Helpful content and E-E-A-T
Google wants to rank content written to help people, not content written to attract search traffic. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust. It’s how Google describes content people can rely on.
Why it matters
Section titled “Why it matters”E-E-A-T isn’t a single ranking setting you can switch on, but Google’s systems look for signals of it. It counts most for topics that affect people’s health, money or safety.
How to do it
Section titled “How to do it”Google suggests asking three questions about each page:
- Who made it? Show who wrote or checked the content. Add author names, short bios, qualifications and photos of your real team.
- How was it made? Show your working: real projects, photos, case studies, data you collected, how you tested something.
- Why was it made? The page should exist to help a visitor, not just to rank for a keyword.
Practical steps:
- Add a proper About page with your team, history and credentials.
- Show reviews, licences, memberships and awards where they’re relevant.
- Put your business name, address and phone number where people can find them.
- Keep important pages up to date and remove or improve thin pages with little real content.
- Write from your own experience. Generic content that looks like every other site adds nothing.
Check it worked
Section titled “Check it worked”Read the page as a first-time visitor. Would you trust it enough to call or buy? If not, add the proof that’s missing.
Google’s guide
Section titled “Google’s guide”Creating helpful, reliable, people-first content (Google Search Central)