Google’s EEAT Standards: How to Create Content Google Will Love

The most popular and widely used search engine in the world is Google with 6.3 million searches conducted per minute. It’s no wonder everyone wants to know how Google will rate their websites and content and how to get to the top page as well as Bing, Yahoo and others.

With the time of being able to rank web pages with keyword-stuffed, poor quality content well and truly over, Google has laid out its requirements in its Search Quality Rater Guidelines (SQRG),2013 – which are updated approximately every year. In 2018 Google included E-A-T (Expertise, Authoritativeness and Trustworthiness) as the factors it uses to rank content and sites, and in 2022 ‘Experience’ was added to create E-E-A-T. Google intended these search criteria to “better capture the nuances of how people look for information and the diversity of quality information that exists in the world” when it explained how these criteria would help.

This blog will look at how these standards impact the content you need to write and how to make sure Google loves it!

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Why do people want to be at the top of Google’s pages?

Simply put, if your website isn’t ranking on Google’s top page, no one will see it! Think about it, when was the last time you scrolled past page one? Most users will change their search request rather than scroll to page two or beyond. So, get on Google’s page one and you know people are much more likely to navigate to your site, increasing your chances of a sale or whatever service you offer. The holy grail of Google searches is to get your text snippet on page one as the most appropriate page for the searcher’s question. Ultimately, you want to keep readers on your page and prevent them from bouncing because your content is boring, ‘over-salesy’ or incorrect.

So what does EEAT stand for?

To produce content Google loves and ranks highly, it needs to meet the EEAT standards – so it’s important to know what these are to ensure what you’re writing meets them. Google is especially looking to elevate content which meets EEAT standards on pages and sites that are YMYL (Your Money or Your Life) in other words pages which connect to happiness, health, wealth or safety. On these pages, Google wants to ensure pages are not just relevant but correct – factually accurate, up-to-date and helpful rather than harmful to users – so these are more closely scrutinised by Google’s checking systems.


The dictionary defines experience as ‘The actual observation of facts or events, considered as a source of knowledge. To have experience of; to meet with, to feel, suffer or undergo’. So it means content should be credible, and Google will rank higher pages where the authors have actually experienced or display knowledge of the topic being written about. This is especially vital when the page relates to buying a product or service.


Similar to experience, google will rank content higher that displays a deep understanding of the topic, which goes beyond surface understanding and demonstrates knowledge of the subtleties of the subject. This means including reliable sources for citing facts and showing credible research and accuracy.


Leading on from expertise, having reputable sources to cite and including opinions from those who may be even more expert than yourself all help to build an authoritative tone and message. When your content has the authority, it allows your material to become a trusted voice and gain greater respect and recognition from others, including Google.


Gaining the trust of web readers and users is vital, especially if it asks people to part with their money. Content needs to be transparent and should provide information about returns, guarantees and more to demonstrate real people are behind the content and it’s not a scam. Avoid making exaggerated claims and provide various avenues to contact someone in person – all of this will help build trust.

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So, how do you create EEAT content Google will love?

Here are a few top tips to ensure your content hits the bullseye for Google’s checkers:


Make sure your content is either written by experts or professionals or at least verified by one! If you’re writing on behalf of a client, make sure they verify and edit any content you write for them so it has the stamp of authority and expertise.


Content that is poorly written and full of spelling, grammar and punctuation mistakes is not good to read and will put many readers off. Quality content which is communicated so it’s clear to understand and isn’t full of technical jargon will keep readers on the page.

Thoroughly checked

Check and verify any sources you’re citing to support your content, ensuring they’re reliable sources of information – preferably experts as this will add to the EEAT of your own content. Check links work and aren’t broken or directed to web pages that don’t exist anymore. Get someone else to check your writing as proofing with a second pair of eyes and another viewpoint can show any errors you might have missed.

Make it credible

Have reviews from customers and clients who can testify to your services or products, as one of the most powerful persuaders is positive word-of-mouth testimonies. Prove the credibility of your writing by evidencing qualifications and awards which demonstrate expertise and experience in a topic.

Stay relevant

One of the best ways to ensure you meet EEAT standards is to regularly make updates to your content, according to industry trends and changes as it will ensure your site is seen as a topical authority. Staying up to date also ensures you meet your audience’s needs, and when this is built around relevant keywords and an up-to-date SEO strategy your site will be ranked as a trustworthy source of information.

Still unsure?

If you’re still not sure your content is meeting EEAT standards, or you’re tempted to just let AI write it for you, then help is at hand. On that thought, a cautionary word about AI – it tends to be repetitive and robotic – after all, it IS a robot! If you’re using AI to help with your content creation, make sure it’s been humanised by someone who knows what they’re doing as Google doesn’t see AI content as meeting EEAT standards, so it can be counterproductive. Read more about the phenomenon of AI-generated content vs humanly written in our blog .

So, if you’re struggling to create content you think will meet Google’s standard checkers, or you’re finding SEO strategy painful, why not connect to our marketing magicians at Sherbet Donkey Media where our SEO specialists and content creators are ready and willing to help you rocket your site to the top of Google in no time? See how we’ve helped many others do just that!

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