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Google E-E-A-T: creating content that puts people first
If you work in marketing, you’ve probably come across Google’s E-E-A-T by now. It stands for Experience, Expertise, Authority and Trust—and it’s fast becoming a must-have if you want to stay visible and credible online. It’s no longer a question of whether you meet the standard, but how well you do that. And it’s not just Google that cares. AI models like ChatGPT also favour helpful, trustworthy, human-focused content. Oh, and your actual website visitors? Same story. At the heart of it all is your audience. E-E-A-T is about creating content that truly speaks to them. It’s a shift away from keyword stuffing and box-ticking, and towards delivering real value—content that answers the needs behind the search. These days, it’s not just about showing up in search results. It’s about being relevant, reliable and worth the click.
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