Google loves an acronym. For years, it was E-A-T: Expertise, Authoritativeness, Trustworthiness. Then in 2022, they added another E: Experience. Now we’ve got E-E-A-T, which sounds like something you’d shout at the dog when it’s chewing your slipper.
But this isn’t just corporate jargon. It’s baked into Google’s Search Quality Evaluator Guidelines. Human reviewers (yes, real people) use E-E-A-T to judge whether your site deserves to rank. And while they’re not literally adjusting your rankings one by one, Google’s algorithm uses the same principles.
According to Search Engine Journal, sites with strong E-E-A-T signals are consistently favoured in updates. Ignore it, and you’ll feel every core update like a punch in the gut.
What Does E-E-A-T Mean in Practice?
- Experience: Have you actually used the product or service you’re writing about? First-hand detail matters.
- Expertise: Do you show real knowledge of your subject? Can people trust your advice?
- Authoritativeness: Do others recognise you as a source? Links, mentions, and brand reputation count.
- Trustworthiness: Is your site secure, transparent, and honest? No shady tricks.
Google’s trying to avoid recommending nonsense. If someone’s searching “best treatment for back pain,” they don’t want a bloke in a shed who once stretched his hamstring.
How to Show Experience
This is the newest bit, and it matters. Google wants first-hand accounts. That means:
- Use photos, screenshots, or videos of you actually doing the thing.
- Share stories: “When I tested this tool on a client in Dundee, here’s what happened.”
- Show receipts — literally if you’re reviewing products.
Example: If you’re reviewing a hotel in Skye, “I stayed here for three nights in February and the Wi-Fi didn’t work in half the rooms” carries more weight than “Top 10 Hotels in Skye” copied off TripAdvisor.
Expertise: Prove You Know Your Stuff
Don’t just state opinions — back them with knowledge. If you’ve been in SEO for years (like me, since dial-up days), say so. Credentials, qualifications, and experience all count.
Ways to prove expertise:
- Detailed, accurate explanations (not fluffy filler).
- Citing reputable sources like BBC News or academic studies.
- Author bios with your credentials (yes, people still look at them).
Authoritativeness: Get Recognised
Google wants to see that others see you as credible. This usually means links and mentions.
How to build it:
- Guest posts on industry blogs.
- Local press coverage (“Edinburgh SEO agency Hot Igloo helps charities go digital”).
- Speaking at events, even local meetups — they often list speakers with links.
Authoritativeness is why you’ll never outrank the NHS for medical queries. But in your niche — say, “SEO for Highland hotels” — you can become the go-to voice.
Trustworthiness: Don’t Look Shady
If your site looks dodgy, Google won’t recommend it. Trust signals include:
- HTTPS (basic, but still missed by some).
- Clear contact details and company info.
- Refund policies and transparent pricing.
- Avoiding spammy ads and pop-ups that make your site feel like the Wild West.
A real example: I audited a site for a Glasgow retailer. Their checkout asked for credit card details on an unencrypted page. That’s not just bad SEO, that’s a lawsuit waiting to happen.
Putting It All Together
E-E-A-T isn’t a checklist you tick off once. It’s an ongoing effort. Show you’ve actually done the thing, prove you know your field, earn recognition, and look trustworthy.
And remember — Google’s reviewers are humans. Write for humans first, robots second.
At Hot Igloo, we’ve built E-E-A-T into everything from national ecommerce brands to tiny Highland B&Bs. The sites that thrive are the ones that demonstrate they’re real, credible, and human.
Want more SEO advice, then check out our complete UK SEO guide here.