What is Google EEAT? How to create content that ranks and builds trust

If you’re new to digital writing, you’ve probably come across a lot of acronyms — SEO (search engine optimization), SERP (search engine results page), CTA (call to action), CMS (content management system)... the list goes on.

One you’ll want to learn early is EEAT.

EEAT is how Google determines which content deserves to rank well in search results. It’s a framework for assessing whether what you’re sharing is useful, accurate, and trustworthy—not just for Google, but for your readers too.

If you want your content to connect with your audience, show up in search, and support a brand’s goals, understanding EEAT is essential. Whether you’re writing blog posts, landing pages, or paid campaign content, keeping EEAT in mind will help your work stand out and stick with readers.

What does EEAT mean?

EEAT stands for:

• Experience

• Expertise

• Authoritativeness

• Trustworthiness

These four pillars come straight from Google’s search quality rater guidelines, which are used to evaluate whether content is genuinely helpful — especially for topics that can impact someone’s health, safety, money, or overall well-being.

Google calls these “Your Money or Your Life” (YMYL) topics.

"Our systems give extra weight to content that shows strong EEAT, especially on topics that can impact people’s health, financial security, or safety." — Google, Creating helpful, reliable, people-first content

Why EEAT matters for SEO and search rankings

No matter how polished your writing is, if it doesn’t feel credible or grounded in experience, it’s unlikely to perform well in search engine results.

When you demonstrate EEAT in your content, you’re showing that:

• You know what you’re talking about

• You have firsthand experience or verified expertise

• Your content is honest, accurate, and reliable

This credibility doesn’t just improve your organic rankings — it also impacts paid content performance. If you're sending users to low-trust content through ads, they’re more likely to bounce, which means wasted budget and lost engagement.

In short: content that reflects EEAT is more likely to rank well, earn trust, and drive results.

How to show EEAT in your writing

This isn’t about checking boxes or writing for rankings. It’s about communicating clearly, backing up your ideas, and staying focused on your reader’s needs.

Here are some practical ways to write with EEAT in mind:

1. Lead with real experience

Write about topics you’ve lived through, studied in-depth, or worked with directly. Your personal experience adds a layer of authenticity that both readers and search engines recognize.

Example: Reporting on mental health research is my freelance niche. My work is grounded in lived experience, academic training in interdisciplinary research, and a passion for delivering accurate, accessible information. Over time, I’ve added mental health first aid, peer support, and anti-violence training, and deepened my expertise by interviewing clinicians, counsellors, researchers, and allied health professionals.

2. Do your research

Even if you’re familiar with a topic, double-check facts, statistics, and recent developments. Use trustworthy sources and cite them when needed.

Example: I’m not a clinician—I’m a writer. I ground every article in peer-reviewed research and expert insight, often conducting 2–3 expert interviews and referencing 5–20 credible sources per piece.

3. Write for the reader, not yourself

Ask yourself: What does my audience really want to learn or solve here? Let that guide your structure and word choices—not your personal opinions or assumptions.

Example: My experience informs my tone, but my structure and focus are led by what readers are searching for.

4. Use clear, scannable formatting

Break up text with subheadings, bullet points, and short paragraphs. This helps readers (and Google’s crawlers) easily understand your message.

Example: I write for readability and ease of understanding—mobile-first, inclusive, and easy to scan for key takeaways.

5. Always get feedback

A fresh set of eyes can catch things you’ve missed—like awkward phrasing, unclear logic, or factual gaps. Peer or mentor feedback makes your work stronger and helps you grow.

Example: After 12 years, I value the work of editors now more than ever. Feedback isn’t a sign of weakness — it’s part of creating quality content.

Final thoughts

EEAT isn’t SEO jargon — it’s a practical way to think about writing with care, credibility, and clarity.

When you focus on experience, evidence, authority, and trust, you create content that’s more than just words on a page. You’re building something that’s valuable to readers and discoverable by search engines.

No matter where you are in your writing journey, keeping EEAT front and center will help your content get noticed, trusted, and remembered.

Want to learn more? Start by reading these articles:

• Google: Creating helpful, reliable, people-first content

• Google search quality rater guidelines

• Semrush: Google EEAT