E.A.T. stands for Expertise, Authority and Trust.

According to its Quality Rater Guidelines, these are three criteria Google uses to rate and rank your business.

But how do you actually demonstrate them and what does Google want to see?

In this article I’ll explain what they are and give you some practical tips on how to demonstrate them through your content.

🤓 Expertise

Let’s assume you know your business inside out and you’re highly skilled in what you do. This is exactly what Google wants to see from you and what you need to demonstrate. But how?

You need to understand how to communicate your knowledge and skills — to your audience and to Google — in an informative and engaging way.

What does your audience want to know?

Finding out what your audience wants to know is a good place to start.

There are a number of tools you can use to see what questions people are asking about your specific products or service:

  • Google itself posts related queries when you search for something.

    When you start typing your search query, it will attempt to finish it for you with the most popular queries.

    On the first page of results you’ll find a section titled ‘People also ask’ with a list of questions.

    And at the bottom of the first page, you’ll also find a list of related searches.

  • is a question and answer site where people ask questions about all kinds of things. You can search for questions on different topics by typing the relevant keywords into the search box.

  • Answer the Public takes any keyword you enter and shows you all the most popular search queries relating to that keyword.

  • Keyword Keg will show you anything that has ever been searched for on any given subject.

When you have your list of questions, check your website to make sure those questions have been answered. If they haven’t, you should endeavour to answer them — either in the web content itself, in your FAQ section, or in more detail in your blog posts.

Use your About page

Your website’s About Us page is a perfect place to demonstrate your expertise. On it, you should talk about:

  • How long your business has been running (start date)
  • The specific areas you work in or have expertise in
  • The number of years’ experience you have in each area.

Google can read and recognise all of the above points.

🤔 Authority

By demonstrating your expertise, you will become an authority in your field — a business others turn to when they want information.

Signs of an authoritative website include:

Relevant, high quality content

Especially content that lots of people read, trust and share.

This kind of content is what people are searching for online, so the more you have of it in one place, the better.

For example, you could add a specific page to your website, fill it with all the questions you know your audience is asking, then link those questions to full articles that explain everything in detail.

The best content is long and detailed, so it’s a good idea to go through your site, identify any pages that don’t seem substantial enough and rectify them by adding more high quality content.

Backlinks from reputable websites

For more information on this, I’ve written a separate article entitled: a beginner’s guide to backlinks and link-building.

Social media shares

Content that is widely shared on social media is a sign that your authority is increasing. So create fantastic content that’s worth sharing and promote it on all your channels.

A high Domain Authority (DA) score

Every website is given a DA score between 1 and 100. The higher this score, the greater the indication that your website is an authority in its field.

You can check your website’s DA score using this SEO checker.

😇 Trust

And finally we come to Trust. How do you show your site is trustworthy?


Your URL should begin with https, which shows you’re using the latest security certificate. If you don’t have it, Google will mark your site as ‘not secure’ and may even prevent visitors from accessing it.

If your website is still using the standard http (without the ‘s’ on the end), you need to talk to your web hosting company and ask them to update it.


Trustworthy websites care about their users and will have all the relevant policies in place, for example:

  • Privacy policy/GDPR/Data protection policy
  • Cookie policy
  • Terms and conditions.

Your policies should be prominent on each page and easily accessible. Most businesses tend to put them in the footer rather than in the main navigation and that’s absolutely fine.


You may not like yourself in photographs — I know I don’t — but they’re fantastic for showing people that you’re a real person.

Use them on your website and on your social media so people can see you.

Address and landline number

Always show your business address, plus a landline number with an area code that corresponds to your location.


Include proper testimonials, from people you’ve actually worked with. Testimonials are a mark of social proof and show that people have worked with you, that you’re genuine and that they had a good experience.


If you have specialist accreditations or professional memberships, display your badges, or other proof, on your website.

Do you need help to establish your E.A.T?

If you have a website and are worried that it doesn’t demonstrate E.A.T sufficiently, why not commission me for an audit?

I’m a freelance copywriter who specialises in SEO, websites and user experience.

My website audits are comprehensive and cover everything you’ve just been reading about.

To find out more, visit my website, or get in touch.

Original medal photo by Charles Deluvio on Unsplash