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Optimise EEAT to rank higher in Google and turn more visitors into customers.
Why is Google ranking your competitors higher even when you’re clearly the better choice?
You’ve got the skills and experience. You’ve done the work. You might even have a better website. But when people search for what you offer, it’s not you they’re finding. And even when they do find you, very few, if any, turn into paying customers.
Here’s the harsh truth: Google doesn’t rank who is ‘best’. It ranks who looks most trustworthy. And as human beings, most if not all of our decisions are based on TRUST.
That trust isn’t earned with just a fancy design and a few blog posts. It’s built through something Google now calls EEAT – Experience, Expertise, Authoritativeness and Trustworthiness.
If your website isn’t sending the right trust signals clearly and consistently, it’s probably not the competition beating you. It’s the algorithm and potential customers ignoring you.
What is EEAT? - Experience, Expertise, Authoritativeness, Trustworthiness
E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness, which are the four factors Google uses to evaluate and rank the quality and relevance of a website’s content.
Here’s how that translates in practice:
- Experience: Have you actually done the thing you’re talking about?
- Expertise: Are you qualified to give this advice or service?
- Authoritativeness: Do others trust you, talk about you, link to you?
- Trustworthiness: Is your site reliable, transparent and secure?
If that sounds like how you’d choose a sparky, plumber or accountant yourself, you’re getting it.
EEAT is Google’s way of thinking like a human. Because humans don’t trust faceless, copy-paste content. We trust proof, presence and professionalism.
Google uses the EEAT framework to evaluate content quality, especially for high-impact industries like health, finance, legal services and anything that touches people’s wellbeing; often called YMYL (Your Money or Your Life) content.
But EEAT isn’t just for doctors and accountants. It applies to any business that wants to:
- Rank higher for competitive terms
- Build lasting SEO value
- Win buyer confidence from the first click
Google doesn’t see EEAT as a single algorithm. It’s a mix of signals, some technical, some content-driven, that help it decide if your website should be trusted. And as AI-generated content floods the internet, trust has never been more important.
Although Google says that EEAT is not one of the over 200 direct ranking factors in search results, they explicitly aim to show and give priority to sites that exhibit strong levels of Experience, Expertise, Authoritativeness and Trustworthiness.
As a result, and from our close to 20 years’ experience as a leading SEO agency in Sydney, at Sites by Design, we firmly believe that EEAT is the foundation of all Search Engine Optimisation (SEO) efforts.
Google doesn’t just rank pages. It ranks trustworthiness. EEAT is how it decides whether it trusts you enough to put you in front of potential customers.
Why EEAT Matters More Than Ever
A few years ago, if your site had a good domain name, some backlinks and a sprinkling of keywords, you could land on page one. But things have changed.
Over the past few years, Google has released a slew of updates, from the Helpful Content System to SpamBrain AI detection and the March 2024 Core Update all aimed at weeding out low-value, low-trust content.
The common thread? A laser focus on identifying content that is:
- Generic or AI-generated without oversight
- Deceptive (e.g. fake authors, fabricated info)
- Built for SEO tricks rather than genuine service
With the March 2024 Core Update in particular, Google deindexed thousands of sites that felt generic or low-trust due to AI-generated content. Google’s June 2025 Core Update is building on that trend.
That means if your content reads like AI slop or if your expertise and unique experience aren’t clear, you could be getting filtered out before the ranking battle even begins.
On the other hand, if Google sees that you:
- Consistently publish helpful, experience-based content
- Show your credentials and explain your approach
- Have a site that’s cited by other trusted Australian sources
…then your rankings will not only rise, but also stick.
Google is no longer just asking “Does this page mention the keyword?” Instead, it’s asking, “Do we trust this person to give the right answer?”
What is PageRank and How Does EEAT Fit In?
Here’s where it gets technical, but stick with me, it’s important.
PageRank is Google’s original algorithm for ranking search results. It measures the importance of a page based on how many other pages link to it and how trustworthy those linking pages are.
Although Google now uses over 200 ranking signals, PageRank is still a key factor. Think of it like reputation scoring.
EEAT doesn’t replace PageRank. It layers on top of it. Because what’s the point of links if the destination page feels generic, anonymous or outdated?
So, yes, you still need backlinks. But more importantly, you now need the destination page to show trustworthiness. That means authorship, transparency, original insight, and clear branding.
At Sites By Design, and as one of the best SEO agencies in Sydney, here is how we see the modern SEO equation:
Backlinks (PageRank) × Content Quality (EEAT) × User Experience (UX) = Real Visibility
- PageRank gets you through the door
- EEAT earns you a seat at the table
- UX keeps users engaged once they arrive
This layered approach is what Google calls “beneficial purpose”; content that’s not only technically correct, but also created to help users, not manipulate rankings .
How Google Interprets Each Element of EEAT
To implement the EEAT framework in your website effectively, you first need to understand how Google reads each of its components. These aren’t abstract ideals. They’re visible signals found in your content, structure and broader digital footprint.
1. Experience – “Have you actually done this?”
Experience is first-hand, lived knowledge. It tells Google: this person isn’t guessing, theorising or outsourcing. They’ve been there.
Google introduced this term (Experience) in 2022 to complement the previous EAT framework. The notion of experience is to recognise that real-world, first-hand knowledge matters just as much as formal expertise. Through the updated Search Rater Guidelines, it’s designed to reward content that reflects genuine, human, on-the-ground perspective that expertise alone can’t always offer.
On Experience, Google looks for:
- Personal narratives or case studies
- Original images, videos or field data
- Specifics that only someone on the job would know
Real-world example:
A solar installer in Western Sydney writes a blog:
“When we replaced a 10kW system in Camden after a severe summer storm, we found two critical panel issues that most homeowners wouldn’t spot…”
That single sentence delivers experience, location relevance, and unique insight that only the person on the actual jobsite would know.
Thin version:
“Storms can damage solar panels. It’s important to get them inspected.”
(Anyone could’ve written that; Google knows it and so do potential customers)
Pro tip: Add suburb names, timelines, even mistakes you’ve made and learned from. These are EEAT gold.
2. Expertise – “Are you qualified to talk about this?”
Expertise is about recognised skill or formal knowledge. Depending on your industry, that could mean:
- Trade qualifications
- Professional certifications (CPA, MFAA, AHPRA)
- Years of direct experience
- Awards, public speaking, teaching, or published work
For SMEs, Google isn’t demanding degrees, but it is expecting clarity. That means no “about us” pages with vague claims. No ghostwritten content with no author attribution.
In Google’s eyes, an expert could be:
- A physiotherapist writing about back pain
- A tiler explaining waterproofing techniques
- An SEO expert in Sydney like myself (Scott Nailon) explaining EEAT and it’s effect on SEO in Sydney.
What matters is depth of knowledge and relevance to the topic, especially for YMYL content.
For YMYL businesses, trust isn’t a bonus, it’s a baseline. Without clear credentials and compliant content, ranking is near impossible.
Examples that signal expertise:
- “We’re licensed by the NSW Fair Trading board, and have installed over 600 hot water systems in Sydney homes since 2016.”
- “John Taylor is a certified mortgage broker and member of the MFAA, specialising in first-home buyers in the Illawarra.”
Expertise isn’t just credentials. It’s context. The more clearly you define what you’re great at, and for whom, the better Google ranks you.
3. Authority – “Do others recognise and refer to you?”
Put simply, do others recognise you as a leader in your field? This is where off-site signals like backlinks, mentions, citations, awards, shares and PR come in to play.
Google is looking for third-party signals that say, “This person/business knows what they’re doing.”
You build authority through:
- Backlinks from respected sources
- Media features
- Guest contributions to known publications
- Listings on industry sites or associations
- Strong branded search volume
- Attracting mentions from local partners, directories, or community events
Think of it like “Virtual word of mouth”. Google sees who’s vouching for you and whether they’re trustworthy.
Example:
A family law firm is linked to from a national NGO on domestic violence resource page and cited by Choice Magazine in a cost-of-divorce feature. That’s serious authority.
Compare that to 15 random guest posts on unrelated blogs — technically “backlinks”, but unlikely to improve rankings anymore.
Bonus: Google increasingly looks for consistency across the web especially in the age of AI. Your business name, details, service offering and tone should align across directories, social platforms and citations.
4. Trust – “Is this safe, accurate and human?”
Trust is the final filter. It encompasses both technical integrity and emotional credibility.
Can people rely on your content, website, and business practices?
This is the big one. Google says:
“Trust is the most important member of the EEAT family because untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem”
Even if you tick the other three boxes, a lack of trust tanks your EEAT score.
Google uses Search Quality Rater Guidelines to assess things like:
- Is your site secure and running on HTTPS?
- Are your contact details, ABN and business address clearly listed?
- Can users (and Google) easily tell who wrote the content?
- Do you include disclaimers or clarifications where needed (especially for YMYL content)
- Is all your content accurate, honest and free from misleading claims?
- Are there genuine, positive reviews that back up your reputation?
But it also considers how a page “feels”. Are you hiding behind stock photos and generic claims, or speaking like a real business trying to help real people?
Trust is the sum of every tiny signal that says, “This site won’t mislead or waste your time.” That’s what earns rankings and jobs.
Why EEAT Matters for SEO and PageRank
Google’s core systems evaluate content across hundreds of signals. EEAT doesn’t work like a plugin, it’s a lens Google uses to assess whether your site and content is:
- Useful
- Safe
- Accurate
- Human-centred
Here’s what makes EEAT a game-changer:
- Better Google visibility: EEAT-aligned pages are more likely to appear in featured snippets, map packs, and AI summaries.
- Higher PageRank: Sites with more trustworthy signals attract stronger backlinks, which in turn elevate PageRank and domain authority.
- Improved conversions: People buy from businesses they trust. EEAT helps you show that trustworthiness upfront.
This means it’s not just about having an “About Us” page or a fast site. EEAT bleeds into every element, from how you write service pages to the way you show customer reviews.
EEAT isn’t a setting you turn on, it’s the standard you bake into every aspect of your website and overall online presence.
The Real-World Impact of EEAT
How does EEAT work?
Say someone searches: “best solar panel installer in Miranda”
Google won’t rank who’s stuffed that phrase into a page title. It looks for:
- A site that mentions suburb-specific installs
- Case studies with real photos or client quotes
- An author with verified credentials or a clear business identity
- Links to/from Clean Energy Council or relevant local news sources
If your site ticks those boxes, you’re a contender. If not, even with a fast site and good backlinks, you could get passed over.
How to Self-Audit Your EEAT in 15 Minutes
Before you start tweaking, it’s worth asking: how strong are my trust signals currently?
You don’t need special software or a technical team. Just look at your site the way a new customer would, then run it through these trust-checks:
- Can I easily find who’s behind the business?
No names, bios or team photos? That’s a red flag for both users and Google. - Does every service page show real-world experience?
If your content sounds like it could apply to anyone, anywhere, it won’t rank locally. - Are credentials or affiliations mentioned clearly?
For YMYL topics (finance, health, legal), this is essential. But even tradies can benefit from showing licences, certifications or memberships. - Are reviews and testimonials recent and visible?
Google reads these as fresh trust signals and users rely on them. - Does your About or Contact page answer basic trust questions?
Physical location, ABN, phone number, social links all help build authority.
If your site hides who you are, where you work, and why you’re qualified, Google will assume you’re not worth showing, no matter how “optimised” the page is.
Not Ranking? Not Converting? Claim Your Free Strategy Call
Do you feel like your site is invisible to Google? Are you frustrated by visitors who don’t convert? It’s time to audit your trust signals.
Our team will audit your site for any EEAT gaps, flag quick wins and show you how to turn trust into traffic and traffic into jobs.
Book your FREE 1:1 strategy call with our team today – straight answers, no fluff
Easy Wins That Build EEAT Fast
You don’t need to overhaul your whole site. A few simple changes can radically shift your trust profile in Google’s eyes.
1. Flash Your Credentials
Make it crystal clear who you are and why you’re qualified to offer the specific advice and/or service.
How does this look in practice?
- For a plumber: years of experience, areas serviced, licences held, brand affiliations
- For a mortgage broker: certifications, lenders partnered with, client stats
- For a web designer: featured clients, portfolio links, awards
Additionally, every blog post should be written by (or attributed to) someone with relevant knowledge and that knowledge should be clear.
- Include full names, photos and short bios on blog posts
- Link to author pages or LinkedIn profiles
- Use schema markup to tell Google about your authors
Structured data (like Person schema) tells Google exactly who this author is and what they’re known for.
2. Show the Work
Don’t just say you “help local clients.” Show it.
Too many websites describe what they do, but never show it. According to Moz, only 14% of consumers take brand claims at face value.
You can fix this by:
- Embedding project photos with real filenames (e.g. bathroom-reno-surry-hills.jpg)
- Referencing specific suburbs or conditions (“north-facing roof, Blacktown in January heat”)
- Using “we” and “I” to describe actual work, not theoretical advice
- Publishing case studies, even short ones, with before/after context
- Include mini testimonials that speak to outcomes (“Fast, fair and fixed our issue same day!”)
Don’t say: “We offer residential plumbing solutions.”
Say: “Last month, we replaced 12m of burst piping under a Federation home in Dulwich Hill — without breaking any original tiling. Here’s how we did it.”
Google sees this as experience. Customers see it as proof.
Experience-centric content isn’t about ego. It’s proof. It shows you’ve solved this exact problem before and can do it again without missing a beat.
3. Refresh Your Best Pages Every Quarter
Outdated content is the enemy of trust.
Even if the core advice hasn’t changed, adding a new stat, a fresh image or an updated intro signals that your content is still relevant.
Tip: Add a “Last reviewed July 2025” tag to key posts. It’s a tiny move with outsized impact.
On-Site EEAT Optimisations That Make a Difference
If Google is asking “Should we trust this page?” these features help it answer with a yes:
1. Add an ABN and a Full Street Address
It may sound basic, but businesses that don’t show a physical location or ABN are seen as riskier, especially post-2023, when spammy lead-gen sites ballooned.
2. Use HTTPS, Fast Hosting and Mobile-First Design
Speed, security and usability are foundational trust signals. Tools like Google Search Console, PageSpeed Insights and GTmetrix make it easy to confirm that your site is up to standard.
3. Link Internally Like You’re Proud of Your Work
Every blog should link to your main services page or landing pages. Why? Internal links do the following:
- Show Google the relationships between your pages
- Help PageRank flow naturally
- Keep users exploring longer
4. Include Clear Legal and Trust Policies
Every legitimate business, regardless of industry, should be transparent about how it operates online. That means having the right legal and policy pages in place.
At a minimum, your site should include:
- Privacy Policy
- Terms and Conditions
- Cookie Policy
- Complaints or dispute resolution process
- Content disclaimers, where relevant
These pages signal to both users and Google that your business is accountable, credible and committed to ethical practices
Off-Site EEAT Strategies That Build Authority
You already know that backlinks matter, and they do. But not all links are created equal.
These days, Google doesn’t just count links. It evaluates who’s linking, why and whether that link supports your authority in your niche or region.
1. Earn Links from Reputable Sources – the Right Way
I know all about grey hat SEO and black hat SEO and I can guarantee that the best links aren’t bought, they’re earned through relevance and reputation. Instead of spammy link swaps:
- Write guest content for local industry bodies, trade groups or news outlets (e.g. Master Plumbers NSW, SmartCompany)
- Get cited in local media (“We spoke to Joe from EcoBuild about the council rebate”)
- Get listed on local chamber of commerce pages and directories
- Collaborate with complementary service providers in your area for shared content or shout-outs
- Pitch helpful commentary to journalists via SourceBottle or HARO (Help a Reporter Out)
- Create data, even a poll of your past 20 jobs is more original than most “research” referenced by your competitors.
The best links are earned from contextually relevant sites. Think local news, peak bodies, adjacent trades, not generic “SEO blogs” in the US.
WebMD is a perfect example on the value of high quality backlinks.
One link from a respected .gov.au or .edu.au site can be more valuable than 50 low-quality links, because it signals both relevance and authority.
2. Use PR and Social Proof to Cement Your Reputation
Trust begets more trust.
If your business has been featured in the media, mentioned in industry circles, or recognised by credible organisations, those signals should be front and centre.
Add media logos, publication names or “As seen in” strips to your homepage, About page and even service pages. These aren’t just vanity badges; they show both Google and users that your expertise is valued beyond your own site.
Client proof matters just as much. Real testimonials, case studies, Google reviews and star ratings give your content depth and credibility. They’re not just good for conversion; they’re also picked up by Google’s systems as indicators of trust, relevance and authority.
Want to go further?
- Include review schema (so your star ratings show up in search results)
- Add video testimonials or audio snippets where possible; they’re harder to fake and more engaging
- Make case studies location-specific, outcome-driven and named (with client permission)
- Show trust badges from verified platforms (e.g. Hipages, Houzz, LocalSearch) if relevant
Media mentions and customer reviews aren’t fluff. They’re trust accelerators, proof that others value your work, and that Google should too.
3. Link to Credible Sources
Don’t write in a vacuum. Strengthen your credibility by referencing:
- Industry standards (e.g. Safe Work Australia, Housing codes)
- Trusted sites like government (.gov.au), universities, trade associations
- Well-known tools or data platforms in your industry like Semrush or Think With Google in our case at Sites by Design.
Referencing trustworthy sources and stats shows Google that your content is rooted in reality, not just opinion or AI fluff.
Referencing trustworthy sources and stats shows Google that your content is rooted in reality, not just opinion or AI fluff.
Write Content that Customers and Google Trust
Between you and me, you could do much better with your content and particularly your blog. So, how do you do that? It’s not just about publishing more; it’s about publishing better.
1. Use First-Person Experience Where Possible
Write like someone who’s done the work, not like a Wikipedia summary. This can be as simple as saying:
“When we installed solar panels for a family in Engadine last month…”
This proves you’ve actually done the job — not just researched it.
2. Include Numbers and Outcomes
Concrete numbers are harder to fake and therefore more trustworthy. Try wording like:
- “Over 200 solar systems installed in Sydney”
- “Cut client energy bills by 45%”
- “5-star rating from 43 local reviews”
3. Mix in Rich Media
Original photos, videos, diagrams and PDFs keep users engaged and help Google understand your content better.
Use proper filenames and alt tags (e.g. cronulla-bathroom-reno-after.jpg).
4. Build Topical Depth with Internal Clusters
Pick your main services say, “emergency plumbing”, and build out:
- FAQs
- Case studies
- Comparison articles
- Cost guides
- Location-specific content
Link them all to your core service page. This builds topical authority, one of the strongest EEAT signals today.
How to Measure EEAT Impact
EEAT isn’t a metric you’ll find in Google Analytics. But its influence shows up in key patterns especially in how people engage with your site, and how often Google surfaces your content.
Here’s how to tell if your trust signals are working.
1. Your Rankings Start to Rise and Hold
After improving your content’s clarity, authorship, and relevance, monitor your:
- Average keyword positions in Google Search Console
- Ranking stability over time (less bouncing = more trust)
- New featured snippets, FAQs or sitelinks in SERPs
If you’re being included in more search features, it’s because Google sees your content as authoritative and helpful, not just optimised.
2. Your Pages Get More Engagement
Trust-focused content tends to perform better with users, not just bots.
EEAT-focused content tends to:
- Increase time on page
- Reduce bounce rate
- Lift scroll depth
- Improve click-through from search snippets
Why? Because people are more likely to read and act on content they trust.
These are all indirect ranking factors. But more importantly, they’re buying signals. People are actually reading, considering and trusting what you say.
The biggest sign your EEAT work is paying off? Visitors stay longer, explore deeper and convert faster; because trust drives action.
3. You Get More Leads, Calls or Conversions
EEAT isn’t just about SEO. It’s about getting chosen. More trust leads to:
- More form submissions
- More phone calls
- More direct enquiries from organic traffic
- Higher conversion rates on key landing pages
- Higher quote acceptance rates
- Lower lead drop-off
The real power of EEAT isn’t just more traffic but also better traffic; people who trust you enough to act, not just browse.
EEAT in the Age of AI, Voice and Zero-Click Search
Search is changing, fast. But EEAT isn’t going away, instead, it’s becoming more central.
AI Overviews (Generated Search)
Google’s AI-generated answers pull from high-trust content. If your page demonstrates EEAT, you’re more likely to be featured, even without ranking #1.
That’s where structured data, authorship clarity, and topical depth matter.
Voice Search
People ask natural questions:
“Who’s the best emergency plumber in Miranda?”
EEAT-aligned content that answers those questions clearly and concisely using natural, helpful language rooted in real experience is more likely to be read out loud.
Zero-Click Results
Google now answers more questions directly in the SERP meaning fewer clicks, but higher visibility for featured businesses.
Your goal? Be the trusted source that gets quoted or linked in those boxes.
Even if users don’t click, your site’s presence in AI panels, snippets and map packs will drive awareness and trust.
That means more branded searches later and stronger conversion when they do click.
EEAT makes you the trusted answer in a world where clicks are optional, but trust is essential.
EEAT isn’t a one-time fix. It’s an ongoing advantage you build, one blog, one backlink, one honest testimonial at a time.
Businesses that bake EEAT into their content and structure will not only rank better, but they’ll also convert more visitors into paying clients.
Because Google might be an algorithm, but your next customer is a human being.
Get Google and Your Customers to Trust You More
If your site isn’t ranking well, or worse, ranking but still not converting, EEAT may be the missing link.
At Sites By Design, we don’t just build beautiful websites. We build sites with a clear intention to convert, sites that make Google confident and customers convinced. We don’t treat EEAT as an SEO add-on. We treat it as the foundation for visibility and growth.
Here’s how we weave it in:
- Web Design: Fast-loading, mobile-first pages with trust elements upfront
- SEO: Local content that shows service area knowledge and topical authority
- Google Ads: High-converting landing pages with clear author/company info
- Automation: Follow-ups, review requests and data collection that back your claims
Let’s review your EEAT signals for strengths and gaps, spot quick wins and help you plan a path to more consistent traffic and qualified leads. We’ll show you what’s working, what’s holding you back and what to do next, no fluff, no tech overwhelm, no lock-in. Just clear, smart advice, grounded in what works.
What does EEAT stand for?
EEAT stands for Experience, Expertise, Authoritativeness and Trustworthiness, the four key signals in Google’s Search Quality Rater Guidelines that it’s human raters use to determine if content is is helpful, credible and safe to show users.
Is EEAT a ranking factor?
Not directly. According to Google, EEAT is not a direct, measurable ranking signal like page speed or mobile-friendliness. However, in practice, it influences multiple key signals like content quality, backlink value, and engagement, all of which affect rankings.
Is E-E-A-T still relevant?
Yes. EEAT is more relevant for SEO than ever. As Google tightens its focus on content quality and credibility, EEAT remains central to how it evaluates what to show users. In a world flooded with AI-generated content and misinformation, EEAT acts as a safeguard, prioritising content backed by real people, real expertise, and real-world trust. If you want your site to rank sustainably, aligning with EEAT is non-negotiable.
Is EEAT necessary for non YMYL businesses like tradies or local services?
Absolutely. While EEAT is especially critical for YMYL industries like finance, health and law, it still matters for any business that wants to be trusted, which is all of them. For tradies, consultants, and local services, EEAT helps you show potential clients that you’re not just another listing. You’re local. You’re experienced. You’re reliable. That translates directly into higher visibility and more conversions.
How do I improve EEAT for a local service business?
Focus on authenticity, relevance and proof. Start with:
- A detailed About page with team bios, qualifications and photos
- Service pages that reference real jobs, specific suburbs and outcomes
- Customer reviews, before-and-after images and trust badges (like memberships or licences)
- A clear Contact page with physical location, ABN and social proof
- Backlinks from reputable, locally relevant Australian sites
Then reinforce it with helpful content that showcases your experience, not generic advice anyone could have written.
Does EEAT affect Google Ads?
Not directly. EEAT isn’t a component of Google Ads bidding or ad ranking. However, your website’s trustworthiness affects conversion and your landing page quality impacts Quality Score, which can influence your cost-per-click and ad effectiveness. In short, even if EEAT doesn’t touch the ad platform itself, it affects how much value you get from your spend.
How often should I update my site for EEAT?
Aim to review key pages every 3 to 6 months. Refresh service pages with new job examples, add fresh reviews, “Last reviewed [date],” new case studies, fresh images, update stats or legislation references and ensure author bios are current.
How does AI-generated content affect my EEAT score?
Google’s systems prioritize original, high-quality content that demonstrates EEAT traits, regardless of how it’s created. That means content can be AI-assisted, but only if it’s reviewed and enriched with real expertise, experience, credibility, and transparency.
