EEAT: Understanding Google's Content Quality Framework

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is Google's framework for evaluating content quality, particularly important for YMYL (Your Money Your Life) topics. EEAT helps quality raters assess whether content creators have real-world knowledge and reliability.

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is Google’s framework for evaluating content quality, particularly important for YMYL (Your Money Your Life) topics. Understanding EEAT helps create content that demonstrates real knowledge, credibility, and reliability.

What is EEAT?

EEAT is part of Google’s Search Quality Rater Guidelines. Quality raters use EEAT to evaluate whether content comes from credible sources with genuine knowledge about the topic.

The four EEAT components:

Experience: First-Hand Knowledge

Experience was added to the framework in 2022. It recognizes that first-hand involvement provides valuable perspective that pure expertise may lack.

Types of Experience Signals

Personal experience indicators:

• Product reviews based on actual usage
• Travel guides from visited destinations
• Process documentation from direct involvement
• Problem-solving from real situations

How to demonstrate experience:

• Include personal photos and screenshots
• Describe specific details only users would know
• Share real results and outcomes
• Discuss both positives and negatives honestly

Experience vs. Expertise

Both add credibility. Ideally, content demonstrates relevant experience AND expertise.

Expertise: Knowledge and Skills

Expertise refers to formal knowledge, qualifications, and demonstrated skill in a subject area.

Types of Expertise

Formal expertise:

• Academic degrees and certifications
• Professional licenses
• Industry credentials
• Specialized training

Demonstrated expertise:

• Published research or articles
• Speaking at industry events
• Years of professional experience
• Recognition from peers

Building Expertise Signals

For authors:

• Create comprehensive author bio pages
• List relevant credentials and certifications
• Link to professional profiles (LinkedIn, industry associations)
• Showcase published work and speaking engagements

For content:

• Cite authoritative sources
• Include data and research
• Demonstrate deep topic understanding
• Cover subjects comprehensively

Authoritativeness: Industry Recognition

Authoritativeness means being recognized as a leading source in your field. It’s about reputation beyond your own website.

Authority Signals

External recognition:

• Citations from authoritative sites
• Media mentions and interviews
• Awards and industry recognition
• Guest contributions to respected publications

Brand authority:

• Strong branded search volume
• Consistent positive reviews
• Long operational history
• Industry association memberships

Building Authority

Trustworthiness: Reliability and Accuracy

Trustworthiness is the most important EEAT component. Google states that untrustworthy pages have low EEAT regardless of other signals.

Trust Signals

Content trust:

• Factually accurate information
• Cited sources and references
• Clear disclosure of opinions vs. facts
• Regular content updates

Site trust:

• HTTPS security
• Clear contact information
• Privacy policy and terms
• About page with company details

Author trust:

• Real names and identities
• Verifiable credentials
• Transparent affiliations
• Consistent publishing history

Building Trustworthiness

Content practices:

• Fact-check all claims
• Cite primary sources
• Update outdated information
• Correct errors openly

Disclosure practices:

• Label sponsored content clearly
• Disclose affiliate relationships
• State editorial guidelines
• Identify content authors

YMYL and EEAT

YMYL (Your Money Your Life) topics require higher EEAT standards due to potential real-world impact.

YMYL Categories

YMYL Content Requirements

Higher standards for:

• Author credentials verification
• Source citation requirements
• Content accuracy expectations
• Update frequency

Example: Medical content

• Written or reviewed by healthcare professionals
• Citations to medical journals and institutions
• Clear date stamps and update notices
• Disclaimer about not replacing professional advice

Implementing EEAT for SEO

Author Optimization

Create author entity pages:

/author/dr-ahmad-razif/
- Full biography
- Credentials and certifications
- Areas of expertise
- Published articles list
- External profile links (sameAs)

Author schema markup:

{
  "@type": "Person",
  "name": "Dr. Ahmad Razif",
  "jobTitle": "Senior SEO Strategist",
  "url": "https://semantic.my/author/ahmad-razif/",
  "sameAs": [
    "https://linkedin.com/in/ahmad-razif-seo/"
  ],
  "knowsAbout": ["SEO", "Digital Marketing"],
  "hasCredential": {
    "@type": "EducationalOccupationalCredential",
    "name": "Google Analytics Certified"
  }
}

Content Optimization for EEAT

Article structure:

1. Clear author attribution with credentials
2. Publication and update dates
3. Well-researched, factual content
4. Citations to authoritative sources
5. Comprehensive topic coverage

Quality indicators:

• Author has relevant expertise
• Content demonstrates first-hand experience
• Sources are cited and verifiable
• Information is accurate and current
• Disclosure of any conflicts of interest

Site-Level EEAT

Required pages:

• About Us with company background
• Contact page with real contact info
• Privacy policy
• Terms of service
• Editorial guidelines (for publishers)

Trust signals:

• HTTPS implementation
• Clear business address (if applicable)
• Customer reviews and testimonials
• Industry certifications displayed

EEAT Audit Checklist

Experience Signals

• Content includes first-hand observations
• Personal photos/screenshots where relevant
• Specific details demonstrating actual usage
• Honest discussion of pros and cons

Expertise Signals

• Authors have relevant credentials
• Comprehensive author bio pages exist
• External professional profiles linked
• Content demonstrates deep knowledge

Authority Signals

• Site earns citations from authoritative sources
• Brand mentioned in industry publications
• Positive reviews on third-party platforms
• Active in industry communities

Trust Signals

• Content is factually accurate
• Sources are cited
• Site uses HTTPS
• Contact information is visible
• Disclosures are clear (affiliates, sponsors)
• Content is regularly updated

Common EEAT Mistakes

1. Anonymous or generic authorship - “Admin” or “Staff” lacks credibility
2. Missing author pages - No way to verify expertise
3. Outdated content - Especially problematic for YMYL topics
4. No source citations - Claims without evidence
5. Missing contact information - Reduces trust signals
6. Fake credentials - Fabricated expertise is worse than none
7. Ignoring negative feedback - Not addressing issues openly

Conclusion

EEAT provides a framework for creating content that genuinely serves users. While not a direct ranking factor, EEAT signals influence how Google’s algorithms evaluate content quality. Focus on demonstrating real experience, verifiable expertise, earned authority, and consistent trustworthiness.

For YMYL topics, EEAT requirements are higher. Invest in author credentials, comprehensive research, and transparent practices. Build authority through quality content that others want to cite and reference.

EEAT optimization is not a shortcut. It requires genuine expertise, real experience, and consistent effort to build trust. The sites that succeed demonstrate actual value, not just the appearance of credibility.