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Written by Finn Ruijter, 06 April 2021

Radiate E-A-T and score in Google: with expertise, authority and trust

As a company, you want to be taken seriously by visitors: you want to exude professionalism. In the world of Search Engine Optimization (SEO), exuding expertise, authority and trust is a must, as Google now sees it as a ranking factor. This is often abbreviated “E-A-T. If you want to rank well in Google, read on!

SEO, or search engine optimization, is a combination of quality content, technology and link building. Google rates content and links based on relevance and quality, and technology ensures the best user experience for visitors. This means that Google values pages that contain expertise, exude authority and can be trusted.

What does E-A-T mean in the world of SEO?

E-A-T stands for Expertise, Authoritativeness and Trustworthiness. So this has to do with expertise, authority and trust. Google indicates that these three pillars are an important part of evaluating Web pages. If you score well on E-A-T, you will rank higher in Google search results. Websites from the financial, medical and health industries are rated extra strictly by Google for E-A-T. These websites must publish high-quality content because they can have a greater negative impact on the user’s situation compared to other websites. Some examples:

  • Websites on which financial transactions are made;
  • Websites that share medical information about (mental) health care;
  • Websites with legal information on divorce or loans, for example.

If such websites were to share misinformation, it could potentially harm a website user. For this reason, these types of websites are watched extra closely by Google to see if they meet the guidelines regarding expertise, authority and trust.

The ‘E’ of Expertise

By exuding expertise, you let visitors know that you are experts in a particular field. Makes sure your unique selling points are reflected in the text on key web pages, such as the home page and the “about us” page. For example, mention awards won, your years of experience, case studies and press coverage. Content must be reliable and usable and must not contain inaccurate information.

The ‘A’ of Authority

Exude authority by making content personal. Reflect the company’s identity on the website. Add author profiles to texts to make it clear who the content writer is. You can also think about adding a biography to the website. It is also important to demonstrate industry-specific certificates or qualifications on the website. If you are affiliated with specific organizations, please indicate that in the website footer, for example. For example, if you are a health care provider affiliated with a general practice, or a webshop operator affiliated with a delivery service.

Exude expertise


When writing content, it is additionally important to use clear source citations. Choose sources carefully and place a link in the text when you mention information from another website, with appropriate anchor text. Never simply copy content from other websites! This promotes the quality of your backlinks(link building) and indicates that you are transparent in sharing information.


In addition to making content personal and trustworthy, you can exude authority through reviews. These are personal experiences of you users. This is a form of social proof: informational social influence. These reviews can influence the buying process of potential customers. Because users find out what others think of your organization, they are more likely to confide in you when the reviews are good overall. Positive reviews create a good reputation with users, but also with Google. In fact, Google’s guidelines state that popularity, engagement and reviews are proof of a good reputation. This goes beyond providing good customer service: social media channels also play an important role.

Link to social media

Social media plays a big role in increasing your engagement and bringing in positive reviews. Channels like Instagram, Facebook and LinkedIn are the ideal way to communicate with your target audience. So make sure you always respond to posts on social media and seek interaction to ensure engagement.

The ‘T’ of Trustworthiness

In addition to expertise and authority, Google looks at how much visitors can trust your organization. The content you publish should be helpful, entertaining, actionable or informative for users. Make sure it adds something to the website. Only then can you gain the user’s trust.


Use images on the website that you created yourself, rather than stock photos. Ideally, you should use high-quality photos of your own employees and office building or branch office. This shows the people behind the organization. Users become familiar with faces.

Contact information

Make sure website visitors can easily find your contact information on the website. For example, through a button in the main menu. Because a user can contact you and see your name and address information, you exude trust and humanity.

Contact information on the website


Both security and privacy laws must be in place for any website. Reliability is especially important for Web shops, which ask users for banking information. A website or online store should not only portray security, but actually be secure. Data breaches must be prevented at all times. A good start is to check for an SSL connection (“HTTPS”) as an initial security and the AVG laws for processing personal data.

Keep updating website

For both users and Google, it is important to exude expertise, authority and trust. You do this by offering quality content. Always choose quality over quantity on your website. It is also important to keep updating and improving a website. After all, a website is never finished. This way you ensure that the latest updates are always done and the information is relevant and up-to-date. Need help? We are at your service.