The E in EAT: What is expertise, why does it matter and how can you showcase yours?

The E in E-A-T: What is expertise, why does it matter and how can you showcase yours?

If you have ever used a search engine like Google, you’ll know that there is loads of content out there. On pretty much any topic that you can imagine. This is great for search engines, as they’re able to show relevant results for any term that people type in. It does, however, require some effort to find out which content fits the search query best. One of the ways that Google rates the quality of content is by looking at E-A-T: Expertise, Authoritativeness and Trustworthiness. In this post, the first in a series of three, we’ll go into the E: expertise. What it is, why it matters and how you can show yours!

What is expertise?

When you Google the term expertise, it will show you the following definition: expert skill or knowledge in a particular field. Another addition to this definition can be found on

A written opinion by an expert, as concerning the authenticity or value of a work of art, manuscript, etc.

Expertise boils down to how knowledgeable or skillful someone is when it comes to a certain subject. As the definition on mentions, this can be expressed in the form of an opinion about the topic at hand. And because someone’s or something’s level of expertise depends on so many different factors, it can sometimes be difficult to judge expertise.

Why expertise matters for SEO

By improving on the expertise shown in your content, you can achieve higher Page Quality ratings. And higher Page Quality ratings can help you rank higher. Google has actually written quite some extensive guidelines on this. So that’s one very good reason why expertise matters and should be part of your SEO content strategy. But why does Google prefer expert content, anyway? Well, Google wants to provide the best experience possible for its users. And that means making sure that those users’ searches lead to the best results. Results that deliver what they need.

To put it another way: expertise matters for users, and that’s why it matters for Google and SEO. It’s natural to question where your information is coming from. You want to listen to someone who knows what they’re talking about, not someone who’s just guessing at things. For instance, if you’re looking for medical advice, you don’t want results from just any old source. You want information that you can rely on, written by a qualified doctor. Similarly, if you’re looking for skincare tips, you’ll probably prefer content from an experienced beauty blogger or a dermatologist. That’s why Google wants to figure out who has expert content on a particular subject and direct their searchers towards those results.

How Google rates expertise

Your Money or Your Life

YMYL is a term that Google uses for pages that have the potential to impact a person’s future happiness, health, financial, stability, or safety. They have very high rating standards for



This article was written by Camille Cunningham and originally published on SEO blog • Yoast.

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