E-A-T and SEO: What You Need to Know

February 8, 2024
E-A-T | Cover Image

What is E-A-T?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a concept introduced by Google in its Search Quality Evaluator Guidelines. Imagine you’re choosing a restaurant for a significant celebration. You’d likely seek recommendations, check the chef’s expertise, look for awards or recognitions the restaurant has received, and read recent reviews to ensure it’s reputable and trustworthy. Similarly, Google uses E-A-T as a criterion to assess the quality of content on the web, ensuring users are served reliable and valuable information.

Why is E-A-T Important in SEO?

In the bustling city of the internet, E-A-T determines whether a website is a trusted authority in its niche, affecting its visibility and ranking in search results. Since Google aims to provide users with the most accurate and reliable information, websites that demonstrate high levels of expertise, authority, and trustworthiness are more likely to rank higher. This is particularly true for YMYL (Your Money or Your Life) websites, which could potentially impact a person’s health, happiness, safety, or financial stability.

How E-A-T Affects SEO?

E-A-T directly influences how Google perceives content quality, impacting a website’s search engine rankings. For instance:

1. Expertise: High-quality content created by knowledgeable authors ranks better. For example, medical advice should be authored by healthcare professionals to be considered high-quality.

2. Authoritativeness: Sites with good reputation among experts or influencers in their field tend to rank higher. Recognitions, awards, or citations serve as indicators of authority.

3. Trustworthiness: Websites that provide accurate content and secure user experience tend to rank better. This includes using HTTPS, transparent about authorship, and having clear policies.

How Can Alli AI Help with E-A-T?

At Alli SEO, we understand the critical role E-A-T plays in SEO strategies. Therefore, we created Alli AI to help websites improve their E-A-T scores effectively:

1. Expertise: Our tool analyzes your content and suggests improvements to ensure it aligns with expert knowledge in your field. We help identify gaps in your content that may prevent you from being recognized as an expert.

2. Authoritativeness: We aid in building a robust backlink profile by identifying reputable sites for guest blogging and securing authoritative links, thus increasing your site’s authority.

3. Trustworthiness: Alli AI recommends technical SEO improvements to enhance site security and user trust. This includes implementing HTTPS, improving page speed, and ensuring your site is mobile-friendly.

At Alli AI, we leverage the latest algorithms and AI technologies to boost your E-A-T score, enhancing your website’s SEO performance and driving organic growth.


How does Google measure E-A-T?

Google evaluates E-A-T through a combination of algorithms and human evaluators. While the specifics are proprietary, improving content quality, demonstrating expertise, securing authoritative backlinks, and providing a safe user experience are known strategies for positively influencing E-A-T.

Can small businesses compete with larger websites in terms of E-A-T?

Absolutely. Small businesses can showcase E-A-T by focusing on niche expertise, building a local reputation, collecting user testimonials, and ensuring their website offers a trustworthy user experience. Authentic content and personal stories also add tremendous value.

How frequently should I audit my website for E-A-T?

Regular audits are crucial. We recommend conducting an E-A-T audit at least twice a year. However, if your website undergoes significant changes or if there are major updates to Google’s guidelines, more frequent assessments may be necessary.


E-A-T is a cornerstone of modern SEO, guiding how we assess and improve website content and authority. Enhancing E-A-T is not an overnight task but rather a continuous effort that involves producing high-quality content, securing authoritative links, and ensuring a trustworthy user experience. At Alli AI, we’re committed to helping our clients navigate this complexity, enhancing their E-A-T scores, and, ultimately, their SEO performance. Whether you’re a small business or a large corporation, focusing on E-A-T can significantly elevate your online presence and drive meaningful engagement.

February 8, 2024

Additional Ranking Factors You Need To Know

Receive the latest Alli AI Newsletter updates.