How Can Websites Improve E-E-A-T or E-A-T? Start with Content, Authors, and Trust Information

Websites can start by demonstrating firsthand experience and author expertise, checking content and identifying sources, improving link structure, and providing contact details and information about transaction safeguards. E-E-A-T encompasses experience, expertise, authoritativeness, and trustworthiness. Rather than simply adding an author bio, what matters more is enabling readers to assess who provides the content, why it is credible, and how to get in touch if a problem arises. The practical approaches below are drawn from the supplied articles by SEO companies; these recommendations should not be treated as guarantees of higher rankings.

What Is the Difference Between E-A-T and E-E-A-T?

A 2024 Semrush article notes that Google expanded E-A-T to E-E-A-T in December 2022, adding Experience to represent firsthand experience. The article speculates that this change was intended to help quality raters better evaluate search results. That motivation is the author’s interpretation and should not be presented as an official conclusion.

For product reviews, for example, content written by someone who has actually used the product can provide more credible information about its use. However, experience is not equivalent to professional qualifications in every field. The article also notes that YMYL topics such as health and finance, which can cause real harm, face higher quality assessment standards than board game reviews.

Make Author Backgrounds and Supporting Evidence Verifiable

A 2024 awoo article recommends inviting industry experts to write for the website and establishing rigorous content review and fact-checking processes. Specific starting points include:

• Display the author’s education, professional experience, and contact information in articles, and create an author profile page so readers can learn about their background.
• For content on health, medicine, finance, law, and similar subjects, cite relevant expert articles, academic papers, or materials from professional organizations, clearly identifying the corresponding sources.
• Use appropriate structured data to help search engines understand the content and author information; it is not a substitute for fact-checking.

Update Content and Improve How Readers Find Information

awoo recommends continuing to provide valuable content and updating information and article dates. In practice, the priority should be keeping the information current, rather than treating a changed date as proof that the content has been updated. Internal links can help readers find related content, for example by connecting a topic overview page to more detailed explanations.

Links and mentions from other websites are another consideration. In 2022, Ahrefs used Wirecutter as an example to discuss the importance of links and mentions from relevant, authoritative sources for E-A-T. This was a case analysis from that time and can serve as a reference for prioritizing source relevance. It does not establish that obtaining a particular link will necessarily improve rankings.

Build Trust Through Contact and After-Sales Information

Trustworthiness also involves whether a website helps users resolve problems. awoo recommends providing contact details for the website administrator so readers know that real people or an organization manage the site and can ask questions about products, services, or technical issues.

For e-commerce websites, a comprehensive returns and exchanges process is a particularly concrete measure. For example, consumers need to know what to do if a product does not meet expectations or is the wrong size. The article argues that clear procedures can reduce perceived purchasing risk and strengthen trust. This is advice for an e-commerce context, not a single checklist that applies to every website.