Did you know that Google recently updated its quality evaluator guidelines? Previously it used to rank websites by evaluating their content through E-A-T (Expertise, Authority and Trustworthiness. But recently they added another ‘E’ to it, making it E-E-A-T. 

In this article, we have talked about this concept in detail for you to understand the meaning and importance of E-E-A-T. In the later part of the content, we have also discussed how we at Das Writing Services write content for our clients by following the E-E-A-T guidelines. 

What is E-E-A-T? 

What is E-E-A-T?

E-E-A-T  stands for Experience, Expertise, Authoritativeness and Trustworthiness. This is a concept introduced by Google in its search quality evaluator guidelines. It refers to the criteria that Google’s human quality raters use to evaluate the quality of web pages on a website. 

Understanding the concept of E-E-A-T is quite important to get better rankings on Google.


As mentioned above this is the latest evaluation factor added by Google to the search quality evaluator guidelines. This evaluates how much experience does a person or content writer have in writing that particular topic? If a writer has experience in the field related to the topic then she/he can showcase their experience and help the readers in getting a sense of reliability and assurance.


This factor evaluates how much expertise a person has on the topic they are writing on. The content on a webpage should be created by individuals or organisations with expertise and knowledge in the subject matter. This demonstrates that the content is accurate and valuable. For example, a person with a medical background will be able to write better content on medicines and diseases. 


The website should have a reputation for being authoritative and trustworthy within its industry or niche. This can be established through credentials, references, and other indicators of authority. If your content is authoritative, other websites in your industry will link to your content because it provides value. Everyone will look up to you as a leader and a good source of information. 


The website should instil trust in its visitors by providing accurate information, maintaining transparency, and having a history of reliable content. Trustworthiness is the most important thing for any business and is also an important part of Google’s E-E-A-T search engine ranking. Always try to maintain factual accuracy and cite sources from where you took data. And avoid misleading the audience as this can ruin their trust in you. 

E-E-A-T is particularly important for websites that provide health, financial, legal, and other critical information. Websites that lack strong E-E-A-T signals might not rank as well in search engine results, as Google aims to prioritise reliable sources.

E-E-A-T: What Does it Mean for SEO and Why is it Important for Google?

Why is E-E-A-T important for SEO

While not a direct ranking factor, E-E-A-T has a significant impact on SEO (Search Engine Optimisation) because it affects how Google’s algorithms evaluate and rank websites.

Here’s why E-E-A-T is important for SEO: 

1. Better Search Rankings

Websites with strong E-E-A-T signals are more likely to rank higher in search engine results. Google’s algorithms aim to provide users with the most relevant and trustworthy information, and websites that exhibit experience, expertise, authoritativeness, and trustworthiness are more likely to be considered valuable resources.

2. Credibility and Trust

E-E-A-T is closely tied to credibility and trust. Websites that demonstrate expertise in their field, present information authoritatively, and establish trust with users are more likely to be clicked on and trusted by visitors. This leads to higher user engagement, longer time spent on the site, and lower bounce rates, all of which contribute positively to SEO.

3. Niche Authority

Websites that consistently produce high-quality, expert content on specific topics can establish themselves as authorities in their respective niches. This can lead to more backlinks from other reputable websites, further boosting their SEO efforts. We have written a blog separately on what to look for in a SEO writer you should read that for details before hiring one for your company.

You can watch the video below to understand how E-E-A-T for niche sites works:

4. Higher Click-Through Rates

When users see a website as a reliable and authoritative source, they are more likely to click on its search results. This increased click-through rate (CTR) indicates to Google that the website is providing valuable content, which can indirectly influence rankings.

5. Quality Backlinks

High-quality content that demonstrates expertise and authority is more likely to attract organic backlinks from other websites. These backlinks are a crucial factor in SEO, as they signal to search engines that the website is credible and worth referencing.

6. Avoiding Penalties

Google’s algorithms penalise websites that exhibit low-quality, misleading, or untrustworthy content. Upholding E-E-A-T principles helps avoid penalties and maintains a positive online reputation.

7. YMYL Pages

E-E-A-T is particularly crucial for “Your Money or Your Life” pages, which include content related to health, finance, legal advice, and other topics that can significantly impact a person’s well-being or financial situation. Google places higher scrutiny on these pages due to the potential consequences of inaccurate information. We talked about the relationship between E-E-A-T and YMYL later in the blog. 

connect with dws

To enhance E-E-A-T for SEO purposes, consider the following strategies:

  • Ensure that content is well-researched, accurate, and up-to-date.
  • Highlight the expertise of authors or contributors by showcasing credentials and experience.
  • Include author biographies that demonstrate their authority in the field.
  • Provide clear sources and references for claims and data.
  • Cultivate a positive online reputation by engaging with users, responding to feedback, and addressing concerns.

Incorporating E-E-A-T principles into your website’s content and overall strategy can help improve its SEO performance, increase its visibility in search results, and establish a strong online presence.

What is the Relationship Between SSL and E-E-A-T?

E-E-A-T vs SSL

E-E-A-T and SSL (Secure Socket Layers) are two distinct concepts related to online presence and website credibility, both of which can influence a website’s reputation and search engine rankings. They are not directly related, but they both play important roles in establishing trust and authority in the online world.

Let me explain each concept: 

SSL is a technology that ensures the secure transmission of data between a user’s browser and a website’s server. It encrypts the data during transmission, preventing unauthorised parties from intercepting and accessing sensitive information such as passwords, credit card numbers, and personal details. SSL is indicated by the presence of “https://” and a padlock symbol in the browser’s address bar.

SSL certificates are issued by Certificate Authorities (CAs) and are essential for websites that handle user data or conduct transactions online. Beyond data security, SSL also has an impact on website rankings. Google has stated that it considers SSL as a ranking signal, meaning that websites with SSL certificates may receive a slight boost in search engine rankings compared to those without. Google gives different SSL certificates for different types of factors which you can check online. 

In summary, E-E-A-T is about the quality, expertise, authority, and trustworthiness of a website’s content and overall reputation, while SSL is about securing the data transmitted between a user’s browser and the website’s server. Both factors contribute to a website’s credibility and search engine performance, albeit in different ways. 

our clients

Will Adding Author’s Bio Affect the E-E-A-T of My Website?

Yes, adding author bios can positively impact the E-E-A-T of your website. Including author bios provides transparency and demonstrates the expertise and authority of the individuals contributing to your content. This can enhance your website’s overall credibility and user trust. Here’s how author bios can affect E-E-A-T: 

Why should I add author bio to blog section

a. Expertise

Author bios allow you to showcase your content creators’ qualifications, experience, and expertise. When readers can see that your authors have relevant credentials or real-world experience in the subject matter, they are more likely to perceive the content as valuable and reliable.

b. Authoritativeness

Author bios establish author authority, which contributes to the overall authority of your website. When readers recognize authors as experts in their field, they are more likely to trust the information presented and view your website as a credible source.

c. Trustworthiness

Author bios add a human touch to your content. Knowing who is behind the content builds trust, as readers can connect with real people rather than faceless entities. This can lead to higher user engagement and a stronger sense of credibility.

d. Reader Engagement

Author bios can encourage reader engagement through comments, discussions, and social media interactions. When authors are accessible and responsive, it enhances the user experience and fosters a sense of community.

When Implementing Author Bios to Improve E-E-A-T:

  • Include a brief biography that outlines the author’s relevant background and expertise.
  • Highlight any credentials, qualifications, degrees, certifications, or professional affiliations.
  • Mention the author’s industry experience, achievements, or notable contributions.
  • Add a professional headshot of the author to personalise the content.
  • Keep in mind that while author bios are beneficial, they should be accurate and genuine. Falsely claiming expertise or misrepresenting an author’s qualifications can have a negative impact on your website’s credibility. 

Remember that E-E-A-T is not solely about author bios; it’s a holistic approach that considers various aspects of your website’s content, presentation, and user experience. Author bios are just one piece of the puzzle, but they can play a meaningful role in building E-E-A-T and enhancing your website’s overall SEO performance. 


How is E-E-A-T Related to YMYL?

YMYL referred to as ‘Your Money Your Life’ includes topics that can significantly affect a reader’s health, safety, financial stability, and well-being. Some common YMYL topics are finance, medicine, and current events. 

E-E-A-T is important for YMYL SEO because misinformation on such topics can cause harm to the following:

  • The person who is viewing the content
  • Other people who get affected by the person who viewed the content
  • Groups of people affected by the actions of those who viewed the content

Here are a few examples of Google YMYL topics:

Clear YMYL topics: current news about any ongoing riots or violence, evacuation routes during natural disasters, and information about purchasing prescription drugs, etc.  

Maybe YMYL topics: weather reports, information on how often to replace your dental hygiene products, news about a celebrity, etc. 

Unlikely YMYL topics: news about a local high school sports championship, a music video, an article on what are some upcoming movies, etc. 

There are a lot of other YMYL topics. But according to Google, quality evaluators need to use their judgment to determine whether a page qualifies as YMYL content. The page that qualifies for YMYL needs to demonstrate the highest levels of E-E-A-T. 

While E-E-A-T and YMYL are not responsible for SEO ranking directly, they are important things to consider when creating quality content for your website. 

By now you might have understood the importance of E-E-A-T, so do not put content on your website that does not match up to its standards. You can contact us and get professional writers to write content for your website that matches all the E-E-A-T guidelines. Additionally, you can also get a free sample on the topic of your choice to access our quality.

get free sample


1. Will a content writing company be able to follow all the guidelines of E-E-A-T?

Yes, a content writing agency has people who are experienced in the field they are curating content on. For example, we at Das hire experienced writers and editors for different niches so as to give you the best possible product. 

2. Is E-E-A-T a direct ranking factor for search engines?

It is not a direct or the only factor that contributes to the ranking. Although being very essential for a good ranking there are several other factors that come into count like quality, domain authority of your website, number of backlinks your website has, etc. 

3. Are there different levels of E-E-A-T?

Yes, there are different levels of E-E-A-T like lowest E-E-A-T, lacking E-E-A-T, high level of E-E-A-T, and very high level of E-E-A-T. Depending on how well you optimise the content on your website will be ranked among one of these.