E-E-A-T: It Used to Be About Writing Well – Today It’s About Being Trustworthy

Let’s be honest: once, to succeed in organic Google search, all we had to do was find a few keywords, push them into an article and publish. Today? That no longer works. The world has changed. Google has understood that we’re not just robots searching for words, but people looking for answers from someone we can trust. That’s exactly the idea behind E-E-A-T.

So what exactly is E-E-A-T?

Think of it as your professional, human business card online. Google wants to know who you are, what you know and what your experience is. The model is built on four simple principles:

• Experience: This is the new thing Google added. It says: “Don’t tell me – show me.” The best way to do that is through stories from the field. For example: A while ago, we noticed we were getting visits from a phrase we didn’t expect to rank for. When we looked into it further, we discovered the traffic was coming from the “Ecosia” search engine. We immediately realized it was a great story, started researching everything related to this search engine, learned its advantages and disadvantages, and of course – published a detailed article about it. That created unique content that didn’t exist anywhere else. This experience proves we don’t just guess – we act, research and deliver results.
  
• Expertise: This is your professional knowledge. On an insurance blog, Google will prefer an article written by a licensed insurance agent over one by a general content writer. Your expertise gives readers confidence that they’re getting accurate information.
• Authoritativeness: How does the world see you? Do major sites in your field link to you? Is your brand mentioned in respected places? When other experts value you, it proves to Google that you’re an authority in the field.
• Trustworthiness: This is the foundation. It means visitors can trust you at any moment. Is your site secure (HTTPS)? Do you have a clear “About” page with contact details? Do you stand behind what you write?

Why is it so important for us today?

Because Google wants to protect us from false information – especially in fields like health and finance, where a mistake can cost us dearly. When we write about topics like these, Google checks the E-E-A-T principles with extra care. It wants to make sure we’re not misleading anyone.

How can you build E-E-A-T?

It’s easier than you think. Here are a few tips:

• Introduce yourselves: Give your writers a face and a name. Tell a bit about them on the “About” page – what their experience is and what their qualifications are.
• Show your experience: In your articles, don’t be afraid to share personal stories. “When I arrived in northern Thailand, I discovered that…” is much stronger than a dry article. Include your own photos and videos.
• Collaborate: Connect with bloggers or other businesses in your field. Write guest articles on their sites, link to them and have them link to you. This establishes you as part of a professional community.
• Be transparent: Make sure your site is secure. Give readers an easy way to contact you. A privacy policy and terms of use may sound boring, but they give a sense of security.

It’s time to make a change: build a brand both Google and people love

In today’s era, you can’t hide behind a screen. Your success depends on who you are, how trustworthy you are and what you bring to the table. At WSO, we believe in the power of content created by people, for people. We’ll be happy to help you build a trustworthy, strong brand that will stand the test of time and prove to Google and users that you have much more than they expected to find.

Want to build a brand people truly trust?

Leave your details and we’ll get back to you so we can sit down over a cup of coffee (even a virtual one!) and talk about how we can do it for you.