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Google’s E-A-T Principle

Natalie Welch
Natalie Welch

E-A-T is within the top 3 considerations for page quality when it comes to Google rankings.

E-A-T isn’t anything new.

It first came to the SEO world in 2018. But the ranking principle has been given a tweak. Previously E-A-T was just about the quality of the pages on a site, whereas now it takes into consideration the content creators too.

But it isn’t just about content. 

In this blog, we cover:

  • What E-A-T stands for
  • Everything you can do to help your website improves in these areas
  • Ongoing activities you need to carry out to support E-A-T

What does E-A-T stand for

E-A-T quite simply stands for:

  • Expertise
  • Authority
  • Trust

E-A-T is an algorithm that Google applies when they come to crawl your site. This principle is not limited to copy or to blogging either. There are design, UX and other elements that Google looks at to determine if you are ticking the E-A-T boxes.

It is good to note that there are going some instances where websites are more weighted towards two of the principles. There are then others that need to work equally hard on all three. But more examples of this will be touched upon throughout this article.

What can you do to help your website improve in these areas?

Regardless of whether you are a blogger, business website owner or a Government department, the E-A-T principle applies to you if you want to be “discovered”. In this section, we are going to give you some essential advice to support each area of E-A-T.


Does the website show that you are an expert in your field?

It is a simple as that. Now, there are websites, including businesses, industry spokesmen and brands, that need to show expertise in their field. This is to ensure that consumers interact, hire and purchase from them versus a competitor. These websites will showcase their knowledge at every point. Usually have accreditation’s, qualifications and possibly awards that are openly displayed wherever possible. Case studies and content creation also go towards ticking the E box, and even the team page with individuals and their qualifications or experience can help.

There are other websites where the owners may be knowledgeable on a topic or even fan-based. These sites include bloggers and magazine type sites where the E in E-A-T is not as easy to come by because of the angle they are coming from.

This isn’t a bad thing.

It just means if I am looking for “how to polish a dent out of my car” it is more likely a website from a reputable car manufacturer or sales website:

  • Who displays their qualifications
  • Has many reviews
  • A well-optimised site
  • With expert content going out all the time

Will come up over a blog of a car enthusiast. Unless that enthusiast has 50 years of experience in the field and has shown this to their readers and the search engine bots. But that is another conversation.


When people turn to search engines, they’re looking for the best person to give them an answer that they can trust. This means not only do you have to showcase your knowledge, but you also need to back it up and give a face to it.

To give more authority to what you are saying, you need to show the expert behind it and not leave the author as admin or Team[COMPANY NAME]. Google is building profiles of individuals as they crawl the net, so they want to obtain everything you put out online to determine if you are an authoritative source.

This element can take you beyond your website. What other public channels do you have? Do you speak with authority about the topics that you would be expected to be writing about across the WWW? From LinkedIn to Twitter, articles in the online press to your blog, do they all marry up?

Personal reviews, mentions and credentials here are also factors in determining authority.

For example, in a legal firm, you will have several lawyers and solicitors all with their own field of expertise. Showing who these people are, and then adding their content to the site within their specific area nurtures the websites and individuals authority ranking.


This element covers everything from:

  • The security of your site
  • Whether you are easy to get in touch with
  • Can we see the whites of your eyes
  • What are others saying about you
  • Who you work with and endorses you

Trust lives and dies by whether you are not only practising what you preach but whether you are keeping your website visitors safe when they do discover you.

Trust is particularly important for eCommerce sites that are asking for personal and payment data from their customers. Google will be looking for:

  • An SSL certificate with no mixed content
  • Evidence you are trying to keep your customers safe with well known and trusted payment gateways, plugins etc
  • Contact numbers and emails not only on a contact page but at readily accessible places throughout the site
  • Clear product information, pricing with descriptions and images to help your customers make an informed choice
  • No claims that are not backed up by science, case studies, testimonials (from real people) etc
  • A smooth user journey without any overzealous pop-ups

These principals cross over in many areas which means you can’t just focus on one area. For each new page, post, product and more you have to look at the E-A-T principal as a whole.

For more information on the E-A-T principal or to receive an audit and recommendations for your site, please contact The Typeface Group or order a FREE basic SEO performance review now.

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