Google’s EEAT Experience, Expertise, Authoritativeness, and Trustworthiness) helps determine which content shows up in search and AI Overviews.
With search changing fast, especially with AI Overviews pulling answers directly into Google results, and it’s more important than ever to create content that Google trusts. One of the ways Google decides which websites and pages to feature (both in regular search results and AI answers) is through EEAT, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
EEAT helps Google figure out whether your content is real, reliable, and worth recommending to users. If your site shows strong EEAT signals, you have a better chance of ranking higher and even being chosen for AI-powered summaries.
1. Experience
Google wants to know if your content comes from someone with first-hand experience. AI Overviews favor information that feels real and proven, not just copied or generic.
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Example: A review for hiking boots that says “I wore these on a 10-mile hike through rocky terrain” carries more weight than a post repeating specs from a manufacturer.
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Adding your own photos, stories, and results from real use builds trust with both readers and search engines.
2. Expertise
Expertise is about showing that you know what you’re talking about. Google’s AI-driven search is designed to pull answers from sources with clear knowledge and authority on a topic.
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Example: A “how to treat a sprained ankle” guide from a licensed physical therapist is more likely to be featured than a generic article with no author info.
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As a business owner, writing content based on your professional skills and background helps you stand out in search and AI results.
3. Authoritativeness
Authoritativeness is your online reputation. If other credible sites talk about you, link to your content, or mention your brand, Google sees you as a more reliable source.
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Example: A local bakery with recipes featured on multiple reputable food blogs is seen as more authoritative than a site with no external mentions.
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Building backlinks, earning mentions in industry publications, and listing your business in trusted directories can strengthen your authority.
4. Trustworthiness
Trust is crucial, especially in the age of AI-driven answers where bad information spreads fast. Google rewards websites that are transparent, secure, and easy for users to verify.
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Example: An e-commerce site with a clear return policy, HTTPS encryption, and visible reviews builds far more trust than one with no contact info or security measures.
Why EEAT Matters for Your Business
AI Overviews and other search features rely on finding the most trustworthy, accurate, and experience-backed information. EEAT helps Google decide which content is safe to surface at the top of results. The better you demonstrate EEAT on your website, the more likely you are to rank well, earn clicks, and get chosen for AI-powered answers.
How to Improve Your EEAT
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Write from real experience. Share personal insights, customer stories, or real results from your product or service.
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Highlight your expertise. Include qualifications, certifications, or years of experience where relevant.
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Earn authority. Get backlinks or mentions from reputable sites in your industry.
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Be transparent. Add a strong About page, contact info, and clear policies to build user trust.
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Keep your site accurate and updated. Outdated or vague content won’t perform well in AI-driven search results.
Key Takeaways from diib
EEAT tells Google (and its AI tools) that your content is genuine, reliable, and written by people who know their stuff. If you want to stay visible in traditional search results and AI Overviews, focus on adding real experience, expert insights, and trustworthy information to every page on your site. Doing this builds your credibility, attracts more clicks, and sets you apart from competitors.