their interactions secure.

secure connection status

This protocol improves your site’s E-E-A-T in different ways:

  • Enhance security: it protects your website’s data and your users’ privacy by preventing intruders from intercepting data transmitted between your site and users.
    This includes personal information, login credentials, and secure transactions, which is especially critical for handling sensitive data.
  • Build trust: when visitors see the padlock icon next to your website’s URL in the browser, it immediately communicates that the connection is secure.
    Trust is a fundamental component of user experience and can influence how users perceive your site’s credibility.
  • Improve SEO: Google has confirmed that HTTPS is a ranking factor.
    Google prefers to rank websites that provide a secure user environment, aligning with its commitment to safe browsing.
  • Prevent ‘Not Secure’ warnings: modern browsers alert users when they’re about to enter a site without HTTPS protection.
    These warnings can deter visitors from entering your site, increase bounce rates, and potentially harm your site’s reputation.
    HTTPS solves this scenario and ensures users are not discouraged from visiting your site.
  • Foster a positive user experience: secure browsing is a critical element of user experience.
    Users are more likely to stay longer, share personal information, and complete transactions on a site that they perceive as secure.
    HTTPS enhances user engagement and conversion rates.

Ready, Set, Implement: Enhancing Your Site’s E-E-A-T

When you first started reading this post, E-E-A-T seemed like a jumble of letters.

Now, you’re walking away with a clear understanding of how crucial Experience, Expertise, Authoritativeness, and Trustworthiness are to your site’s success.

Most importantly, you know precisely how to enhance these elements.

It’s time to put this knowledge into action.

Start implementing the strategies we’ve discussed, and watch as your website transforms from novice to pro.

Improving your site’s E-E-A-T is an ongoing journey.

So, take the first step today and keep pushing forward.

Your efforts will pay off in more trust from your audience and better results from your online presence.

Let’s get started!

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