What Is Google’s E-E-A-T – And Why Does It Matter for Your Business?
What Is Google’s E-E-A-T – And Why Does It Matter for Your Business?
Blog Article
By Leslie Jones – Senior SEO Consultant at Adore SEO, Cardiff
Let’s talk about E-E-A-T. If you’ve heard this term floating around the digital marketing world and thought, “Is this another acronym I need to memorise?”, the short answer is yes – but trust me, it’s worth it. Google’s E-E-A-T framework is one of the most important concepts in modern SEO strategy, and if you’re running a business in or around Cardiff, it’s something your marketing needs to take seriously.
Here at Adore SEO, we work with brands of every shape and size – and E-E-A-T plays a major role in nearly every content strategy we build.
First of All – What Does E-E-A-T Stand For?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a set of quality signals Google uses to assess whether your content deserves to rank in its search results.
Although not a direct ranking factor like keywords or backlinks, E-E-A-T is baked into the DNA of Google’s search algorithm. And it matters more than ever – especially after the December 2022 update, when “Experience” was added as a brand-new dimension.
Why Did Google Introduce E-E-A-T?
Google’s mission has always been simple: deliver the most helpful, relevant, and trustworthy content to users. But in an internet flooded with clickbait, AI spam, and misinformation, the search engine needed a more sophisticated way to separate quality content from the noise.
That’s where E-E-A-T comes in. It’s how Google judges whether your page deserves a spot on Page One – and whether users can trust your content.
According to a recent Moz study, pages that follow E-E-A-T principles consistently outperform those that don’t, often leading to up to 30% higher visibility in organic search results.
Experience: Real-World Insight That Matters
Let’s start with the latest addition: Experience.
Google now wants to know if your content reflects genuine, first-hand knowledge. In other words, it’s not enough to regurgitate information from other sites – you need to show that you’ve actually used the product, been in the situation, or solved the problem.
For example, if you’re reviewing a product on your eCommerce site, the review should reflect hands-on use. If you’re a local plumber writing a blog post on boiler repairs, include specific case studies and tips drawn from real customer jobs.
Authenticity is everything.
Expertise: Knowledge That Shows
Expertise is about demonstrating a strong command of your subject. And in 2025, that means more than just sounding clever.
Here at Adore SEO, we recommend building content with real input from your team’s internal experts. Whether it’s your founder, engineers, product managers, or client service leads – those voices carry weight. We often create editorial calendars that pair our SEO copywriters with client-side experts to craft blogs and landing pages that reflect real industry knowledge.
The result? Content that performs better, builds trust, and converts more users.
Authoritativeness: Earn Your Reputation
Next up – Authoritativeness. This is about your reputation, both online and off. Google wants to know: Are you a trusted name in your space? Do others link to you? Do you appear in relevant media, directories, or thought leadership platforms?
One way to boost your authority is by earning backlinks from credible sources. According to a Backlinko study, the average Page 1 result on Google has 3.8x more backlinks than those on Page 2. Quality backlinks are proof that others trust your content – and that goes a long way in the eyes of the algorithm.
Trustworthiness: Build a Site People Can Rely On
And finally, Trustworthiness. This goes beyond content – it’s about the overall perception of your brand.
Does your site use HTTPS encryption? Are you transparent about who you are, with clear contact information and privacy policies? Do your reviews reflect honesty, not manipulation?
Google is increasingly rewarding brands that demonstrate ethical practices and punish those that engage in shady tactics. For example, ecommerce sites that use fake reviews or fail to provide return information often see drops in rankings.
What Does This Mean for Businesses in Cardiff?
If you run a business in Cardiff – whether it’s B2B, eCommerce, healthcare, finance, or trades – E-E-A-T should be central to your content and SEO strategy.
At Adore SEO, we incorporate E-E-A-T into everything we do. We audit your existing content, help plan future topics based on first-hand experience and expert insight, and focus on long-term trust-building strategies that deliver results.
Because here’s the truth: Google’s algorithm is smart, but it’s also fair. If you’re doing the right things – writing content that’s helpful, honest, and backed by experience – you will see your rankings grow.
Final Thoughts: Don’t Just Optimise for Google – Optimise for People
E-E-A-T is not just an algorithmic checklist. It’s a philosophy.
When you prioritise experience, showcase your expertise, build your authority, and earn people’s trust, you’re not just impressing Google – you’re creating real value for your customers. And that, ultimately, is what great SEO is all about.
Need help building your E-E-A-T strategy? Give us a call here at Adore SEO in Cardiff – we’ve helped dozens of businesses across South Wales grow their traffic, their trust, and their bottom line.