What is E-E-A-T | Google SEO | For Small Businesses
What is EEAT

Written by: Jabari Thompson

A rising entrepreneur who started from freelance web design. Jabari works with NJ small businesses and nonprofits to increase their search presence.
Updated on: December 30, 2022

The acronym E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), is the criteria that Google’s

algorithms use in determining the quality of your website content. Let’s break down what is E-E-A-T, and some ways

to optimize your website content to be Google-friendly.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

The New E in E-E-A-T

In early December, Google added another “E” to the acronym E-E-A-T, Experience. Experience refers to the first-

hand interaction a website shows they have with using a product, or working in a certain profession/field. The

newest “E” (experience) can be confused for the second “E” (Expertise) which we will explain later. Experience can

be shown by your business or be highlighted from customer reviews. For our business we exhibit our experience as

a website design agency through our work and our reviews. As a pizzeria, experience may be a video of a chef

tossing the dough to make the pizza . 

Reviews are an especially significant part of showing experience. A good review captures three things… 

Sentiment: How the customer/client feels about their experience at your establishment 

The Experience: What events took place from the time the customer/client engaged with your service, product,

restaurant? What interactions were made, what contributed to the positive or negative experience of the


Recommendation: From this experience, a decision will be made. Whether good or bad, this suggestion is a

recommendation of your business. A recommendation to go or not go to your establishment. 

The three parts of a review

Provided your reviews are from real customers and not friends, family, or fake, reviews can be key in demonstrating

experience with your business website. Reviews with pictures are even more essential. Photos show direct evidence

that a business has engaged in an activity or that a reviewer has had an experience with your business. 

Creating content for Experience 

Good “experience” in your website takes investing in your content. The extra “E” allows small businesses to create

new and unique ways to display passion through their work, product, service. Showcasing experience is done by

being “real” with your audience and providing excellent customer service. You want to give your customers/clients

an experience to remember (for the better). Give people a “behind-the-scenes” of your small business, or

demonstrate what it’s like to use one of your products or services. Connect your brand image with people who are

searching Google every day for new experiences. 

Content to create to improve your website’s Experience


With the rise of social media and platforms like TikTok, the new wave of all digital media has been primarily video. If

you need to look up a tutorial, 9/10 times you go to TikTok! Check out a new restaurant? Tiktok!! Creating video

content can improve your Google SEO. Tutorials, behind-the-scenes videos, “day in a life” videos, and other brand-

inspired videos are great ways to improve the overall experience on your website. In addition, having video content

on your website, whether through a social feed or a video hosting platform, increases the amount of social shares

your content is getting as well. 


Another popular social feature has been question and answer forums. Forums are a great tool for people searching

for solutions and resources. If your small business is service-based, having a forum may be a good replacement for a

“free consultation” CTA. The goal of your forum should be to create a community where valuable/informative

exchanges are given. Furthermore, forums allow you to give your own insight quickly and directly, to people

interested in your business. Forums are a place where customers can offer reviews and key information about their

interaction with your business. Another way to show experience and drive people to your website is answering

niche related questions in forums like Quora. Though this is unrelated to content on your website, it’s an

opportunity to gain a backlink by directing people to visit your website for more info. 

Blog Posts

There are many opportunities to connect with your audience through blogging. Telling stories, giving a step-by-

step guide on how to do something, and offering expert advice, are all ways to show experience to your

clients/customers. Original content is what sees success on Google. When you go the extra mile to write something

that hasn’t been written before, often Google recognizes this and ranks your content higher. While Google does not

prohibit AI content, it is important to note that using AI generated content is going to pull from other websites.

Meaning if you don’t make any edits to the AI created content, there’s a good chance another website will have

content that’s nearly identical to yours. Now what do I mean about going the extra mile?  Make a blog post that

captures a moment that cannot be captured by anyone else but you. For example, if you’re a foodie blogger, you

could try out 50 restaurants and create a blog post that ranks the restaurants in order.

Schema Markup (for Experience)

Schema markup is a snippet of structured code data (usually JSON-LD formatted code) input in the backend of

your website that can be read by Google. Google bots extract key information (text, images, and other media

content) and create “rich results” that show small details of your business. The newest structured data markup

added by Google is called “Pros and Cons’‘ structured data. This snippet of code allows a searcher to view the

positive and negative features of a product through posted website reviews highlighting pros and cons. Schema

markup entities such as the Local Business markup and the Review, Aggregate Rating markup allow customers to

see a visual of your online reputation before they click to your website. Although having a proper schema markup is

often forgotten when analyzing your website for experience, it can help improve your visibility. However, while

schema markup is important, note that it is not a Google ranking factor. 

E | Expertise 

Expertise in this sense is the level of knowledge and understanding that your website provides, about a certain

topic. Having info-focused content that is well-written and relevant to your clients, customers, or website visitors is

key in increasing search visibility. People look for quick answers on Google about local businesses in their area. A

website that is reliable and has useful information, matching people’s search results, helps Google show you to

people looking for your content and solutions. 

How to show your expertise on your website

Expertise can be shown by creating relevant and informative blog posts and making sure that all your website’s

written content is accurate. Showing expertise is like giving consultation. The techniques mentioned in the previous

letter (videos and blogs) can both be used as instruments in showing expertise on your website. Making a video

recipe tutorial as an online catering/meal delivery service business or writing a guide on “What to know when

visiting France” as a travel agency give small business owners a platform to share their knowledge about their

passions and business niche.

YMYL Topics

YMYL stands for ‘Your Money or Your Life’. These topics have a great impact on a searcher’s physical wellbeing,

mental health, physical health, or financial security. Some examples of YMYL topics are content created in the

medical field, current events, or legal field. Writing for these topics means your content has to be of an expert

opinion. You don’t want people who are depending on your content to make an important decision they may regret

because they were misled. Keep in mind that creating YMYL content can affect not only the person reading, but

people associated with the reader. Therefore make sure your info is accurate. 

A | Authoritativeness

Simply put, authoritativeness is the amount of significance/frequency of a website on Google. Websites such as

Forbes, The New York Times, USA Today have a great amount of authority through the recognition they have and

the amount of content they have put out. Establishing authority can be harder as a small business, but there are

some actions that you can take to make sure that your website exhibits authority and officiality. 

Establishing Authority with your Website

Topic Authority

One of the main ways to establish authority is by improving your site’s topical authority. Having topical authority

means your site has a lot of relevant content in one topic. Identifying several set topics within your niche that you

can make several content pieces about, is a great way to build topical authority. You can structure your topics using

a topical authority map. Topical authority maps consist of a main topic, related subtopic posts (sometimes subtopic

posts under the first set of subtopics, and even another set of posts after that. This can be confusing when

explained in writing, so I have included a visual for you to better understand.  

Visual outline of a topical map

Link Authority

Although backlinks have lost their significance as a Google ranking factor, they are still useful to bring traffic to your

website. Establishing backlinks can also signal to Google that your website holds value, because people want to link

to your content. In addition to backlinks, developing your website’s link structure with both internal and external

links is also important. Internal links connect your website visitors to other pages within your website. On the other

hand, external links connect your website visitors to links that are outside of your website. For external links, you

want to link to websites that have already gained authority in your niche.  Having a link structure should be a

foundational piece of your SEO strategy. 

T | Trustworthiness

The fourth and last letter “T” in the acronym represents how dependable your website is. Can your content be

trusted as a viable source? Optimizing your website to be trustworthy involves technical SEO. Fixing HTML errors

and broken links in addition to optimizing for responsiveness, are both key in maintaining your user’s trust. Trust is

also found in well-written content. Content that sounds natural but professional! You don’t want to give users any

doubt in deciding whether your website is legitimate or not.

SSL Certificate

You can create user trust within your small business website by setting up a SSL certificate. A SSL certificate

protects your website from potential malware within the browser and secures your website. The certificate converts

a HTTP scheme to a HTTPS scheme and ensures website visitors that your website is safe to use. Having an SSL

certificate should be a standard for all websites, and it is also good for protecting against viruses.

Local Business Schema Markup (for Trust)

Setting up structured data for the Local Business Markup can help Google form rich results that clearly present

your business’s identifying info. This may include social media linkage on Google, phone number/contact info

displayed on Google, and presentation of your logo on Google. All of these mentioned rich results build your brand’s

profile and help your audience establish trust in your products and services. Branding helps users recognize your

company as a reliable source of information or resources. Learn how to add the Local Business schema markup in

our blog post on schema markup for local SEO.

Broken Links

Broken links are links that do not lead to another web page or links that produce an error message when they are

clicked. If you have broken (dead) links on your website, people will recognize this technical error and deem your

content untrustworthy. Fixing these links will not only improve your user’s experience, it will lower your bounce rate.

A bounce rate determines how long people stay on your website. Having a low bounce rate means people are

spending more time on your web pages. For more information on how to fix broken links on your website, visit our

blog post here.

Privacy Policy

Creating a privacy policy for your website is a task that many small businesses neglect. For one, you protect yourself

and your business from legal liability in case of a privacy incident such as a data breach. But even more importantly,

a privacy policy gives your website a sense of authority and it establishes trust with users. Creating a privacy policy

can be very simple. You can use Termly which provides guided prompts based on your business info, to create a full

privacy policy.

Wrapping Up: What is E-E-A-T

Now that you know what E-E-A-T means, you can take this knowledge and apply it to future content creation for

your website and SEO strategies. For more informational posts, tutorials, tips, and insights from Incync Marketing,

subscribe to our blog and follow our socials to stay informed with the latest in SEO explained for small businesses!

Thank You!


  1. https://www.israelxclub.co.il/

    Good post. I learn something totally new and challenging on blogs I stumbleupon on a daily basis. Its always useful to read content from other authors and practice something from their websites.

    • Jabari Thompson

      Thank you for the reply! Glad you found it helpful, we are working on updating our posts to include more current info as well.

      – Jabari T


Submit a Comment

Your email address will not be published. Required fields are marked *