The Role of Content in Google’s E-E-A-T And How to Create High-Quality Content

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Creating high-quality content in today’s digital age has become crucial for businesses and websites that want to rank well on search engines. Google’s algorithm now highly emphasizes E-A-T, which stands for Expertise, Authority, and Trustworthiness.

However, E-E-A-T is a more recent addition to the search engine’s ranking factor, which includes an additional focus on the content’s Experience, Expertise, Authoritativeness, and Trustworthiness.

In this article, we will explore the role of content in Google’s E-E-A-T and provide some tips on creating high-quality content that meets these guidelines.

The bonus will introduce you to what ContentGo, a cloud-based content marketing platform, can do for your business content.

What does E-E-A-T Mean for Google?

E-E-A-T is the short form for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the critical ranking factors that Google utilizes to assess content quality on any website to rank it. This metric is an extension of the E-A-T principle, which emphasizes the importance of expertise, authority, and trustworthiness in creating content.

E-E-A-T takes this principle further by focusing on the content’s experience. Content creators must provide relevant and accurate information based on firsthand experiences, medical or everyday experiences, and reliable sources.

Moreover, E-E-A-T demands comprehensive, trustworthy content cited with links to authoritative sites. These guidelines are created to offer internet users the best possible search outcomes. Conversely, it awards sites with higher rankings based on high-quality content that meets these standards.

What is YMYL (Your Money or Your Life)?

YMYL in full is Your Money or Your Life. Google uses this term, and it refers to topics and content that could significantly impact a user’s financial stability, health, or safety. Some examples of YMYL topics include medical advice, financial planning, legal information, and news articles.

Pages that provide inaccurate or unreliable information on YMYL topics could harm users, so Google emphasizes the importance of E-E-A-T for content creators producing content on these subjects.

According to Google, what are Experience, Expertise, Authority, and Trustworthiness?

Below is the explanation of the four elements:


Experience is essential, particularly for the topics of YMYL (Your Money or Your Life). Google, for instance, questions if the authors have actually used the product under review. They question this for every piece of content. 


Expertise is another essential factor that helps Google understand your brand. It questions if someone has had real-world experience in a particular area or received formal training. It also recognizes that you could be a self-taught artist or a qualified professional. However, expertise alone cannot be considered an authority on a topic since you can grasp a topic without being an expert.


Authoritativeness is the next level up from expertise. It involves building a reputation for excellence in your field. It highlights your strengths as a brand, so much so that Google asks if other experts turn to you for advice or guidance or if you provide training or certification to others in your industry.


Finally, trust is the ultimate metric that Google is trying to measure. This involves evaluating a piece of content’s experience, expertise, and authoritativeness to determine whether it can be a trusted go-to source.

By considering these four factors and creating content that demonstrates expertise, authority, and trustworthiness, content creators can improve their E-A-T score and enhance the visibility and credibility of their content in search engine rankings.

What is the E-A-T Strategy of Google?

The E-A-T strategy of Google is a set of guidelines that the search engine uses to assess the quality and relevance of web content.

Content creators who want to appear knowledgeable must offer data based on their professional or personal experience backed up by trustworthy sources. Websites must show their sector leadership, reputation, and reliability to be considered authoritativeness. At the same time, trustworthiness entails gaining user confidence through various trust indicators, including high-caliber reviews, effective reputation management, and safe website development.

The E-A-T method can help websites and content producers rank higher in Google’s search engine results pages, providing them a competitive edge in their niche.

What is Google Page Experience?

This factor assesses how users interact with web pages based on their experience, aiming to provide an effortless and secure browsing experience. To improve your website’s ranking, you must focus on page load time, mobile-friendliness, safe browsing, interactivity, and visual stability.

A website that loads quickly, looks excellent on mobile devices, and provides an easy-to-use interface without lagging will likely rank highly in Google search results and attract more visitors.

What is the Role of Content in Google’s E-E-A-T?

Since your content must showcase your expertise, authority, and trustworthiness in your field, its role is clear. Here are the two main ones:

To Relay Accurate Information

One of the primary roles of creating relatable material is to pass on accurate and reliable information to your target market. Therefore, it is crucial to ensure that the information and news you offer are accurate and reliable. Inaccurate information is a bad sign of trust, and it can harm your website’s reputation and may result in lower search engine rankings. Therefore, it is crucial to research and fact-check the data before publishing content.

Furthermore, when you offer your readers factual data and news, you exert dominance, authority, expertise, and knowledge. If a reader finds your information informative and accurate every time, it increases your site’s credibility and trust and builds loyalty.

Content can also help to establish your website as an authority in your industry. Keeping relevant top-notch content can attract more traffic, backlinks, and social shares since readers want more of you.

This ultimately leads to building trust for your service area business which translates to higher search engine rankings and increased visibility.

Engage your audience

The second role of content is to engage the reader by creating a positive user experience, which is a crucial factor in Google’s algorithms. Your marketing content creators must formulate content that is easy to read and suited to your audience.

This means using appropriate language, tone, and style and breaking up large blocks of text with subheadings, bullet points, and images. It’s important to consider the reading level of your target audience and use language and examples they will understand.

Engaging content should also provide value to the reader by answering all audience questions or addressing their pain points. This can be achieved through storytelling, real-life examples, and practical tips. All your material must also be easy to find and visually appealing. You can use multimedia components like pictures, movies, and infographics. These can enhance user experience and increase customer engagement.

The end goal of creating engaging content is building a connection with your audience and offering each of them a memorable experience that leaves a positive impression. 

What Ways Does Google Use to Check if Content is Authoritative?

Google uses a complex algorithm to evaluate the authoritativeness of content on different types of websites. It considers factors like the author’s expertise, the website’s reputation, and the content’s quality. This algorithm looks at signals such as links, reviews, E-A-T ratings, and social mentions to determine whether the content is authoritative.

Simply put, Google wants to know if your content comes from a trusted source that knows what it’s talking about. So, ensure you have real-life expertise in your industry, create high-quality content, and get reviews and backlinks from other authoritative websites. 

How Does Google Determine if Someone is a Real Expert in Their Field?

Google utilizes numerous factors to tell someone’s degree of experience in their sector. It considers the individual’s credentials, their education, their work experience, and any certifications they may have. The algorithm also looks at the content they produce, how it’s received, and the feedback from other experts in their industry. Google evaluates whether the person is an authority figure by analyzing their online reputation, reviews, and social media presence.

To build yourself as a subject matter professional, you must only publish high-quality material that offers thought-provoking insights. This will win you recognition from other industry experts.

So, showcase your knowledge and expertise on your website, contribute to relevant forums and communities, and get involved in industry events to build your reputation. This way, Google will categorize you as a professional in your industry and offer your site higher search rankings.

What Do Google Quality Raters Do?

A Google quality rater is a person who works for Google and evaluates search results to ensure that they are of high quality and relevance. Quality raters undergo rigorous training to use guidelines to evaluate websites. The search quality rater guidelines base the ranking on factors such as expertise, authoritativeness, trustworthiness, and user experience. They assess the relevance of the search results to the user’s query and rate them on a scale of low, medium, and high.

Google uses the data collected by quality raters to improve its search algorithms and enhance the user experience. The ratings help Google identify areas where the search algorithm may need improvement and where spam or low-quality content may slip through the cracks.

Quality raters do not have the power to impact search rankings directly, but their ratings help Google decide how to rank websites in search results. They also help ensure that Google’s search results are high quality and relevant to user queries.

What Significant Changes Have Been Made to Google’s Quality Rater Guidelines?

Google’s Quality Rater Guidelines serve as a reference for search quality raters, which help Google determine the quality and relevance of search results. These guidelines are typically updated regularly to show user behavior and technology evolution. Here is the significant re-assessment of E-A-T introduced in July 2022.

YMYL (Your Money or Your Life) Topic Categories

Google’s previous guidelines core algorithm update divided YMYL topics into finance, health, and safety categories. However, in the updated E-A-T improvement, Google defines YMYL sites and pages by their potential to cause harm. Harmful topics may encompass people’s health, financial advice, legal advice, safety, or society’s welfare and well-being.

Google also defined the people or groups that these topics might harm. They also factor in the person who views or uses the content, other people affected by it, and groups of people or society affected by those who viewed or used it.

Google E-A-T Definition

In the updated guidelines, Google added “Informational [main content] on YMYL topics is mildly inaccurate or misleading” to its definition of E-A-T in section 6.1.

Google also restated that the quality signals of E-A-T are required for a page depending on its purpose and topic. If a page is YMYL, E-A-T is critical because of the potential harm it may cause. Even if a YMYL site has a positive reputation, search quality raters must still rate a page as low-quality content if it has a significant risk of causing harm.

Lowest Quality Pages

Another update to the guidelines is a new section on Lowest Quality Pages. The addition in Google’s E-E-A-T Guidelines states that pages from official, expert, or authoritative content creators may also be harmful. Search quality raters must give them the lowest quality rating if they are deceptive, harmful, untrustworthy, and spammy.

Inclusive Language

Google has emphasized the importance of using inclusive language in website content. This entails avoiding terms and phrases that could be offensive or exclusionary to specific groups of people. The sensitive areas are those based on gender, race, ethnicity, religion, or sexual orientation. The best practice is to use neutral and inclusive language so that all users feel welcome, included, and respected.


Google’s Quality Rater Guidelines also stress the importance of evaluating website content at a granular level rather than just looking at the website as a whole. This means that raters should assess the quality of individual pages and sections of a website rather than just making a general judgment about the site as a whole.

This is particularly important for YMYL topics, where a single inaccurate or misleading page could seriously affect users. By evaluating content at a granular level, raters can ensure that users are provided with accurate and trustworthy information that meets their needs.

How Does Google’s Quality Rater Influence the Rankings of Every Site?

While quality raters do not directly influence the rankings of websites, their feedback is used to improve Google’s algorithms. The feedback can help identify issues with the ranking algorithm and provide insights into how users interact with the search results. Google then utilizes this information to change its system, which can ultimately affect website ranking.

How Raters Asses “Content Quality”?

Your content might seem the best, but it might differ from Google’s ranking signals. Google’s quality raters’ quality assessment is based on a set of guidelines provided by Google. These guidelines are designed to help raters determine whether the content meets the needs and expectations of search engine users. Here are the factors they consider when assessing your content.

Purpose of content

The first step in assessing content quality is to determine the purpose of the content. Raters must determine if the content is intended to inform, entertain, persuade, or sell. Once the purpose of the content is established, raters evaluate it based on factors such as accuracy, relevance, and comprehensiveness.

Knowledge, authority, and reliability

Raters also assess the content’s knowledge, authority, and reliability and the prominent website on which it appears. They look for signs that the content is created by experts in the field, supported by reputable sources, and provides a trustworthy user experience.

The main content and its quality and amount

Google quality raters analyze the quality and quantity of a website’s main content. They assess the content’s accuracy, relevance, usefulness, and presentation, such as formatting, multimedia, and visual aids. Raters also evaluate if the website has enough comprehensive and authoritative content on a given topic.

They also look at the balance between the main content, ads, and other distractions. Websites with too many ads or lacking main content may be deemed low-quality. Therefore, having a well-balanced website with comprehensive content is crucial to provide users value and to improve its rating with quality raters.

User experience

Another critical factor in evaluating content quality is user satisfaction. Raters consider whether internet visitors are likely to be complacent with the content they find on a website based on firsthand experiences such as the relevance of the content, ease of use, and overall user experience.

Does an E-E-A-T Score Exist?

No, there is no E-E-A-T score that Google assigns to websites. The E-E-A-T family is a set of guidelines that Google’s quality raters use to evaluate the quality of a website’s content. While Google does not assign an E-E-A-T score to a website, it is essential to follow these guidelines to ensure that your website is perceived as trustworthy and authoritative. 

How to Improve Your Site’s E-E-A-T?

Now that you understand what Google needs to rank your material, including medical articles, below are some actionable ways you can use to improve the compliance of your content based on the E-E-A-T guidelines.

  • Create high-quality content: Create comprehensive, accurate, and excellent articles that meet users’ needs. This content should be easily read and visually appealing, with multimedia elements to enhance user engagement.
  • Offer author bios and full transparency: Display the author’s credentials and background, as well as the website’s ownership and purpose. This helps build trust with users and demonstrates your website’s expertise.
  • Create a positive brand reputation: Because reputation matters, focus on building a positive reputation management program by engaging with your audience through forum discussions, user-generated content, and responding to every query. Showcase positive reviews and ratings, and be transparent about any bad reviews by responding respectfully and offering solutions.
  • Use credible sources throughout your content: For quality improvements, support your claims with credible sources, such as medical studies, industry reports, quality customer testimonials, or expert quotes. This demonstrates your expertise and reinforces the accuracy of your content.
  • Optimize link builders: Build high-quality, authoritative backlinks to your website from reputable sources. Ensure the subject, download, and other outbound links are responsive and trustworthy. This helps to establish your website’s authority and credibility in your industry or niche.

How to Create Your Sites to Match with Google’s E-E-A-T Guidelines?

To create a website that matches Google’s E-E-A-T guidelines, do the following:

  • Start by ensuring your About page is visible and provides detailed information about your website’s purpose and your team’s expertise. Also, register your business on the Google Business Profile.
  • Join forces with industry influencers and experts. Name them, providing their authentic credentials to demonstrate your website’s credibility and boost your reputation score.
  • Encourage real user life experiences, feedback, and social proof, whether positive or negative reviews. By all means, avoid buying comments or paying people to leave generic reviews.
  • Use authoritative links throughout your website and link your content to trusted, authoritative sources. Replace any broken links too.
  • Ensure your website is easy to navigate and has a clear and concise layout, improving customer service for users to find the information they need.

How to Improve Google E-E-A-T Through YMYL SEO?

To improve your site’s E-E-A-T search query results for Your Money Your Life (YMYL) SEO, there are several strategies you can use.

Firstly, having active social profiles can help promote your brand and content to a broader audience, and engagement on social platforms can demonstrate your authority and trustworthiness.

Next, including author profiles in all content can establish credibility and showcase expertise. Enhancing your individual author’s reliability and durability is essential to producing consistent, high-quality content.

Regularly editing or removing low-quality content is vital to maintain the integrity and accuracy of your website. This is especially crucial for YMYL’s high-quality sites that deal with sensitive topics in the legal, financial, and medical space that is constantly evolving.

Using HTTPS for your site can improve security and trustworthiness. It’s also crucial to link your content to trusted sources and avoid questionable or unverified sources.

What Ways Can You Demonstrate Experience Using E-E-A-T Guidelines?

To demonstrate experience in your content, taking specific steps to showcase your expertise and knowledge is essential. Here are some ways to do that:

Seek and Pay for Tools Like Keyword Searchers and Seo Tools

Using keyword research tools and SEO tools to curate relevant content can help you identify high-volume and low-competition keywords that can help you connect better with your market and enhance user experience. This shows you have experience using these tools to improve your content’s visibility and effectiveness. You may show that you take content production seriously and are dedicated to producing high-quality, optimized material by investing in these technologies.

Use User-Generated Content to Highlight Real Life Experiences

You may demonstrate that individuals have had positive experiences with your brand by posting user-generated content on your website, such as client reviews and testimonials. This can establish trust and show you have experience offering high-quality goods or services. When using user-generated content, get the users’ permission and confirm that the reviews are sincere and not made up.

Collaborate With Experts in Your Industry

Collaborating with experts in your industry can help showcase your experience and expertise. Inviting guest bloggers or co-authoring content with industry experts demonstrates that you have connections within the industry and are committed to producing high-quality content. Additionally, you can guarantee that your material is reliable and current by having professionals contribute to it.

Display your Credentials and Certifications

Display any pertinent certificates or credentials in a prominent location on your website. This can demonstrate that you have the education and practical experience required to create high-quality content for your sector. By displaying your credentials, you can further show your authority and aid in fostering confidence.


Content is critical in this digital age, but not following Google’s E-E-A-T guidelines will make your content go unnoticed. Despite that, you must ensure that your content is top-notch; that is where ContentGo comes in.

Our cloud-based content marketing platform helps your brand connect with any niche’s most experienced writers and content creators. In addition to content creation, ContentGo offers translation and localization services, licensed images and videos, and seamless integration with other systems. With ContentGo, your business can establish itself as a brand, attract and retain customers, and drive conversions through a strong content marketing strategy. You can also invest in DDoS protected servers to prevent business disruption.

So, whether you’re writing a blog post, creating a video, or designing an infographic for lifestyle or medical sites, ensure you’re putting your best foot forward regarding E-E-A-T-related changes. This means ensuring your content is well researched, cited using credible sources, and presented using your information to show you know your stuff. Register today with ContentGo and get this done.

In case you want to have deeper insights and evaluate the organic growth of your business, you can book your free power-up call with one of our experts

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