Adogy Glossary

EAT (Expertise, Authoritativeness, Trustworthiness)

Definition of EAT (Expertise, Authoritativeness, Trustworthiness)

EAT (Expertise, Authoritativeness, Trustworthiness) is a digital marketing concept that refers to the three critical factors Google uses to evaluate the overall quality and credibility of a website or content. Expertise indicates the level of knowledge or skill demonstrated by the content creator; Authoritativeness represents credibility and recognized standing within the specific industry or niche; and Trustworthiness reflects the site’s reliability and accuracy in providing information. These factors play a vital role in determining search engine rankings, user experience, and online reputation.


The phonetics of EAT (Expertise, Authoritativeness, Trustworthiness) in the International Phonetic Alphabet (IPA) is: /eɪt/ (pronounced as “eight”)Individual words:- Expertise: /ˈɛk.spɜr.tiz/- Authoritativeness: /əˈθɔr.ɪ.tə.tɪv.nəs/ or /ɔːˈθɒr.ɪ.tə.tɪv.nəs/- Trustworthiness: /ˈtrʌstˌwɜr.ði.nəs/

Key Takeaways

  1. EAT stands for Expertise, Authoritativeness, and Trustworthiness, which are the three major criteria used by Google’s search algorithms to determine the credibility and reliability of websites and their content.
  2. Improving a website’s EAT score is crucial for better SEO performance and increased visibility on search engine results pages. This can be achieved through creating informative and accurate content, maintaining a strong online reputation, and gaining expertise recognition in the respective industry or niche.
  3. High-quality content that clearly identifies the author’s name, credentials and expertise is essential to building trust with users. Including external links to reputable sources and having a strong online presence can also enhance the overall EAT score of a website.

Importance of EAT (Expertise, Authoritativeness, Trustworthiness)

EAT (Expertise, Authoritativeness, Trustworthiness) is a crucial concept in digital marketing as it encompasses the key elements that search engines, particularly Google, use to evaluate and rank websites.

By demonstrating expertise in a particular field, showcasing authoritativeness through industry recognition and third-party endorsements, and building trustworthiness via transparency and genuine user engagement, brands can improve their online presence and visibility.

High EAT scores lead to better search rankings, enhanced online credibility, and ultimately, increased website traffic and potential leads.

In the era of growing competition and misinformation, prioritizing EAT helps businesses stand out as reliable sources and leaders in their respective industries, fostering long-term customer loyalty, and aiding sustainable growth.


EAT (Expertise, Authoritativeness, Trustworthiness) stands as a core concept within the realm of digital marketing, as it evaluates the credibility and reliability of online content. The primary purpose of EAT is to help search engines, like Google, identify and prioritize high-quality content over misinformation or low-quality pages while providing the best possible results to users.

As a result, content creators and digital marketers continuously invest their efforts to ensure that their websites meet the standards of EAT to enjoy better search engine rankings, enhanced user experience, and increased visibility among the target audience. Focusing on EAT drives content creators towards producing in-depth, well-researched, and transparent content that showcases their expertise within a specific niche.

This is achieved by crafting articles or resources that cater to the user’s intent and are supported by facts and authoritative sources. In addition, earning trust from users is essential in the digital landscape, as it helps cultivate relationships between businesses and their customers.

Ensuring that a website displays transparency, secure connections, and genuine user reviews can go a long way in building trustworthiness. Hence, EAT serves as a guiding force within digital marketing, emphasizing the importance of prioritizing user needs and fostering a credible online presence.

Examples of EAT (Expertise, Authoritativeness, Trustworthiness)

Example 1: Medical Blog WebsiteA healthcare company runs a blog featuring articles written by healthcare professionals and specialists, covering topics such as disease, medications, preventative care, and healthy living. Their content consistently showcases expertise (knowledgeable professionals sharing accurate information), authoritativeness (reliable sources of information backed by scientific research), and trustworthiness (clear citations, affiliations to governing medical bodies, and transparent disclaimer). By doing this, the blog establishes itself as an EAT compliant resource for medical information.Example 2: Personal Finance InfluencerA financial influencer offers online courses and shares free resources on personal finance management, publishing content on various platforms such as YouTube, Instagram, and their website. Their expertise comes from their experience in the finance industry, as well as their certifications and continued education. They demonstrate their authoritativeness by partnering with reputable finance publications and institutions, as well as by earning endorsements from other respected finance professionals. Trustworthiness is established through transparency in their practices, sharing success stories, providing honest insights into their recommendations, and addressing the concerns and questions of their audience.Example 3: Legal Advisory BlogA law firm creates a blog that provides free legal information and advice to its readers. The content features experienced lawyers as guest writers, who discuss various legal topics and offer expert advice. These lawyers showcase their expertise through their education and professional experience and establish authoritativeness by discussing recent cases and legal updates in their respective areas of specialization. Additionally, the blog builds trustworthiness by giving accurate information, citing relevant laws or legal cases, and providing disclaimers that clarify the limitations of the provided information. Consequently, the blog establishes itself as a reliable EAT compliant source for legal guidance.

EAT (Expertise, Authoritativeness, Trustworthiness) FAQ

What is EAT?

EAT stands for Expertise, Authoritativeness, and Trustworthiness. It’s a set of criteria used by Google to evaluate and rank the quality of a website’s content. These factors help ensure that users receive accurate and reliable information when they use the search engine.

Why is EAT important in SEO?

EAT is important in SEO because it helps determine the performance of a website in search engine results pages (SERPs). High-quality content that demonstrates expertise, authority, and trust is more likely to be ranked favorably by Google. As a result, focusing on creating content that meets these criteria will increase your likelihood of achieving higher rankings and attracting more organic traffic to your site.

How can I improve my website’s EAT?

To improve your website’s EAT, focus on these key areas:

  1. Expertise: Publish well-researched, informative, and accurate content written by subject matter experts.
  2. Authoritativeness: Build your reputation by earning backlinks from other authoritative and reputable websites. Share your content on social media channels and participate in industry-related forums and discussions.
  3. Trustworthiness: Make sure your website is secure (e.g., HTTPS), has a clear and easy-to-find privacy policy, contact information, and user-friendly design. Respond to customer reviews, testimonials, and user-generated content to establish trust and credibility.

Are there any tools to help measure EAT?

While there isn’t a specific EAT metric provided by Google, you can utilize various SEO tools to gauge your website’s performance in terms of expertise, authoritativeness, and trustworthiness. Tools like Moz’s Domain Authority, Ahrefs’ URL Rating, or SEMrush’s Trust Score can help you evaluate your website’s backlink profile and overall authority. Analyzing your content’s performance through user engagement metrics such as time on page, bounce rate, and social shares will also provide insights into its quality and EAT.

What’s the relationship between EAT and YMYL?

YMYL stands for “Your Money or Your Life” and refers to webpages that could potentially impact a person’s finances, health, safety, or well-being. Google places a higher emphasis on EAT for these types of pages as the information provided can have significant consequences on people’s lives. When dealing with YMYL topics, it’s even more critical to prioritize Expertise, Authoritativeness, and Trustworthiness in your content to rank well on search engines and provide reliable information to users.

Related Digital Marketing Terms

  • Google’s Search Quality Guidelines
  • YMYL (Your Money Your Life)
  • Page Quality Rating
  • Reputation Management
  • High-quality Content

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