The E.A.T Framework. What Is It & Why Does It Matter?

Search engine optimization, also known as SEO, is a crucial part of many marketing strategies. SEO involves utilizing search engines such as Google, to gain more customers and create better overall brand awareness. So, how does Google determine which sites get to rank? Google wants marketers to know that there is a very important framework to help guide optimization. This framework is known as E.A.T, which stands for expertise, authoritativeness, and trustworthiness. Search quality evaluators at Google use these characteristics to determine which pages are most important. Let’s look at how you can use this framework to help your site be at the top of search results. 

Although E.A.T. is technically not a ranking factor, it has a major impact on how your content ranks. Essentially, the framework is a guideline that Google utilizes to classify high-quality content. Once content is determined to be high-quality, it’s allowed to rank higher. Therefore, it’s not a direct ranking factor, but it definitely has an indirect impact on how your site ranks. 

Expertise is the first part of this framework. This facet depends on context. Google determines expert content by looking at the quality of content. Along with this, Google determines what standard your page will be held to based on the purpose of your content. For example, if your site writes strictly news articles, the information in these should be accurate and supported by consensus of other experts. Authors should have qualifications and status, especially when these articles relate to something medical or historical. 

Google also determines expertise by looking at the skill-level shown in your content. Let’s say you have a platform where you share advice. If it is well-written and highly viewed, Google will see this as an area you have expertise in, making your content easily accessible and something that users are searching for. 

Authoritative content has power or control over a specific area. Someone who has authority on a topic is typically someone who is found to be highly reliable. This is an individual who people trust to have the proper knowledge. If you have authority over a topic, be sure to showcase it. Google wants to show users the best possible content when they search for something. They use this part of the framework to parse out which content has more power over others. Make sure the information you are sharing is not only accurate, but helpful to your audience. If you can hop on topics early, you have a better chance of gaining authority in that field. 

Finally, the idea of trustworthiness. Your site won’t perform well if you have inaccurate information. Trustworthiness deals with the accuracy and transparency of information provided to the audience. If users feel uneasy when they reach your page, they’re likely to leave it right away. Google takes note of this and will determine that your page might be untrustworthy. Making sure users get what they need is Google’s main focus, so they won’t rank your page if it is something users don’t trust. 

In conclusion, each of these factors will not exclusively affect ranking, but will have an impact on where the page ranks. Understanding what these characteristics mean can help you to create a page that will not only perform well on Google, but will likely generate higher audience engagement. When creating your site, make sure you are utilizing accurate information, being a leader in writing about topics, and creating a site that makes users feel safe. If you want guidance on how to create a high-quality website, let us help you! Head to for a full list of services.

Skip to content