December 2022

GOOGLE SAYS: E-A-T is “very important”

Google says E-A-T is very important to your website ranking well.

GOOGLE SAYS: E-A-T is “very important.” Soooo, E-A-T is Muy Importante!

What is E-A-T?

Expertise, Authoritativeness, and Trustworthiness.

E-A-T is part of Google’s algorithm, and it is woven into Google’s Search Quality Evaluator Guidelines.

What’s that got to do with you? If Google takes a look at your website and determines that (1) You do not possess EXPERTISE, (2) Your website is not AUTHORITATIVE, and (3) Your company is not TRUSTWORTHY, Google WILL NOT send its customers (those searching for your products and services) to your site.

What is E-A-T?

E-A-T means Expertise, Authoritativeness, and Trustworthiness.

E-A-T is part of Google’s algorithm and baked into Google’s Search Quality Evaluator Guidelines.

GOOGLE SAYS: E-A-T is “very important.” Soooo, E-A-T is Muy Importante!

E-A-T signals what Google and potential customers are looking for—expert-level content that answers all the right questions.

E-A-T first showed up in Google’s Search Quality Guidelines in 2014 and has progressively become one of the most important aspects of SEO. It became especially critical after the August 2018 Google Medic update.

Having stellar SEO content to support E-A-T can improve your chances of scoring prime Search Engine Results Page (SERP) real estate and outlasting the test of future Google algorithm updates.

The Basics of E-A-T

 In its Search Quality Evaluator Guidelines, Google explains that E-A-T content has a “high level of Expertise, Authoritativeness, and Trustworthiness.” Putting this high-level content on your website can result in the following benefits:

  • Higher search engine rankings: Google’s algorithm loves content that promotes your site’s E-A-T.
  • Increased behavioral metrics: This would be time viewers spend on webpages and click-throughs to other pages of your site.
  • Increased social shares and backlinks: People are more likely to share your work if it is viewed as valuable E-A-T material.
  • More featured snippets: You know the top of Google’s search results? That’s where you’ll be, commanding attention over even the first paid ads.

See How Sapient eCommerce Can Drive More Traffic to Your Website

  • SEO – unlock more SEO traffic. See real results.
  • Content Marketing – our team creates VALUABLE CONTENT that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

Schedule a Call.



Still a little unsure what these E-A-T marketing concepts mean?

Let’s dive deeper.


You are obviously an expert in your field. How are you going to show your audience what you know?  By creating expert-level content. What does that look like in practice?

Say you own an HVAC business, and you want to create content to help potential customers. You need to create content that indicates the level of your knowledge and professionalism.

Developing Expert Content


For example, on Pack-Timco’s site they write about Indoor Air Quality in residential building. That’s just one the valuable topics around which content is developed. They have determined exactly what their audience needs to know by analyzing data pulled from users’ Search Intent.

You can also speak from an area of experience on a topic to show expertise.

A Dentist can show the most effective methods for brushing and flossing to prevent cavities. A seasoned Dentist has the experience and expertise to give advice and instructions.

If you’re creating content about something not entirely in your skillset, do plenty of in depth research and credit your sources. You can also collaborate with trusted subject matter experts to create content that delivers value to those in the “searching for information” phase of the buying cycle.

The goal is for your audience to see you as a trusted expert in the field and rely on you and your product or service. It all comes down to becoming the go-to in your niche by providing users with the accurate, high-quality content they’re seeking.


Being considered an expert is the first step. You must also show that you are an authority.

Authority is established when your work receives mentions within your niche or niche topics. The goal is to have relevant websites with established authority to promote your content. Other experts linking to your content demonstrates how polished and trusted your work is. This shows that your content delivers what the headlines and title tags promise.

The more your content regularly earns backlinks and mentions on other sites, the more your content will be perceived as authoritative.

You simply cannot have SEO success without authority. While backlinks are best, mentions in the news or on social media regarding your niche are also golden in Google’s eyes.


Being a trusted space is quite an honor. Your website will not rank as high on Google if your content lacks credibility. Trustworthy, quality content is accurate, up to date, and flows well from the titles to the copy.

If you want a trustworthy site, quick load times and user-friendly navigation are a must.

Here are five more quick tips to ensure your site is trustworthy:

  • Make sure to note whom to contact regarding site ownership.
  • State the physical location (i.e., office, store address, etc.).
  • Have a Terms and Conditions page accessible for users.
  • Ensure the security of your website’s domain. (Note: Google values HTTPS implementation to protect users’ data).
  • When providing expertise, cite all sources when appropriate. Remember to link to authoritative websites.


Leave a Reply

Your email address will not be published. Required fields are marked *