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Understanding how to perform an EEAT analysis and implementation

Search Engine Optimization

February 5, 2024

In the rapidly evolving world of SEO, understanding and implementing E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is essential for any website aiming to rank higher and appeal to both search engines and users. In this comprehensive guide, we delve into the nuances of E-E-A-T and provide actionable insights for enhancing your website's performance in these critical areas. For those looking to elevate their SEO strategy further, explore our SEO services for tailored solutions and expert guidance.

What is E-E-A-T?

E-E-A-T is Google’s latest set of guidelines for creating high-ranking pages. It’s an expansion of the previously established E-A-T criteria, adding 'Experience' to the mix. This evolution of Google's guidelines underscores the importance of not just the content's quality and credibility but also the real-world experience behind it. E-E-A-T stands for:

  • Experience - Demonstrating hands-on, practical knowledge or involvement in a subject.
  • Expertise - Showing a high level of knowledge or skill in a particular area.
  • Authoritativeness -  Being recognized as a source of reliable, accurate, and respected information.
  • Trustworthiness - Ensuring that the information is honest, accurate, and transparent, and that the website is secure and respects user privacy.

How you might convey each category

Conveying the four pillars of E-E-A-T on your website involves a strategic approach to content creation and presentation. It's about demonstrating not only the depth of knowledge and expertise in your field but also showcasing the practical application and reliability of the information provided. This means creating a comprehensive narrative across your website that reflects these principles in various ways. Here’s how you might effectively embody each aspect of E-E-A-T in your website’s content and design:


Customer Reviews and Testimonials: Showcasing genuine customer feedback, testimonials, and reviews that reflect the quality and reliability of the services or products.

Portfolio or Case Studies: Presenting detailed case studies or a portfolio of past work to demonstrate practical experience and successful outcomes.

Years of Service and Milestones: Highlighting the business’s longevity, significant milestones, and historical achievements, including company history and community involvement.

Employee Experience: Featuring staff profiles with details on their experience, training, and certifications to showcase the collective expertise of the team.

Industry Recognition and Certifications: Displaying any industry-specific recognitions, awards, and memberships in professional bodies to underline the business’s standing and experience in the field.

Educational Content: Creating and sharing informative blogs, articles, FAQs, and guides that provide valuable insights and knowledge, reflecting the business's depth of experience.

Media Features or Press Releases: Including mentions in the media, press releases, or news articles that spotlight the business's involvement and experience in industry-specific matters.

Video Content: Utilizing video formats like demonstrations, tutorials, or customer stories to visually represent the business’s expertise and real-world application of services.

Social Media Engagement: Maintaining an active and engaging presence on social media platforms, showcasing real-time interactions, customer experiences, and user-generated content that reflect the business’s active role in its community and industry.


Educational Background and Qualifications: Highlighting the education and formal training of the staff, especially for professional services like healthcare, legal, or financial services.

In-Depth Content Creation: Publishing detailed blog posts, white papers, or articles that demonstrate a deep understanding of the industry.

Specialized Service Descriptions: Offering clear, detailed descriptions of services or products, emphasizing the specialized knowledge involved.

Professional Development: Showcasing ongoing training, attendance at industry conferences, or contributions to industry publications.

Thought Leadership: Engaging in and publishing thought-provoking content, such as op-eds in industry magazines or speaking at industry events.

Educational Resources: Providing resources like how-to guides, tutorials, webinars, or online courses that impart valuable knowledge to the audience.


High-Quality Backlinks: Obtaining backlinks from reputable websites within the industry, which signals that others respect and acknowledge your business’s authority.

Public Recognition: Featuring in respected publications, media interviews, or being cited as an expert source in your field.

Professional Endorsements: Endorsements from known industry leaders or influencers, which can enhance the perceived authority.

Industry Awards and Accolades: Displaying awards or recognitions received from industry organizations or community bodies.

Membership and Active Involvement in Industry Associations: Participating in industry groups, committees, or boards.

Influential Partnerships: Collaborating with well-known organizations or brands in joint ventures or partnerships.


Transparent Contact Information: Clearly providing contact details, physical location (if applicable), and customer service information.

Privacy Policy and Security Certifications: Displaying a comprehensive privacy policy and certifications like SSL encryption, especially for e-commerce sites.

Customer Service Excellence: Demonstrating a commitment to customer service through guarantees, return policies, and responsive customer support.

Real Customer Feedback: Showcasing honest customer reviews and ratings, and responding to them publicly.

User-Friendly Website Design: Creating a website that is easy to navigate, mobile-friendly, and accessible, enhancing the user experience.

Accurate and Honest Advertising: Ensuring that all marketing and advertising materials are honest, clear, and provide accurate information about products or services.

Community Involvement: Participating in and contributing to local community events or causes, which can build trust at a local level.

Applying EEAT holistically

Applying EEAT (Expertise, Authoritativeness, Trustworthiness, and Experience) holistically to a website involves integrating these elements across all pages while tailoring them to the specific content and purpose of each page. The homepage serves as a central hub, introducing the main EEAT themes and directing visitors to more detailed information on internal pages.

On service or product pages, the focus is on demonstrating expertise and authority in those specific areas, including detailed descriptions, expert insights, and relevant certifications. The 'About Us' page is key for highlighting qualifications, experiences, and achievements of the team or company, crucial for building trust and authority. Blogs or resource sections showcase expertise through informative articles and guides, while testimonials or review pages aggregate customer feedback to underscore experience and trustworthiness.

Effective internal linking is essential in creating a unified experience. It involves strategically guiding visitors to relevant, valuable content, enhancing the overall user experience. Links from informational content to service pages demonstrate practical applications of expertise, while links to 'About Us' or team pages provide background on qualifications. Additionally, linking service descriptions to customer testimonials or case studies builds trust by showcasing proven results.

A holistic EEAT strategy ensures a cohesive, engaging user journey throughout the website. Each page contributes its unique value, yet is interconnected with others, reinforcing the website's overall credibility, reliability, and authority in its field.

How to link content

To hyperlink text properly (internally and externally), follow these best practices. Focus on linking through anchor text rather than through buttons. It’s okay to link through buttons, especially if you’re communicating in a design-oriented way like showcasing services.

  1. Relevant Anchor Text: Use descriptive, relevant words as the anchor text. This text should give users and search engines a clear idea of what the linked page is about.
  2. Natural Integration: Embed the link naturally within your content. The hyperlinked text should flow with the rest of the sentence or paragraph.
  3. Avoid Over-Optimization: Don't stuff the anchor text with keywords in a way that reads unnaturally. It should make sense in the context of the content.
  4. Limit Use of "Click Here": Instead of generic phrases like "click here," use meaningful anchor text that describes the destination content.
  5. Ensure Relevance: The linked page should be directly relevant to the anchor text and provide additional value or information on the topic.
  6. No Misleading Links: Don't mislead users with anchor text that doesn't match the content of the destination page.
  7. Check for Broken Links: Regularly check that your hyperlinks lead to the correct pages and fix any broken links.

By adhering to these guidelines, your hyperlinked text will be user-friendly and SEO-effective, enhancing the overall quality and navigability of your content.

E-E-A-T Rubric

Category Subcategory Criteria Points (0-5)
Expertise Qualifications and Education Showcasing qualifications and educational background of the team. 0-5
Depth of Content Quality and insightfulness of blog posts, articles, and service descriptions. 0-5
Professional Development and Thought Leadership Evidence of ongoing learning and industry thought leadership. 0-5
Educational Resources Provided Availability of tutorials, guides, webinars, or courses. 0-5
Authoritativeness Quality Backlinks Backlinks from reputable and relevant websites. 0-5
Industry Recognition Awards, accolades, or endorsements from industry leaders. 0-5
Publications and Media Features Features in respected publications or media. 0-5
Active Industry Involvement Participation in industry events, associations, or discussions. 0-5
Trustworthiness Transparency and Contact Information Accessibility and transparency of contact information. 0-5
Customer Service and Policies Clarity of customer service policies, including privacy, returns, and guarantees. 0-5
User Experience and Website Design User-friendliness, accessibility, and security of the website. 0-5
Honesty in Advertising and Content Truthfulness of advertising and content accuracy. 0-5
Experience Customer Reviews and Testimonials Abundance and authenticity of customer feedback. 0-5
Case Studies/Portfolio Detailed case studies or a portfolio showing past work. 0-5
Company History and Milestones Sharing of the company's history and significant achievements. 0-5
Social Media Engagement and Interaction Active and engaging social media presence. 0-5
Interconnectedness and Holistic Presentation Internal Linking Effectiveness of internal links between pages. 0-5
Consistency Across Pages Consistency of EEAT messaging across different pages. 0-5
Page-Specific EEAT Strength Independent demonstration of EEAT elements on each page. 0-5
Overall User Journey and Experience Effectiveness of the site in guiding the user through their journey, from visit to potential conversion. 0-5

Implementing E-E-A-T principles into your content strategy is a multifaceted process. It begins with a thorough audit of your existing content, evaluating it against the E-E-A-T rubric to identify areas for improvement. This assessment should inform your content plan, guiding the creation or revision of pages to enhance their expertise, authoritativeness, trustworthiness, and experience.

The journey doesn't end with implementation. Continuous monitoring using analytics tools is crucial. By analyzing user engagement metrics, you can understand how your audience responds to the changes and make data-driven decisions to further refine your strategy.

Looking ahead, the landscape of E-E-A-T is expected to evolve continually. As search engines become more sophisticated, they may start considering new factors, like user engagement metrics or AI-driven content analysis, to evaluate E-E-A-T. Staying informed about these trends and adapting your strategy accordingly will be key to maintaining a competitive edge in SEO.

E-E-A-T is not just a static set of guidelines; it's a dynamic approach to building and maintaining a credible, authoritative online presence. By rigorously applying E-E-A-T principles, continuously evaluating their impact, and staying abreast of evolving SEO trends, you can ensure your website not only ranks well but also genuinely serves and resonates with your audience. This commitment to excellence is what will truly set your website apart in the ever-evolving digital landscape.

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