What is EEAT: The Important Bits

You’ve likely heard of Google’s E-E-A-T guidelines—Experience, Expertise, Authoritativeness, and Trustworthiness. But what exactly is E-E-A-T? It is a framework that has emerged as the benchmark for evaluating and determining the quality and reliability of online content. 

With the increasing number of AI written articles and pages, the impact of EEAT signals is more important now than ever before. For SEOs and content creators, having mastery of these guidelines is crucial to improving visibility and rankings in search results.

However, one major drawback to EEAT is the steep learning curve. The documentation covering it in the Search Quality Rater guidelines is over 170 pages long and is continually updated.

That’s why we created POP’s NextGen EEAT.

NextGen EEAT is an 80 point rating system that does all the heavy lifting and gives you the necessary guidance on where you can improve your EEAT signals. It’s the ultimate tool for evaluating the quality of your web content with precision and depth and it’s your pathway to creating content that not only ranks, but resonates. 

Ready to learn more? Let’s dive in.

EEAT Guidelines and why you can't ignore them

You can have all the experience in the world, but if you can’t effectively communicate it to search engines, your chances of ranking are slim. 


Google is not interested in serving low quality pages to its users. It aims to provide accurate, trustworthy results from sources that can be easily qualified. The EEAT guidelines act as the backbone of Google's quality assessment framework and significantly influence how content is ranked. 

In order to position your content to gain maximum visibility in the SERPs, you'll need to provide as much validation as possible for each EEAT signal. When you integrate this approach into your content strategy, it provides the algorithms with a more holistic view of your entire online presence, creating more trust and higher page quality. 

What can happen if you do ignore it?

When you ignore EEAT, you're leaving a lot of SEO leverage on the table. Worse, the potential for your website to be evaluated as low quality increases and your rankings, visibility, and traffic could start to drop. Additionally, it can also lead to the erosion of user engagement and trust.

The impact of neglecting to create content with EEAT in mind could result in any of the following:

  • Lower search rankings. When your content lacks signs of experience, expertise, authoritativeness, and trustworthiness, it may rank lower in search results, especially in competitive niches.
  • Decreased user trust. Content that fails to demonstrate a solid foundation of trust can quickly hurt your credibility with users visiting your site. This in turn has a negative impact with your website engagement and ultimately translates into poor user retention.
  • Reduced conversion rates. Related to decreased user trust is reduced conversion rates. Content is a key driver in conversion actions and if users do not fully trust your website or perceive it as an unreliable source, they are likely to take less conversion actions. 
  • Potential penalties. If your page quality is consistently very poor throughout your website, this increases its potential to be flagged and could result in a manual penalty. This is especially true with sites that are built on 100% AI content with no human revisions or value added.
  • Overall impact on brand reputation. Finally, your overall brand reputation could suffer if you do not follow EEAT guidelines. Simple things like privacy statements and contact info play a huge part in how users view your brand.

How to fix your EEAT (easy solution, use POP EEAT)

POP’s NextGen EEAT tool makes fixing your EEAT signals quick and easy. By analyzing 80 specific and detailed criteria, you’ll know exactly where you’re doing well and where you need to make improvements.

When you implement this tool into your workflow, you’ll clear the bottleneck of constantly having to refer back to the extensive EEAT documentation every time you create a new piece of content.

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Let’s take a look at some of the primary benefits of POP’s NextGen EEAT:

  • Improves content quality. By analyzing content against 80 detailed criteria, the tool helps ensure high-quality, engaging, and authoritative content.
  • Aligns with best practices. The criteria are inspired by Search Quality Rater Guidelines, which are recognized standards for evaluating web content, ensuring your content aligns with industry best practices.

Source: Search Quality Evaluator Guidelines

  • Enhances credibility. By assessing expertise, authoritativeness, and trustworthiness, the tool helps increase the credibility of your content with users and search engines alike.
  • Identifies areas for improvement. The detailed report provides specific insights into areas where content can be improved, helping content creators make informed decisions to enhance their work.
  • Supports SEO efforts. By improving content quality and trustworthiness, the tool also supports better search engine optimization (SEO), potentially leading to higher rankings and visibility.
  • Educates content creators. Offers a learning opportunity by highlighting what constitutes high-quality content and guiding users on how to achieve it.
  • Enhances user engagement. Quality and trustworthy content is more likely to engage and retain readers, increasing user interaction and satisfaction.

Source: https://www.seroundtable.com/google-march-2024-core-update-37003.html

  • Supports ethical content creation. By evaluating ethical standards and transparency, it encourages the production of content that respects user rights and promotes fair practices.
  • Facilitates continuous learning. Continuous feedback on content allows creators to adapt and evolve their strategies, keeping up with changes in content standards and user expectations.
  • Provides competitive advantage. High-quality, trustworthy content can differentiate a website from competitors, attracting more users and establishing a stronger brand presence.

With NextGen EEAT, you're building trust, authority, and a loyal audience by providing content that is not only informative but also trustworthy and engaging.

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How to use POP EEAT Tool and why it's worth putting this into your SEO workflow

Getting started with POP’s NextGen EEAT is simple. When you create a new page in POP, simply click the checkbox next to the NextGen EEAT feature. 

Note: this feature will require two POP credits per run.

After the tool runs, you’ll receive an analysis measured against our 80-point checklist that identifies where your content excels and where it could improve. 

This insight empowers you to refine your content so that it is better aligned with best practices. 

Next, review the output to see where you can make adjustments to your EEAT to improve the quality of your content.

It’s that easy! Here’s what some of our users have to say about how POP has taken their content creation to the next level.

Customer Testimonials
Customer Photo
Everhardt Strauss
POP is one of those ninja tools that ‘luckily’ only serious SEO’s tend to use. I have used reports from POP to close some of the largest clients I have ever worked with. I love POP, this will be my 5th? year of renewal and I do not see it coming to an end.
Customer Photo
Henning Geiler
Once I reach a high optimization score (usually > 90%), I can literally watch my page bypass the competition in the next few days. Competitors that always ranked higher than my site, dropped below my positions. All I can say is that POP works. Period.
Customer Photo
Navin Krishnan
I ran the article through POP and it had a score of 15%. I decided to rewrite the entire thing and scored 87%. Within two days of rendering, I found my article ranking #2 for the same phrase. This is super motivating!

EEAT Checklist: How to ensure you're checking all the boxes

If you want to develop the highest quality content with the strongest chance of ranking well, then you need to demonstrate proficiency in all areas of EEAT, not just one or two. You need a structured approach to checking all the boxes and the output from NextGen EEAT gives you just that.

SEOs and content creators that leverage this tool can systematically assess each aspect of their content, from the depth of expertise presented to ensuring their authenticity and accuracy, which in turn builds trust with their audiences.

The examples below break down what to look for in each of the EEAT signals—experience, expertise, authoritativeness, and trustworthiness.

Expertise Breakdown

Improving the expertise signals on a webpage involves a multifaceted approach that encompasses clear communication of the content creator's qualifications, depth of knowledge, and engagement with the topic. Here are some targeted suggestions for each of the points to enhance these signals:

  • Explicit mention of expertise. Include a brief bio at the beginning or end of the content that highlights the author’s expertise and relevant experience in the topic area.
  • Display of technical knowledge. Use detailed explanations and industry-specific terminology where appropriate, ensuring that complex information is accurate and well-presented.
  • Citation of sources. Regularly reference academic papers, books, and other authoritative sources to support claims and provide a bibliography or a list of references at the end of the content.
  • Quality of information. Ensure the content is comprehensive and up-to-date, matching or surpassing the detail and depth found in well-regarded publications or websites in the same field.
  • Appropriate language and terminology. Use technical terms correctly and consistently, and include definitions or explanations for complex concepts to cater to both new and informed audiences.
  • Credentials, awards, recognition. List any relevant qualifications, certificates, awards, or recognitions the creator has received in the field alongside the content.
  • Professional or academic qualification. Provide details about the author's educational background and professional training related to the topic.
  • Contribution of new knowledge. Aim to add unique viewpoints or findings not commonly discussed, showing active contribution to the field rather than just summarizing existing information.

Source: https://hvseo.co/blog/how-i-got-seo-famous/

  • Clarity in complex concepts. Break down complex theories or processes into understandable segments, using diagrams, examples, or infographics where necessary.

Source: https://ahrefs.com/blog/how-long-does-it-take-to-rank/


  • Systematic approach to content. Structure the content logically, often starting with foundational information and gradually progressing to more complex ideas.
  • Engagement with technical questions. Include a FAQ section where the author addresses complex inquiries related to the topic, demonstrating their authority and ability to engage with the audience’s challenges.

Source: https://www.gorgias.com/blog/faq-example


  • Detailing methodologies or processes. Describe processes or methodologies in detail, providing insights into the steps and techniques used in professional practice or research.
  • Accuracy and avoidance of misconceptions. Regularly review the content to correct any factual inaccuracies and clarify common misconceptions in the topic area.
  • Comparison of different viewpoints. Discuss various perspectives or competing theories within the topic, illustrating a balanced and well-informed approach.
  • Reference to own research or contributions. Mention and link to the author’s own research, publications, or projects that are relevant to the content.
  • Use of examples and case studies. Incorporate real-life examples or case studies that demonstrate the application of knowledge and enhance the practical understanding of the topic.
  • Updates with latest developments. Regularly update the content to reflect the latest research, trends, and developments in the field.
  • Insights beyond common knowledge. Offer deeper insights or lesser-known facts that provide added value beyond the basic information available from other sources.
  • Transparency about knowledge limits. Acknowledge any limitations in the author’s knowledge and suggest areas for further research or reading.
  • Nuanced discussions reflecting expertise. Engage in nuanced discussions that address subtleties and complexities of the topic, showing a deep understanding and thoughtful consideration of the subject matter.

By implementing these strategies, your webpage will not only boost its credibility but also provide valuable and reliable information to its readers, thereby enhancing its overall expertise profile.

Expertise Example

In this example, we illustrate how simply adding an author bio can significantly increase your expertise.

Author Bio

This example shows a well structured author bio with links to social media sites that can cross reference and validate the information listed in this bio. 

Calls out for the following:

  • Position/title
  • LinkedIn link
  • Real name
  • Brief description of who Kyle is, what he does, and where he lives

Experience Breakdown

To improve the Experience signal on your page and enhance the perception of expertise and authenticity in your content, consider these targeted enhancements:

  • First-hand experience. Incorporate detailed accounts of personal experiences directly related to the topic. Use photos, videos, or audio recordings if applicable to add depth and authenticity.
  • Personal narration/storytelling. Use a narrative style where you share your journey or experiences in a storytelling format, which can help readers connect emotionally and intellectually with the content.
  • Depth of knowledge. Showcase specific examples or scenarios where personal experiences led to deeper insights or understanding, possibly through mistakes made and lessons learned.
  • Relevance to topic. Ensure that all shared experiences directly relate to the core topic of the page, reinforcing the relevance and utility of the information provided.
  • Unique insights. Highlight unique perspectives or conclusions you’ve reached through your experiences that aren't commonly discussed, providing fresh viewpoints to your audience.
  • Personal examples and anecdotes. Use anecdotes to illustrate key points, making abstract concepts concrete and easier to understand for your audience.
  • Active participation. Provide evidence of your ongoing involvement in the field, such as recent projects, current research, or community engagements.
  • Influence of personal experiences. Discuss how personal experiences have shaped your views and approaches, providing a personal touch that adds credibility.
  • Representative experiences. Share experiences that are typical or relatable for the audience, which can help establish a connection and validate the commonality of these experiences.
  • Discussion of challenges. Openly discuss challenges faced in the field, including how you addressed or overcame them, to demonstrate resilience and problem-solving capabilities.
  • Lessons learned. Summarize key lessons learned from your experiences, providing value that readers can take away and apply in their own contexts.
  • User comments/interactions. Encourage and highlight user comments that reflect appreciation or additional insights on the experiences shared, fostering a community of learning.

Source: https://www.noracooks.com/vegan-chocolate-cake/

  • Helpfulness of shared experience. Frame your experiences in a way that offers practical advice or solutions to common problems faced by others in similar situations.
  • Practical advice. Offer concrete, actionable advice derived from personal experiences to provide immediate value to your readers.
  • Comparative experiences. Include comparisons of different experiences to show various perspectives or solutions, enhancing the breadth of content.
  • Value beyond generic sources. Make sure the experiences shared offer insights or information not easily found in generic articles, adding significant value.
  • Specificity and authenticity. Include specific details in your narratives to paint a vivid picture and establish authenticity. Details about locations, timelines, or specific outcomes can be very effective.
  • Passion and engagement. Communicate your passion for the topic through enthusiastic writing and by sharing personal sentiments and convictions.
  • Multiple experiences. Cover multiple experiences that address different aspects of the topic, providing a comprehensive view of the subject.
  • Ongoing engagement. Discuss your continuous learning and engagement in the topic, showing that you are an active participant in the field and not just recounting past experiences.

By focusing on these elements, your content can become a rich source of expertise and experience, significantly improving the quality signals your webpage emits to both users and search engines.

Authority Breakdown

To improve on-page signals that can enhance the perceived authority of your website or content, consider implementing the following strategies.

  • Showcase recognitions and achievements. Include an "About" section that highlights any awards, recognitions, or accolades that the website or creator has received in the field. Provide visual badges or certificates for credibility.
  • Highlight citations and references. Create a dedicated section or sidebar that shows where your content has been cited by other authoritative sources. Links to the citing articles can enhance transparency and credibility.
  • Promote community and professional engagement. Display logos of professional bodies or communities the creator or website is part of. Include participation details in discussions, forums, or panels related to the topic.
  • Expert recommendations and endorsements. Feature testimonials or endorsements prominently on your website. Video or written statements from recognized experts in the field can significantly boost authority.
  • Media features and press mentions. List any features in reputable media outlets or publications. Link to the articles or include quotes from the publications to validate the recognition.
  • Show audience engagement and community building. Provide statistics or visuals on follower counts, engagement rates, or community interactions that demonstrate a significant following or active participation in the topic area.
  • Exclusive and premier content. Highlight any exclusive reports, research, or content that isn’t available elsewhere. This can be showcased via a special section or through regular promotional spots on the home page.
  • Collaborations and partnerships. Publicize partnerships with recognized authorities or organizations. Detailing collaborative projects or contributions can solidify the website’s position as a key player in the field.
  • Contributions to the field. Summarize key contributions or changes influenced by the website or creator in the topic area. Include case studies or project outcomes that have had a significant impact.
  • Verification of expertise. Ensure that the credentials and expertise of the content creator are easily verifiable. This might include links to professional profiles, published works, or a detailed CV.
  • Compliance and standards. Mention any industry standards, guidelines, or codes of practice that the content adheres to. Certifications or compliance seals can be displayed to affirm this adherence.
  • Recognition by institutions. If the website or creator’s work has been acknowledged by reputable institutions or organizations, include official letters, mentions, or announcements on the website.

  • Engagement with authoritative figures. Document any interactions with well-known figures in the field, such as responses to the content, collaborations, or shared discussions.
  • Speaking engagements. List upcoming and past speaking engagements at conferences, webinars, or panels. Include highlights or recordings of past presentations.

Source: https://www.flow-seo.com/viola-eva-seo-speaker/


  • Content authority and primary source recognition. If the website is considered a primary source, emphasize this status with quotes from users or experts and examples of how the website's content is used as a reference.

Implementing these on-page elements can not only help in responding positively to the questions about authority but also actively demonstrate the website's credibility and respected standing in its field.

Authority Example #1 

Showcasing recognition and achievements is an excellent way to demonstrate authority to both search engines and users who visit your site. 

Callouts for the following:

  • Multiple awards over multiple years
  • Multiple awards from different companies 
  • Visually pleasing and professional layout

Source: https://coalitiontechnologies.com/coalition-our-awards-and-accomplishments


Authority Example #2

Testimonials are another great way to demonstrate authority. To give even more credibility to your testimonials, ask your reviewers to supply their professional credentials and a link to their primary social media platform. 

Callouts for the following:

  • Multiple people with various backgrounds and professional titles 
  • Different perspectives of success
  • Professional looking photos

Source: https://www.clickfunnels.com/ 

Trust Breakdown  

To enhance trust on your webpage, consider incorporating the following elements and strategies:

  • Support claims with evidence. Ensure all claims are backed by credible sources or data. Avoid presenting opinions as facts; where opinions are necessary, label them clearly.
  • Transparency. Clearly state your website's mission, funding, and content policies. This information helps users understand your motives and the integrity behind your content.

Source: https://www.patagonia.com/core-values/ 

  • Conflict of interest. Disclose any potential conflicts of interest openly. This could include financial backing from companies whose products you might be reviewing.
  • Contact information. Provide clear, easy-to-find contact information, including an address, phone number, and email. This makes your site more credible and approachable.
  • Privacy policy. Outline your privacy policy and data protection measures clearly and in easy-to-understand language, ensuring users feel safe about their personal information.
  • Ethical conduct. If your content touches on sensitive topics, demonstrate responsible and ethical handling of such issues. This can include expert consultations or balanced reporting.
  • Balanced views. Address counterarguments and different perspectives to provide a balanced view. This demonstrates intellectual honesty and builds trust.
  • User reviews and feedback. Display user reviews and feedback prominently. Positive reviews can enhance credibility; responding to feedback shows you value user input.

Source: https://img.courses/ 

  • Accuracy. Ensure your content is free from factual errors, spelling mistakes, or grammatical errors. These diminish credibility and can lead to mistrust.
  • Source citation. Clearly cite sources of factual information, allowing users to verify the accuracy independently.
  • Correction track record. Maintain a publicly visible log of corrections and updates to your content. This transparency about errors and updates enhances trust.
  • Avoid sensationalism. Steer clear of clickbait, sensationalism, and misleading headlines. Stick to honest, straightforward titles that reflect the content.
  • Security features. Use HTTPS and other security measures to protect user data and privacy. This is crucial for user trust, especially in data-sensitive interactions.
  • Monetization strategy. Design your user experience to prioritize content over monetization. Avoid aggressive advertising tactics that can annoy users and erode trust.
  • Legal information. Provide easy access to terms of use, disclaimers, and other legal information. This helps users understand their rights and responsibilities.
  • Sponsored content. Clearly differentiate sponsored content from your editorial content. This distinction is vital for maintaining editorial integrity.
  • Responsive interaction. Engage with user inquiries and criticisms in a respectful and constructive manner. This shows you value user feedback and are committed to improving.
  • Avoid bias. Ensure your content is free from extreme bias, hate speech, or divisive language. Promoting a respectful and inclusive environment fosters trust.
  • Community engagement. Participate in or support community initiatives related to your topic area, showing commitment to public welfare and building community trust.
  • Professional design. Ensure your website's design is professional, functional, and user-friendly. A well-designed website is more likely to be perceived as trustworthy.

By implementing these features, you can significantly improve the trust signals on your website, enhancing user confidence and engagement with your content.

Trust Example 

By adding a simple contact page with your real address, phone number, and email where users can contact you go a long way in building trust. 

Source: https://groverwebdesign.com/ 

Callouts for the following:

  • Real address 
  • Real phone number 
  • Real email address
  • Contact form
  • Links to Social platforms

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FAQs Accordion Menu
What is E-E-A-T guidelines?

The guidelines of EEAT are specific aspects and attributes of the basic framework. It is a deeper evaluation of specific elements that help improve the signals of the framework.

These guidelines are what Search Quality Raters work from when evaluating page quality of a website.

Experience: This is the demonstration of practical or firsthand experience in relation to the topic being covered. This can be demonstrated through personal experiences, peer reviews, and audience engagement.

Expertise: The author’s ability to demonstrate knowledge and skill within their content. This is particularly important in the YMYL (your money your life) niche where advice or information could potentially harm someone.

Authoritativeness: This is how content creators establish their authority with users. Authority can be seen in signals such as awards, company accolades, and testimonials.

Trustworthiness: This starts by building a safe site with transparent content as well as keeping the user’s privacy and data secure throughout their engagement with your site or content.

What is the E-E-A-T framework?

The EEAT framework is the basic structure of the search quality guidelines and the factors that contribute to the evaluation of these guidelines. EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

For more information about the guidelines and factors, see What is E-E-A-T guidelines? and What are Google's E-E-A-T factors? in this section.

What are Google's E-E-A-T factors?


  • Qualifications: This could include relevant education, training, certifications, or relevant professional backgrounds
  • Demonstrated Knowledge: Evidence of real world experience and a deep understanding of the topic in question.


  • Firsthand Insights: Personal stories or experiences that represent a unique perspective.
  • Practical Advice: Tips or tutorials that come from direct experience of the content creator. Typically seen in how-to articles or videos.


  • Peer Recognition: Any relevant endorsements or citations within the content creator’s industry or field.
  • Reputation: Testimonials, client feedback, or positive community reviews.
  • Influential Content: Media appearances, citations by other reputable sources, or publishing content that adds significant value around the specific topic.


  • Transparency: Clear and easy to find privacy disclaimers, about us pages, contact information, and factually correct content throughout the site.
  • Site Security: Strictly adhering to security protocols such as https, and user authentication logins for sensitive sites.
What is E-E-A-T in 2024?

EEAT in 2024 is a critical aspect of content creation. When correctly implemented into a content strategy, it allows SEOs and content creators to send clear signals to search algorithms that help validate the accuracy and trustworthiness of the content, the content creator, and the overall website.

Here are a few points to consider:

  • EEAT can be a major contributor to the success of visibility and rankings in organic search.
  • EEAT will continue to grow and evolve as more and more AI content is generated and published.
  • Following the EEAT guidelines helps insulate sites from manual penalties and being classified as low quality web pages.
  • By focusing on EAAT in 2024 you commit to building a holistic approach in your content creation that supports SEO efforts, builds trust with search engines and users, and ultimately meets the needs of those who consume your content.

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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