Google is known for regularly updating and changing its content guidelines. One of the most significant algorithm shifts in recent years was its Expertise, Authority, and Trust (E-A-T) update. First published in 2014, the concept provides criteria on how to measure the quality of online content. 
Used during Google’s Search Quality Evaluation, Google’s Search Quality guidelines use reviews to improve the algorithm. To make the most efficient system, Google’s search engine uses a combination of algorithms and ranking factors to deliver the best results to any query. The E-A-T concept highlights expert and authoritative copy and content – but what does this mean for the digital world? 

What Is E-A-T? 

E-A-T (Expertise - Authoritativeness - Trustworthiness) is especially beneficial to web users because it focuses on both the creator and the content. Google's E-A-T guidelines help to determine the value of your content while also benefiting your website’s search engine optimisation (SEO). 
The document was launched to help “webmasters understand what Google looks for in a webpage”, the guidelines aiding online assessors to survey the quality of Google’s search results. 
By putting E-A-T into practice, your website will appear more frequently in organic Google searches. Online assessors will consider whether the website has the expertise, authority, and trust which Google require, helping to determine how the site will perform in search results. 

Breaking Down E-A-T 


Expertise can be characterised by the main content of a webpage. Not only can expertise be presented by the author’s knowledge of the topic they are discussing, but it can also be physically presented through the likes of awards and extra credentials. 
However, reviewers also evaluate “everyday expertise”, allowing the author’s knowledge to be recognised without the need for official accreditations. 


Referring to your overall reputation within the industry, authoritativeness looks at your brand in comparison to others within your field. 
The likes of good quality internal and external links can help readers acknowledge your content as a good quality source of information. 


Presenting yourself as a credible author is one of the best ways to build trust with both your audience and Google. 
By placing reviews and testimonials on your website, visitors can look at genuine comments regarding your services, helping to inform a decision about the trustworthiness of your business. 

Why Is E-A-T Important? 

E-A-T is important for all Google searches, but it is particularly impactful for factual queries. 
When prioritising search results, E-A-T prevents content which lacks expertise, authority, and trust from ranking highly. If poorly researched content were to surface, the chances of misleading and inaccurate information being shared are high. 
E-A-T is also important for SEO, the guidelines providing reviewers with what Google believe to be high-quality content. 

How Can E-A-T Be Applied in Copywriting and Marketing? 

There are many ways in which applying E-A-T guidelines to your copy can help the quality of content to become a top priority, especially when writing website copy and blog posts. 

Titles and Sub-Headings 

Making the purpose of your content clear by using titles and sub-headings allows your expertise and authority on a subject to be easily recognised. Titles should be brief, relevant and to the point. 

High-Quality Links 

Linking your content to high-quality sources allows readers and searchers to view your content as reliable and trustworthy, making it clear that time has been spent on researching your chosen topic. Links to official sources, studies, and research to back up your points can not only show your knowledge on the topic but also help to create trust between you and the reader. 

Keep Your Content Up to Date 

It is easier to meet the E-A-T guidelines by ensuring your content is up to date. With the online world constantly changing, it is important to regularly review your content for broken links and out of date statistics. 

How Can E-A-T Help Your Business? 

Not only is E-A-T important for SEO purposes, it also impacts how visitors interact with your content. By presenting your content in a confident and trustworthy way, the success of your website will be much more effective. 

Putting E-A-T into Practice 

Here at Artus, the values of E-A-T are engrained into all our services. From news articles to webpages, we recognise that all online content relies on the E-A-T guidelines to ensure that the algorithm works for your website. 
For example, in our blog Keep Calm and Carry on Communicating, our copywriter includes good quality internal and external links alongside a consistent use of titles and sub-headings. By pairing these together, while considering other good SEO practices, the blog can be recognised as authoritative and trustworthy to both Google and website visitors. 
Although these factors are not necessarily relevant for all websites, the guidelines are particularly significant for marketers and copywriters. When considering the crowded online environment, it has never been more important to present your knowledge as valuable and confident. 
If you would like more information about how the E-A-T guidelines might affect your online presence, one of our experts will be happy to help! Contact us today
Share this post:

Leave a comment: 

Our site uses cookies. For more information, see our cookie policy. Accept cookies and close
Reject cookies Manage settings