What Is EEAT? The Real Reason Your Content Isn’t Ranking

Last Updated on June 11, 2025 by Becky Halls

If you’ve noticed your Google rankings bouncing around or your traffic declining despite good content, there’s a good chance EEAT is at play.

Standing for Experience, Expertise, Authority, and Trust, EEAT is Google’s way of evaluating quality and not just keywords.

In 2025, EEAT has become one of the most critical SEO signals for businesses aiming to rank in competitive search results. But it’s also one of the most misunderstood.

In this guide, we’ll break it all down:

✅ What EEAT means
✅ Why it matters more than ever
✅ How it ties into recent Google updates
✅ How to improve your EEAT score (if you can call it that!)
✅ And how UX plays a big role

What Is EEAT?
The Role of EEAT in Google’s Algorithm
How EEAT Affects SERPs in 2025
EEAT and User Experience (UX)
How to Improve EEAT on Your Website
Industries Where EEAT Matters Most (YMYL!)
EEAT Mistakes to Avoid
FAQ

1. What Is EEAT?

EEAT is an acronym used in Google’s Search Quality Evaluator Guidelines. It stands for:

E – Experience: Has the content creator actually used or lived what they’re writing about?
E – Expertise: Does the author have subject-matter knowledge or credentials?
A – Authority: Is the website considered a trusted source in its industry or topic?
T – Trust: The most important “T.” Is the site safe, transparent, and reliable?

Google uses these signals to decide whether your content deserves to be on page one or buried beneath competitors further down.

Fact: Google added the second “E” (Experience) in late 2022, emphasising lived, first-hand knowledge over theoretical info.

2. The Role of EEAT in Google’s Algorithm

While EEAT itself isn’t a direct ranking factor (like page speed or mobile-friendliness), it informs the machine-learning models that shape ranking decisions.

In 2025, Google’s updates have leaned heavily into quality signals, especially for content targeting health, finance, or life advice, commonly known as YMYL (Your Money or Your Life) content.

Helpful Content System (2022–ongoing): Prioritises people-first content written by real experts
March 2024 Core Update: Penalised low-quality, AI-generated content lacking experience or trust
Search Generative Experience (SGE): AI-driven answers favour content from sites with clear authorship and transparency

If your site lacks a human face, credentials, or proof of experience, you’re unlikely to earn visibility in AI-generated answers or rich snippet boxes.

3. How EEAT Affects SERPs in 2025

Search result pages in 2025 aren’t what they used to be. Instead of just blue links, users now see:

AI-generated summaries (SGE)
People Also Ask boxes
Video carousels and featured snippets
Product review modules
Expert recommendations

Sites that rank well in these features often exhibit strong EEAT signals.

A high-EEAT site will often appear:

In featured snippets
In “Perspectives” carousels (new in 2024)
As sources for AI-generated answers
In video and review-rich results

If your competitors are dominating these slots, it’s likely because they’ve invested in building EEAT.

4. EEAT and User Experience (UX)

EEAT and UX are inseparable in Google’s eyes.

Here’s how they intersect:

Clear layout → Supports Trust
Author bios → Boost Expertise and Experience
Easy-to-navigate design → Encourages engagement
Fast load times and mobile-friendly pages → Signals site reliability
On-site reviews and testimonials → Builds Authority and Trust

Think of it this way: great EEAT gets the user to your page. Great UX keeps them there.

5. How to Improve EEAT on Your Website

Here’s your EEAT action plan:

1. Add Author Bios with Credentials

List qualifications, experience, and link to social profiles like LinkedIn.

2. Include First-Hand Experience

For product reviews, tutorials, or medical content—show proof! Add screenshots, photos, or personal commentary.

3. Secure Your Site (HTTPS)

No-brainer. No trust = no rankings.

4. Add Transparent Business Info

Display contact pages, privacy policies, about sections, and customer service access.

5. Build High-Quality Backlinks

Authority is built through mentions and backlinks from trusted sources in your industry.

6. Encourage Reviews and Testimonials

Google (and humans) trust sites with real social proof.

7. Maintain Consistency Across the Web

Your Google Business Profile, About page, and author bios should match up with what’s on your site and elsewhere.

8. Include Dates, Sources, and References

Especially important for health, finance, or legal topics.

6. Industries Where EEAT Matters Most

While EEAT is important across the board, it’s critical for “Your Money or Your Life” content.

Health & Wellness – Medical advice, supplements, fitness plans

Finance – Credit scores, loans, investing, crypto

Legal – Advice on rights, immigration, or business law

Mental Health – Therapy guides, ADHD content, etc.

Nutrition – Diets, supplements, recipes with health claims

But even if you’re in ecommerce, B2B SaaS, or content marketing, EEAT helps set you apart from low-effort content.

7. EEAT Mistakes to Avoid

No Author Attribution
Anonymous blog posts lack trust and Google agrees.

Over-Reliance on AI Content
If your content sounds robotic, generic, or lacks real insight, it may get deindexed post-core update.

Outdated or Unverified Info
Especially dangerous in fast-moving industries like crypto or health.

Thin Content
A 200-word blog post with no original thought won’t cut it anymore.

Fake Reviews or Credentials
Google’s spam policies (2024) now penalise fake trust signals.

FAQ: EEAT Explained

What does EEAT stand for?

EEAT stands for Experience, Expertise, Authority, and Trust and these are key quality signals Google uses to evaluate content and rank websites.

Is EEAT a ranking factor?

Not directly, but it influences Google’s algorithms through quality signals. High-EEAT sites tend to rank better in competitive niches.

How can I improve EEAT?

Use expert authors, display credentials, show real experience (photos, case studies), earn backlinks, and create a transparent, user-friendly site.

Does AI content hurt EEAT?

Not always, but if it’s generic, inaccurate, or lacks personal insight, it could harm your rankings. Google prioritises human-authored, experience-based content.

Which industries need EEAT the most?

YMYL (Your Money or Your Life) industries like health, finance, legal, and wellness absolutely need strong EEAT to rank.

Final Thoughts

EEAT is no longer a background concept. It’s front and centre in Google’s evolving search ecosystem and it’s here to stay. With the rise of AI search features and a growing focus on real human value, content that lacks experience, expertise, authority, or trust simply won’t make the cut.

Whether you run a health blog, a SaaS startup, or an ecommerce brand, investing in EEAT isn’t optional anymore – it’s pretty much essential. So here’s some final tips:

✅ Add real author bios
✅ Show your experience
✅ Build authority with great UX and backlinks
✅ Be trustworthy, consistent, and transparent

The better your EEAT, the better your results – in the SERPs, and with your audience.

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