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A Guide to Rank Your Site Higher by E-E-A-T Analysis ON-Page SEO

by Jaselyn Royan

  • 2024-04-24

Experience, Expertise, Authoritativeness, and Trustworthiness are the four factors that will decide whether your site will rank. E-E-A-T is Google’s guidelines for creating high-ranking pages.

However, E-E-A-T is not a ranking factor but a guideline for Google raters to assess websites' content.

It helps to demonstrate that the page is accurate, honest, safe, and reliable. Google introduced E-E-A-T to ensure that users get the highest-quality content. To get a high E-E-A-T score, the writers need to have firsthand experience in the field.

Let’s explore how to analyze a site for E-E-A-T to rank it higher.

What is E-E-A-T?

The first form of E-E-A-T was “Expertise, Authoritativeness, and Trustworthiness”. In March 2014, Google added it to its Search Quality Rater Guidelines to help people who rate the quality of search results. Google added the extra "E" to "Experience" in December 2022.

Communicating the four pillars of E-E-A-T on your website requires a thoughtful approach to content generation and presentation. It's about exhibiting your breadth of knowledge and proficiency in your field and the usefulness and accuracy of the information you offer.

This entails developing a thorough story incorporating these ideas into every aspect of your website. Now, let's look at each of them in more depth.


The first term, “experience,” depicts the writers’ understanding of the subject and topic. How much someone or an organization knows about a subject or field and how well they can use that information in real life is called their experience.

To enhance the user experience, the website must include the following:

  • Use real customer reviews, comments, and feedback to show how good the services or products are and how reliable they are.

  • Put together a portfolio of past work or thorough case studies to show that you have real-world experience and can get results.

  • Put the focus on the company's long history, important milestones, and past accomplishments, such as its history and community participation.

  • Blogs, papers, Frequently Asked Questions (FAQs), and guides full of useful information showing how experienced the business is should be made and shared.

  • Include media coverage, press releases, or news stories showing how involved and knowledgeable the company is in issues specific to its industry.


This term portrays the organization’s skills and practice in the field. Expertise means knowing how to do something like a pro. If a website shows knowledge, the people who made it know what they're talking about.

The following aspects must be included in the website to show your expertise in the field.

  • Write in-depth blog posts, white papers, or pieces showing you know much about the industry.

  • Give clear, detailed descriptions of goods or services and highlight the specialized knowledge needed is important.

  • Engage and publish thought-provoking material, such as speaking at industry events.

  • Providing resources like how-to guides, tutorials, webinars, or online classes impart valuable knowledge to the audience.

  • Showing that you keep learning by attending industry conferences or writing for industry publications.


Google raters consider whether a website provides accurate information to the user. For example, if you need help with something private, like your health or finances, you want help from someone who knows a lot and is trusted by many people. Google raters check whether the audience can rely on the website.

Embodying authoritativeness on the website may require you to include the following:

  • Earn backlinks from well-known websites in your industry to show that others respect and recognize your business's power.

  • You can get featured in reputable publications, interviewed by the media, or cited as an expert in your area.

  • Display awards or recognitions received from industry organizations or community groups.

  • Become a part of business groups, committees, or boards.

  • Gain endorsements from well-known leaders or influencers, making the authority seem stronger.

  • Work together with well-known companies or brands in partnerships or joint projects.


In a world of false information, trustworthiness is like an internet truth serum. A website that you can trust is clear, honest, and dependable. It's not trying to scam you or sell you nonsense.

To gain the user's trust, incorporate the following into your website.

  • Make contact information, a physical address (if available), and customer service information available.

  • A full privacy policy and certifications like SSL security should be shown, especially on e-commerce sites.

  • Include Ratings and reviews from real customers that are shown and answered in public.

  • Make a responsive website that works well on mobile devices, is easy to use, and improves the user experience.

  • Show that you care about customer service by offering commitments, return policies, and helpful customer service.

  • Use honest, clear, and correct information about goods or services in all marketing and advertising materials.

  • Take part in and give money to local events or causes to help build trust in the community.

Why is E-E-A-T Important?

Now, let’s find out why E-E-A-T is so important.

This guideline is like the magic sauce that helps the search engine results to generate results. When you use Google or another search engine, it wants to give you the best and most reliable results. They check a website's E-E-A-T to rank any website.

A website with a high E-E-A-T will likely have correct, useful, and dependable information. Even though E-E-A-T isn't a straight ranking factor, it's important to consider several factors together to find high E-E-A-T content.

These things are very important for determining the quality and trustworthiness of web content, affecting how search engines like Google list websites in their results.

E-E-A-T isn't a measure that stands alone, but it's still a good idea to consider the factors that generate good E-E-A-T for better content quality and search engine visibility.

Search engines know that financial issues are very reserved and important to people. The items in the "Your Money or Your Life" (YMYL) category are all about money and other important parts of life.

Google gives E-E-A-T SEO rules more weight regarding YMYL issues. Finding sources that meet the core E-E-A-T standards is important if you want to learn how to save money and manage your money wisely.

How to Conduct an E-E-A-T Analysis?

You need to take several steps to incorporate E-E-A-T principles into your content plan. The first step is to audit your existing content carefully. This evaluation should guide the creation or revision of pages to improve their knowledge, expertise, authority, and trustworthiness.

A content audit by SEO Penguins reviews all the content published on a website. It assesses the content quality, performance, and relevance to the targeted audience. This content could be blogs, articles, landing pages, product descriptions, etc.

It is very important to use analytics tools for constant tracking. By looking at metrics for user engagement, you can see how your audience reacts to changes and makes data-based decisions to improve your plan.

Different tools allow the site owner to update, remove, keep, or redirect the content according to the insights. The insights depict whether the content aligns with the company’s goal and helps shape the future content strategy. 

The world of E-E-A-T is likely to change in the future. As search engines get smarter, they might use new metrics, like user interaction metrics or AI-driven content analysis, to judge E-E-A-T. To stay ahead of the competition in SEO, you'll need to keep up with these trends and change your approach to match.

E-E-A-T is not just a set of rules. It is more than that. It's a way to build and maintain an authentic, trustworthy online presence. By strictly following the E-E-A-T principles, constantly reviewing their effects, and keeping up with changing SEO trends, you can ensure that your website not only ranks well but also really serves and connects with your audience.

How to Audit Websites to Analyze E-E-A-T?

For auditing the website to check to do an E-E-A-T analysis, go through all of your current content (web pages, too, not just blogs) and make a list of the following:

  • Content that doesn't have an author name or bio.

  •  Author bios that are not very good.

  • Keywords that don't rank for the right pages

  • Content that isn't evergreen may need to be updated or removed, so make sure it's correct and up to date.

  • There should be at least a few pieces of content on your site and authoritative content that doesn't link to other authoritative sites.

  • Watch for if your content has no relevant backlinks. This means that other people in your area either don't see it enough or don't trust it as an authority.

Optimizing Content for E-E-A-T

Content is a game-changer for websites. You can make a difference by molding the content according to the E-E-A-T guidelines. As you already know, content is king and can make or break the whole website.

By incorporating the following tips, you can create E-E-A-T friendly website content. So, without further ado, let's dig in.

1. Create High-Quality Content

High-quality content is the first thing that matters. Your web pages must include all the relevant information about the topic you are discussing. Craft the outline so that the audience finds all the information in one place without navigating to other websites.

Make your content simple but detailed. Show your expertise in the relevant field. Give examples and discuss some case studies. This will depict that you have experience and expertise in the subject.

2. Include Writer’s Information

A common mistake most businesses make is not providing the writer’s information. This practice must be discontinued. Adding a writer’s bio to the articles or blog creates a sense of authority. It introduces your team to the audience, and they feel connected.

The author’s name and experience in the field are major components to add to the bio. It could be added at the beginning or end of the article.

3. Link to Credible Sources

Adding links to credible sources is a common practice now. However, I cannot emphasize its importance in this short piece of writing. It is a leading factor in increasing the E-E-A-T.

Linking to credible sources adds to your website's authority and trustworthiness. The overall quality of your content is dependent on the links you incorporate on web pages. Make sure to add only the trustworthy resources that your audience already trusts.

4. Be Comprehensive

Writing precise and comprehensive content has many benefits. Simple and understandable text keeps the reader engaged and helps convey understanding to the user.

Comprehensible content has a higher E-E-A-T rating. Moreover, it is easy to tweak comprehensible text to maintain content freshness.

5. Focus on Brand’s Reputation

While crafting the content, it is important to keep your brand in mind. Creating a positive reputation is important to get a higher E-E-A-T. Responding to the customer’s feedback is crucial for your brand’s reputation.

Handle the criticism positively and professionally. Brand reputation impacts the trustworthiness of the content and overall site.

6. Build About Us Page

A strong About Us page builds your website's authority. Many companies don’t leverage the power of creating an impactful About Us page, which is a completely wrong approach.

Instead, craft a page that tells the world about your accomplishments. Add your company’s story, the names and titles of the team, and all the achievements. You can discuss your vision and mission, your business process, and what makes you different from your competitors.

7. Utilize User Generated Content

Nowadays, people usually review products or services through video content or add reviews in the form of content. A company can utilize that user-generated content to build trust and authority, which helps attract more customers.

Videos have the most significance in user-generated content. Whether it’s a written review or a detailed video, the company can use it. Publish these videos on your website to get the most out of them.

8. Link Building

We discussed adding links to credible sources on the Internet. This helps to create a sense of trust and authority.

You can also add relevant links to your web pages. Building internal links shows your expertise. It depicts that your website contains information on relevant topics. So, never forget to use the relevant topics you have already published.

9. Hire SEO Agency

Getting help from experts is a common practice nowadays. Because SEO agencies help your website rank higher. They can evaluate the content based on Google’s latest guidelines on EEAT.

SEO Penguins takes on the responsibility of identifying your mistakes and assisting in crafting a content strategy according to the company's goals. As a credible SEO agency, SEO Penguins can help you rank at the top of the SERPs.

SEO can help you drive more traffic, generate leads, and boost conversion rates. SEO Penguins offers a free website audit that allows you to conduct a performance analysis. Improve your E-E-A-T with SEO Penguins and beat your competition.

Wrap Up

Dedication will make your website stand out in this digital world.

Watch out for E-E-A-T the next time you're online. It's your ticket to a better and smarter time online. Also, if you have a website, know that improving your E-E-A-T can get you to the top of the search engine results!

Frequently Asked Questions

1. What does E-E-A-T content mean?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these four components to measure content quality and evaluate website credibility and relevance.

2. How to use E-E-A-T in SEO?

To improve the website’s E-E-A-T SEO, some simple steps must be taken: Create high-quality content, add credibility by citing reliable sources, boost your brand reputation, add an author’s bio, utilize user-generated content, build internal links, and ensure your content is accurate.

3. How do I improve Google E-E-A-T?

Here are some best practices for improving E-E-A-T. Provide proof that you are experienced in the topic; add examples and case studies. Show the reader that you have firsthand experience in the field. Add accurate stats and facts to build the site’s credibility. Gain users' trust by providing detailed information. The content needs to be engaging and compelling.

4. What is the difference between E-A-T and E-E-A-T?

E-A-T stands for “Expertise, Authoritativeness, and Trustworthiness. E-E-A-T takes E-A-T a step further by adding another E,, "Experience”. It depicts the experience of the content writer within a specific topic or industry.

5. What is the Experience in E-E-A-T?

Google has added “Experience” to its rater guidelines. It shows that the author of the content has relevant experience in the discussed field. Only a person with firsthand experience can describe the topic accurately. That’s why Google added another ‘E’ to maintain content quality and accuracy.

6. What is the importance of E-E-A-T for YMYL content?

Google pays the utmost attention to YMYL (your money, your life) content because it can directly impact the user’s life. YMYL content is all about health, well-being, and safety. So, to increase the website’s ranking, it is important to focus on the rater guideline, i.e., E-E-A-T.

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