What are the Most Important E-E-A-T Signals for Google SEO?

Blog author kyle roof
Kyle Roof
September 5, 2023

Google’s Search Engine Optimization (SEO) ecosystem has experienced considerable transformation over the years. One critical factor that plays a significant role in this system is the concept of E-E-A-T, an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These signals are becoming increasingly important for SEO and improving rankings online.

These four factors are what Google's algorithms use as indicators of the quality and relevance of a website's content when determining its position in search engine results. In other words, E-E-A-T is crucial if you want your website to rank higher in search engine results. Tools such as PageOptimizer Pro (POP) offer unique insights into how your website fares on E-E-A-T signals and provide actionable advice on how to improve these crucial factors.

What are E-E-A-T Signals?

E-E-A-T refers to a set of quality metrics that Google employs to assess the worthiness of a page’s content - it stands for Experience, Expertise, Authority and Trust. The importance of E-E-A-T stems from Google's aim to provide the best possible content for its users. This involves ensuring that content is accurate, reliable, and produced by individuals or entities with a high level of knowledge or experience in the respective field.

Google has amplified its E-A-T (Expertise, Authoritativeness, Trustworthiness) principles by introducing "Experience," end of 2022, evolving the concept to E-E-A-T. This shift emphasizes the need for content creators to draw on personal, first-hand knowledge of their subject matter. 


In a world increasingly filled with AI-generated content, Google rewards content that originates from genuine human experiences. Many search users are keen on gleaning first-hand insights before deciding to invest in a product or avail of a service. Google, understanding this user preference, has begun to favor web pages where the author’s content is steeped in personal experience. For instance, an author offering a critique of an iPhone or compiling a list of the top restaurants in San Francisco would be expected to have personally interacted with the product or visited the listed eateries. While not a direct ranking factor, high E-E-A-T can boost user trust and improve site conversions. As technologies evolve, so do Google's guidelines, highlighting the importance of keeping pace with these shifts for effective SEO strategies


Google evaluates the level of knowledge and proficiency that the author of a webpage possesses in their specific field. This entails looking at the author’s background, credentials, and overall understanding of the topic. For instance, if your website publishes medical advice, Google expects this information to come from a healthcare professional, such as a certified doctor or nurse, rather than from a layperson.


Authoritativeness goes hand-in-hand with expertise. Google looks at the recognition you or your organization has gained within your industry. For example, if a renowned chef consistently contributes articles to your food blog, Google is likely to perceive your site as more authoritative. External indicators, such as quality backlinks from reputable sources and positive user reviews, also contribute to your site’s perceived authority.


Trustworthiness is arguably the most challenging E-E-A-T factor to quantify, but it's just as important. This metric gauges the reliability and transparency of a website. Are you clear about who is responsible for the content? Do you have a privacy policy and a secure website (https)? Are your claims backed up by reputable sources? These are a few factors that can influence your site's perceived trustworthiness.

The Important Factors for Google SEO

Though all E-E-A-T signals are vital, some have emerged as particularly influential in recent SEO strategies.

Quality Content

Producing high-quality content that is accurate, comprehensive, and well-researched is the most significant E-E-A-T signal. The content should demonstrate your expertise, build your authority, and create trust with your audience. Include credible references, experience with the product, cite your sources, and always keep your audience's needs in mind when creating content.

Author Credentials

The credentials of the individual creating the content play a significant role. As previously mentioned, Google is more likely to trust content written by a certified professional in the field. Therefore, showcasing the qualifications of your content creators can significantly boost your E-E-A-T score.

Secure and Transparent Site

Having a secure (https) website not only protects your users' data but also signals to Google that you value their safety, which boosts your Trustworthiness score. Moreover, transparency about your organization, such as providing contact information, a clear 'About Us' page, and a comprehensive privacy policy, also contributes to Trustworthiness.

Positive Reputation

Positive online reviews, testimonials, and quality backlinks from high-authority websites contribute to your site's perceived Authoritativeness. Consistently generating high-quality content and cultivating relationships with industry leaders can help improve your online reputation and, consequently, your E-E-A-T score.

E-E-A-T signals are Google's quality measures that evaluate a page's content. Their significance lies in Google's objective to offer top-notch content to its users by ensuring it's factual, trustworthy, and created by entities or individuals possessing substantial experience or knowledge in their field.

Understanding the Role of Expertise Authority in Google SEO and Importance of Quality Content

In SEO, understanding the role of Expertise Authority (E-A) is crucial. It's a signal Google's search quality team pays close attention to. The importance of this can't be overstated. E-A denotes the expertise and authority of the main content. Top SEO agencies emphasize the significance of delivering quality content, as this is key in influencing page quality. The quality raters who evaluate search results look for this valid indicator. Therefore, creating valid, useful content is a must. This is particularly significant for YMYL (Your Money Your Life) pages.

The more your content can demonstrate expertise and reliable authority, the better. Remember, E-A isn't just about being the most knowledgeable in a field. It's about demonstrating that knowledge through content. Ads and marketing strategies should align with this goal. Signals of E-A need to be apparent in your page and search marketing too. Both quality and consistency in content are essential. So for your SEO needs, make sure your content ticks the right boxes.

Performance Marketing's Role in Enhancing Google SEO and Content Quality

In essence, performance marketing boosts your brand, playing a critical role in enhancing Google SEO and content quality. How so? Well, this isn't a simple ranking game, but high-quality pages drive high rankings, effectively providing the necessary E-E-A-T signals Google desires. Training raters to understand this ingrained algorithm is key. Yet, not just any site will do. Google's guidelines require a reputable site, such as Wikipedia, giving your business credibility and enhanced entity recognition.

Your site must feature a host of expertly written topics, validated by AI and acknowledged by recognized media. If your business has a high following on Facebook, this counts towards your authority score. Moreover, it's essential to apply the guidelines consistently across all pages to maintain your ranking. In conclusion, performance marketing has a unique capability of integrating various factors - from algorithm-based rankings to pertinent topics, employing advanced AI techniques thereby benefiting your brand in the training process and eventually enhancing SEO and content quality.

How Good Content Optimizes Your SEO in Google?

Digital marketing isn't all about having flashy sites or compelling social media campaigns, it's about your site's blog too, a place where users can engage with your brand and where your expertise can truly shine. When Google's SEO algorithms measure the value of a site, one of the most important elements it looks at is the content. The agency of high-quality content is crucial, and herein lies the key to understanding how effective content optimizes Google SEO.

Through your blog, demonstrate your company's authority and expertise, embracing the important E-E-A-T signals Google loves. A well-executed content strategy drives traffic, increases user interest, and signals to Google your site's credibility. A crucial part of your SEO marketing efforts should be to maintain a blog that not only engages users but also establishes your site's expertise to Google.

Don't underestimate the power of performance marketing. It's not only about the top-line growth, it also plays a key role in enhancing the Google SEO and content quality of your site. So, perform an audit and optimize your on-page SEO, it's an important initiative that's sure to pay off.

Achieving High-Quality SEO through Strategic Content and Google standards

In the world of SEO, achieving high-quality is paramount. Professional consulting services provide the necessary training on Google's guidelines, vital for higher rankings. How? By focusing on specific E-E-A-T signals key for optimizing a site. Expertise is demonstrated by producing top-quality content across various topics on your blog, passing high scores from Google's raters. Authority, on the other hand, hinges on the brand image you build across all channels, including social media like Facebook. A brand with authority is required to provide informative content on YMYL (Your Money Your Life) pages, fulfilling users' need for trusted information.

In truth, producing high-quality content doesn't end with just your page—it also counts in your SEO audit. Adherence to Google's algorithm involves marketing the right ads on your pages. More than just a ranking factor, these high-quality pages also drive more traffic, improving your score on Google SEO. Performance marketing is therefore a key pillar, ensuring that in the serpentine race of search engine rankings, your site consistently stays on top.

blog author kyle roof

Co-Founder & Lead SEO at POP

Kyle Roof is an SEO expert, speaker and trainer. Kyle currently resides in Chiang Mai, Thailand with his family.

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