What Is E-E-A-T and Why Does It Matter?
E-E-A-T is not a direct ranking factor but a quality framework from Google's Search Quality Evaluator Guidelines — the handbook for human quality raters. These raters evaluate websites, and their assessments feed into the training of Google's algorithms. Those who neglect E-E-A-T will gradually lose visibility.
| Dimension | What Google Evaluates | Example Signal |
|---|---|---|
| Experience | Does the author have personal experience? | Case studies, original photos, first-hand accounts |
| Expertise | Does the author have demonstrable subject knowledge? | Qualifications, certificates, specialist publications |
| Authoritativeness | Is the author recognised by others? | Backlinks, mentions, awards |
| Trustworthiness | Is the website trustworthy? | HTTPS, legal notice, privacy policy, reviews |
The New 'E': Experience
In 2022, Google added the first 'E' for Experience — a signal that is particularly valuable for SMEs. Google now distinguishes between theoretical subject knowledge (Expertise) and practical, first-hand experience. A skilled tradesperson writing about their own work has a natural E-E-A-T advantage over a copywriter with no industry experience.
Use your own photos, videos, and case studies from your day-to-day work. Show 'behind the scenes'. This is authentic Experience content that no AI tool can replicate.
E-E-A-T for SMEs: 7 Concrete Measures
1. Author Profiles with Real Credentials
Every blog article should have a real author with a photo, a short biography, and linked credentials. No anonymous articles. Link to LinkedIn profiles, certificates, or other evidence of expertise.
2. About Page as a Trust Anchor
A detailed About page with real team photos, the company's founding story, awards, and partnerships is a strong trust signal. Avoid stock photos — Google and users can tell the difference.
3. Source Citations and Data
Link to primary sources (studies, official statistics, specialist publications). This shows Google that your content is based on verifiable facts — a strong Expertise signal.
4. Freshness and Regular Updates
Outdated content harms E-E-A-T. Implement a 'Last updated' date and review your most important articles at least annually. In fast-moving sectors (AI, SEO, law), quarterly updates are ideal.
5. Google Business Profile and Local Signals
For local SMEs, the Google Business Profile is a direct trust signal. Complete NAP data (Name, Address, Phone), positive reviews, and regular posts strengthen local authority.
6. Backlinks from Authoritative Sources
Backlinks from industry associations, local media, chambers of commerce, or specialist publications are strong authority signals. Quality beats quantity: one link from the Chamber of Skilled Crafts is worth more than 100 links from directories.
7. Transparency and Legal Completeness
Legal notice, privacy policy, terms and conditions, contact details — all of these are trust signals. Missing mandatory information not only creates legal risk but also damages your E-E-A-T score.
YMYL: When E-E-A-T Is Especially Critical
YMYL stands for 'Your Money or Your Life' — topics where poor information can cause real harm. This includes: healthcare, finance, law, safety, and news. In these industries, Google scrutinises E-E-A-T particularly rigorously. SMEs in YMYL sectors must demonstrate verifiable expertise.