To rank your website or brand on Google Search Engine Results is very hard to get leads. Getting on the first spot from Google is an achievement, but to stay on top is the aim of business. To achieve this, you must use every possible strategy.

In this article, we will discuss the E-E-A-T and YMYL. The role of AI in search, and how enhancing both can increase SEO and help you rank higher on Google.

What is E-E-A-T?

Google included “Experience” to the E-E-A-T term in 2022, though, to guarantee that content focusing real-world experience takes the content on front page.

Google’s search quality rating system includes its E-E-A-T.  Quality Raters use these rules to evaluate content depending on three criteria:

• Page Quality
• Understanding User Needs
• Meeting User Needs

The feedback from quality raters helps Google refine its algorithm updates.

Experience (E)

Does the author of the content have actual, practical knowledge in the subject they are covering?  Experience is significantly enhanced by experience. Google values content written by individuals who have firsthand knowledge or direct involvement in a subject.

For example, product reviews from someone who has used a product are deemed more reliable than reviews from those who have never interacted with it. Similarly, a travel blog written by an individual who has actually visited a location carries more weight than one created based on secondhand information.

Content creators can establish their experience by sharing personal stories, case studies, behind-the-scenes insights, and real-life examples that demonstrate their direct engagement with the topic.

Expertise (E)

Does the content creator have the necessary knowledge or skills in the subject? Expertise refers to the depth of knowledge that an author or brand possesses in a particular field.

For example, when dealing with a plumbing issue, people will trust a professional plumber’s advice over an inexperienced hobbyist. Likewise, medical advice from a licensed doctor carries more authority than health suggestions from someone without medical training.

Expertise can be demonstrated through qualifications, professional experience, industry certifications, and published research. On their websites, companies should highlight their subject-matter specialists with author profiles, credentials, and professional successes.

Authoritativeness (A)

Does the article or website rank as an authoritative source on the topic?  Authoritativeness is a reflection of how effectively a brand, website, or person is identified in their field as a trustworthy resource.

For the most recent fashion trends, for instance, Vogue is a more reliable source than an unidentified fashion weblog.  Likewise, Bloomberg or Forbes’ financial advice is more reliable than a little finance blog.

To build authority, businesses should aim to be cited by reputable sources, gain backlinks from high-quality websites, and publish well-researched, data-backed content that positions them as thought leaders in their niche.

Trustworthiness (T)

Trust is the most important factor in E-E-A-T. Google’s quality raters assess the credibility of the author, content, and website. Without trust, experience, expertise, and authority lose their impact.

To build trust:

• Ensure the information provided is accurate, well-researched, and up-to-date.
• The author should be credible, with transparent qualifications and an established reputation.
• References should come from reputable sources like The New York Times, academic institutions, or other high-quality websites.
• Websites should implement security measures, such as SSL certificates, to ensure safe browsing experiences.
• Transparent policies, including clear terms of service and privacy policies, help establish credibility.

Additionally, businesses should encourage user reviews, testimonials, and case studies to enhance trustworthiness and showcase positive customer experiences.

Google’s Goal: High-Quality & Helpful Content

Search engines like Google aim to provide valuable content that enhances user experience and delivers accurate answers.

To achieve this:

• Google frequently updates its algorithms.
• Google introduced AI-powered Search Generative Experience (SGE).
• Experience was added to E-E-A-T to improve content assessment.

The Most Important E-E-A-T Factor: Trust

According to Google’s guidelines, all four factors (Experience, Expertise, Authoritativeness, and Trustworthiness) contribute to content quality, but Trustworthiness is the most important.

E-E-A-T is built on reliable content that demonstrates expertise, experience, and authority.

As Luke O’Leary, VP at Neil Patel Digital, states:

“By adding ‘Experience,’ Google made it clear that real-world knowledge matters and low-quality sites won’t make it to the top.”

How Google Evaluates E-E-A-T

Google’s quality raters categorize pages into different quality levels:

• Lowest Rating: Harmful, untrustworthy, or spammy pages.
• Lacking: Pages with low expertise, experience, or authority but are not harmful.
• High Rating: Pages with strong expertise, credibility, and trustworthiness.
• Highest Rating: Pages demonstrating top-level expertise, thorough research, and significant credibility.

What is YMYL?

YMYL stands for “Your Money or Your Life.” Google labels a page as YMYL if its content impacts a user’s happiness, health, financial stability, or safety.

Common YMYL Topics:

• News & Current Events
• Finance
• Government & Law
• Health & Safety
• Shopping & E-commerce

Examples of YMYL Content:

• How to file taxes?
• How to save for retirement?
• How to treat colon cancer?

Since YMYL pages can directly impact users’ lives, Google applies strict quality evaluation standards.

What About AI-Generated Content and E-E-A-T?

Currently, Google does not separately label AI-generated content. However, for AI images, it recommends using IPTC metadata, and soon, AI image tools will add this automatically.

For written content, publishers decide whether to label AI-generated content. However, Google’s algorithms prioritize human-created content.

Note: Google may update its policies regarding AI content in the future, so staying informed is essential.

How to Improve E-E-A-T?

Enhancing E-E-A-T can improve your content quality and SEO efforts. Here are six key strategies:

1. Fill Knowledge Gaps

Understanding your audience helps identify content gaps.

• Have you covered all basic topics related to your product or service?
• Are there topics your competitors haven’t addressed?
• Does your company have an expert with unique insights?

For example, a makeup brand might have written about product benefits but not about beauty routines for different skin types.

Ways to Find New Content Ideas:

• Brainstorm topics.
• Use tools like Semrush Topic Research or AnswerThePublic.
• Observe industry discussions on forums and social media.

2. Add Fresh Content & Update Existing Articles

Google prefers fresh content, as it signals an actively maintained website.

• Research-heavy websites should follow a structured publishing schedule.
• Blogs or weekly webinars should post frequently to keep audiences engaged.

Don’t Ignore Old Content

Over time, content can become outdated, especially if it includes trends or statistics.

• Conduct a content audit to assess performance.
• Refresh high-performing or audience-favorite content.
• Google rewards updated content with better rankings.

3. Work with Experts

No matter how big or small your company is, working with experts can help strengthen E-E-A-T.

Who are these experts?

• They can be people within your company who have deep knowledge in a specific field.
• Or they can be external experts who bring fresh ideas related to your business.

Choosing the Right Expert is Important

It’s important to select an expert that Google recognizes as credible. You can check for these E-E-A-T signals:

• Social media profile
• Personal blog or website
• Author credentials (e.g., New York Times Bestselling author)
• Articles published on well-known websites

Key Point

You can also collaborate with influencers who match your brand and have followers that fit your target audience.

If you choose the right influencer and create high-quality content, you can attract serious buyers while also improving your E-E-A-T.

4. Build Connections Using Links

If you create a lot of content, you’ll get a chance to write about key topics that matter to your audience.

It’s not enough to just focus on your best-performing content—you also need to link it with other relevant content.

This can be done using the Hub-and-Spoke or Content Pillar model.

What is the Hub-and-Spoke Model?

In this model, you have a hub (a main topic), such as social media or SEO.

Then, you create spokes (subtopics) that dive deeper into different aspects of the main topic.

Example:

If your main topic (hub) is “Most Popular Social Media Platforms”, your subtopics (spokes) could be:

• Detailed analysis of TikTok, Facebook, and Instagram
• How social media algorithms work
• Guidelines for content creators

All these subtopics will be linked to your main article and to each other using internal links.

Benefits of This Model:

• Helps establish your authority on a topic
• Internal links improve E-E-A-T

Important Tip:

Whenever you link one article to another, use clear anchor text so readers know where the link will take them.

You can use a site audit tool to check if your internal links are working properly.

5. Manage and Monitor Your Brand Reputation

Trustworthiness is a key part of E-E-A-T, which is why it’s important to build and maintain a positive online reputation.

If your brand has a negative reputation, it can impact your credibility and search rankings (SERP rankings). That’s why actively managing and improving your brand’s image is essential.

How to Monitor Your Brand Reputation?

To keep track of your brand’s reputation, you need to monitor different platforms where customers share their opinions. Here’s how you can do it:

• Check Google and Review Websites: Search your brand name on Google and visit review sites like Trustpilot, Yelp, and Clutch to see what people are saying about your business.
• Look for Mentions on Forums: Customers often discuss brands on forums like Reddit and Quora. Use the search function on these platforms to find out what users are saying about your company, products, or services.
• Monitor Social Media Feedback: Many users share their experiences, both positive and negative on platforms like Facebook, Twitter, Instagram, and LinkedIn. Keep an eye on comments, tags, and mentions of your brand to stay updated on public opinion.

6. Focus on Customer Experience (CX)

Google places great importance on user experience. It is a core part of its business model because Google’s goal is to understand search intent and provide valuable, trustworthy content that meets users’ needs.

For example, if a user clicks on a blog link, they should be taken directly to that blog post, and the content should match what was promised in the search results (SERP).

If the page doesn’t meet their expectations, they might leave quickly, increasing the bounce rate, which can negatively affect rankings. Providing a seamless and relevant experience keeps users engaged and improves your site’s credibility in Google’s eyes.