Google’s Key Standards for Evaluating Website Quality: Which SEO Strategies Align with the E‑E‑A‑T Principles?

In the internet era, information spreads rapidly, making it difficult to distinguish truth from falsehood. Fake news and misinformation are everywhere, misleading consumers and even causing financial or health risks. To address this, Google introduced the E‑A‑T principles in 2018, aiming to provide users with accurate and reliable information.

Basic SEO Knowledge: What Is the E‑A‑T Principle?

Beyond evaluating websites based on structure, domain authority, and internal/external links, Google’s algorithms increasingly rely on the E‑A‑T principle. While E‑A‑T is a crucial way to assess website quality, it is not an algorithm itself, nor does it assign a specific “E‑A‑T score.”

So, what does E‑A‑T stand for?

●  Expertise

Expertise refers to whether website content demonstrates specialized knowledge or technical skills in a particular field. For niche topics, Google places extra emphasis on the creator’s professional background.

●  Authoritativeness

Authoritativeness reflects whether the website, its content, and its creators hold a recognized reputation within their domain.

●  Trustworthiness

Trustworthiness measures whether users can rely on the website, its content, and its creators.

SEO Q&A: Why Did Google Add Another “E”?

Google explains:

“In some cases, the most valuable content comes from someone with direct, first‑hand experience. For example, if users want to know how to file taxes correctly, they may prefer content created by accounting experts. But if they want reviews of tax software, they may look for forum posts from users who have tried different services.”

In other words, content that lacks real‑world experience or product usage often lacks credibility. To address this, Google expanded E‑A‑T into E‑E‑A‑T, adding Experience as a key factor in evaluating online information quality.

SEO Strategies to Align with E‑E‑A‑T

According to HKWEB, E‑E‑A‑T encourages website owners to create high‑quality, valuable content. This not only improves rankings and visibility but also ensures users access authentic and effective information.

As search algorithms evolve, following E‑E‑A‑T is becoming essential. Key strategies include:

1.  Showcase Real Experiences and Case Studies

Users trust brands that share genuine experiences and practical examples. Such content demonstrates maturity and problem‑solving ability, making it more persuasive and relatable. Including case studies, personal insights, and unique methods also strengthens SEO performance and brand credibility.

2. Highlight Deep Professional Knowledge

Expertise acts as the engine driving SEO success. Content with depth and authority increases visibility, user engagement, and loyalty. Search engines reward websites that consistently deliver professional insights, while users become long‑term followers of trusted sources.

3. Build Website and Brand Authority

A brand with strong authority naturally becomes the go‑to choice for consumers. Authority is built through accurate content, industry recognition, collaborations with thought leaders, and backlinks from reputable sites. Regular updates aligned with industry trends further reinforce credibility.

4. Earn Trust from Users and Search Engines

Trust is cultivated over time through accuracy, transparency, and responsiveness. Engaging with user feedback and questions enhances brand affinity. When users feel respected, they are more likely to revisit, participate, and recommend your site—driving sustainable traffic and conversions.

Final Thoughts

Whether E‑A‑T or E‑E‑A‑T, Trustworthiness remains the foundation. Experience, Expertise, and Authoritativeness are the pillars that support credibility. For businesses and website managers, improving trust should be the priority—covering not only content accuracy but also site security and author transparency.

About Arachne Group Limited

Arachne Group Limited provides one‑stop digital business solutions, including web design, online marketing, website management and hosting, system development, and other value‑added services. We help clients expand their online opportunities with comprehensive support.

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