Nick Baird

Nick, the SEO guru, specializes in catapulting businesses to the forefront of search engine rankings. With a keen eye for cutting-edge tactics, he’s dedicated to maximizing client revenues. Elevate your online presence with Nick’s tailored strategies for unparalleled success

EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness

After Google’s helpful content update of August 2023, small websites lost traffic to bigger websites. Many believe this is their attempt to combat low-quality AI content, and even if the websites didn’t use AI content, they were caught in the crossfire.

So how can small businesses avoid being penalized? 

EEAT signals; Google rewards those who send them.

How Does  EEAT Work?

At the heart of EEAT is trust building. Websites should have high-quality, people-first content that is useful and written by humans for humans. 

Google even uses real people as “quality raters.”. They’re looking for all of those signals and will manually penalize, or reward, websites.

How exactly varies, so let’s look at some specific examples.


Which is more trustworthy?

  • Reviews written by people who have personally used a product, or  “reviews” by people who haven’t? 
  • Articles about mental health written by a blogger with a bachelor’s in biology vs a psychiatrist.
  • A “best places to visit in Indianapolis” article written by a Hoosier, or one written by a content writer living in another city and cobbling together anything they find online.


Content creators with direct knowledge or skill beat those without.

  • No featured author? No bio? No about page? There’s no way to tell if someone with expertise wrote the content.
  • Displaying credentials, certifications, and college degrees helps.
  • Writing for well-respected industry publications demonstrates expertise as well.
  • Case studies and original research confer lived experience, which signals expertise.


Not all websites can demonstrate this, but those who do stand to benefit. Here’s how:

  • Citing authoritative sources throughout a well-researched article send authoritative signals.
  • Quoting experts to fill gaps in an author’s credentials
  • Backlinks and media mentions.

Related: What’s a backlink?


These topics all funnel to the last part of EEAT – “Trustworthiness.” The totality of EEA, as well as the following, contribute:

  • Positive customer reviews.
  • A secure website, including privacy protection and safe payment methods.
  • Transparent owner contact information, including email phone and a physical address

Real Examples of Websites Signaling EEAT 

Marketers have a habit of telling rather than showing, so let’s dig into some real examples you can use to send positive EEAT signals. 

About Pages

Include an about or biography page. This helps prove that a human is writing content and allowing people to vet credibility and credentials.  

For example, consider the blog titled “Respect Your Elders: 4 Important Reasons To Hire an Elder Law Attorney in New York.” At the top of the page is the About tab explaining the New York Legacy Lawyers website belongs to Yana Feldman, the founding attorney who graduated from Tulane Law School in New Orleans in 2002. 

Article Bylines

Newspapers and blogs often feature a byline about their authors directly with the article. Like my byline featured on an accounting website!

Credible Sources

The article you’re reading includes citations from:

Include similarly credible and on-topic sources when you write content, including official sources, studies, research papers, academic databases, and news publications. The more trusted the source, the better. 

For example: Lehmbecker Law’s January blog post, “How Much Is My Car Accident Case Worth in Washington?,” opens by comparing injury payouts across the years. To back their claims, the article hyperlinks to a page of price comparisons by Injury Claim Coach, a source with on topic expertise and experience.

Review Management

EEAT also relies on an organization’s reputation. 

For example, the quantity and quality of reviews is an important signal. A good reputation can be built by responding to reviews, especially negative ones. 

The Browne Law Group handles a customer complaint nimbly, offering an apology, explanation, and solution to the problem. 

Who knows if the original client will be satisfied with the attempt, but anyone checking the reviews page in the future will see the proactive effort by Browne as a positive signal.

User Generated Content

Marketers love to talk. But when other people share and boost your words, you’re cooking with EEAT gas. This means more than reviews, any content your clients share and/or tag you in is a positive signal.

For example, Anna York is an 8 year SEO veteran and well-established with a LinkedIn following. Her most recent post, a carousel explaining the basics of SEO, earned 83 reposts. Impressive!

This content is difficult to earn. The standard wisdom is “post something valuable” but that’s easier said than done.

Sometimes, you can put your thumb on the scale, though. Like this tattoo studio soliciting tags from their Pinterest following.


Since Google is increasingly aggressive in fighting AI content, intentionally incorporating EEAT signals into your work is a key to earning valuable inbound Google traffic.

For help with this and more, reach out to Nick of Time Digital Marketing for a complimentary website audit and to learn more about the ins and outs of local SEO, refer to your primer on the topic.

Discover the secrets to skyrocket your business’s visibility and dominate search engine rankings in 2024.

Nick Baird

Nick, the SEO guru, specializes in catapulting businesses to the forefront of search engine rankings. With a keen eye for cutting-edge tactics, he’s dedicated to maximizing client revenues. Elevate your online presence with Nick’s tailored strategies for unparalleled success