If you’re going to do anything with your website’s search engine optimisation (SEO) strategy this year, let Google’s E-E-A-T acronym be your guide. While the concept of E-E-A-T is no new thing – it was initially debuted back in 2018 – the principles it embodies are all too relevant today, especially if you have grand plans to boost optimisation and gain the web traffic you deserve during 2025.
Here we share everything you need to know about Google E-E-A-T, and why this tried and tested concept is expected to impact SEO in 2025.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, all of which are considered key attributes of the content of a high-quality website by Google.
While each of these principles is not strictly a ranking factor, ensuring your website ticks these boxes will satisfy Google’s Search Quality Evaluator Guidelines (SQEG) to ensure browsers get the relevant information and accurate search results Google is so passionate about providing.
By using E-E-A-T, you’re confirming that your website’s content demonstrates first-hand experience, relevant expertise, a trusted authority on a specific topic, and a trustworthy resource that has been accurately attributed.
With an emphasis on reliable, trustworthy and valuable content, Google E-E-A-T is vital to ensuring your content is created with higher quality search results in mind. It’s the way to show your authority within your target market, and become known for the trusted information your website provides.
E-E-A-T may not be a direct ranking factor, but it is a principle that distinguishes the highest quality web pages. It’ll also leave you well placed to earn lots of brownie points in terms of user trust and search visibility.
With Google expected to focus on user safety, improved UX and the stamping out of misinformation during 2025, using E-E-A-T to craft your website’s content is more relevant and impactful than ever.
By prioritising high quality content that’s focused on what browsers want from a brand with your experience and expertise, you can become a trusted source of the most relevant information in your industry sector.
Remember, when it comes to E-E-A-T, authenticity is key. Build trust with personal stories and examples, original imagery and videos, and real case studies and testimonials for the best results.