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Cracking the Google E-E-A-T Code: Your Key to a Higher Quality Rating Score


by Patrick Dillon / Digital Strategy

November 21, 2023

  • 4 min read

Looking to boost your Google rating? Then there’s something you should know.

A global team of Google search evaluators is keeping a watchful eye on your website. Their mission: determine whether your content demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Then, based on their evaluation, assign your website a Google ranking.

In a nutshell, this is Google’s quality rating process. And if you aren’t following it, there’s a chance your Google ranking is taking a hit.

The big question is, how can you ace the Google quality test while improving behavioral metrics, increasing visibility, and driving more lead conversions? We’ll tell you below.

What Is E-E-A-T?

The days of keyword stuffing and thin or duplicate content are over. Google is on a mission to give users what they want—original content created by authoritative sources users can trust. And it’s up to content creators to meet this standard.

With help from the E-E-A-T acronym, evaluating your content before posting it is easier than you think.


Google assesses web content with a focus on experience. Why? Content creators with real-life experience bring practical knowledge to their subject matter. They are more likely to produce well-researched content that answers users’ questions and satisfies their curiosity.


Google favors content created by those who demonstrate expertise in their field. For example, an article on cancer treatment written by a board-certified oncologist at the Mayo Clinic inherently pulls more weight than a similar article written by a car mechanic. Google recognizes this and ranks accordingly.


Authoritativeness is closely related to expertise but different. Think BBC and The New York Times versus TikTok videos. Authoritative sites often have backlinks from other sources, strong branding, and comprehensive coverage of niche topics. 


It’s uncommon, but even when an author has experience, authority, and expertise, there’s still a possibility that their content could be deceptive, outdated, lack proper references, or present subjective opinions as objective facts.

E-E-A-T in Action

WISE created a comprehensive digital marketing strategy and evaluated all content using E-E-A-T for our client Jorgensen, Brownell & Pepin, P.C.

In addition to helping Google recognize the experience, expertise, authoritativeness, and trustworthiness of this law firm, our efforts generated more than 8,500 new leads, with $13M+ in revenue attributed back to those leads. That’s the power of E-E-A-T! Check out this blog to learn more about the results we achieved for Jorgensen, Brownell & Pepin, P.C. 

How to Improve Your Site’s Score

To excel in Google’s Quality Rating evaluations and boost your content’s performance, embrace the E-E-A-T principle.

Create People-First Content

Start by creating user-centric content that prioritizes your audience’s interests and needs. Your content should provide answers, offer valuable advice, and leave readers more satisfied than they were before visiting your site. Content should be original, error-free, written by a human, and regularly updated to keep pace with your audience’s evolving needs.

Be Transparent

Google (and readers) want to know the author behind the content. Give your content more credibility with an accompanying bio that includes the author’s name, credentials, and experience. Also, use citations and references from reputable sources to show that your information is well-researched and trustworthy.

Nurture Your Online Reputation

Brand perception also impacts your E-E-A-T score. Monitor what people say about your brand, address negative feedback, and showcase your commitment to stellar customer service.

Take Advantage of User-Generated Content

User-generated content (UGC) is created by anyone who uses your brand’s products or services. This content could be videos, reviews, testimonials, or any other user-created content shared with others.

When used effectively, UGC shows that real users engage with your brand. This trust signal can strengthen brand loyalty and be a great way for others to become more connected and engaged with your brand. Leverage UGC and do so often.

Build Trust and Authority with Backlinking

When reputable websites link to your content, you earn a backlink. This not only signals to users that your brand is a trusted and credible source but also serves as an endorsement, validating the authority of your content. This demonstrates that your brand is part of a respected and trustworthy network—which, in turn, enhances your brand’s expertise and authority.

Put Your Content in WISE Hands

You’ve got a handle on Google’s Quality Rating process. That’s a great start, but is it enough? In our experience, not quite.

Without a doubt, you are an industry expert. After all, you built your business from the ground up, know your competitors, and keep a pulse on the market. Considering that, it seems logical that you’d be the one behind your company’s content generation strategy.

But here’s the ironic twist: that experience may actually keep you from reaching your full potential.

You’re undoubtedly an expert in your field, but to the uninitiated, your content might come across as confusing, technical, or predictable.

Our team creates content that injects energy into your brand, builds momentum, and resonates with audiences. Then, we enhance it with a customized SEO strategy that cuts through the online noise and reels in leads—without compromising your brand’s essence.
In short, we have the skills, process, experience, and fresh perspective to ensure you master your content game and grow your business. Ready to learn more? Schedule a complimentary consultation today!


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