Discover EEAT in SEO

The great relevance of EEAT in SEO for improving web performance

A few weeks ago, we talked about SEO EAT and the relevance it had within the industry, addressing aspects such as expertise, authority, and trustworthiness of the website. This aspect is important for improving the image of a website.

In the digital age, when everything is just a click away, standing out in the vastness of the internet has become more essential than ever. If you’re immersed in the world of digital marketing or even just browsing the web out of curiosity, you’ve probably come across countless acronyms: PPC, SEM, CTR… The list seems endless! But there’s one that has gained special relevance in recent times: EEAT.

Now, before you start imagining yourself in a restaurant enjoying a delicious dish, we have to clarify that, in this context, we’re not talking about “eating” (although, let’s admit it, it’s always a good topic). EEAT refers to “Experience, Expertise, Authoritativeness, and Trustworthiness.” or, in spanish, “Experiencia, pericia autoridad y confianza”. These four pillars are essential to understand how search engines, especially Google, evaluate and rank web pages.

But why should you care about EEAT? Imagine the internet as a big city. In this city, each web page is like a shop or store. Some are bright boutiques with large shop windows, while others are small corners hidden in less crowded alleys.

EEAT is like a quality certificate that tells people: “This place is reliable, and what it offers is worth it.” It’s a seal of approval that tells Google that your content is not only good but also trustworthy and comes from an authoritative source. In other words, it’s your passport to being recognized and valued in the digital city.

Throughout this article developed by the digital marketing agency in Gij贸n, we will delve into the fascinating world of EEAT. We’ll unravel its mysteries, understand its importance, and discover how you can improve these aspects on your website or content. So, if you’re a digital enthusiast, a marketer eager to improve, or just someone curious about how the web works, you’re in the right place! Get ready for a journey full of valuable information, practical tips, and, above all, a fresh and youthful perspective on SEO in the modern era.

What do the letters of EEAT mean in SEO?

EEAT in SEO refers to the experience, expertise, authority, and trustworthiness of a website.

Experience considers the level of expertise the content creator has on the topic being discussed and therefore the ability to speak about it. Google rewards sites that have experts on the subject.

The second E, which is Expertise, refers to the knowledge about a topic, being an expert in it.

Authority considers how well-known a website is as a reference source for a particular topic. That is, if people consider that website as a trusted reference.

Trustworthiness is a parameter that considers how accurate and honest a page is, thereby improving its security and trustworthiness.

Experience (Expertise in English)

Experience, within the framework of EEAT, refers to the depth of knowledge and skill that a content creator has on a specific topic. It’s not enough to simply know about a topic; the creator must be able to present it effectively, coherently, and enrichingly for the user. Below, we detail some key aspects and how they manifest:

Topic Mastery

  • Education and Training: Does the creator have any formal education or qualifications related to the topic? For example, if it’s a medical article, ideally, it should be written or reviewed by a healthcare professional.
  • Practical Experience: It’s not always necessary to have academic training; sometimes, practical experience and time spent in self-study of the subject are equally valuable.

Content Quality

  • Comprehensive Information: It’s not just about the length of the content but how well it covers the topic. Are all relevant subtopics addressed? Are details provided when necessary?
  • Use of Examples and Real Cases: Incorporating practical examples and case studies can demonstrate a deep understanding of the topic.

Communication Skills

  • Clarity in Presentation: A true expert not only knows but can also convey that knowledge in a understandable manner for the audience.
  • Interaction with the Audience: Answering questions, clarifying doubts, and engaging in discussions can be a sign of expertise. It’s not just about speaking but also listening and responding.

Continuous Updating and Learning

  • Adaptation to New Trends: Areas of knowledge change and evolve. An expert must stay updated on the latest research, trends, and developments in their field.
  • Review and Update of Old Content: It’s vital to review and, if necessary, update old content to ensure it remains relevant and accurate.

Recognition of Limitations

  • Honesty about the Unknown: A true expert is aware of what they don’t know and is transparent about it. Instead of offering incorrect or speculative information, they can guide users to other resources or admit when they don’t have an answer.

In conclusion, experience is much more than simply knowing about a topic. It’s a combination of deep knowledge, effective communication skills, and a continuous dedication to learning and improvement. In the realm of SEO, recognizing and highlighting this experience can make a big difference in how content is perceived and valued. It’s the foundation upon which the other pillars of EEAT are built.


Expertise is specialized skill and deep knowledge in a specific area. It refers to someone’s ability to perform tasks with competence and efficiency due to their training and experience in a particular field. In the context of EEAT and SEO, it refers to how a content creator demonstrates their superior skill in a subject. Here are some crucial aspects of expertise:

Education and Credentials

  • Studies and Certifications: Academic credentials, certifications, and specialized courses are a tangible way to show expertise in an area.
  • Publications and Previous Works: Contribution to journals, specialized blogs, or conferences demonstrates active involvement and recognition in the field.

Analytical and Problem-Solving Skills

  • Critical Approach: An expert doesn’t just repeat information; they analyze, critique, and offer solutions based on their knowledge.
  • Innovation Capability: Expertise is also reflected in how someone can propose new ideas or different approaches to known problems.

Method and Rigor

  • Evidence-Based: Content supported by data, studies, and reliable sources shows a rigorous and evidence-based approach.
  • Methodological Clarity: When presenting data or making claims, it’s vital to be transparent about how those conclusions were reached.

Reputation in the Community

  • Recommendations and Testimonials: Endorsements from other experts or professionals in the field can reinforce the perception of expertise.
  • Active Participation: Attendance and contribution in events, forums, and specialized communities enhance presence and recognition in the sector.

Ability to Educate and Guide

  • Creation of Educational Material: An indicator of expertise is the ability to educate others, whether through courses, workshops, webinars, or tutorials.
  • Mentorship: Guiding and mentoring other professionals or enthusiasts in the area is a clear demonstration of expertise and leadership.

In summary, expertise is not just about having knowledge but also knowing how to apply it, share it, and use it to provide real value in a specific area. It’s a combination of skills, experience, and reputation that, when recognized and promoted properly, can greatly elevate the quality and impact of online content.


Authority refers to the recognition and respect given to an individual, brand, or website within its niche or industry. It’s the credibility earned over time through the quality and relevance of its content, and the endorsement of the community or other experts in the field. Let’s detail the components that build this authority:

Recognition in the Sector

  • Mentions in Relevant Media: Being quoted or mentioned in publications, blogs, or recognized websites in your sector is a clear indicator of authority.
  • Awards and Recognitions: Receiving awards or distinctions from recognized organizations or entities in your niche strengthens your position as an authority.

Active Contribution in the Community

  • Participation in Events: Being a speaker, panelist, or even a regular attendee at conferences, seminars, or workshops related to your niche raises your authoritative profile.
  • Collaborations: Working together with other recognized experts or established brands can enhance your authority by being associated with other reference figures.

Consistency and Quality in Content

  • Publication History: A consistent history of high-quality content demonstrates dedication and commitment to your area of expertise.
  • Depth of Analysis: Offering unique insights, in-depth analysis, and innovative perspectives can differentiate you and position you as an authority in your field.

Endorsements and Testimonials

  • Quality Backlinks: When other relevant and quality websites link to your content, this is seen as a vote of confidence from the community, reinforcing your authority.
  • Testimonials and Reviews: Positive opinions and ratings from clients, colleagues, or users are tangible proof of your authority and reputation in the market.

Interaction and Engagement with the Audience

  • Open Communication: Responding to comments, questions, or criticism transparently and constructively demonstrates leadership and confidence in your position.
  • Social Media Engagement: An active and meaningful presence on social platforms, where interaction and value are provided to the community, can solidify your status as an authority.

In summary, authority is not gained overnight. It’s the result of continuous work, building relationships, offering value, and demonstrating, time and again, the quality and relevance of your contribution in your sector. In the world of SEO, being recognized as an authority can not only improve your positioning but also give you a competitive advantage by generating trust and credibility with your audience.


Trust refers to the degree to which users can rely on a website or content creator to provide accurate, secure, and reliable information. It’s the sense of security that a user feels when interacting with content or taking action on a website. Let’s delve into the elements that contribute to building this trust:

Transparency and Honesty

  • Clear Information about the Author or Company: Providing details about who is behind the content or website helps users establish a genuine connection.
  • Citations and Sources: Referencing the sources of information and data used reinforces the credibility of your content.

Website Security

  • SSL Certificate: Having a secure site (https) is essential to ensure user information is protected.
  • Privacy Policy: It’s vital to be transparent about how user information is collected, used, and protected.

History and Reputation

  • Longevity and Consistency: A website that has been active for a long time and maintains consistency in its content tends to be more reliable.
  • Reviews and Testimonials: Positive reviews and genuine testimonials from real users can significantly increase trust.

Positive Interaction with Users

  • Customer Support: Responding to user inquiries, comments, or concerns in a timely and respectful manner.
  • Providing Contact: Offering multiple contact channels (email, phone, chat) makes users feel they can trust the site if any issues or doubts arise.

Quality and Updated Content

  • Avoiding Misinformation: Ensuring content is accurate and based on real and verifiable facts.
  • Regular Updates: Keeping content fresh and updated shows commitment and professionalism.

Secure Transactions

  • Known Payment Gateways: If your site conducts transactions, it’s crucial to use recognized and reliable payment systems.
  • Return and Warranty Policies: Clear policies indicate that you’re willing to take responsibility if something doesn’t go as expected.

In summary, trust is a combination of transparency, security, positive interaction, and the quality of the provided content. In the world of SEO, a high level of trust can not only improve the time a user spends on your site and their willingness to interact but also influence the overall perception of your brand or entity.

EEAT is not just a set of isolated criteria but an interconnected triad. It’s vital for brands and content creators to understand these concepts and work comprehensively to strengthen them. By doing so, they not only improve their visibility and ranking in search engines but also build stronger and more meaningful relationships with their online audience. In today’s digital world, where content is king, EEAT is definitely the crown that everyone should aspire to wear.

EEAT Signals

EEAT (Experience, Expertise, Authority, and Trustworthiness) signals are factors that Google and other search engines use to assess the quality of a website and its content. These signals are essential because they largely determine the authority and reliability of a page in search results.

Let’s break down the most common and relevant signals for each component of EEAT:

1. Expertise

  • Detailed Content: The depth and thoroughness with which topics are covered is a signal of specialized knowledge.
  • Use of Technical Terms: The ability to use and explain technical or specialized terms properly.
  • Ability to Answer Common Questions: If content adequately addresses frequently asked questions or audience concerns, it demonstrates knowledge of the topic.
  • Clear and Organized Presentation: Well-structured and easy-to-follow content suggests the creator has experience in presenting information.

2. Expertise

  • Author Credentials: Academic degrees, certifications, and professional affiliations related to the topic.
  • Previous Publications: A track record of publications in recognized media or specialized platforms.
  • Citations and References: Use of academic sources, studies, or relevant publications to support claims.

3. Authoritativeness

  • Backlinks: Inbound links from relevant and high-quality websites that “vote” for your content.
  • Mentions in Respected Media: Being quoted or featured in recognized publications or media outlets.
  • Author Authority: Author profile on platforms such as Google Scholar, LinkedIn, or in the professional community.
  • Social Media Interaction: Shares, comments, and overall engagement on social platforms.

4. Trustworthiness

  • SSL Certificate: Indicates the site is secure for transactions and data privacy.
  • Opinions and Ratings: Positive reviews and testimonials from users or customers.
  • Transparency in Information: Clear details about the company, team, privacy policy, and terms of use.
  • Integrity History: Absence of legal issues, accusations of misinformation, or deceptive practices.
  • Regular Updates: Content that is regularly updated and reviewed conveys greater reliability.

These are just some of the many signals that Google and other search engines may consider when evaluating the EEAT of a site. It’s essential to understand that while these signals are crucial, they do not operate in isolation. Google’s algorithm is complex and considers a wide variety of factors when determining the ranking of a page. However, focusing on improving these EEAT signals can significantly help elevate the quality and authority perception of a site or content.

How Does EEAT Affect SEO in SERPs?

The primary goal of search engines, especially Google, is to provide users with the most relevant and high-quality results in relation to their queries.

To achieve this, search engines employ various factors and signals to evaluate and rank content. EEAT has become essential in this context because it represents a set of quality criteria that these engines use to discern the quality and relevance of content.

  • High-Quality and Relevant Content: Meeting EEAT criteria indicates that a site or page provides quality, well-researched, and reliable content. When a site demonstrates expertise, authority, and reliability, it is more likely to be considered relevant and valuable to users, which can result in higher rankings in SERPs.
  • Reduction of Low-Quality Content: In contrast, sites that do not show clear EEAT signals may be viewed skeptically by search engines. These sites risk being considered less reliable or less relevant, which could relegate them to lower positions in search results.
  • Special Importance in Sensitive Topics (YMYL): For certain categories of content, such as “Your Money or Your Life” (YMYL), which includes topics related to health, finance, news, and other critical issues, EEAT is even more crucial. Due to the delicate and potentially impactful nature of these topics, search engines apply stricter standards to ensure that the information presented is accurate and reliable.
  • Encourages Genuine and Valuable Content Creation: Emphasis on EEAT drives businesses and content creators to invest in producing authentic, well-researched, and valuable material for their audience. This raises the overall quality of content available online and, consequently, improves the user experience.
  • Improves User Trust: When websites demonstrating high EEAT occupy top positions in SERPs, it reinforces user trust in search engines. Users feel they are getting answers from reliable and expert sources, which can lead to increased interaction and loyalty toward those search engines.

In conclusion, EEAT plays a fundamental role in how search engines evaluate and rank content in SERPs. While there are numerous factors that influence SEO, attention to experience, expertise, authority, and trust has become central to achieving optimal positioning and delivering real value to users in the vast digital ecosystem.

How do Google’s Quality Raters Evaluate it?

Google’s “Quality Raters” are individuals who assess and rate the quality of Google search results according to guidelines provided by the company itself. These guidelines are an extensive document that Google provides to Quality Raters to help them understand what the company considers high or low-quality pages. EEAT (Experience, Expertise, Authority, and Trustworthiness) is a fundamental part of these guidelines.

Here’s how Google’s Quality Raters assess EEAT:

Quality Definition

First and foremost, raters are trained to understand that a “high-quality” page is one that fulfills the searcher’s intent. Different pages have different purposes: to inform, entertain, sell, etc. A high-quality page must effectively fulfill that purpose.

Main Content Purpose (MCP) Identification

Raters first determine the Main Content Purpose (MCP) of a page’s content. They evaluate whether the content successfully satisfies that purpose.

Evaluation of Experience and Expertise

Raters examine content to determine if it comes from an expert or someone with experience in the topic at hand. This is especially important for YMYL pages (Your Money or Your Life), where accuracy and expertise are crucial.

Author credentials, content depth, and cited sources are considered.

Evaluation of Authority

They examine how the page or site is recognized in its industry or niche. Inbound links, mentions in respected media, and other indicators can help determine authority.

The author’s reputation is also considered. For example, a medical article written by a recognized doctor might be considered more authoritative than one written by an amateur.

Evaluation of Trustworthiness

Raters look for signals indicating that the site can be trusted. This includes site security (e.g., if it uses HTTPS), clear contact information, accessible privacy policies and terms of service, and transparency about who is behind the site and its content.

Online reviews and ratings, as well as presence on social media and interaction with users, can also influence trust perception.

Comparison with Other Pages

Quality Raters often compare a page to others covering the same topic to determine which page offers superior value in terms of EEAT.

Overall Evaluation

Based on all these factors, raters assign the page a rating ranging from “Low quality” to “High quality.” These ratings help Google refine and improve its search algorithm.

It’s important to mention that Quality Raters’ ratings do not directly affect website rankings in SERPs. Instead, Google uses these evaluations to test and improve the accuracy and effectiveness of its algorithm.

The guidelines for Quality Raters, including detailed sections on EEAT, are publicly available and are recommended reading for any SEO professional who wants to understand more deeply how Google defines and perceives quality on the web.

How to Improve EEAT in SEO?

Improving EEAT (Expertise, Authoritativeness, Trustworthiness) in SEO is essential for establishing the quality and reliability of a website in the eyes of Google and other search engines. Here are some strategies and steps you can take to reinforce the EEAT of your site:

1. Expertise

  • Create Quality Content: Ensure that the content you produce is detailed, well-researched, and relevant to your audience.
  • Show Your Credentials: If you have credentials or experience in a specific field, don’t hesitate to present it. For example, a nutritionist should highlight their studies and experience in the field of nutrition.
  • Answer Common Questions: Use tools like “Answer The Public” or Google suggestions to identify frequently asked questions and create content that addresses them.

2. Expertise

  • Visible Authorship: Ensure that each piece of content has an identifiable author and provide information about their credentials and experience.
  • Citations and References: Use reliable sources and cite properly. This shows that your content is backed by research and credible sources.
  • Stay Updated: Fields of knowledge change and evolve. Make sure to update your content regularly to reflect the latest information.

3. Authoritativeness

  • Build Quality Backlinks: Establish relationships with other relevant and authoritative websites to gain inbound links. Avoid black-hat tactics or link schemes.
  • Collaborate with Experts: Invite recognized experts to collaborate or write on your site. Their authority can help elevate yours.
  • Establish Social Media Presence: Although links from social media don’t count as traditional backlinks, a strong presence and engagement on social networks can reinforce your authority in your niche.

4. Trustworthiness

  • Use HTTPS: Ensure your site is secure with an SSL certificate.
  • Provide Clear Contact Information: Visitors should be able to easily find or contact you. A phone number, physical address, and contact form are essential.
  • Transparent Policies: Include a clear privacy policy, terms and conditions, and any other relevant documents that provide security and confidence to visitors.
  • Collect Reviews and Testimonials: Positive opinions from users and customers can reinforce trust. Encourage your satisfied customers to leave reviews and testimonials.

5. Other General Tips

  • Optimize User Experience (UX): Ensure your site is fast, responsive, and easy to navigate. Google has highlighted the importance of user experience, especially with the incorporation of Core Web Vitals metrics.
  • Avoid Penalties: Follow Google’s guidelines and avoid deceptive or black-hat tactics that may lead to penalties.
  • Create a Google My Business Profile: If you’re a local business, having an optimized profile on Google My Business can help improve trust and visibility.

At the end of the day, EEAT boils down to being genuine, offering real value, and building an online reputation that reflects your commitment to quality and reliability. As you work on these elements, not only will your EEAT improve, but you’ll also strengthen your relationship with your visitors and customers.

Is EEAT in SEO So Important?

EEAT in SEO is important, especially for websites where information is more delicate and users need to trust it. If Google doesn’t trust the content we provide, we won’t be able to appear among the top search results, so it’s important to work on all aspects that influence positioning.

Here, the topic of YMYL (Your Money Your Life) can come into play, which deals with important aspects of people’s health and financial stability. Not all sectors have the same relevance when it comes to meeting all SEO objectives, but many of them must get involved in working on the customer experience.

It is essential to offer a website that is secure and that people can trust, especially when it comes to processes like the payment gateway.

On the internet, it is essential to earn the trust of the audience and provide a unique user experience, where they can get all the information they need and that information is of quality. For all these reasons, EEAT in SEO plays a relevant role, so that websites improve their services and the image they create in the minds of the public.

Conclusion on EEAT in SEO

In today’s digital age, where content abounds and competition is fierce, standing out is more challenging than ever. However, the formula for success transcends simple metrics and focuses on human elements: Experience, Expertise, Authority, and Trust. These pillars, known as EEAT, are not just indicators of quality in SEO but also fundamental signals that reflect the authenticity, relevance, and value of a website.

By investing in strengthening EEAT, brands not only optimize their visibility in search engines but also build deeper and more meaningful relationships with their audiences. It is a reminder that at the center of every digital strategy is the user: an individual seeking answers, solutions, and reliable connections.

Therefore, beyond techniques and tactics, EEAT invites us to return to the essentials: creating genuine content, being experts in our field, establishing ourselves as authoritative figures, and earning the trust of those who visit us. Ultimately, it is this authentic, user-centered approach that will define sustainable success in the digital landscape of tomorrow.

We trust that this article on EEAT in SEO proves to be of quality and enables your positioning projects to continue growing at a good pace. As always, if you have any questions, just leave a comment, and we’ll do our best to respond from our SEO agency in Gij贸n.

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