Is E-E-A-T a Direct Ranking Factor? Understanding Its Role in SEO

When optimizing your website for search engines, one acronym often emerges as critical: E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. However, one question continues to perplex marketers, SEO specialists, and content creators: Is E-E-A-T a direct ranking factor in Google's algorithm?

In this blog, we’ll unpack what E-E-A-T means, how it impacts SEO, and whether it can be considered a direct ranking factor in Google’s complex and evolving search algorithms.

What Is E-E-A-T? Breaking Down the Acronym

Google first introduced the concept of E-A-T (Expertise, Authoritativeness, and Trustworthiness) in its Search Quality Evaluator Guidelines to help human raters assess the quality of content. In December 2022, Google updated it to include another "E" for Experience, emphasizing the importance of the creator’s first-hand knowledge and real-life experience on a topic.

Here’s a breakdown of each element:

Experience: This new factor focuses on the content creator’s actual, real-world experience with the topic they are writing about. For example, someone reviewing hiking gear who has used the product would be seen as more trustworthy than someone without practical experience.
Expertise refers to the creator's depth of knowledge in a particular subject. Content should reflect a high skill level or education, especially for “Your Money or Your Life” (YMYL) topics like medical advice, legal guidance, or financial services.
Authoritativeness: This measures how authoritative the creator and the website are. Does the website have a reputation for being a reliable source of information on a given topic?
Trustworthiness: Trust is essential for both creators and websites. Google considers whether users can trust the content to be accurate, safe, and reliable, particularly when it could directly impact their well-being or finances.

Now that we know what E-E-A-T entails let’s move on to its role in SEO and rankings.

E-E-A-T’s Role in SEO: Is It a Ranking Factor?

The million-dollar question: Is E-E-A-T a direct ranking factor?

To answer this, we must clarify what Google means by a "ranking factor." Google’s algorithms use many factors, including keyword relevance, mobile-friendliness, page speed, backlinks, etc. A direct ranking factor is explicitly coded into the algorithm that influences the order of search results.

E-E-A-T, however, operates more as a set of guidelines rather than a direct ranking signal. According to Google, E-E-A-T isn’t a specific ranking factor like page speed or backlinks; instead, it is an overarching concept that influences how search algorithms assess the quality and relevance of content. Google uses E-E-A-T to help guide its algorithms in identifying content more likely to meet user expectations.

How Google Uses E-E-A-T in Search

Though E-E-A-T is not a direct ranking factor, it is undeniably critical in Google’s content evaluation process. Google’s Search Quality Evaluators—a global team of human reviewers—use E-E-A-T guidelines to assess the quality of search results. These human assessments do not directly influence rankings, but they provide feedback to improve the algorithm’s understanding of high-quality content.

Here are some indirect ways E-E-A-T may influence rankings:

Content Quality: E-E-A-T aligns with Google’s commitment to delivering high-quality content. Websites that produce authoritative, trustworthy, and experience-driven content will likely rank better over time as Google continues refining its algorithms.
Backlinks and Citations: Sites that adhere to E-E-A-T guidelines tend to attract more authoritative backlinks, a known ranking factor. For example, a medical article written by a board-certified physician will likely receive citations from trusted sources.
User Behavior Metrics: E-E-A-T content tends to perform well on user behavior metrics like time on page, bounce rate, and engagement, which may indirectly influence rankings. Content that resonates with users and provides reliable information keeps visitors on your page longer, signaling to Google that your site is valuable.

Brand Reputation: E-E-A-T encourages sites to build a solid online reputation. A website that consistently delivers expert, authoritative, and trustworthy content may naturally accumulate positive reviews and mentions, influencing its visibility on search engines.

Why E-E-A-T Matters for YMYL Sites

YMYL (Your Money or Your Life) content refers to topics that directly impact the reader’s health, finances, or safety. Examples include healthcare advice, financial investments, and legal guidance. For YMYL content, Google places even more emphasis on E-E-A-T.

Why? Because misinformation or low-quality content in these areas can lead to severe consequences for users. Websites publishing YMYL content are expected to meet the highest E-E-A-T standards. Suppose you run a health-related blog, a financial website, or any platform that offers advice on critical matters. In that case, it’s imperative to establish your credibility through well-researched, expert-driven, and trustworthy content.

Practical Tips to Improve Your E-E-A-T

While E-E-A-T may not be a direct ranking factor, improving your websites can indirectly influence rankings by enhancing content quality, user experience, and authority. Here are some actionable steps:

Display Author Credentials: List your content creators' qualifications, certifications, or experience. For YMYL content, ensure that your authors have relevant expertise. This can boost the credibility of your site.
Focus on User-Centric Content: Craft content that provides genuine value to your audience. Avoid overly promotional content; instead, aim to solve real problems or answer essential questions your readers may have.
Build Authoritative Backlinks: Reach out to authoritative sites in your niche for backlinks and mentions. Ensure your site is part of a trusted ecosystem by contributing to well-known platforms or being cited by reputable organizations.
Secure Your Website: Trustworthiness can be demonstrated through the technical aspects of your website as well. Ensure your site is secure (HTTPS), malware-free, and has a clear privacy policy. These factors also impact user trust.
Encourage Positive User Reviews: Online reviews can improve your site’s trustworthiness. Positive reviews, particularly for YMYL sites, show users trust your content and services.

Be Transparent: Transparency about who is behind the content is a crucial part of trustworthiness. Include clear author bios, company information, and ways to contact you.

Conclusion: E-E-A-T as a Guiding Principle, Not a Direct Ranking Factor

To summarize, E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is not a direct ranking factor in Google’s search algorithm but plays an essential role in shaping content quality. Google uses E-E-A-T to guide its algorithms in understanding which content will likely meet users' needs.

Although you can’t optimize for E-E-A-T like you might for page speed or backlinks, improving these factors will ultimately enhance your site’s credibility, content quality, and user engagement—all of which can indirectly lead to better rankings.

Focusing on E-E-A-T principles is a long-term investment in your website’s reputation, and as Google’s algorithms continue to evolve, its importance is likely to grow. E-E-A-T may not be a direct ranking signal, but neglecting it could severely limit your SEO potential.

So, while E-E-A-T may not be an explicit ranking factor today, optimizing for it should be at the forefront of your SEO strategy.

Kyle Roof