The Undeniable Importance Of E-A-T In SEO And Link Building

6 November, 2023

In the ever-evolving world of search engine optimisation (SEO) and link building, one factor remains constant: the undeniable importance of E-A-T in SEO.

E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is not just a buzzword – it plays a significant role in determining search engine rankings and the success of your website.

Google evaluates the quality of content based on E-A-T, especially for businesses in the YMYL (Your Money Your Life) space, like medical practices and law firms. However, E-A-T is not limited to specific industries — it applies to any website where users input personal data or make financial transactions.

That means you, ecommerce business owners.

So, what is E-A-T? Why does it matter, and how do you convince Google your website lives by these values? Let’s dive in.

What is E-A-T?

Gorilla E A T Blog

To fully grasp the importance of Google’s E-A-T, it’s essential to understand exactly what it entails. Here’s a quick breakdown of Expertise, Authoritativeness, and Trustworthiness and why it matters.


Expertise is a fundamental element of E-A-T. It demonstrates to search engines and users that your content is trustworthy and reliable. To showcase expertise, it’s crucial to ensure that your content is accurate, up-to-date, and comprehensive.

One way to establish expertise is by providing detailed and informative content that goes above and beyond your competitors. This can include in-depth guides, case studies, research-backed articles, and expert opinions. By consistently delivering valuable content, you position yourself as an authority in your field.

It’s also essential to highlight the qualifications and experience of your content creators. Including author bios and credentials can further reinforce the expertise of your website and build trust with your audience.


Authoritativeness is a key component of E-A-T and involves establishing your website as a trusted and respected source of information.

To enhance authoritativeness, build a strong reputation within your industry and among your target audience by consistently producing high-quality content. This includes conducting thorough research, citing credible sources, and providing accurate and reliable information. By becoming a go-to resource for your audience, you increase your website’s authority.

You should also seek collaboration opportunities with other authoritative websites and industry experts. This can include guest posting, participating in expert roundups, or hosting webinars or podcasts. These collaborations not only expand your reach but also enhance your reputation and authority.


Trustworthiness is the foundation of E-A-T and is crucial for maintaining a positive user experience. To build trust with your audience, it’s important to prioritise transparency, reliability, and ethical practices.

Ensure that your website is secure and protected from cyber threats — implement SSL certificates, regularly update your security measures, and provide clear privacy policies to protect user data.

Avoid any deceptive or manipulative practices that could undermine your website’s trustworthiness. This includes avoiding keyword stuffing, misleading headlines, or using black-hat SEO techniques. Instead, focus on creating content that is honest, transparent, and genuinely valuable to your audience.

The relationship between Google’s E-A-T and link building

Link building is pivotal in SEO and is closely intertwined with Google’s E-A-T. When reputable and authoritative websites link back to your content, it improves your website’s credibility and trustworthiness; this, in turn, signals to search engines that your website is a reliable source of information.

By earning high-quality backlinks from authoritative websites, you not only improve your website’s visibility in search engine results but also strengthen your E-A-T. Search engines consider these backlinks as endorsements from trustworthy sources, helping to establish your website’s authority in your niche.

How to improve E-A-T for your website & link building efforts

Business Owner Working On Their Website

Improving E-A-T requires a strategic approach encompassing various aspects of your website and content. Here are some strategies to boost your website’s expertise, authoritativeness, and trustworthiness:

  • Invest in comprehensive and accurate content: Ensure your content is well-researched, up-to-date, and provides valuable insights to your audience.
  • Showcase the expertise of your content creators: Highlight the qualifications and experience of your authors, demonstrating their expertise in their respective fields. This might be through author bios and individual team pages.
  • Foster positive user experiences: Prioritise user-friendly website design, fast page load times, and intuitive navigation to enhance the overall user experience. You should also regularly monitor and improve your website’s security.
  • Encourage user-generated content and reviews: User-generated content, like reviews and testimonials, can boost your website’s trustworthiness and authenticity.
  • Build relationships with authoritative websites and industry influencers: Seek opportunities for collaborations, guest posting, and interviews to enhance your website’s authority.

Link building is a powerful tool for boosting E-A-T and improving your website’s search engine rankings. Here are some effective strategies to enhance your link building efforts:

  • Focus on quality over quantity: Instead of pursuing a large number of low-quality backlinks, prioritise earning high-quality backlinks from authoritative websites in your industry.
  • Guest posting on authoritative websites: Contribute guest posts to reputable websites in your niche, showcasing your expertise and building valuable backlinks.
  • Create shareable content: Develop content that is unique, valuable, and shareable, making it more likely to attract backlinks naturally.
  • Participate in industry-specific forums and communities: Engage in discussions, answer questions, and provide valuable insights to establish authority and attract backlinks.
  • Monitor and disavow toxic backlinks: Regularly monitor your backlink profile and disavow any spammy or low-quality backlinks that could harm your website’s reputation.

Harnessing the power of E-A-T in SEO and link building

E-A-T is a crucial factor in SEO and link building, directly impacting your website’s search engine rankings and overall success. By understanding and optimising E-A-T, you can elevate your website’s visibility, credibility, and, ultimately, your online success.

Remember to focus on showcasing expertise, building authority, and establishing trustworthiness through high-quality content, ethical practices, and strategic link building efforts. By prioritising E-A-T, you’ll not only improve your search engine rankings but also provide a valuable and trustworthy experience for your audience.

Improving E-A-T can be a big job, but the Gorilla team is here to help. We have SEO and E-A-T specialists on board who can break it down into more manageable, bite-sized pieces and work with your team to make it happen.

Contact us for a free consultation and quote!

By Scott Evans
As co-founder and Director of Gorilla 360, Scott has spent the last 12 years helping businesses grow through smart digital marketing.
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