E-E-A-T is not a single score you can look up. It is a multi-dimensional quality assessment that Google's systems evaluate across your entire site. But unlike many vague SEO concepts, improving E-E-A-T has specific, concrete actions — things you can implement this week that demonstrably strengthen the signals Google's quality raters look for.
How do you improve the Experience dimension of E-E-A-T?
Experience is the newest and most distinctive E-E-A-T signal — it is the one AI-generated content struggles to fake convincingly. You demonstrate experience by including details that could only come from genuine first-hand involvement with the topic.
Specific experience signals to add to your content:
- Screenshots of tools, dashboards, or results you have personally worked with
- Specific numbers from your own tests ("when I ran this on 50 client sites, I found...")
- Named examples from your own work (with client permission where relevant)
- Mistakes you made and how you corrected them — a perspective that only experience provides
- Dates and contexts for when you encountered specific situations
How do you improve the Expertise dimension?
Expertise signals are primarily about making your authors' qualifications visible and verifiable.
- Create author bio pages for every person who writes content on your site. Include: full name, professional photo, relevant qualifications with registration numbers where applicable, years of experience specifically in the topic area, and links to published work on other authoritative platforms.
- Display author names on every article with a link to their bio page — anonymous content scores low on Expertise regardless of quality
- Have content reviewed by a named expert if the primary author lacks formal credentials in the topic area. A "Reviewed by Dr. [Name], [Credentials]" byline significantly strengthens YMYL content.
How do you improve the Authoritativeness dimension?
Authoritativeness is built externally — through recognition from other respected sources in your field.
- Earn editorial backlinks from industry publications — as covered in our guide to safe link building, links from respected publications in your niche directly build authority signals
- Get cited by other experts — unlinked brand mentions from respected sources also contribute to authority
- Publish original research — data that others cite positions your site as an authoritative source of information in your niche
- Respond as an expert to journalist queries — HARO and Connectively citations in major publications build both authority links and brand recognition
How do you improve the Trust dimension?
Trust is the most important E-E-A-T dimension according to Google's own guidelines. Many trust improvements take less than an hour to implement:
- Ensure valid HTTPS throughout your site — verify with our SSL checker
- Add a detailed About page naming the real people behind the site with their backgrounds and contact information
- Display verifiable business credentials — Companies House number, VAT registration, professional body memberships with links to public registers
- Add a clear, easy-to-find contact page with a real address, phone number, and email address
- Publish transparent editorial policies — for content sites, a clear editorial process, correction policy, and conflict-of-interest disclosure builds measurable trust signals
- Remove or fix intrusive advertising — pages dominated by ads that obscure content score poorly on trust assessments
Is there a tool that measures your E-E-A-T score?
No official tool measures E-E-A-T — Google does not publish it as a numeric score. Third-party tools that claim to "score" your E-E-A-T are measuring proxies rather than the actual signals. The most reliable assessment is to review your site against Google's Quality Rater Guidelines directly — the document Google uses to train its quality raters is publicly available and describes exactly what high and low E-E-A-T looks like.
Summary: E-E-A-T improvement checklist
- Experience: add screenshots, specific results, first-person examples, and context only genuine experience provides
- Expertise: create author bio pages with verifiable credentials; name every author; review YMYL content with qualified experts
- Authoritativeness: earn editorial backlinks; get cited by experts; publish original research
- Trust: HTTPS ✓, detailed About page ✓, verifiable business credentials ✓, clear contact info ✓, editorial policies ✓
Continue reading: What is Google's Helpful Content system and are you affected?