E-E-A-T and content creation

E-E-A-T and content creation

Content creation is an important part of any Search Engine Optimisation (SEO) strategy. Good content can drive organic traffic to your website, improve your website’s visibility on the Search Engine Results Page (SERP), and improve the user experience on your website. The guidelines and regulations for good content are always changing and being updated, and E-E-A-T is the new term being used by Google to measure and support good content. So what do you need to know about E-E-A-T and content creation? And why is this important?

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These have become important factors for Google to evaluate content and to successfully rank content based on credibility, and usefulness for website users. As such, E-E-A-T has become an important part of the benchmarking systems for ensuring that website content is of a good quality.

Understanding E-E-A-T and content creation

To understand the role of E-E-A-T in content creation, it’s important to look at each aspect individually. 


Firstly, experience is the newest E to be added to the guidelines. This means that Google will highly value content that includes real life experience of the topic or content, and first hand knowledge. In terms of content creation, adding details and information to your website content that give first hand knowledge, or details of your own experience on the topic can be very beneficial. Not only does this help elevate your content in terms of the E-E-A-T guidelines, but it can also help you to connect to your audience. Potential customers or clients can often be swayed by the inclusion of first hand knowledge, as this adds a different element to the content, and can help your audience to make a committed decision to purchase or sign up.


The second E in the acronym refers to expertise, and this is measured by the level of knowledge and skill possessed by the content creator, or the source providing the information. It is impossible to overstate the importance of content creation expertise. In general, website content is usually more perceptive, accurate, and educational when it shows deep expertise of the subject. In practice, this translates into thoroughly researched content that is supported by dependable sources and a thorough understanding of the subject. In addition, by showcasing credentials, experience, and qualifications, your company can demonstrate industry knowledge directly on the website. This also helps to build a great, trust based relationship with your potential customers or clients.


The A in the acronym refers to authoritativeness. This pertains to the credibility and reputation of the company and the website itself. An authoritative company is one that has recognition, whether this is through recommendations and reviews, or qualifications and experience, all of which should be displayed on the website. This is something that can only be developed over time, through consistent delivery of accurate, well-sourced, and unbiased information. Collaborations with other respected companies, and renowned industry experts, as well as citations from reputable sources, and a history of producing reliable content, can all contribute to establishing authoritativeness. In addition, in terms of user experience, this can be highly beneficial. This is because users are more likely to trust and engage with content that originates from authoritative sources.


Finally, the T stands for trustworthiness. This encompasses the reliability and transparency of the content. Any content on your website can gain credibility when the sources are apparent, and when the purpose of the content is transparent. To achieve this, your company needs to make sure that the written content is free of inaccurate information, and that dishonest tactics are not used. Additionally, building trust with the audience requires maintaining a steady, honest tone throughout the content. Ultimately, by creating content that is transparent, you will be able to build a relationship of trust with your potential customers and clients.

As Preston’s leading web design and web marketing professionals, here at Pumpkin Web Design, we provide a wide range of high quality, effective website solutions and content marketing services across Preston and the North West, from Southport to Wigan, as well as Manchester. For more information or advice about professional SEO why not get in touch today?

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