E-A-T – Google’s way of measuring websites’ quality

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In our industry, position in search results is crucial, so it is important to know the procedures and algorithms that are responsible for these results. Today we will talk about one of the criteria, commonly known by the acronym E-A-T.

E-A-T, something for those hungry for quality information

Google, the world’s most popular search engine, constantly strives to provide users with the best possible consumer experience. The basic determinant – and the purpose of this application itself – is to present adequate and correct results, along with the most appropriate understanding of the essence of the query itself. The search engine is constantly being improved, and a number of algorithms ensure that everyone finds exactly what they are looking for.

In 2018, a major update was introduced that added an important factor for verifying website content. It is commonly referred to as the acronym E-A-T (in English: “Expertise, Authoritativeness, Trustworthiness“).

E-A-T is a set of three parameters that the website content should have in order to achieve a high position in the Google ranking.

Therefore, it is one of the most important factors for assigning a rating.

What features must a website meet to get high scores?

E-A-T is part of the guidelines provided in a report from Google itself to help you understand ranking factors. They all contribute to the final assessment of the so-called PQ – Page Quality. We will discuss them briefly below:

  • website goal – the basic parameter against which subsequent quality criteria are considered. It can be diverse: entertainment, information, service, etc. The content and architecture of the website must reflect its original purpose;
  • expertise, authoritativeness and credibility – that is, the E-A-T we have already mentioned. We will talk more about it in a moment;
  • quality and quantity of main content (MC) – does the main content of our website meet its purpose? Is it characterized by a sufficiently high level? Does it reflect our expertise, authority and credibility on the topic, thus making us a trusted source of information? Additionally, Google divides the website content into two basic groups: main content and supplementary content (supplementary or supporting content); the latter should not be thematically distant, but rather provide support for the user;
  • information about the creator of the page and the main content;
  • website reputation.

As you can see, much of the above guidelines concern quality content, which should meet the requirements set by E-A-T. So let’s look at what he assumes.

How to create according to E-A-T?

The basic thing, without which we will not achieve high results, is understanding the purpose of our website. This is about discovering your own cornerstone content and the information that – as a website – we provide at a high level. The expertise, authority and credibility of both the content creators, the content itself, and our own website should be verified. Let’s remember that a website’s primary purpose is to achieve its goal – this does not mean that pages devoted to less “serious” issues, such as humor, gossip or entertainment, will automatically enjoy a lower level of respect. E-A-T is therefore a guideline for how content is created and delivered. Of course, although ideally all parties should follow it, it does not mean the same actions for everyone.

If we run a website devoted to issues that have a significant impact on someone’s well-being (medicine, finance, law, banking), we should always ensure the highest quality of sources and experienced creators. This contributes to increasing our expertise and authority (two parameters that are key when assessing content and a website). However, not all topics require us to consult specialized literature – after all, probably most websites on the Internet are for entertainment. There is no bibliography on how to effectively write reviews of movie releases on your blog. This is where the third factor also comes into play: credibility. The higher quality our content, the more it will be distributed and read; thus, we build a specific reputation in a specific niche.

As you can see, E-A-T is the criteria that verifies high-quality content. It is also a useful insight into the factors that influence a page’s ranking – and thus further confirmation that Google values original, engaging content written by skillful and competent creators.


  • There are a number of factors that influence a website’s rating in Google rankings;
  • One of them is E-A-T, an acronym for expertise-authoritativeness-trustworthiness;
  • These are guidelines that assume content quality, page content, and creator experience as key ranking factors;
  • Google is able to verify whether the above criteria have been met when assessing the website.

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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