E-E-A-T: Why Google is increasingly concerned about who is behind the content

Blog Marketing
26. 05. 2026
Kateřina Mrenová

Do you have a website full of articles, technical SEO is fine, and yet your competition is crushing you in search results? Perhaps it's time to look at what Google is monitoring more than ever – and that is E-E-A-T. Four letters that determine whether your content inspires trust or blends in with the crowd. 

What E-E-A-T actually means 

It is not a new acronym for another trendy wave in SEO. E-E-A-T is how Google assesses content quality – and it does so increasingly sophisticatedly. 

And it is precisely credibility that encompasses the entire concept – the higher it is, the more the other three pillars stand out. 


From E-A-T to E-E-A-T: what has changed and why 

The original concept E-A-T was first mentioned by Google in its Search Quality Evaluator Guidelines back in 2014. However, in December 2022, the first “E” was added – Experience. 

Why? Because tools for generating AI content emerged. Suddenly, the internet was filled with articles that technically hold up, but were not written by anyone who understood the topic from a professional perspective. Google responded clearly – it added the author's experience to content evaluation. It is not enough to just write about a topic. You must have lived it.

Where E-E-A-T Matters Most: YMYL Content 

If you write about health, finance, law, or safety, Google evaluates you more strictly than anyone else. This type of content even has its own category – YMYL (Your Money or Your Life). 

The logic is simple: a faulty article on investments or medical advice without expert backing can have a real impact on people's lives. And Google is aware of this. 

Typical YMYL areas include: 

  • medical articles and diagnoses, 
  • investment and tax advice, 
  • legal guides and contract templates, 
  • e-commerce sites processing payment information. 

Does your website fall into any of these categories? E-E-A-T is not just an optional addition – it is a necessity. 

How Google E-E-A-T Evaluates in Practice 

The algorithm itself is not the only player. Google employs thousands of quality raters (Search Quality Raters), who review websites according to publicly available Guidelines – rules that determine how to assess the quality of websites. Their evaluations do not directly affect your search ranking – but they serve to train the algorithm. 

In other words: what holds up under human evaluationm, will eventually reflect in how the algorithm assesses quality. 


Four Areas Where You Build (or Diminish) E-E-A-T

Experience: write from personal experience, not from Wikipedia 

Instead of a general overview of “what CRM is,” write: “We tested three CRM tools for six months in real operation – and here are the results.” Add numbers, screenshots, and situations that occurred. 

Google and users can tell the difference between someone who knows the topic from hearsay and someone who has experienced it. Case studies, field photos, or an honest article about what went wrong (or right) and how you dealt with it are particularly powerful. 

Expertise: go deep, not wide 

An article titled “10 SEO Tips” will not surprise anyone today. But “Analysis of 200 Czech E-Shops: What Determines Rankings in 2025” – that’s a different league. 

Include an author for each article with a photo, bio, and a link to LinkedIn. If someone from the team has spoken at a conference or has been quoted in industry media, mention it – and make it visible. 

Specialized pages will always outperform general ones. Prefer “SEO for E-Shops on Magento” over just “SEO Services.” 

Authoritativeness: authority is built outside of your own website 

It is not enough to be an expert – others must know about you. One link from an authoritative media outlet is worth dozens of weak backlinks. Aim for PR articles, interviews, and guest posts on relevant websites. 

Client logos on the website, their citations, and specific results are strong signals. Likewise, an active presence on LinkedIn or professional forums. 

Trustworthiness: fundamentals that must not be underestimated 

  • Complete "About Us" page – address, company registration number, team photos, company history. 
  • Reviews on independent platforms – Google Business Profile, Firmy.cz. And respond to negative ones as well – professionally and factually. 
  • Clear terms and conditions and GDPR – understandable conditions say "we have nothing to hide". 
  • Safe and fast website – HTTPS is the minimum today, not a bonus. 

Why AI content alone is not enough 

AI has no experience – it has not experienced anything, tried anything, and lacks real-world data.Google is increasingly able to recognize generic content without added value – and average text simply blends in with the competition. 

This does not mean that AI does not belong in content creation. On the contrary. It works great as a tool for structure, research, and the first draft.But an expert must be part of the process – to review, add experience, and sign off on the result. Literally. 

These E-E-A-T errors undermine 

Before you start making changes, check if any of these points apply to you: 

  • content without an author or with a fictitious profile 
  • AI articles without expert review and real experience 
  • outdated texts that haven't been updated for years 
  • missing or outdated contact information 
  • backlinks from low-quality or irrelevant sources 

Each of these errors sends a signal: this website does not deserve trust. 


E-E-A-T is not a sprint, it's a marathon 

E-E-A-T cannot be solved with a single article or technical intervention. It is built through consistency – quality content, transparency, and a reputation that grows over time. 

Websites that invest in this are more resilient to algorithm fluctuations and the rise of AI tools in search. Because Google will increasingly reward those who have something to say – and can back it up. 

Want to know how your website is doing? Start with a website audit – we will take a thorough look at your website, show specific weaknesses, and suggest effective solutions.