E-E-A-T: Why the Extra ‘E’ Still Matters in 2025

Google made SEO headlines when they added an extra E to their well-known E-A-T guidelines, so the acronym is now E-E-A-T, or Double E-A-T.

The new E stands for Experience, meaning the full phrase is Experience, Expertise, Authoritativeness, and Trustworthiness. But what does Google really mean by its addition of Experience to one of SEO’s most well-known principles?

When Google introduced an additional “E” to its well-known E-A-T framework, it marked a significant shift in how content quality is assessed. The acronym now stands for Experience, Expertise, Authoritativeness, and Trustworthiness, or E-E-A-T. This update wasn’t a superficial change. It reflected Google’s growing emphasis on real-world relevance and genuine user value. As content creators, marketers, and business owners, understanding what this extra “E” represents—and how it affects SEO—has been essential, and remains so in 2025.

What is the E-E-A-T principle?

Google’s E-E-A-T principles are embedded in its Search Quality Evaluator Guidelines, which help assess whether content is helpful, reliable, and created with a user-first mindset. While these guidelines don’t directly control rankings, they heavily influence the machine-learning models that shape Google’s algorithm.

Experience

Let’s begin with Experience, the most recent addition. This factor asks whether the content was created by someone with real-world experience related to the topic. Authenticity is key – a tutorial, review, or guide is far more valuable (and more likely to rank) when it comes from someone who has actually done the thing they’re writing about. For example, a hands-on review of a piece of software by someone who has used it daily carries more weight than a generic overview. Google is prioritising these first-hand insights because they reflect real use, not just surface-level knowledge.

The addition of Experience is particularly relevant in a digital world increasingly populated by AI-generated content and repurposed information. Google’s own examples emphasise this point: if you’re seeking information on how to file taxes, you want a qualified accountant. But if you’re deciding between tax prep software, you may value feedback from real users who’ve tried different options. First-hand experience adds a layer of relatability and depth that expertise alone can’t always provide.

Expertise

Next is Expertise, which remains crucial, especially for topics that fall under the “Your Money or Your Life” (YMYL) category, such as finance, health and law. This looks at whether the content creator has the necessary qualifications or training to speak authoritatively on the subject. Credentials, certifications, and evidence of professional background all contribute to Google’s evaluation of expertise.

Authoritativeness

Authoritativeness builds on expertise by looking outward. Are others referencing your work? Is your name or brand recognised within your industry? Authoritativeness is earned through citations, backlinks, mentions in trusted publications, and a strong reputation. Google rewards content that is widely recognised as a go-to source, and this requires time, consistency, and a proactive approach to building digital relationships.

Trustworthiness

Finally, there’s Trustworthiness. Trust is about more than just avoiding misinformation. It’s about transparency, accountability, and credibility. A trustworthy site clearly discloses who is behind the content, provides citations for claims, uses HTTPS security, and avoids misleading practices like excessive pop-ups or clickbait. Google wants to send users to sources that feel safe and honest—both in terms of content and user experience.

Why does E-E-A-T matter more now than ever?

As Google continues refining its algorithms to better match content with user intent, E-E-A-T helps search engines distinguish between content that’s simply optimised and content that is genuinely useful. Content lacking in E-E-A-T, such as a review of a restaurant written by someone who’s never dined there, is increasingly deprioritised in rankings. Meanwhile, content that’s rich in expertise and built on authority earns better visibility and user engagement.

To apply E-E-A-T to your own website, think holistically. Demonstrate your authority and knowledge by using original photos, personal experiences, and detailed case studies. Guest posts, citations, and relationships with other reputable voices in your industry all help too. Above all, earn trust by being transparent—clearly identifying your authors, linking to reliable sources, and maintaining a clean, user-friendly design.

At Artemis, we stay up to date with Google’s latest recommendations and suggestions around content quality. Our approach to SEO and content creation is grounded in the principles of E-E-A-T, helping you build visibility, credibility, and lasting impact. If you’re ready to enhance your website with content that ranks and resonates, contact us today.