Mastering the EEAT criteria: an essential lever to improve your SEO

What is EEAT? Definition and origin of the concept

What is eeat?

EEAT is the acronym for “Experience, Expertise, Authoritativeness, Trustworthiness” (Experience, Expertise, Authority, Reliability). This concept is at the heart of how Google assesses the quality of web pages and websites.

These four pillars determine whether content deserves to be well positioned in search results:

• Experiment : The demonstration of firsthand knowledge or personal experience on the subject at hand
• Expertise : In-depth mastery of the subject, based on specific skills and knowledge
• Authority : Recognition and reputation within a sector or industry
• Reliability : The ability to inspire trust and to provide accurate and verifiable information

Concretely, the EEAT serves as a guide for Google human evaluators (Quality Raters) who analyze the quality of websites. Although these evaluations do not directly impact rankings, they contribute to improving the algorithms that determine positions in search results.

From E-A-T to E-E-A-T: what is the difference and why this evolution?

The initial concept of E-A-T (Expertise, Authoritativeness, Trustworthiness) appeared in 2014 in the Google Search Quality Guidelines. For almost a decade, it served as a reference for evaluating the quality of content.

In December 2022, Google officially added the second “E” for “Experience,” turning E-A-T into E-E-A-T. This evolution reflects an important reality: sometimes, first-hand experience is as valuable as academic or professional expertise.

Why this change? Because Google recognized that in some areas, such as product reviews or practical advice, a person's real-world experience can provide significant value to users. For example, a traveller who has visited 50 countries can offer travel advice that is as relevant as a tourism expert who has never left his office.

Why is EEAT analysis important for SEO?

The importance of EEAT has continued to grow in recent years, especially since major algorithm updates such as Google's “Core Updates” and the “Helpful Content Update”. Here is why this concept has become essential:

Algorithm update protection : Sites with a strong EEAT are generally less affected by major Google updates, or even come out on top.

Sustainable competitive advantage : Unlike easily replicable SEO techniques, EEAT requires a long-term investment that creates a barrier to entry for your competitors.

Increased relevance for YMYL queries : For topics related to “Your Money or Your Life” (finances, health, safety), the EEAT is a determining factor in posturing.

User trust and conversion rate : A site with a strong EEAT naturally generates more trust, which translates into better conversion rates and increased loyalty.

How does Google evaluate EEAT in concrete terms?

How does Google measure a site's EEAT?

It's important to understand that Google doesn't have a unique “EEAT score” for every site. In reality, the EEAT is evaluated differently depending on the type of content, the theme and even the specific page. The Google Quality Rater Guidelines tell us how human reviewers are trained to judge these criteria, giving us clues as to what the algorithms are trying to replicate:

For the experience :

• Content showing practical knowledge acquired through use or direct experimentation
• Testimonies with specific details that could not be invented
• Original visual content (photos, videos) showing real use
• Language and observations that reveal authentic experiences

For Expertise :

• Formal authors' credentials (when relevant to the subject)
• Professional recognition in the field concerned
• Depth and technical precision of the content
• Ability to popularize complex concepts without distorting them

For the Authority :

• External references (backlinks) from authoritative sources
• Quotes and mentions by other experts in the field
• Measurable impact in the industry or sector concerned
• Peer recognition and respected institutions

For Reliability :

• Transparency on who is producing content and why
• Clear data collection and privacy policies
• Factual accuracy and regular updates
• Technical security measures to protect users
• Clear distinction between factual content, opinion, and sponsored content

These signals vary in importance depending on the field. For example, for a medical site, formal expertise is crucial, while for a travel blog, personal experience may carry more weight.

The impact of EEAT on SEO positioning

EEAT directly affects SEO performance, as evidenced by several case studies related to major Google updates:

The case of health sites : During the “Medic Update” in August 2018, many health sites without clear medical credibility saw their traffic drop by 30% to 70%, while sites like WebMD or Mayo Clinic gained visibility.

E-commerce sites : Online stores with authentic user reviews, detailed descriptions, and a transparent return policy generally fared better at Core Updates than those with generic descriptions.

To prepare your site for future updates, adopt these best practices:

• Involve real experts in content creation
• Document and highlight their expertise
• Update your content regularly to maintain its relevance
• Monitor your online reputation and respond to negative reviews

What are the common mistakes to avoid for the EEAT?

Even well-meaning sites often make these mistakes that hurt their EEAT:

Generic content with no added value : Produce articles that simply repeat what already exists without providing a unique perspective or additional information.

Anonymous authors or “ghosts” : Not clearly identifying who is writing the content or using fictional names significantly reduces perceived credibility.

Lack of sources and references : Presenting statements, statistics or information without citing their origins weakens the reliability of the content.

Inconsistency in quality : Mixing premium content with poor content dilutes the overall perception of site expertise.

Neglecting technical security : A site that is vulnerable to security breaches or does not have an SSL certificate undermines the trust of users and Google.

To avoid these pitfalls, set up a rigorous editorial process including factual verification using a mini auditing on your part, for example, a regular review and update of existing content.

How to improve the EEAT of your website?

How do you prove the experience on a website?

The addition of Experience as an evaluation criterion offers new opportunities to stand out:

Integrate testimonies :

• Detailed stories of real life experiences
• Original photos documenting the experience
• Videos showing the real use of products/services

Highlighting field expertise :

• Detailed case studies with measurable results
• Customer or user interviews
• Unveil the behind the scenes of your process

Create content based on proprietary data :

• Analyses from your own customer base
• Exclusive statistics drawn from your business
• Surveys and polls you have conducted

Authenticity is key: content based on real experience naturally has details, nuances, and observations that are difficult to simulate.

Strengthen the authority of your site

Authority cannot be decreed, it is built. Here is how to systematically develop this crucial pillar of the EEAT:

• Focus on business expertise rather than on academic publications
  • Official certifications and partnerships
  • Technical expertise of the team
  • Buying guides and comparisons
• Focus on reputation and customer reviews
  • Use of verified review platforms (Google reviews for example)
  • Proactive management of customer returns
  • Quality labels specific to e-commerce
• Partnerships adapted to online commerce
  • Recognized marketplaces
  • Mentions in buying guides
  • Collaborations with specialized influencers
• Product/service oriented content
  • Extensive product sheets
  • User tutorials
  • Industry data from customer experience

Authority relies heavily on the demonstration of your practical expertise and on tangible evidence of customer satisfaction. Remember that in each sector, authority is also built by the quality of your commercial ecosystem: your suppliers, your delivery partners, your secure payment systems and your customer guarantees all contribute to strengthening your credibility in the eyes of Google and consumers.

Building trust with users and Google

Trust is perhaps the most fundamental pillar of EEAT, as it directly influences user behavior:

Organizational transparency :

• Detailed “About” page with company history
• Team presentation with photos and biographies
• Complete and easily accessible contact information
• Extensive and clearly written legal notices

Trusted technical elements :

• SSL certificate (HTTPS) throughout the site
• Clear and GDPR-compliant privacy policy
• Securing forms and payments
• Optimized load time

Strategic social evidence :

• Authentic and verifiable customer reviews
• Detailed testimonials with full names and photos
• Case studies with measurable results
• Logos of recognized customers or partnerships or certifications

Trust is fragile: it may take years to build it, but it can be lost in an instant. A systematic and consistent approach is therefore essential.

Checklist of the types of content that strengthen EEAT

Some content formats are particularly effective in demonstrating your EEAT:

In-depth and ultimate guides :

• Extensive content covering all aspects of a subject
• Clear structure with table of contents
• Regular update with last revision date
• Combination of theoretical knowledge and practical examples

Detailed case studies :

• Presentation of the initial problem
• Applied methodology
• Results obtained with precise metrics
• Testimonial from the customer or beneficiary

Elaborated FAQs :

• Detailed answers to frequently asked questions
• Sources cited for technical information
• Regular updates to reflect the evolution of the field

Content based on original research :

• Methodology clearly explained
• Visual presentation of data
• In-depth analysis of the results

To maximize the impact of this content on your EEAT, make sure that it is:

• Attributed to identifiable authors
• Factual accurate and verifiable
• Regularly updated
• Complementary to each other to create a coherent ecosystem

Conclusion

EEAT is not just one SEO metric among others, it is a global philosophy that reflects the maturity of your online presence. In a world where information is abundant but trust is rare, demonstrating your Experience, Expertise, Authority and Reliability becomes a decisive competitive advantage.

Algorithms will continue to evolve, but the trend is clear: Google will always reward sites that provide real value to users with authentic, expert, and trustworthy content. By placing EEAT at the heart of your digital strategy, you're not just optimizing your SEO — you're building a sustainable digital asset that will set you apart from the competition for years to come.

The question is no longer whether you should invest in EEAT, but how to effectively integrate it into every aspect of your online presence. Start today, even with small actions, and you will gradually see the difference, both in your rankings and in the way your customers perceive your brand.