Ranking on the first page of Google is the goal for any content creator or marketer. But getting to the very top into the coveted featured snippet or “position zero” requires more than just solid keyword research. It requires a deep understanding of what Google values most: high-quality, trustworthy content. This is where EEAT comes into play.
EEAT is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of principles outlined in Google’s Search Quality Rater Guidelines, which are used by human evaluators to assess the quality of search results. While not a direct ranking factor in the same way as backlinks or page speed, EEAT is a framework that heavily influences how Google perceives and ranks your content.
Pages that demonstrate strong EEAT are more likely to be seen as reliable and valuable sources of information. This is especially true for topics that can significantly impact a person’s health, finances, or safety, what Google calls “Your Money or Your Life” (YMYL) topics.
In this guide, we’ll break down each component of the EEAT framework. You’ll learn practical strategies to showcase your experience, establish expertise, build authority, and earn trust. By applying these principles, you can create content that not only meets Google’s quality standards but also has a better chance of landing a featured snippet.
What is EEAT?
EEAT is the acronym for the four key pillars Google uses to evaluate content quality: Experience, Expertise, Authoritativeness, and Trustworthiness. Initially, the framework was just “EAT,” but Google added the first “E” for Experience in late 2022, highlighting the value of firsthand knowledge.
Let’s break down each element:
- Experience: This refers to the content creator’s firsthand, real-world involvement with the topic. For a product review, it means actually using the product. For a travel guide, it means having visited the destination.
- Expertise: This relates to the creator’s specialized knowledge or skill in a particular field. Expertise can be demonstrated through qualifications, credentials, or a history of creating high-quality content on the subject.
- Authoritativeness: This is about being recognized as a leading voice in your industry. When other experts and reputable websites cite you, link to your content, and mention your brand, you are building authoritativeness.
- Trustworthiness: This is the foundation of EEAT. It involves being transparent, accurate, and honest. A trustworthy website has clear contact information, secure hosting (HTTPS), and presents factual information without a hidden agenda.
For YMYL topics like medical advice, financial guidance, or legal information, Google holds content to an extremely high EEAT standard. Misinformation in these areas can have serious real-world consequences, so Google prioritizes content from certified experts. For non-YMYL topics, like a hobby blog, demonstrating firsthand experience can be just as important as formal expertise.
How to Demonstrate Expertise
Expertise is about showing you have a deep and skillful understanding of your subject matter. Google wants to see that the person behind the content knows what they’re talking about. Here’s how you can effectively demonstrate expertise.
Create Comprehensive, In-Depth Content
Shallow, surface-level content doesn’t signal expertise. To show you’re an expert, your content needs to be thorough, well-researched, and answer the reader’s questions completely.
- Go Beyond the Basics: Don’t just rehash what everyone else is saying. Add your unique insights, provide detailed explanations, and cover related sub-topics that others might miss.
- Cite Reputable Sources: Back up your claims with data, statistics, and links to credible sources like academic journals, government websites, and industry reports. This shows you’ve done your homework.
- Use Clear and Accurate Language: Write with clarity and precision. Avoid jargon where possible, but when you must use technical terms, explain them clearly for a broader audience.
Highlight Author Credentials
Your readers (and Google) need to know who is behind the content. Creating detailed author bios is a simple yet powerful way to showcase expertise.
- Author Bio Pages: Create dedicated pages for each author that detail their qualifications, education, relevant work experience, and any awards or recognitions they’ve received.
- Link to Professional Profiles: Include links to the author’s LinkedIn profile, personal website, or other professional social media accounts. This helps establish their identity and credibility.
- Showcase Publications: If the author has been published on other reputable sites or in industry publications, link to those articles from their bio.
How to Showcase Firsthand Experience
The addition of “Experience” to the EAT framework signaled a major shift. Google now officially recognizes the value of content created by people who have actually “been there and done that.” Here’s how to showcase your firsthand experience.
Use Original Photos and Videos
Stock photos are generic and do little to prove you’ve interacted with your topic. Original media, on the other hand, is compelling evidence of real-world experience.
- Product Reviews: If you’re reviewing a product, include photos of you unboxing it, using it, and showing the results. A video walkthrough can be even more powerful.
- Travel Guides: Share your own photos of the locations, hotels, and restaurants you’re recommending. Avoid using the same generic images everyone else has.
- Tutorials: Create step-by-step photos or a video that shows you completing the process you’re explaining. This makes your guide easier to follow and more credible.
Tell Personal Stories and Share Anecdotes
Weaving your personal journey into your content makes it more relatable and authentic. Share your successes, your failures, and what you learned along the way.
For example, if you’re writing about training for a marathon, don’t just list a generic training plan. Talk about your own training journey: the challenges you faced, the gear that worked for you, and the feeling of crossing the finish line. This personal narrative is unique and demonstrates genuine experience.
Incorporate User-Generated Content
Your experience is valuable, but so is the collective experience of your audience. Featuring reviews, testimonials, and case studies from your users or customers can amplify your content’s credibility. This shows that real people have engaged with your product or service and found it valuable.
How to Build Authoritativeness
Authoritativeness is about your reputation. It’s a measure of how recognized you are as a leader in your field. While expertise is about what you know, authoritativeness is about how others perceive you.
Earn High-Quality Backlinks
Backlinks from other reputable websites are one of the strongest signals of authority. When another respected site links to your content, it’s like a vote of confidence.
- Create Link-Worthy Content: Produce original research, in-depth guides, and unique data visualizations that other people will want to cite.
- Guest Posting: Write articles for other well-known publications in your niche. This not only earns you a backlink but also exposes your brand to a new audience.
- Digital PR: Reach out to journalists and bloggers with compelling stories and data. Getting mentioned in the media is a powerful way to build authority.
Cultivate a Strong Brand Presence
Become the go-to source in your niche. This involves being consistently visible and active where your audience spends their time.
- Be Active on Social Media: Share your content, engage in discussions, and establish yourself as a helpful voice in your community.
- Participate in Industry Forums: Answer questions on platforms like Quora, Reddit, or industry-specific forums.
- Speak at Events: Presenting at conferences or webinars positions you as an expert and builds your reputation.
How to Establish Trustworthiness
Trust is the cornerstone of EEAT. Without it, the other elements fall apart. A trustworthy site is one that is transparent, secure, and has the user’s best interests at heart.
Make it Easy to Contact You
A website that hides its contact information seems shady. Make it easy for users to get in touch with you.
- About Us Page: Create a detailed “About Us” page that tells your story, introduces your team, and shares your mission.
- Contact Information: Clearly display your physical address (if applicable), phone number, and email address.
- Customer Support: Offer accessible customer service through a contact form, live chat, or support portal.
Secure Your Website with HTTPS
HTTPS encrypts the data exchanged between a user’s browser and your website, protecting their information. Google has confirmed that HTTPS is a ranking signal. A secure website is a basic requirement for building trust.
Be Transparent and Honest
Your content should be accurate and unbiased. If you’re an affiliate, disclose it. If you’re presenting an opinion, label it as such.
- Disclosures: Clearly state any affiliate relationships or sponsored content.
- Fact-Checking: Ensure all claims and statistics are accurate and up-to-date.
- Citations: Link to your sources so users can verify the information for themselves.
From EEAT to Featured Snippets
Featured snippets are the answer boxes that appear at the top of some search results. Securing this spot can significantly increase your visibility and click-through rate. Content that aligns with EEAT principles is often well-suited for featured snippets because it’s structured, clear, and directly answers a user’s question.
Here’s how to format your content to target featured snippets:
- Paragraph Snippets: Provide a concise, direct answer to a question in a single paragraph (usually 40-60 words). Place this answer directly below the heading that asks the question.
- List Snippets: Use ordered (numbered) or unordered (bulleted) lists to break down steps or items. Use clear, descriptive headings for your lists.
- Table Snippets: Format data in an HTML table to make it easy for Google to pull into a featured snippet. This works well for comparisons or data sets.
By creating high-quality, trustworthy content and formatting it for clarity, you increase your chances of being chosen by Google for that prime “position zero” real estate.
What to Do Next
Understanding and implementing the principles of EEAT is no longer optional for those serious about SEO. It’s a fundamental part of creating content that resonates with both users and search engines.
Start by auditing your existing content. Does it showcase your experience? Is it backed by expertise? Is it building authority and fostering trust? Identify areas for improvement and create a plan to enhance your content.
For your new content, bake EEAT into your creation process from the very beginning. Focus on providing genuine value, sharing your unique perspective, and building a reputation as a reliable source of information. By prioritizing Experience, Expertise, Authoritativeness, and Trustworthiness, you’re not just playing by Google’s rules—you’re building a stronger, more sustainable brand.
