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Things you should know.

E-A-T is an acronym that Google references in its Search Quality Guidelines. E-A-T stands for ‘expertise, authoritativeness and trustworthiness’.

It is a framework that Google uses to instruct its quality raters on how to assess the quality and credibility of (i) the information on a page, (ii) the context of the website as a whole, and (iii) of the author of the content.

Bing has its own version of E-A-T which the search engine calls QC: quality and credibility.

To learn more about E-A-T, I highly recommend that you read:

At the time of writing, E-A-T is not a direct ranking factor. This is because expertise, authoritativeness and trustworthiness is a concept/framework for Google quality raters.

At the same time, Google’s documentation acknowledges that links form a part of quality and credibility. Perhaps, as the qualifications of E-A-T are refined we may see Google publish some more information.


Search engines all have indexes of URLs and to combat low-quality content and misinformation, E-A-T attempts to rank sites, webpages and authors by credibility.

Certain industries tend to have more regulation and because the internet is difficult to regulate, search engines such as Google use E-A-T to promote results that come from authors and sites that its users trust.

For example, any query that touches upon financial advice and health advice should receive heavier scrutiny than a recipe search. This is because the real-world impact of financial/health advice can be significant.

This is why when you search for anything about health or wealth related, you tend to see recognized publications on the first page of Google SERPs.

But this does not mean a local physiotherapist cannot rank for health-related keywords just as an affiliate/comparison website cannot rank for financial industry keywords.

All websites can benefit from E-A-T, no matter how big or small the business may be. And even though E-A-T is more theoretical in nature, all websites can work on the quality and credibility of its information, its author(s), and the website as a whole.

At the end of the day, Google wants to show results that their users will engage with so that they can continue to make money from ads. Therefore, communicating who you are, what you do, where you are, where you serve, and demonstrating in-depth knowledge in your specialty/industry will strengthen your credibility in both the eyes of human beings and search engines.

Measuring the trustworthiness of a page with PageRank started with good intentions. But as people sought to find ways to trick the algorithm, Google has gotten smarter.

Links matter and links from recognised publications (even with a nofollow tag) are a trust signal. But links are just one source of trust and the easiest way to demonstrate quality and credibility is with efforts on your website.

There is no E-A-T score.

To my knowledge, there is no way to measure E-A-T.

Disclose everything and make sure that website visitors can easily access this information.

For example, an ecommerce site can establish quality and credibility by having a clear shippings, returns and exchange policy published on the site and linked to from every product page and product category page.

>> Click here for my actionable E-A-T guide for ecommerce sites.

For a small business or professional service provider (dentist, DJ, accountant, lawyer or law firm) you can publish contact information, have a dedicated FAQ page, and include your physical address in a site-wide footer to gain E-A-T.

>> Click here for my actionable E-A-T guide for professional service providers.

Similarly, an affiliate site can establish quality and credibility by disclosing the real person behind the reviews. Having a real photo of the individual, a link to their Twitter profile, and an archive of their other reviews is just one way to start establishing E-A-T.

>> Click here for an actionable E-A-T guide for affiliate sites.

Let’s get started.

  • For ecommerce websites: how to strengthen E-A-T
  • For professional services and small businesses: how to do E-A-T right
  • How to earn credibility as an affiliate site
  • How a law firm can do E-A-T right
  • How your dental practice can outrank Healthline and Mayo Clinic with E-A-T
  • How to gain credibility as a mortgage broker
  • Do major banks need to develop plans for E-A-T?

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