How to Improve Your E-E-A-T

Creating content and stuffing this one with keywords impacts your SEO efforts negatively, this is a known thing and also something left behind in the past. However, Google’s algorithms are changing constantly and that is why we should keep ourselves updated. Recently, Google in its efforts of refining its algorithm and make it even more sophisticated, added an additional E to E-A-T, which stands for Experience, along with Expertise, Authoritativeness and Trust.

What is E-E-A-T and Why You Should Prioritise It

In the world of digital content and search engine optimization, the term “E-E-A-T” has gained significant prominence. E-E-A-T stands for Expertise, Authoritativeness, Trustworthiness, and Experience, and it’s a vital framework that can make or break the success of your website. Google’s algorithms are continually evolving to provide users with the most relevant and reliable information, and E-E-A-T plays a crucial role in meeting these objectives.

Define YMYL (Your Money or Your Life) Content and Its Connection to E-E-A-T

Firstly, it’s important to understand the concept of YMYL content – Your Money or Your Life content. This refers to information that can impact a person’s health, finances, safety, or overall well-being. Websites that provide such content must exhibit high levels of E-E-A-T. Think of medical advice, financial guidance, legal information, and other critical subjects. Google places immense emphasis on ensuring that these sources are credible and accurate.

Explore How High-Quality Backlinks from Authoritative Sources Can Enhance E-E-A-T

One of the cornerstones of building a strong E-E-A-T profile is acquiring high-quality backlinks from authoritative sources. When reputable websites link back to your content, it signifies to Google that your content is trustworthy and valuable. These backlinks serve as endorsements, enhancing your website’s authority and credibility within your niche. Focus on creating link-worthy content that naturally attracts attention from reliable sources in your industry.

Discuss the Importance of E-E-A-T for High Ranking

As Google’s algorithm evolves, so does its focus on user experience. E-E-A-T is pivotal in this regard. Websites with a robust E-E-A-T profile are more likely to secure higher rankings in search engine results pages (SERPs). Google aims to present users with content that is not only informative but also dependable. Prioritising E-E-A-T ensures that your website aligns with these algorithmic preferences, resulting in improved visibility and organic traffic.

From E-A-T to E-E-A-T: Google’s Algorithm Becoming Even More Sophisticated

In the dynamic landscape of SEO, Google’s algorithm updates constantly reshape the digital landscape. The introduction of the E-A-T framework was a significant step towards improving search results quality. The Medic update, for instance, highlighted the need for medical and health-related websites to adhere closely to E-A-T principles to safeguard users’ well-being.

Google regularly updates its Search Quality Rater Guidelines, typically on an annual basis. These guidelines offer insights into how Google’s algorithm evaluates and ranks content. Over time, the importance of E-A-T has been accentuated:

March 2013

Google officially published its Search Quality Rating Guidelines, laying the foundation for evaluating content quality.

March 2014

Google integrated E-A-T (Expertise, Authoritativeness, and Trustworthiness) into the guidelines, signalling its significance in content evaluation.

December 2022

Google introduced E-E-A-T, introducing an extra “E” for “Experience,” indicating a more comprehensive approach to content assessment.


With the addition of the “Experience” component, E-E-A-T takes on a more holistic perspective. User experience is paramount, encompassing factors such as page load speed, mobile-friendliness, and overall usability. Engaging, accessible, and well-structured content contributes to a positive user experience, aligning with Google’s aim of providing the best online
journey for its users.

Let Us Help

In the ever-evolving realm of SEO, staying updated with the latest trends and algorithm changes is crucial. E-E-A-T has shifted from a focus solely on Expertise, Authoritativeness, and Trustworthiness to embracing Experience as well. By understanding and prioritising E-E-A-T principles, you’re not only enhancing your website’s visibility but also providing genuine value to
your audience.

As you strive to improve your website’s E-E-A-T, remember to create valuable, accurate, and well-researched content. Seek out authoritative backlinks, optimize user experience, and stay aligned with Google’s guidelines. By doing so, you’ll not only enhance your website’s search engine rankings but also contribute positively to the digital ecosystem. Elevating your E-E-A-T is a long-term investment that yields lasting results.

Reporting Consultancy

We provide insights and commentary so you can truly understand website and campaign performance and plan killer optimisations.

App & Mobile Analytics

Digital Analytics Consultancy

Let’s turn your Web Analytics data into insight. Our certified web analytics team have vast expertise across Google Analytics, Google Analytics 360, Adobe Analytics and Tag Management Systems.

Data Strategy

Every business needs a data strategy to understand the needs of their company and make smart technology decisions.

Data Strategy

Business Intelligence

Powerful Business Intelligence solutions that allows for seamless integration of your key data sets, automated and in the hands of your business decision makers.

Business Intelligence

Tag Implementation

With up to 150 tags on some website, Molzana’s tag management and implementation services ensure that your data gets collected while your website remains unaffected.

Report Automation & Dashboards

Elegant and automated, Molzana’s reporting team can create amazing dashboard and report solutions to help your business get to insights and decisions quicker.

Report Automation & Dashboards

Visitor Behaviour

Understanding visitor behavior is vital to understanding how visitors interact with website content and marketing channels.

Visitor Behaviour

Consumer Insight

Consumer Trends & Insight hold the key to understanding your audience. Beyond simple reporting, Molzana can help turn your insight into action.

Consumer Insights

App & Mobile Analytics

We assist in providing powerful insight into iOS, Android & Windows Apps as well as Mobile Websites.

App & Mobile Analytics

Marketing Optimisation

We scrutinise user behaviour, audiences, ad copy and landing pages to improve performance.

Data Strategy

Getting Ready For Google Analytics 4 (GA4)

Get UK based expert support in implementing GA4 tracking for your website and avoid losing valuable data before July…

Solutions for Start-Ups

Conversion Rate Optimisation (CRO) Consultancy

Conversion Rate Optimisation is essential for ensuring your site performs in terms of driving sales, leads or sales development.

Report Automation & Dashboards

Data Science

We take your historic data to look into the future with pinpoint accuracy.

Contact Molzana


Digital Analytics, SEO & CRO Agency

London & Manchester.

Get in Touch

Telephone: +44 (0) 20 8938 3136

London: 32 Cubitt St, London WC1X 0LR
 5 Piccadilly, Aytoun St, M1 3BR
 15-16 Queen Street, EH2 1JE

Molzana Logo Blue

  • This field is for validation purposes and should be left unchanged.