E-A-T and SEO: How They Work Together

E-A-T and SEO

Written by Jeremy Earle, JD

April 21, 2022

Learn the fundamentals of E-A-T and how to put them into practice on each site you create to improve your search engine optimization efforts.

Is it possible to find out what Google is looking for?

Google urges publishers to reexamine their quality rating rules.

This has been done for years by SEO pros searching for any hints to Google’s algorithm.

As a result, a lot of the information you’ve read about optimizing for E-A-T may be outdated.

Describing the meaning of the word “E-A-T.”

Expertise, authority, and trustworthiness all go by the initials E-A-T. For third-party quality raters, Google developed the Quality Rating Scale (QRS).

To assess the quality of your content, Google advises using this tool.

Google developed E-A-T only to assess the quality of content for third-party quality raters.

Your evaluations should be based on the instructions and examples provided in these guidelines unless the job explicitly states differently.

Personal preferences, religious convictions, or political views should not be used while assigning a star rating.

Google’s evaluations would be inaccurate if they included subjective feedback. E-A-T was created to address this issue.

The rules for search quality raters and the idea of E-A-T represent the sorts of sites Google’s algorithm tries to rank.

Is It Possible to Use E-A-T as a Ranking Factor?

Expertise, authoritativeness, and trustworthiness are notions that have never been patented or researched as ranking criteria.

The presence of certain signals may determine a site’s trustworthiness, but Google has never revealed what those signals are.

The Quality Raters Guidelines don’t provide any clues about what such signals may be.

No “author signal” exists in Google’s algorithm if the rules tell the rater to look for an author.

For the rater to better judge a website’s authority, it asks them to do so. That’s all there is to say.

E-A-T represents ideas that can be articulated in real-world aspects like connections.

Google does not employ ranking variables such as expertise, authority, or trustworthiness.

Exactly how does Google determine whether or not a piece of content is trustworthy?

Links, for example, have long been used to demonstrate a site’s knowledge and authority and learn what information its visitors desire to view.

If a page has a lot of links from other sites on the same issue, it might be assumed to be an authoritative source for that topic.

Google does not employ a real statistic called “authority.” Google can only estimate a webpage’s authority based on (unknown) signals.

Linking is the sole signal that we know of that can tell us whether a website is credible.

However, it isn’t the only instance of this. Google revealed that AI is utilized to determine whether or not a piece of material is authoritative in April 2021.

Freelancers in the Executive Suite

How to locate Fiverr Business freelancers and how to work with them.

It’s Free!

Expertise and authority may be assessed using artificial intelligence.

The search engine uses artificial intelligence (AI) to better comprehend the material on its pages.

Google uses artificial intelligence (AI) to screen out low-quality shopping and product review material.

By rewarding material that contains more thorough research and relevant information, we want to ensure that you get the most beneficial information for your next purchase.

That claim claims that Google uses AI to determine if a website’s content is shallow or has the characteristics and contours of “in-depth study” and other aspects typical of sites that are valuable to visitors.

E-A-T & Google Research

To put it another way, Google’s search results pages are all about delivering what people want to see.

Link analysis, content analysis, and natural language processing rely on Google’s knowledge of what people desire.

Links may be used to convey the expertise of a page.

  • Google uses AI to identify authoritative websites.
  • Content assessed by AI and links are used to identify trustworthy websites.
  • Expertise, authority, and authority—and its opposites—can be conveyed via on-page cues.
  • Using the E-A-T Concept to Improve Your Ranking

The E-A-T system was developed to better equip quality raters to evaluate websites.

There are no hints in the search quality requirements as to ranking considerations.

Expertise, authority, and trustworthiness must be defined to be understood.

Publishers will better understand E-A-T and how to better optimize their material if this concept is fully grasped.


Accomplishments in Expertise

Competence and technical skill are two characteristics of expertise. Mastery of the subject and hands-on experience exhibit expertise.

To be considered an expert on a subject like curing an illness, a website’s approach should typically be scientific.

An expert page educates, illuminates, and imparts wisdom. The subtopics and citations that an expert website makes to other works will indicate the depth of expertise.

Depth of Knowledge Is Not Full Completion.

Depth of knowledge isn’t the same as comprehensiveness. A subject is well-understood when one has a depth of knowledge in that area.

Comprehensiveness measures how wide a range of topics the information covers.

Question: How does this page show that it conveys the depth of knowledge when assessing a website for expertise?

If a subject has specialized knowledge for a certain issue, it is considered expert content. When writing about headaches, aspirin is nearly often mentioned.

Recognize the breadth of one’s knowledge to appreciate the depth of one’s expertise

The embarrassingly basic technique of adding an author box with the author’s academic qualifications does not constitute adding “expertise” to an article.

In-deep knowledge and experience are reflected in the breadth of one’s expertise in the website content.

Author biographies are not enough to transform content into an authoritative one.

Knowing how much information you have is the first step in enhancing your website’s content.

Expertise is defined as:

Various fields of study have investigated the concept of expertise. In the words of some academics, “expertise develops from the combination of skill and practice.”

To gauge a student’s level of knowledge, educators use Webb’s Depth of Knowledge. In it, there are four degrees of expertise.

The capacity to recall information is the first step at the beginner’s level. The fourth level is the capacity to weave together facts and ideas from diverse fields to form a unified argument.

According to Global Cognition, a scientific research organization, there are two types of knowledge. Having the capacity to solve issues utilizing the same procedures and answers repeatedly is a kind of knowledge known as “Routine Expertise.”

Adaptive Competence is the second kind of expertise. If you can come up with answers for situations that have never been seen before, you’ve got Adaptive Expertise.

Results in both circumstances are: “…the ideas and attributes that consistently lead to excellent performance.”

Practice, feedback, and analysis are the three main components of building expertise.

What Qualifies a Piece of Content as “Experienced”?

An expert’s content may be defined as having proof that the author physically touched the item of their piece, had real-world experience in their field of expertise, provided analysis, measurements, and comparisons of their findings.

An example of a content expert’s skill

I’ve written a blog post on the topic of data structure. The fact that structured data is a markup language was completely overlooked by the top-ranking publications on the subject (like HTML is).

Google’s machine learning (and whatever else they employ to comprehend a subject) presumably already understood it and may have reacted favorably to that expert remark. Google’s machine learning.

It’s not that my observation was superior to the top-ranked sites; it was just different. What I found interesting was how well I understood what Schema.org structured data is all about.


Advocacy and comprehensiveness are two different things. This is a typical blunder if you’re trying to provide authoritative material.

Authoritativeness vs. Comprehensiveness: A Comparison

For example, an authoritative person is trustworthy and correct. A comprehensive person has a vast range of knowledge.

There’s a difference between having a broad breadth and being accurate (authoritative).

When determining whether or not a piece of information is authoritative, look for attributes like correctness, soundness of ideas, and validity that may be found in the definition of authoritativeness.

Can Authoritativeness Be Improved?

To understand authority, what is it? The number of backlinks pointing to your site is one way to measure your authority. That’s about all we can say with certainty.

However, Google does not employ authority or authoritativeness as genuine ranking criteria or metrics. Google doesn’t have an “authority” statistic unless you consider PageRank one.

It’s a little odd to speak about “optimizing for authority” when you’re talking about improving your PageRank. There is no such thing as PageRank optimization. A website’s PageRank is a ranking that it builds over time.

Relevance, Authority, and Trust are the three pillars of SEO


If your web pages consistently meet the needs of your visitors, they will be linked to, discussed on social media, and cited.

Because of this, people may begin to see your site as a reliable source of information, services, or goods.

According to most experts, Google doesn’t utilize social signals to rank web pages. We don’t know whether Google makes use of them for anything at all.

In other words, social cues are the smoke that informs you there’s a fire going on and that you’re on the correct track.

Aiming for Reliability

Googlers have mentioned the credibility of a website. There have been allusions to trustworthiness in research publications and patents.

Link analysis is an interesting aspect of a trustworthiness study (Read: Link Distance Ranking Algorithms for more information).

Knowledge-based trust is another area of study. However, Google patent expert Bill Slawski believes it is doubtful that the company employs it.

In the case of Google Search, it is very unlikely that Knowledge-Based Trust is used as a signal for ranking. In a presentation, Xin Luna Dong showed that low-accuracy sites are commonly popular, whereas high-accuracy sites are often disliked (https://t.co/R4tfgUabn8). Image from @bill Slawski: pic.twitter.com/b30nMALAIL September 9, 2019 /

Google hasn’t looked at a unique trustworthiness measure where a site earns “trust points” to show trustworthiness.

The closest Google may get to a trust score is a link distance ranking, but this is only an approximation. Link distance ranking may be used to detect both spammy and high-quality websites.

There is no way to “optimize” for trustworthiness other than being cautious where you receive links (which you should be doing anyway!).

A trustworthy source of information is all you need. Google may take note if other websites link to yours, so keep an eye out for this.

Isn’t an Algorithm What E-A-T Is?

Pubcon, in October of 2019, E-A-T was not an algorithm, Gary Illyes affirmed.

E-A-T and the QRG have been the subject of much discussion among Googlers, and Gary Illyes’ response to the question was spot-on.

There are several Baby algorithms that may be combined to estimate EAT. This may seem to be semantics to some people. If they don’t have a single huge adult-algorithm that searches for EAT signals, it is to some extent. Likely, the little ones will also need food.

— Bill Slawski (@bill Slawski) posted on October 11, 2019

Aiming for Excellent

The aforementioned ways to excellence may be used to establish knowledge, authority, and trustworthiness.

When it comes to your website’s content, the terms “expertise,” “authority,” and “trustworthiness” aren’t simply buzzwords. What you write may have these properties.

Because of this, it’s a good idea to take a careful look at the meanings of the phrases “expertise,” “authority,” and “trustworthiness.”

You May Also Like…