Writing Site Content That Demonstrates E-E-A-T

If you want to improve your website’s ranking in search engine results pages (SERPs), you need to focus on creating high-quality content. Adding value to your users’ online experience should be a priority for your organization.

But where do you start, and how can you ensure you rank well? These are often the first two questions when discussing content strategy. A great place to begin is Google’s resources for website owners. These guidelines outline expectations for your content to perform well online.

Many content creators know E-A-T: Expertise, Authoritativeness, and Trustworthiness guidelines. In 2022, Google updated this acronym to include a second E, Experience. The four factors that make up E-E-A-T are part of Google’s search rater guidelines for ranking websites. Following these guidelines can contribute to your website’s reputation and performance.

Beginning the content creation process with E-E-A-T in mind can help you formulate your strategy and stay aligned with search engine and user expectations. Learn more about what each of these elements looks like when writing content.


The newest addition to the E-E-A-T is an important one. Experience is priceless when it comes to building confidence in your brand. When creating content, consider how you can demonstrate your experience in the subject matter. This process may look different for everyone.

The most important part of this process is ensuring that everything you claim is accurate and backed up by your first-hand experience or the experience of trusted resources. Work to show readers that you deeply understand your topic and can speak from experience in a way that adds value.


Google wants to show users the most accurate information when searching for a topic. That’s why it’s crucial to demonstrate your expertise on the issues you write about. You can do this by sharing your knowledge and personal experience and providing helpful and accurate information.

Experience and expertise often overlap, but the important thing to note is that expertise comes from time-tested experiences and a genuine interest in a particular subject.


Establishing yourself as an authoritative source on the topics on your site can be accomplished by building a strong online reputation and publishing high-quality content relevant to your target audience. Ways to establish authority online will vary by industry. The critical takeaway is that every piece of published content remains consistent.

One way to establish yourself as an authoritative source is to create a website or blog dedicated to your topic. Additionally, you can create and share infographics, videos, and other types of content that will help you bring value to your audience and demonstrate your authority on the subject.


Trust is the most important element of E-E-A-T. When creating trustworthy content, consider the accuracy, honesty, safety, and reliability of your content. Experience, Expertise, and Authoritativeness should all support your efforts to build Trust in your brand. You can do this by being transparent about your sources, providing accurate and up-to-date information, and being responsive.

The type of Trust required depends on the site. For example, a site with an online store needs secure purchase options to build Trust. Building Trust with visitors is paramount for a successful content strategy, no matter what type of website you are running.

By following these tips, you can create high-quality content that demonstrates E-E-A-T. These guidelines will improve your website’s ranking and create a connection with your target audience.

Here Are Some Additional Tips for Copywriting

  • When writing content, it’s essential to keep your audience in mind. What are they interested in? What do they need to know? Write about topics that are relevant to them, and write in a way that they can understand.
  • It’s important to be clear and concise. Avoid jargon unless it is suitable for your particular target audience. Get to the point quickly and ensure your content is easy to read and understand.
  • Before you publish your content, be sure to proofread it carefully. Look for errors in grammar, spelling, and punctuation. Ensure your content is error-free before you share it with the world.

For help writing quality content optimized for search engines, turn to the experienced team at Hall for guidance.

See how Hall can help increase your demand.