How to implement expertise, authoritativeness and trustworthiness (E-A-T) for Google

Google wants to show credible pages in its search results. For that reason, Google’s Search Quality Evaluator Guidelines ask website evaluators to check the implementation of E-A-T principles (expertise, authoritativeness and trustworthiness). Can your website deliver?

How to create trust for E-A-T

What is E-A-T?

The purpose of a website is important. For pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness is very important. Google considers:

  • Expertise: The expertise of the creator of the web page. If a web page lists authors, Google checks if the author is a trustworthy author.
  • Authoritativeness: Google checks the authoritativeness of the creator of the web page, the web page itself, and the whole website.
  • Trustworthyness: Google checks the trustworthiness of the creator of the web page, the web page itself, and the whole website.

According to Google, there are high E-A-T pages and websites of all types, even gossip websites, fashion websites, humor websites, forum and Q&A pages, etc.

Some SEO’s think that the influence of E-A-T signals is as big as the influence of links from other website (which is big). Creating trustworthy web pages with good content won’t just help your Google rankings. It will also secure more trust with your website visitors.

How do you show E-A-T on your website?

The input of Google’s human search quality raters has no direct influence on the rankings. Instead, Google improves the ranking algorithms based on the feedback of the quality raters.

Google has to calculate the E-A-T signals of your website algorithmically. There are several things that you can do to show Google that your website is a good website that can be trusted:

1. Create good content that is error-free

Creating good content is the first step to create trust. The information on your website must be correct. If the content is unique, it’s even better. Remove thin content pages and avoid content that might be misinterpreted or confusing.

2. Remove technical errors from your website

It’s not a good sign if your web pages contain many broken links or other errors. You can check your web pages for broken links, spelling mistakes and many other errors with the website audit tool.

3. Get links from high quality website

If trustworthy websites link to your website, Google will trust your website more. The link building tools in SEOprofiler help you to find authoritative websites that could link to your site. The Link Influence Score (LIS) in the Link Profiler tool shows you the overall trust value of a website.

4. Show that your website can be trusted

Add your full address to your website. Make it easy to contact you. If applicable, show your phone number. Have an ‘About us’ page on your website that clearly describes your company. If your website features articles from different authors, each author should have a page with additional information about the author.

Third party reviews, listings in business directories and customer testimonials can also help to create trust. Everything that helps to create credibility online and offline will be good for the E-A-T score of your website.

The E-A-T algorithm is a black box that tries to mimic common sense

Google uses AI (artificial intelligence) in its ranking algorithms. That means that even Google’s engineers don’t know exactly how the AI chooses the E-A-T pages. In general, AI tries to mimic common sense. If your website looks trustworthy to real people, chances are that it will also look trustworthy to Google.

Google's AI is a black box

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Follow the tips above to optimize your website now. The tools in SEOprofiler help you to create relevant and error free web pages:

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Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.