4. Deepen your SEO Knowledge Content Quality and E-E-A-T

Learn all you need to know about content quality and EEAT optimization with free reliable guides, resources, and tools.

Creating helpful, reliable, people-first content

Guide from Google


What is E-E-A-T?

Guide from Marie Haynes


E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness

Guide by Lily Ray

Google E-E-A-T: How to Add “Experience” and Improve Your SEO Content

Guide from Jamie D’Alessandro

An SEO guide to understanding E-E-A-T

Guide from Zoe Ashbridge / Search Engine land

What is E-E-A-T & Why it’s Important (Google E-E-A-T and SEO)

Guide from Jonas Sickler

What Are E-E-A-T and YMYL in SEO & How to Optimize for Them

Guide by Rachel Handley

Google E-E-A-T

Guide by Moz

Content Helpfulness and Quality SEO Analyzer

Tool from Aleyda

12 Ways to Improve E-E-A-T for Freelancers

Guide by Corina Burri

Breaking Down E-E-A-T to the Content, Author & Brand Levels

Guide by James Brockbank

eCommerce E-E-A-T: Practical Ways to Demonstrate E-E-A-T as an Online Retailer

Guide by James Brockbank

Google's Content Quality [E-EAT], Helpfulness and Page Experience Questions

Use these questions as a checklist to assess the content quality of your pages vs the ones of your competitors. 

Content Quality and EEAT Checklist
Content Quality and EEAT SEO Tips

Learn from the content quality and EEAT tips from experienced SEOs. 

"EEAT = Signals that combined, represent your legitimacy for being a destination for your topics."
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"EEAT is all about building then demonstrating the reputation of your people and your brand! It’s about making people trust you and what you’ve got to say or sell."
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"A and T. If you’re in the ecommerce space, look what websites Google presents in the Critical Reviews of your competitors’ Shopping Graph panels: those are the once you want to outreach. Then look the creators whose video Google shows in the same SG panels. Cocreate with them."
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Cover not only the immediate "question" or "issue", but the logical and common subsequent questions and/or concerns.

If the subject has great depth/breadth, ensure you have additional content that covers aspects out of bounds of "this" page, and link to them. Ensure you appear real and easily reachable. APE - each one of those missing is a likely loss of a % of conversions and visitors. Push "safe" - HTTPS (TSL) is standard, not an option. Reference payment gateways, say "secure" and "trusted" and "safe" etc.

Mistakes happen ... spellings and typos. But - if you're a "topic expert", and keep misspelling topical terms - you're going to hit losses. "real" people. Having a "face" that people can see can help win a % of trust. Having the right shot (angle, expression etc.) wins.

Meet the promise, fast. Titles are promises. Headings and the lede should confirm and clarify the value. Ideally - you want either an abstract, or a summary, rather than a traditional "introduction", so you provide value as well as confirmation, instantly.

Reduce Friction. Visitors are there to "get something" from your content. The faster and easier you allow them, the better. Layout, styling, language choice, structure ... these things enable visitors to get to/through the content easier.

Match the audience. "Common wisdom" is to use short, simple sentences, with simple words. That's not correct. You should produce content with language and complexity to match your target audiences educational level, then adjust up/down for their degree of knowledge.

Value. They want stuff from your content. In many cases, that's data-points - information, entities, names, dates, events, or it's action-points - steps, considerations, requirements, or it's engagement-points - humour, insights, shocks etc. The more, the better.

Considerations such as the above go a long way to satisfying users, reducing them abandoning (as early), instilling a sense trust (or reducing distrust), and can influence subsequent behaviours (such as bouncing back to SERP and going else where).
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Here are some specific tips for aligning content with E-E-A-T:
1) Maintain a consistent brand voice and tone.
2) Include personal opinion and experience.
3) Share case studies (if you have any).
4) Use the author's bio and "reviewed by."
5) Explain how you are related to the niche you write about.
6) Mention rewards and certificates if you have any.
7) Link to your website from your social media platforms.
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"Add a page with testimonials to show that you are legit (experience), add address & real contact information for trust."
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"Be transparent about your company. Show clear company and contact information (VAT number, phone number, address, and how people can quickly reach customer service)."
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Content Quality and EEAT FAQs
What's Google's EEAT and Why is Important?

Google’s EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness, which are content criteria and best practices part of Google’s Search Quality Rater Guidelines. These guidelines are used by human quality raters to evaluate the quality of search results, and while they don’t directly influence the algorithm, they offer insights into what Google considers high-quality content.

Is EEAT a Google Ranking Factor?

Google EEAT is not a ranking factor; however, it’s important to note that even if Google says that EEAT is not a ranking factor, is on the one hand, used by ​their quality raters to evaluate if their search ranking systems are providing helpful, relevant information​; and on the other, EEAT best practices are aligned to what makes content “high quality”: helpful, reliable, people first, giving the best experience, ​that Google looks to reward​.

How does Google measure EEAT?

Google uses a combination of algorithmic signals and human evaluation (through Search Quality Raters) to assess the quality of content in line with EEAT principles. 

The SEO Learning Roadmap

Take a look at the SEO learning roadmap below, featuring the different areas, from the basics of SEO, to the most common activities and phases of the SEO Process:

Start learning SEO with the fundamental concepts and areas, why they're important, and the basics to execute them: keyword research, content optimization analysis, technical optimization and link building.
Once you know the main SEO concepts, it's time to put them in practice by learning to develop an SEO process, from establishing a strategy and setting goals to management, measurement, and reporting.
Learn to implement the most important SEO configurations in the top Web platforms in the market, along with considerations to take into account.
It's time for an SEO deep-dive into those particular areas and common scenarios where you have a bigger interest or need to tackle.