While the internet continues to be flooded with AI-generated texts in 2025, the value of authentic content is on the rise. Google's E-E-A-T criteria help you demonstrate quality and expertise. We explain how you can improve your visibility in search results.
Why should your company know and use E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness - these four quality features show Google how trustworthy your content is. Google uses E-E-A-T as a guideline to evaluate the quality of your website content.
This involves key questions:
How much practical experience is there in the content?
What expertise do the authors have?
How recognized is the website in the industry?
How trustworthy is the information?
E-E-A-T signals are important to convince users and search engines of the quality of your content.
These signals play a central role, especially in so-called “Your Money or Your Life” topic games. But E-E-A-T also helps you to stand out from the competition in other areas.
YMYL: Special care for sensitive topics
YMYL stands for “Your Money or Your Life”. Google uses this term to describe content that can have a major impact on the lives, finances or well-being of users. This includes:
Health information and medical advice
Financial advice and investments
Legal advice and recommendations
Safety-related topics
For this content, Google checks the quality and trustworthiness of the source particularly closely.
Improve your Quality Score with E-E-A-T
The Google Quality Score evaluates the quality and relevance of your content: The higher this score, the better your website will rank. In the following sections, you will learn how you can improve your score with each E-E-A-T element.
Experience: Share real experiences
Experience is the newest element in Google's quality guidelines. It refers to personal and unique experiences in a specific subject area. With this, Google emphasizes the value of hands-on experience - especially in times of AI-generated content.
With authentic insights, you can create content that really helps your target group:
Document concrete practical examples.
Integrate real user feedback.
Share your own experiences from projects.
Collect authentic reviews.
A real-life experience example:
The tutoring platform Tutor24 is a good example of how it can be done: learners not only rate their teachers with stars, but also share their learning experiences in detail. These authentic insights help new users to select suitable teachers.
Source: https://tutor24.ch/de/providers/1510525
Expertise: Make your competence visible
Expertise shows that you really know your stuff. You can prove this in various ways.
Transparency for authors:
Make your name and photo visible.
List your qualifications and career.
Emphasise areas of specialisation.
Offer contact options.
Quality of the content:
Back up facts with sources.
Include current studies.
Explain complex topics in an understandable way.
Present practical case studies.
At Unic, we also use case studies to demonstrate our expertise. This allows interested parties to understand how we use our knowledge to support our customers.
Authoritativeness: Ensure that you are recognised as an expert
Authority is created when others recognise your expertise. Use the following opportunities to build a strong position.
Well-founded content:
Cover core topics comprehensively.
Comment on current developments.
Share your own insights.
Offer practical solutions.
Backlink quality:
Build high-quality backlinks from relevant domains.
Create valuable content that others like to link to.
Pay attention to quality rather than quantity of backlinks.
Encourage natural link growth.
Topical authority:
Cover topics in all relevant facets.
Answer user questions comprehensively.
Use different content formats: Text, video, podcast
Continuously expand your thematic expertise.
A practical example of authoritativeness:
Websites such as Semrush and Backlinko show how topical authority works: they cover SEO topics so comprehensively and to such a high standard that they have become the first port of call in their industry.
The result: natural backlinks and top rankings.
Source: https://www.semrush.com/blog/category/seo/
Trust: Trust as the basis
Trustworthiness is the foundation of all E-E-A-T criteria. Here are some tips on how to create lasting trust.
Transparent processes:
Disclose the authors.
Provide traceable sources.
Document changes.
Customer orientation:
Offer easily accessible customer support.
Implement secure payment methods.
Ensure optimal data protection.
The practical examples cannot always be clearly assigned to an E-E-A-T element, as many measures support different E-E-A-T signals. However, the interplay of the signals strengthens trust in your website and your brand.
Our conclusion:
With authentic, well-founded content, you not only achieve better rankings, but also build a strong brand position. This also applies to ranking in Large Language Models (LLMs), as an alternative to search engines.
You can find out more about this in Andrea Malele's blog post: How ChatGPT will change web search and user behaviour:
E-E-A-T is not an official Google ranking factor, but the criteria are relevant for all websites, especially in the YMYL area. They will help you:
Stand out from AI-generated content
Gain the trust of users
Rank better in search results
Generate qualified visits
Contact us for an E-E-A-T check for your website:
Take the opportunity to make your website fit for the Google quality criteria:
Our experts will analyse your digital presence according to the latest E-E-A-T guidelines. We look forward to hearing from you.
Contact for your Digital Solution with Unic
Book an appointmentAre you keen too discuss your digital tasks with us? We would be happy to exchange ideas with you.
Contact for your Digital Solution
Book an appointmentAre you keen to talk about your next project? We will be happy exchange ideas with you.
Quelle: Google Services
Cover Picture: by @growtika