EEAT SEO, what it is and what its use is within our SEO strategy
Posted: Mon Jan 20, 2025 8:51 am
The SEO ecosystem is evolving at a dizzying pace, and one of the clearest proofs of this is the rise of new concepts such as what we call EEAT.
Any marketer knows that staying ahead of the SEO curve is no longer an option, but a necessity. Google’s EEAT guidelines (Expertise, Knowledge, Authoritativeness, and Trustworthiness) are a powerful framework that has become central to today’s businesses’ marketing strategies.
As businesses strive to improve their online visibility and establish authority, EEAT has become the guiding light that illuminates the path to marketing excellence and SEO success. Today, we’ll tell you what this concept is and how it can help you improve your SEO strategies and get your brand the attention it deserves. Let’s get started!
EEAT SEO: how it began
2014: Introduction of the concept
The EEA was created in 2014 and began its journey with just one E (for expertise or knowledge). Until then, Google relied on its algorithm to classify content based on SEO-optimized factors and the quality of the content according to its standards.
However, to combat spam and false information and avoid the consequences for people's well-being, the company decided to incorporate human evaluators (up to 100,000 worldwide) to assess aspects that a machine would not be able to measure.
These evaluators follow the guidelines of the Search Quality Raters guidelines, a report of almost 170 pages that is adapted over time and contains the guidelines that a website should follow when classifying content.
2018: EAT starts to get more attention
The concept gained more attention in the SEO community after the phenomenon known as Medical Update in August 2018.
The Medic Update is a Google algorithm that was launched to improve the quality and relevance of search results, specifically for health-related searches (determined by the Your Money or Your Life ranking). This update put a greater emphasis on EAT factors, page quality, and user experience.
2022: EAT becomes EEAT
It was at the end of 2022 when Google added a new concept to the Search Quality line database Raters guidelines, that of experience. In this way, EAT becomes EEAT.
This concept also introduces a new guideline when classifying content: now it is evaluated whether the person who created the content has the experience to speak on the subject and whether they add any value.
What is Google's EEA?
EEA is a Google guideline that is broken down into 4 key terms: Expertise, Knowledge, Authoritativeness, and Trustworthiness. Google uses this guideline to evaluate the quality of a website's content and decide whether it is worth showing at the top of search results.
Websites that demonstrate high levels of EEA are more likely to appear at the top of search results, while those with low levels may be harder to find. In this context, exploring EEA in more detail is crucial to understand each aspect and how to reflect it on your site.
Experience
Experience, the first pillar of EEAT, revolves around user engagement and satisfaction. Google recognizes that content that captivates and holds users’ attention is intrinsically valuable. Its algorithm meticulously examines factors such as page loading speed, mobile responsiveness, and overall design to determine the quality of the user experience. Websites that offer intuitive navigation, fast-loading pages, and a smooth mobile interface are rewarded with increased visibility.
Are you familiar with the topic you're writing about? Is your content authentic and based on real-world experiences you've had? For example, if you're writing a review, have you used the product or service? If you're posting a recipe, have you made the dish before?
Knowledge
Knowledge or expertise, the second pillar, refers to having a deep understanding or skill in a specific area. Google looks for content that exudes authority and offers readers accurate and well-documented information. The main recommendation for content creators is to include credible and cited sources in their articles, as well as reliable scientific studies and current industry-specific perspectives.
Google evaluates based primarily on the content and not on the website or organization behind it. In other words, the weight is not on the organization publishing the content, but on the content itself. Therefore, this guideline looks for content produced by someone with knowledge in the field.
For example, advice on how to change a pipe in your home is much more valuable if it comes from a qualified plumber than from an amateur with no knowledge of the subject.
Authority
Unlike the previous section, where the main focus was on content, in this third guideline the focus is on the organization or company that supports that content. In the digital landscape, authority has immense value, as Google evaluates the prominence of a website or person based on the quality and reach of their online presence.
Authority refers to the degree to which a person or website is respected, especially among other experts and influencers in the same field. If people consider a person or website to be the most reliable source of information on a particular topic, it is authoritative.
Tactics to build authority can include collaborating with influencers, contributing to reputable platforms, and participating in meaningful industry discussions on platforms like LinkedIn.
For example, the official website of an airline is the most reputable and official source that a user will use to purchase a plane ticket from that company.
Any marketer knows that staying ahead of the SEO curve is no longer an option, but a necessity. Google’s EEAT guidelines (Expertise, Knowledge, Authoritativeness, and Trustworthiness) are a powerful framework that has become central to today’s businesses’ marketing strategies.
As businesses strive to improve their online visibility and establish authority, EEAT has become the guiding light that illuminates the path to marketing excellence and SEO success. Today, we’ll tell you what this concept is and how it can help you improve your SEO strategies and get your brand the attention it deserves. Let’s get started!
EEAT SEO: how it began
2014: Introduction of the concept
The EEA was created in 2014 and began its journey with just one E (for expertise or knowledge). Until then, Google relied on its algorithm to classify content based on SEO-optimized factors and the quality of the content according to its standards.
However, to combat spam and false information and avoid the consequences for people's well-being, the company decided to incorporate human evaluators (up to 100,000 worldwide) to assess aspects that a machine would not be able to measure.
These evaluators follow the guidelines of the Search Quality Raters guidelines, a report of almost 170 pages that is adapted over time and contains the guidelines that a website should follow when classifying content.
2018: EAT starts to get more attention
The concept gained more attention in the SEO community after the phenomenon known as Medical Update in August 2018.
The Medic Update is a Google algorithm that was launched to improve the quality and relevance of search results, specifically for health-related searches (determined by the Your Money or Your Life ranking). This update put a greater emphasis on EAT factors, page quality, and user experience.
2022: EAT becomes EEAT
It was at the end of 2022 when Google added a new concept to the Search Quality line database Raters guidelines, that of experience. In this way, EAT becomes EEAT.
This concept also introduces a new guideline when classifying content: now it is evaluated whether the person who created the content has the experience to speak on the subject and whether they add any value.
What is Google's EEA?
EEA is a Google guideline that is broken down into 4 key terms: Expertise, Knowledge, Authoritativeness, and Trustworthiness. Google uses this guideline to evaluate the quality of a website's content and decide whether it is worth showing at the top of search results.
Websites that demonstrate high levels of EEA are more likely to appear at the top of search results, while those with low levels may be harder to find. In this context, exploring EEA in more detail is crucial to understand each aspect and how to reflect it on your site.
Experience
Experience, the first pillar of EEAT, revolves around user engagement and satisfaction. Google recognizes that content that captivates and holds users’ attention is intrinsically valuable. Its algorithm meticulously examines factors such as page loading speed, mobile responsiveness, and overall design to determine the quality of the user experience. Websites that offer intuitive navigation, fast-loading pages, and a smooth mobile interface are rewarded with increased visibility.
Are you familiar with the topic you're writing about? Is your content authentic and based on real-world experiences you've had? For example, if you're writing a review, have you used the product or service? If you're posting a recipe, have you made the dish before?
Knowledge
Knowledge or expertise, the second pillar, refers to having a deep understanding or skill in a specific area. Google looks for content that exudes authority and offers readers accurate and well-documented information. The main recommendation for content creators is to include credible and cited sources in their articles, as well as reliable scientific studies and current industry-specific perspectives.
Google evaluates based primarily on the content and not on the website or organization behind it. In other words, the weight is not on the organization publishing the content, but on the content itself. Therefore, this guideline looks for content produced by someone with knowledge in the field.
For example, advice on how to change a pipe in your home is much more valuable if it comes from a qualified plumber than from an amateur with no knowledge of the subject.
Authority
Unlike the previous section, where the main focus was on content, in this third guideline the focus is on the organization or company that supports that content. In the digital landscape, authority has immense value, as Google evaluates the prominence of a website or person based on the quality and reach of their online presence.
Authority refers to the degree to which a person or website is respected, especially among other experts and influencers in the same field. If people consider a person or website to be the most reliable source of information on a particular topic, it is authoritative.
Tactics to build authority can include collaborating with influencers, contributing to reputable platforms, and participating in meaningful industry discussions on platforms like LinkedIn.
For example, the official website of an airline is the most reputable and official source that a user will use to purchase a plane ticket from that company.