It’s not just Google that cares. AI models like ChatGPT favour helpful, human-first content too. And of course, your audience does as well.
E-E-A-T is Google’s way of identifying content that delivers real value. It’s also a key factor in how to rank higher in Google search results. Moving beyond keyword stuffing and box-ticking to content that truly answers the need behind the search. These days, it’s not just about ranking. It’s about being relevant, reliable, and worth clicking on.
The framework itself isn’t new and has been around since 2013. What’s changed is how visible and influential it’s become. In 2023, Google officially added “Experience” to the mix. And in early 2025, the Search Quality Rater Guidelines were updated once again.
While E-E-A-T isn’t a direct ranking factor, it shapes how quality is interpreted. The better your content reflects experience, expertise, authority and trust, the more likely it is to perform well. Miss the mark, and you risk falling behind in search.
Google’s Search Quality Rater Guidelines are designed to make sure users get the best possible experience. They focus on three key areas:
Content quality and intent – Does the content give a clear, helpful answer to the question behind the search?
E-E-A-T – Does it show real experience, expertise, authority, and trust?
Website experience – Is the site easy to navigate, secure, and user-friendly?
These standards help ensure that high-quality, trustworthy content ranks higher, especially for sensitive topics like health, finance, or safety.
Content should reflect real, first-hand knowledge. Have you used the product? Solved the problem? Been through the process? That’s the kind of insight Google, and your audience, is looking for.
Are you qualified to speak on the topic? Whether it's formal training or deep, hands-on knowledge, your content should reflect genuine subject matter understanding.
Authority is built through reputation. Are others referencing your content? Are you recognised as a leader in your space? Those external signals matter.
Trust is the foundation everything else rests on. Even if your content shows strong expertise and authority, it won’t hold up if it lacks credibility. That means transparency, factual accuracy, clear authorship, and a site experience that feels safe and professional. If people can’t trust your content, they won’t engage with it.
Google applies even stricter scrutiny to topics that can impact people’s health, finances, safety or well-being — known as YMYL (Your Money or Your Life) content. Think medical advice, financial services, or legal information.
But even outside of those categories, E-E-A-T still matters. With every update, Google gets better at recognising quality signals across all industries. In short, helpful, trustworthy content performs better — especially for brands in competitive markets like Sweden, where digital trust is often a deciding factor.
Reputation counts — both for your brand and the people behind your content. Google looks beyond your own website to understand how you’re perceived across the web.
Try searches like:
stendahls.se reviews -site:stendahls.se
"Stendahls" -site:stendahls.se
These show how and where your brand is mentioned outside your own channels. It’s also the kind of information Google factors in when assessing trust and authority.
To build a stronger reputation:
Encourage clients to leave public reviews
Publish thought leadership on trusted platforms
Support team members in growing their professional visibility
Get cited or featured in industry news or blogs
Keep your brand active in conversations that matter
The stronger your presence beyond your site, the more signals you send that you're a trusted voice in your space.
One of the strongest ways to meet E-E-A-T standards? Collaborate with people who’ve lived it.
Real expertise isn’t always academic. It’s often practical — based on years in the field or first-hand problem-solving. Whether it’s a strategist, UX designer, sustainability lead, or even a customer, content grounded in real experience builds trust.
That could mean:
Having content written by someone with direct knowledge
Including input or review from an internal expert
Citing someone with a recognised reputation in your industry
Put their name on it. Add a bio. Link to their work. Let the reader (and Google) see that it didn’t come from nowhere.
You don’t need to overhaul everything overnight. But you can start aligning your content with E-E-A-T principles — just like Google recommends in their own guidance on creating helpful content.
Match the intent behind each search
Don’t just stuff in keywords — understand what the person is actually trying to achieve.
Example: If someone searches “how to improve mobile UX,” don’t give them a sales pitch — give them practical tips or a checklist.
Use authors with experience or credentials
Who’s writing the content matters. Real expertise builds real trust.
Example: A UX article written by your lead designer with 10+ years’ experience will carry more weight than something anonymous.
Be transparent about who’s behind the content
People (and Google) want to know who’s talking.
Example: Add author bios with names, roles, and links to social profiles or professional credentials.
Keep it factually accurate and up to date
Outdated info erodes trust fast.
Example: If your blog mentions “GA4 is launching soon,” and it’s already launched, that’s a red flag. Review and refresh regularly.
Reference credible sources
Strong content is backed up.
Example: Don’t just say “email marketing is still effective” — link to the latest industry report or study that proves it.
Invest in a reputable, user-friendly site
Content doesn’t live in a vacuum, your site experience matters too.
Example: A clean layout, secure domain, fast loading time, and clear navigation all signal professionalism and trust.
E-E-A-T isn’t about chasing algorithms. It’s about building content that earns attention and trust. And as quality continues to matter more in search, it’s one of the clearest ways to stay competitive.
Start small. Stay consistent. And keep your audience — not the algorithm — at the centre.