Let’s cut to the chase: Google doesn’t just rank websites. It ranks trust. Think about the last time you searched for “best diet for heart health” or “how to invest $10k.”
You probably clicked the result that felt reliable—the one written by a cardiologist or a certified financial planner, not a random blogger with a flashy headline. That gut feeling? It’s exactly what Google tries to replicate with E-A-T (Expertise, Authoritativeness, Trustworthiness).
But here’s the kicker: E-A-T isn’t some mystical SEO hacks. It’s about proving you’re not full of it. In this guide, we’ll unpack how Google decides if your site’s trustworthy enough to rank—and how you can game the system (ethically, of course).
Meet E-A-T — Not A Food Kind
No, I’m not referring to your lunch this time. E-A-T is short for Expertise, Authoritativeness and Trustworthiness. It is a fundamental part of the way Google ranking factors that determines which pages deserve to be seen higher in search.
What Does Each Letter Mean?
Expertise: Are you good at what you do? Can you show it through your content?
Authoritativeness: Do others consider you a go-to source? Are you mentioned or linked by credible websites?
Trustworthiness: Is your website secure, accurate, and honest?
Google uses E-A-T to judge your content — especially if you’re writing about health, money, or safety topics. These are called YMYL (Your Money or Your Life) topics.
E-A-T first became publicly known in 2014 when Google published its “Search Quality Guidelines”, which is a 200-page document used to help train human evaluators.
The guidance emphasizes that “low E-A-T” content can be damaging to users, particularly in so-called YMYL categories: your money or your life, which include health, finance or safety.
For example, a medical article written by a hobbyist might be flagged as “untrustworthy,” even if the advice sounds correct.
E-A-T in Action — Understand with an Examples
Let’s say you’re a fitness coach. You start a blog on weight loss tips. How do you apply E-A-T?
Expertise: Mention your certifications and experience.
Authoritativeness: Get featured on health sites, podcasts, or interviewed.
Trustworthiness: Show real results, use HTTPS, and include disclaimers.
How Google Sniffs Out Weak E-A-T (It’s Not Just Algorithms)
Google’s secret weapon? Thousands of human raters. These folks manually assess search results using E-A-T criteria. While their feedback doesn’t directly change rankings, it trains Google’s AI to spot red flags.
Here’s what they’re told to look for:
1) Who’s Behind the Content?
Anonymous articles or generic “admin” authors are a no-go. Raters check author bios, credentials, and whether they’re actually qualified. A study by Ahrefs found that pages with detailed author bios rank 37% higher than those without.
2) Is the Site a Known Authority?
Backlinks from reputable sites (like .edu or .gov domains) act as “votes” of confidence. But it’s not just quantity. A single link from Harvard Medical School holds more weight than 1,000 spammy directory links.
3) Does the Site Feel Sketchy?
Broken SSL certificates, pop-up ads, or no contact page? Raters flag these as untrustworthy. Even small details matter—like a privacy policy written in broken English.
Four Practical Ways to Boost E-A-T (Without a PhD)
1. Play the Credibility Game
You don’t need a fancy degree to show expertise. Start by citing established sources. For example, if you’re writing about nutrition, reference studies from the National Institutes of Health or quote registered dietitians.
Case in point: A tech blog was skyrocketed in ‘E-A-T and Google ranking factors by interviewing engineers from Microsoft for a “cloud storage guide.” Google loves third-party validation.
2. Turn Authors into Rock Stars
A common mistake? Letting contributors hide behind a username like “TechGuru123.” Big brands like Forbes or The New York Times don’t do this—and neither should you.
1) Create Detailed Bios: Include qualifications, experience, and a professional photo.
2) Link to Social Proof: Add LinkedIn profiles, Twitter accounts, or links to published work.
3) Guest Posts with Byline: Write for industry sites and link back to your bio.
I once saw a finance blog add “20+ years as a Wall Street analyst” to their author bio—traffic jumped 200% in 3 months.
3. Build Relationships, Not Just Backlinks
Forget spammy link-building. Instead, focus on earning mentions from trusted sources. Tools like HARO (Help a Reporter Out) connect you with journalists needing expert quotes.
Example: A mental health coach I know landed a backlink from Psychology Today by sharing her story about overcoming anxiety. That link alone brought her site 5,000+ monthly visitors.
4. Audit Your Site’s “Trust Signals”
Small tweaks can make a big difference:
1) Add an SSL Certificate: Sites without HTTPS get flagged as “Not Secure.”
2) Show Real Reviews: Even if you’re a solopreneur, ask clients for testimonials.
3) Update Old Content: A 2021 study by Backlinko found that 58% of top-ranking pages are updated at least once a year.
Myths About E-A-T You’re Probably Falling For
Myth 1: “E-A-T Only Matters for YMYL Sites.”
Nope. While Google prioritizes YMYL topics, all niches benefit. A travel blog with misinformation about visa rules could harm users—and get penalized.
Myth 2: “You Need to Be a Big Brand to Rank.”
Not true. Google’s guidelines explicitly state that small businesses can demonstrate E-A-T through customer reviews, certifications, or well-researched content.
Myth 3: “E-A-T Is Just About Content.”
Wrong. Technical factors matter too. A slow, unsecured site undermines trust, even if your content is Pulitzer-worthy.
How to Track Your E-A-T Progress (No Crystal Ball Needed)?
You won’t find an “E-A-T score” in Google Analytics, but watch these metrics:
1) Organic Traffic Growth: Steady increases suggest Google trusts you more.
2) Backlink Quality: Use Ahrefs or SEMrush to track links from authoritative domains.
3) Bounce Rate: If users stick around, your content’s likely meeting their needs.
Here’s a bonus tip, for our readers. Run a yearly audit for E-A-T and Google Ranking Factors. Check author bios, update outdated claims, and remove shady backlinks.
Case Study
Farzi Café: The Pre-Launch Buzz That Broke Google
When Farzi Café (part of Jiggs Kalra’s empire) opened in Dubai, they didn’t just launch—they created a media storm.
The Problem:
Breaking into Dubai’s crowded food scene? Tough. They needed to position themselves as the spot for “global fusion cuisine” fast.
The Fix:
45-Day Social Tease: Posted cryptic food videos (“Is this molecular gastronomy or magic?”) to rack up 7,000 Instagram followers before opening.
Blogger Power: Invited 40+ UAE food bloggers (like Fooderati Arabia) for a sneak peek. Each was asked to post immediately—resulting in 200+ Instagram posts in 2 weeks.
Press Blitz: Got Chef Zorawar Kalra featured in Gulf News and Khaleej Times, framing him as a “culinary innovator.”
The E-A-T Win:
Authoritativeness: Media coverage and influencer posts tagged them as a “must-visit,” earning backlinks from top Dubai sites.
Trust: Pre-launch hype led to a 9-day fully booked streak—social proof Google loves.
Result:
Ranked #1 for “fusion food Dubai” within 3 months.
Final Thoughts:
Google’s always changing, but one thing stays the same: it wants to show the best content to users.
So instead of trying to trick the algorithm, work with it. Focus on being helpful, credible, and authentic.
Remember: E-A-T ‘and Google ranking factors aren’t a one-time thing. It’s how you build your online reputation over time.
You don’t need to be perfect. Just be real, be helpful, and keep learning. Before you know it, Google might just put you on that page 1 pedestal.
Start small: fix one author bio, add an SSL certificate, or interview an expert for your next post.
Remember, Google’s goal is to mimic human judgment. So ask yourself: “Would I trust this site if I stumbled on it randomly?” If the answer’s no, you’ve got work to do.
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