E-E-A-T in Action: How to Show Google and Your Customers That You’re the Real Deal
If you’ve been following SEO trends over the past few years, you’ve likely come across the acronym E-E-A-T. Standing for Experience, Expertise, Authority, and Trust, E-E-A-T is part of Google’s Search Quality Evaluator Guidelines and plays a critical role in determining how content is ranked—particularly in industries where accuracy and credibility matter most.
But while many marketers talk about E-E-A-T, few understand how to actually demonstrate it on their websites and content. In 2025, with the rise of AI-generated content, misinformation, and stricter algorithm updates, proving your brand’s authenticity and credibility isn’t optional—it’s a ranking factor and a conversion driver.
So how do you prove to Google (and real people) that you’re the real deal? In this blog, we break down practical, actionable ways to demonstrate E-E-A-T across your digital presence—from your website structure and bios to the content you publish and the reviews you earn.
Why E-E-A-T Matters More in 2025
Google doesn’t want to rank just any content—it wants to rank the most reliable, relevant, and authoritative content available. With increasing reliance on AI to power search results (like Google’s Search Generative Experience), Google needs clearer signals that your site is trustworthy and accurate.
E-E-A-T isn’t a single ranking factor but a collection of signals that help Google—and your customers—assess whether you’re a credible source of information or a business worth trusting.
Sites that showcase strong E-E-A-T are more likely to:
- Appear in featured snippets and high-ranking positions
- Convert visitors into leads or sales
- Gain backlinks and social validation
- Perform better during core algorithm updates
For businesses in health, finance, law, education, and home services—collectively known as YMYL (Your Money or Your Life) industries—E-E-A-T is especially important.
1. Showcasing Real-World Experience
Experience is the newest addition to the E-E-A-T framework. Google wants to know whether the content creator has first-hand, practical experience with the topic they’re discussing.
How to demonstrate experience:
- Include bios on all blog posts and landing pages, highlighting your team’s direct involvement in the industry.
- Add author profiles with work history, credentials, and links to relevant publications.
- Publish case studies and project results with real data and outcomes.
- Use behind-the-scenes images or videos that show your team in action.
- Share testimonials that describe what it was like working with your business.
Example: On the Digital Presence website, each case study not only shares SEO or PPC results but includes the client’s goals, challenges, and specific steps taken. This isn’t theory—it’s proven experience.
2. Building and Communicating Expertise
Expertise refers to the depth of knowledge your team holds about a particular subject. It’s not enough to say you’re an expert—you need to demonstrate it.
How to show expertise:
- Publish well-researched, in-depth content that goes beyond surface-level advice.
- Keep your content up to date with the latest statistics, tools, and strategies.
- Feature qualified professionals as authors (e.g., certified trainers, registered dietitians, licensed builders).
- Get your team members interviewed or quoted in media, podcasts, or webinars.
- Include speaking engagements, training workshops, or published research.
Don’t hide your expertise behind generic, AI-written blog posts. Show the face and voice of real specialists. That’s what gives your brand credibility and differentiates it from low-effort competitors.
3. Establishing Authority Through Third-Party Signals
Authority is about how others see your brand. Are you a go-to voice in your industry? Do other websites link to you, mention you, or cite your expertise?
How to build authority:
- Earn backlinks from reputable publications, industry blogs, or news outlets.
- Guest post on high-authority websites.
- Encourage satisfied clients to leave detailed reviews on Google, Facebook, and relevant directories.
- Display logos of partners, sponsors, awards, and media features.
- Show off customer success stories that demonstrate your ability to deliver results.
At Digital Presence, we help brands build authority through a mix of digital PR, backlink campaigns, and community-driven content. For example, Wildbunch Florist increased their Google visibility across multiple suburbs by combining local citations, reviews, and keyword-rich content strategies—positioning them as a top florist in Sydney.
4. Demonstrating Trust Through Transparency and UX
Trust is the glue that binds all of E-E-A-T. Without trust, your experience and expertise may not matter. For Google and your customers, trust is earned through transparent communication, great UX, and real social proof.
How to build trust:
- Use HTTPS for site security and fast-loading, mobile-optimised design.
- Include detailed service pages with pricing, timelines, and expectations.
- Make contact details easily accessible—phone, email, and physical address.
- Use trust badges like accreditations, payment guarantees, or satisfaction promises.
- Avoid manipulative UX patterns like hidden fees or aggressive pop-ups.
- Publish real customer reviews and respond to them—especially the negative ones.
A great example of trust-building is Platinum Locksmiths, who secured top 3 rankings for 15 local keywords thanks to a combined effort of Google Business Profile optimisation, website clarity, and strong review signals. Their clear communication and local credibility helped boost not just traffic—but trust and conversions.
Checklist: How to Demonstrate E-E-A-T on Your Website
Experience
- Author bios on blog posts
- Real case studies with data
- Visual proof (photos, videos of your team)
- Testimonials that describe actual experiences
Expertise
- Blog content written or reviewed by specialists
- Up-to-date statistics and industry insights
- Speaking events or qualifications listed
- Links to published research or media
Authority
- Backlinks from reputable sources
- Press features or guest contributions
- Consistent brand mentions online
- Recognition through awards or partnerships
Trust
- Secure, mobile-friendly website
- Easy-to-find contact and business details
- Transparent pricing or service terms
- Verified customer reviews with thoughtful responses
Final Thoughts: E-E-A-T Is Your Competitive Advantage
In 2025, anyone can publish content—but not everyone can prove they know what they’re talking about. That’s the heart of E-E-A-T. The more signals you send to Google and your audience that you are experienced, expert, authoritative, and trustworthy, the higher your chances of not only ranking—but converting and growing.
Need help implementing E-E-A-T best practices into your website, blog, or SEO strategy? Let us do the heavy lifting.
Visit www.digitalpresence.com.au and let’s show the world—and Google—that you’re the real deal.
