How To Optimise For Google’s E-E-A-T Signals

Google and other search engines have always placed great emphasis on the need for websites to display authoritativeness and trustworthiness. However, in the age of AI, the need for these signals has never been greater. With AI algorithms’ tendency to regurgitate facts and figures, there is a real danger that search engines will one day be flooded with content that only repeats what’s already out there, leaving a dearth of high-quality, original content.

That’s why search engines like Google are relying ever more on E-E-A-T signals to determine what content is high in quality (and worthy of ranking) and which aren’t. But what exactly are Google’s E-E-A-T signals when it comes to SEO? And how can you optimise your website to give yourself an edge in the AI-dominated landscape?

In this blog, we’ll provide our top tips on how you can establish greater trust and authority for your website, and how you can position your website for SEO success in 2026 and beyond.

What are Google’s E-E-A-T Signals?

E-E-A-T is the metric by which Google assesses the trustworthiness of a website and the authority of a brand within its chosen field. It stands for Experience, Expertise, Authoritativeness and Trustworthiness. These signals are more critical than ever for rankings, as search engines increasing rely on them to sift out low-quality and spammy content, and reward high-quality content that offers genuine insight into a particular topic.

Trust signals have always been important for search engine rankings. They are crucial contributors towards Domain Authority (DA)—a critical ranking factor. However in the age of AI-generated content, E-E-A-T signals are what separates genuine authorities in the field from their copycats and imitators.

Here, meeting the search intent of the user has become the key differentiator. To distinguish yourself in the AI-generated landscape, you must now capitalise on E-E-A-T via both on-page and off-page SEO strategies. Here’s how you can do it:

How To Optimise for Google’s E-E-A-T

Showcase Authentic Experience with Real, Human-Centered Content

When it comes to websites demonstrating E-E-A-T, meeting the search intent of the user has become a key differentiator. Low-quality, spammy, or AI-generated content that only regurgitates what is already out there isn’t going to do a good job of meeting the search intent of users. More than ever, websites need to demonstrate that they can offer real value when it comes to engaging audiences and satisfying queries.

Gone are the days when you could rank simply by manipulating algorithms with keyword targeting. Websites must now focus on producing highly original, human-centered content. By human-centered, we mean human-written content that genuinely serves people’s needs. People enjoy reading content written by others where unique experiences and opinions are shared. It’s your best shot at engaging your audience and satisfying their queries.

When writing your website content, aim to bring as much firsthand experience to the table as possible. You can do this by sharing your unique industry perspective or opinion on a given topic, or discuss your personal experience with the products or services on offer. This could be through:

• Detailed case studies that show products or services in action
• Product reviews
• Customer stories/ testimonials
• Opinion pieces/ news pieces discussing developments in your industry
• Detailed how-to guides
• Multimedia storytelling: video form, infographics, etc.

This reinforces the “Experience” aspect. It proves that content creators are not just theorising but actively involved in their subject matter. This allows you to bring real-world experience and insights to the table that search engine users will find genuinely helpful, boosting your chances of ranking more highly on SERPs.

Showcase Verified Expertise with Clear Author Credentials

Search engines are increasingly prioritising content backed by real qualifications and specialised knowledge. This means, where possible, your website should look to prove that the people creating your content have genuine expertise in your field.

To do this, attribute content to identifiable authors, and make sure their credentials are prominently displayed. look to include detailed author biographies that outline their education, certifications, affiliations, industry experience, and anything else that signals them to be an expert their field.

You can also link to credible profiles such as LinkedIn or professional portfolios to further establish legitimacy. For subjects requiring technical or specialised knowledge, highlight these qualifications as much as possible and always keep author information up to date.

This demonstrates the “Expertise” element of E-E-A-T, by showing both users and search engines that trusted experts are behind your content. This builds credibility and trust, ensuring your site is flagged as a reliable resource that truly satisfies user queries with authority and depth. Content that reflects verified author expertise is more likely to rank well, and acquire backlinks, supporting long-term SEO success.

Showcase Authoritativeness Through Backlinks and Citations

Search engines now heavily reward content that is considered to be authoritative for its niche. This means you should actively look to build up a network of high-quality backlinks from authoritative websites relevant to your industry. Of course, this has always been important for rankings, as it helps to strengthen your DA. However, it’s also now a vital pillar of E-E-A-T.

Focus on acquiring backlinks from reputable, relevant websites. This may include:

• Having case studies or news pieces featured in industry publications
• Guest posting for magazines and journals
• Getting added to industry-relevant business listings and directories
• Appearing in the websites of local organisations: charities, educational institutions etc.
• Partnering on research or announcements with others in your field

Within your content, also be sure to add links to authoritative websites, as well as primary sources/ citations, such as official studies or government reports.

Remember to also monitor and disavow low-quality links using tools like Google Search Console to maintain a clean profile.

As well as boosting your DA, This network of links and citations helps to signal the ‘authoritativeness’ of your website, and that your content is credible and worthy of ranking highly on SERPs.​

Enhance Trustworthiness with Transparency & Security

Building trust is also a cornerstone of E-E-A-T. Search engines favour websites that are technically secure and transparent in their offerings. Low-quality websites that obscure information or lack clear security measures are unlikely to rank well. Your website must communicate that it is a trustworthy resource for users.

When optimising your website, be sure to include all of the following:

• Provide a clear ‘About us’ page, including company address, phone numbers, emails and socials.
• Include comprehensive privacy policies (including cook policies) and terms of service guidance.
• Implement SSL certificates and HTTPS across the site, ensuring all pages and payment systems are secure.
• Showcase verified testimonials and reviews, featuring genuine feedback from customers.
• Keep content and policies up to date, regularly reviewing and refreshing information.

These practices reinforce the “Trust” aspect of E-E-A-T. They show that your website operates transparently and maintains accountability. This, in turn, boosts confidence in your content and brand. It makes your website far more likely to be favoured by search engines.

Optimise Technical SEO and User Experience 

Finally, it’s important not to underestimate technical SEO and user experience. Search engines favour websites that are not only authoritative and trustworthy, but also fast and easy to navigate. Sites with slow load times, broken links, or confusing navigation will struggle to retain users and will signal lower reliability to search algorithms.

Your website must therefore be technically sound and offer a seamless user experience. You can do this by:

• Optimise your site speed, ensuring pages load quickly across devices. You can do this by compressing images, refining scripts, and improving server response times.
• Ensure mobile responsiveness, ensuring good user experience is maintained across all screen sizes and devices.
• Create structured navigation, with a clear menu hierarchy and internal linking to make content easy to find for both users and search engines.
• Maintain error-free performance by regularly checking for broken links and other faults for a smoother browsing experience.
• Implement schema markup. Use structured data to help search engines understand your content and enable rich results in SERPs.

These technical optimisations reinforce E-E-A-T signals by demonstrating that your website is reliable and user-focused. When combined with authoritative and trustworthy content, they significantly enhance your website’s overall credibility. This makes your site far more likely to achieve high rankings and engage visitors effectively.

How To Optimise for Google’s E-E-A-T: Get In Touch With Chameleon Web Services Today

Want to strengthen the trust and authoritativeness of your website? Get in touch with Chameleon Web Services today, and find out what a leading digital marketing agency can do for your business.