What is Google E-A-T Update: How does it work?

What is Google E-A-T Update: How does it work?


In an age where the digital landscape is forever evolving, the importance of Search Engine Optimization (SEO) has never been more pronounced. From small businesses trying to carve out their niche online to multinational corporations aiming for dominance in search engine results pages (SERPs), SEO has become the keystone of online visibility. With over 90% of online experiences beginning with a search engine, ensuring one's place at the top isn’t just desirable—it’s imperative.

However, achieving and maintaining that coveted top spot is no simple feat, especially with Google's frequent algorithm updates. Each update seeks to refine the user experience, sometimes causing seismic shifts in website rankings. Many websites wake up to the joy of improved visibility, while others scramble to decipher the reasons for their drop. Amidst these periodic updates, one has stood out prominently in recent years due to its focus on the quality of content rather than just its quantity or keyword density. Enter the E-A-T update—a benchmark that places value on Expertise, Authoritativeness, and Trustworthiness. This update doesn't just change the game; it redefines how we play it.

Understanding E-A-T

The landscape of SEO is dotted with numerous acronyms, but few have garnered as much attention or generated as much discourse as E-A-T. At its core, E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. These three pillars have become the guiding principles for website owners and content creators aiming to align with Google's vision of a more reliable and trustworthy web.

  • Expertise: This relates to the depth of knowledge or skill in a particular field or subject. For content, it means that it should be produced by someone with a deep understanding and proficiency in the topic at hand. It's about ensuring that the content isn't just accurate but also insightful.
  • Authoritativeness: While expertise speaks to knowledge on a specific topic, authoritativeness relates to the credibility and recognition of the website or content creator in their broader niche or industry. It's about establishing a reputation as a go-to source.
  • Trustworthiness: This is perhaps the most intangible of the three, focusing on the reliability and integrity of both the content and the website hosting it. It encompasses everything from website security to the transparency of information provided.

But why did Google, the world's leading search engine, feel the need to emphasize these aspects? The roots of E-A-T can be traced back to Google's Search Quality Rater Guidelines. The intent was to provide human raters with criteria to evaluate the quality of search results. Google's continuous pursuit to improve user experience and its commitment to delivering reliable, accurate, and trustworthy information led to the integration of E-A-T as a critical component in the ranking algorithm.

Historically, Google unveiled E-A-T in its Search Quality Rater Guidelines in 2014. However, it wasn't until the "Medic" update in August 2018 that the SEO community witnessed the substantial influence of E-A-T, particularly on health and financial websites—areas where accuracy and trustworthiness are paramount. The emphasis on E-A-T was, and continues to be, a step towards ensuring that users receive information from sources that are not just knowledgeable but also credible and reliable.

Components of E-A-T


Definition and its relevance in SEO: Expertise pertains to a deep knowledge or skill in a specific domain. In the context of SEO, it signifies that the content isn't just superficially accurate but offers nuanced insights, providing value that only an expert could deliver. Google's algorithms are becoming increasingly adept at discerning high-quality content that exudes expertise, ensuring users find the best answers to their queries.

Practical examples of expertise in various niches:

  • Health: A medical article about diabetes management written by an endocrinologist.
  • Finance: An analysis of stock market trends by a certified financial analyst.
  • Cooking: A unique recipe creation or modification explained by a professional chef.

How websites can demonstrate expertise:

  • Author Profiles: Display qualifications, credentials, and experience of content authors.
  • In-depth Content: Comprehensive articles or resources that cover topics extensively.
  • Reference to Studies: Citing relevant studies or research to back claims.
  • Engagement: Actively answering user queries and engaging in discussions in the comments section.


Definition and its importance: Authoritativeness goes beyond expertise, representing the broader credibility of a website or content creator in their field. It's about being recognized as a trusted voice or a leading figure in a particular domain. In SEO, it ensures that recognized and respected entities rank higher, further enhancing user trust in search results.

The role of backlinks and domain authority: Backlinks, when obtained from reputable sources, act as endorsements. They signal to search engines that the content is credible and valued by others in the industry. Over time, accumulating quality backlinks can boost a site's domain authority, which is a measure of a site's trustworthiness and expertise.

Citing authoritative sources and building a content repertoire:

  • Regularly Updated Blogs: Producing consistent, high-quality content that cites recognized authorities.
  • Collaborations: Partnering with industry experts for webinars, guest posts, or interviews.
  • Testimonials: Displaying endorsements from other experts or recognized figures in the industry.


Definition and why it matters: Trustworthiness evaluates the reliability and genuineness of a website. For users, it's assurance; that they can trust the site with their time, personal data, and in some cases, money. For Google, promoting trustworthy sites ensures user safety and satisfaction.

Importance of SSL certificates, user reviews, and a transparent online presence:

  • SSL Certificates: An encrypted link between a web server and a browser, crucial for sites handling sensitive data.
  • User Reviews: Positive reviews can significantly enhance a site's perceived trustworthiness.
  • Transparent Online Presence: Clear policies, easily accessible contact information, and responsiveness to user concerns or complaints.

Avoiding misleading information and the impact of penalties: Misleading users or spreading false information can lead to severe penalties from Google, leading to a drastic drop in rankings. Furthermore, such practices tarnish the site's reputation, causing users to lose trust and decreasing the likelihood of future visits.

The Connection to YMYL (Your Money or Your Life)

Definition of YMYL websites: YMYL refers to web pages or content that can directly influence a person's health, safety, financial stability, or overall well-being. The decisions and actions taken based on this content have significant real-world implications, which is why Google is extremely stringent about the accuracy and reliability of such information.

Why E-A-T is particularly crucial for YMYL sites: Given the potentially life-altering impact of YMYL content, it's imperative that this information is provided by experts and trustworthy sources. The stakes are high—misinformation could lead to financial mishaps, health risks, or other serious consequences. Hence, Google's emphasis on E-A-T for these sites ensures that users access accurate, expert-backed, and reliable content.

Real-world examples of YMYL content and the role of E-A-T in ranking:

  • Medical Advice: An article discussing cancer treatments should be penned by healthcare professionals and backed by scientific studies. A high E-A-T score ensures such content ranks well.
  • Financial Planning: Advice on retirement funds or investments should come from financial experts. E-A-T ensures such content is prioritized.
  • Legal Guidance: Information about legal procedures, rights, or laws should emanate from qualified professionals, ensuring credibility via E-A-T.

Google’s Search Quality Rater Guidelines and E-A-T

Introduction to Google's Search Quality Raters: Search Quality Raters are human evaluators hired by Google to manually review and rate the quality of search results based on specific guidelines. Their feedback doesn't directly alter the rankings but aids in refining Google's algorithms for better search outcomes.

How these raters use the guidelines to evaluate web pages: Raters are provided with the Search Quality Rater Guidelines—a comprehensive document detailing the criteria for evaluating the quality of web pages. These raters examine various aspects of pages, such as content quality, user experience, and expertise, to assign a rating that reflects the page's usefulness and relevance.

The emphasis on E-A-T within these guidelines: E-A-T forms a cornerstone of the guidelines. Raters are explicitly instructed to evaluate the Expertise, Authoritativeness, and Trustworthiness of content, especially for YMYL pages. High E-A-T scores often correlate with high-quality ratings, underscoring the importance of maintaining content that exudes these three pivotal characteristics.

How E-A-T Affects SEO and Content Strategy

Shifts in keyword ranking based on E-A-T: With Google's increasing emphasis on E-A-T, websites with strong Expertise, Authoritativeness, and Trustworthiness are likely to experience a boost in rankings for their targeted keywords. Conversely, sites lacking in these areas might find themselves losing ground in SERPs (Search Engine Results Pages).

The importance of consistent, high-quality content: E-A-T isn't a one-off checkbox but an ongoing commitment. Regularly publishing high-quality, expert-backed content not only cements a website's authority in its niche but also signals to Google that the site is a reliable source of information, which in turn can favourably influence rankings.

How to align content marketing strategies with E-A-T requirements:

  • Audience-centric Approach: Understand and cater to the needs of your audience, ensuring content relevance.
  • Expert Contributions: Collaborate with industry experts for guest posts, interviews, or expert opinions.
  • Regular Audits: Continually assess and refine content to ensure accuracy and up-to-date information.

Practical Steps to Align with E-A-T in Website and Content

Enhancing User Experience:

  • Responsive Design: Ensure the website is accessible and user-friendly across devices.
  • Intuitive Navigation: Make it easy for users to find what they're looking for.
  • Page Load Speed: Optimize for faster loading times to reduce bounce rates.

Effective ways to cite sources and validate information:

  • Link to Reputable Sources: When citing statistics, studies, or other data, ensure the source is credible.
  • Avoid Outdated Information: Regularly update content to reflect current findings or industry trends.
  • Utilize Footnotes or Endnotes: For lengthy articles, utilize these tools for clearer citation without interrupting the content flow.

Building a trustworthy and authoritative online reputation:

  • Engage with Audience: Respond to comments, questions, and feedback actively.
  • Showcase Credentials: Highlight the expertise of content creators, showcasing their qualifications and professional background.
  • Garner Reviews and Testimonials: Encourage satisfied customers or clients to leave positive reviews, and prominently display these on the site.

The Role of E-A-T in Local SEO

How local businesses can demonstrate expertise and trust in their communities: Local businesses can host workshops, webinars, or community events that showcase their expertise in a particular field. For instance, a local bakery might host baking classes, while a fitness center could offer free health checks or fitness sessions.

Importance of online reviews and local citations for demonstrating E-A-T: For local businesses, online reviews on platforms like Google My Business, Yelp, and Tripadvisor can significantly bolster their trustworthiness quotient. Positive feedback and testimonials demonstrate reliability and quality of service. Moreover, consistent local citations — mentions of a business's name, address, and phone number on other web pages — aid in establishing business legitimacy and improving local search rankings.

E-A-T and Technical SEO

Discussing the role of structured data in showcasing expertise and trustworthiness: Structured data, often implemented using Schema markup, helps search engines better understand the content on a page. This can be particularly beneficial for showcasing awards, certifications, and professional affiliations that highlight expertise.

How website security, page speed, and mobile optimization reflect trustworthiness: A secure website (HTTPS) indicates that a business values its visitors' privacy, directly impacting the trust factor. Similarly, fast page load times and mobile-friendly design enhance user experience, demonstrating that the site is professionally managed and user-centric.

The Impact of Social Signals on E-A-T

How social media presence and engagement can influence perceived authoritativeness and trustworthiness: A vibrant and engaging social media presence, with regular posts, audience interactions, and relevant content, can enhance a brand's image. It acts as a platform for showcasing expertise, while positive interactions and timely response to feedback can boost perceived trustworthiness.

The role of influencer collaborations and partnerships in enhancing E-A-T: Collaborations with respected industry influencers can lend additional credibility to a brand, as these influencers act as endorsements of the brand's authority in the field. Moreover, partnerships with well-regarded organizations or thought leaders can further amplify a brand's E-A-T profile, as it is seen as a trusted entity by association.

Understanding why voice search results prioritize high E-A-T scores: Voice search, by nature, provides users with singular, concise answers to their queries. Given this one-shot response mechanism, it's imperative for search engines to present the most reliable and accurate information. Hence, content with high E-A-T scores — indicative of expertise, authority, and trustworthiness — naturally becomes the preferred choice for voice search results.

Optimizing for voice search while adhering to E-A-T principles:

  • Concise and Clear Answers: Given voice search's penchant for brevity, content should have succinct, clear answers, preferably showcased in featured snippets.
  • Local SEO Emphasis: Voice searches often carry local intent. Businesses should ensure their local SEO factors, including reviews and citations, are E-A-T compliant.
  • Natural Language and Long-Tail Keywords: As voice queries are conversational, content should incorporate natural language and long-tail keywords, underpinned by expert insights.

E-A-T in Multimedia: Videos, Podcasts, and Infographics

How Google evaluates multimedia content through the lens of E-A-T: While Google can't "watch" or "listen" to multimedia in the traditional sense, it considers metadata, descriptions, titles, user engagement metrics (like watch time), and surrounding textual content. A video, for instance, with a detailed description citing expert sources, will likely fare better in E-A-T evaluations.

Best practices for ensuring your multimedia content aligns with E-A-T standards:

  • Descriptive Metadata: Ensure that video titles, descriptions, and tags are not only SEO-optimized but also reflect the content's expertise and authority.
  • Quality Over Quantity: Instead of numerous short videos or podcasts, focus on producing fewer, well-researched, and in-depth multimedia pieces.
  • Citations in Multimedia: For infographics, include credible sources. In videos or podcasts, verbally acknowledge expert contributions or studies that bolster your content's credibility.
  • Engage with the Audience: Respond to comments, address questions, and encourage feedback on platforms like YouTube, showcasing your commitment to providing value and fostering trust.

The Intersection of E-A-T and Voice Search

Understanding why voice search results prioritize high E-A-T scores: Voice searches aim to provide quick and accurate answers. Given the audio nature of the response, users don't have the luxury to sift through multiple results as they would on a screen. This heightens the need for trustworthiness and accuracy.

Consequently, sites demonstrating high E-A-T values are more likely to be sourced for voice search results, ensuring users receive accurate and credible information in real time.

Optimizing for voice search while adhering to E-A-T principles:

  • FAQs and Q&A Formats: Many voice searches are question-based. By incorporating FAQs or Q&A sections that provide expert-backed answers, you cater directly to voice search queries.
  • Semantic Search: Voice queries are more conversational. Ensuring your content is optimized for semantic search, with natural language and context, adheres to E-A-T principles.
  • User Intent: Understand the intent behind voice searches in your niche. Provide expert, authoritative, and trustworthy answers that precisely match that intent.

E-A-T in Multimedia: Videos, Podcasts, and Infographics

How Google evaluates multimedia content through the lens of E-A-T: While the content of multimedia isn't directly "readable" by search engines, the surrounding elements — such as descriptions, meta tags, and user engagement metrics — are. Google also gauges the quality of the platforms these media are hosted on. For instance, a video hosted on a reputable platform like YouTube, with strong user engagement and positive feedback, may be perceived through an E-A-T lens more favourably than one on an obscure platform.

Best practices for ensuring your multimedia content aligns with E-A-T standards:

  • Relevant Descriptions and Titles: Ensure the titles and descriptions of your videos or podcasts are not only catchy but also accurately represent the content and its expertise.
  • Credible Source Citations: If your infographic is based on certain data, ensure you cite these sources clearly. For videos and podcasts, mention or even visually represent these sources during the content delivery.
  • Interactive Elements: Add interactive elements like clickable links or references in video descriptions or podcast show notes, directing users to authoritative sources for deeper dives.
  • Collaborations with Experts: For video or podcast content, collaborations with industry experts can immensely boost the E-A-T quotient. Their presence, comments, or insights act as live testimonials to your content's reliability.

Case Studies: Websites that Excelled (or Failed) Due to E-A-T

Analyzing real-world examples of websites that saw significant ranking changes post the E-A-T update:

  • HealthLine: Post E-A-T, HealthLine saw an increase in its rankings. The site's emphasis on citing medical studies, collaborating with health professionals, and providing evidence-backed content resonated with Google's push for expertise and trustworthiness in YMYL categories.
  • An Unnamed Finance Blog: Conversely, an unnamed personal finance blog that provided financial advice without citing sources or showcasing any financial credentials saw a decline in traffic post the E-A-T update. The lack of clear expertise and authority played a role in its diminished search presence.

Lessons learned from these case studies:

  • Authority is King: Especially for YMYL topics, showcasing authority is non-negotiable. This can be through professional credentials, expert collaborations, or well-cited content.
  • Transparency Matters: Websites that clearly listed their content creators, and their qualifications, and had an easily accessible contact page generally fared better.

E-A-T's Influence on Paid Advertisements and Google's AdSense Program

Discussing if and how Google's emphasis on E-A-T has influenced their approach to paid ads and the AdSense program: While the core of E-A-T pertains to organic search results, the ethos of providing users with reliable, expert information permeates Google's other products too. In the AdSense realm, Google has become more stringent with website approvals. Sites that don't meet the trustworthiness criteria or engage in misleading practices find it harder to get into the AdSense program or face bans.

Best practices for advertisers in the E-A-T era:

  • Authenticity in Ads: Ensure that the ad content genuinely represents what's being offered. Misleading ads can lead to penalties.
  • Land on High E-A-T Pages: The landing pages for ads should align with E-A-T principles. If users land on a page that doesn't match the ad's promise or lacks credibility, it can harm both conversion rates and trustworthiness.
  • Transparent Ad Disclosures: Clearly disclose the nature of affiliate links, sponsored content, or any other form of paid content. This enhances trust and complies with both E-A-T and FTC guidelines.

User-generated Content (UGC) and E-A-T

The challenges and advantages of UGC in maintaining a site's E-A-T score:

  • Advantages:
  • Diverse Voices: UGC can offer a breadth of perspectives and real-world experiences, enriching a site's content diversity.
  • Engagement Boost: Active user participation can enhance site engagement, signalling a vibrant community and potentially boosting trustworthiness.
  • Challenges:
  • Quality Control: Not all UGCs will be of high quality, and some may even disseminate misinformation.
  • Authority Questions: UGC, by its nature, often comes without the clear credentials that bolster the 'Expertise' and 'Authoritativeness' aspects of E-A-T.

Guidelines and moderation strategies to ensure UGC supports a site’s E-A-T standards:

  • Clear Posting Guidelines: Create and enforce content guidelines that require users to cite sources or avoid making unfounded claims.
  • Active Moderation: Deploy a team or use automated tools to vet UGC, ensuring it aligns with E-A-T values.
  • Highlight Expert Users: If your platform has experts or professionals participating, highlight their contributions to boost the E-A-T value of your UGC.

Myth-busting: Common Misconceptions about E-A-T

Addressing frequent misunderstandings about E-A-T:

  • Myth: E-A-T is a direct ranking factor: While important, E-A-T isn't a direct "ranking factor" in the way that backlinks or mobile usability are. Instead, it’s a lens through which other ranking factors are evaluated.
  • Myth: Only YMYL sites need to worry about E-A-T: While E-A-T is especially crucial for YMYL websites, its principles can apply to any site aiming for long-term trust and authority.

Separating fact from fiction based on Google's official statements: Always refer to Google's official documentation, like the Search Quality Rater Guidelines, to get a clear understanding of E-A-T and its role in search evaluations.

The Future of E-A-T: Predictions and Preparations

  • Deepening AI Integration: As AI becomes more sophisticated, Google might employ even more advanced algorithms to assess E-A-T values, possibly even evaluating the semantic content of pages in-depth.
  • Increased Emphasis on Real-world Validation: We might see a higher emphasis on real-world validation of expertise and authority, such as offline credentials or physical-world accomplishments.

Actionable steps websites can take now to prepare for future shifts in E-A-T emphasis:

  • Focus on Content Depth: Instead of just skimming the surface, dive deep into topics to provide comprehensive insights.
  • Strengthen Offline Authority: For brands and individuals, building a reputation offline — through conferences, print media, or other traditional outlets — can complement online E-A-T.


In the ever-evolving landscape of digital marketing and search engine optimization, Google's E-A-T guidelines have emerged as a cornerstone. These criteria—Expertise, Authoritativeness, and Trustworthiness—are not just abstract concepts, but tangible standards that shape how content is evaluated and ranked. For anyone aiming to establish a meaningful online presence, ignoring E-A-T is not an option.

Throughout this exploration, it's been evident that E-A-T isn't just about ticking boxes. It requires a holistic approach, encompassing everything from the depth and accuracy of content to the overall user experience. And while E-A-T holds particular significance for YMYL websites, its principles radiate across all sectors, emphasizing the universal need for credible and reliable content.

As we venture into the future, search algorithms will undeniably grow more sophisticated, but their core aim will remain unchanged: delivering the most relevant and trustworthy results to users. Websites and brands that embed E-A-T into their DNA, therefore, aren't just optimizing for today but are laying the groundwork for sustained relevance and success in the digital age ahead.

Google E-A-T Update: How does it work FAQs