What is EEAT in SEO? How to Build Authority and Trust Online
Remember those school projects where you had to prove yourself before the teacher trusted you to lead the group? Building authority online works the same way. The difference is that in the digital world, it’s not your teacher giving out grades—it’s Google. And the grading system is called EEAT in SEO.
So, what is EEAT exactly? It stands for Experience, Expertise, Authoritativeness, and Trustworthiness, four signals Google uses to decide whether your content deserves to rank. Think of it as a credibility checklist: are you genuinely helpful, trustworthy, and worth listening to?
Take Costco’s contact page, for example. It’s simple, clear, and valuable—exactly the kind of content that aligns with EEAT principles. The good news? You don’t need to be Costco to build that level of trust. With the right strategies, you can optimize your content for EEAT and boost your SEO authority faster.
Disclosure: BBWebTools.com is a free online platform that provides valuable content and comparison services. To keep this resource free, we may earn advertising compensation or affiliate marketing commissions from the partners featured in this blog.
🎯 Key Takeaways
- EEAT acts as Google’s trust report card for websites.
- Building authority online is similar to earning trust in school projects.
- Real-world examples, like Costco’s contact page, demonstrate EEAT success.
- AI tools can optimize content while adhering to EEAT principles.
- Using the right tools can significantly enhance your SEO efforts.
📈Why EEAT Matters for Your Website’s Authority
In today’s digital world, trust is the currency of success—and What is EEAT in SEO if not Google’s way of measuring it? When people search for critical information, they want reliable sources. Imagine choosing between a random blog and Harvard Medical School. The choice is obvious—credibility wins.
Google’s 2018 Medic Update reinforced this reality by prioritizing expertise, especially for health-related queries. Think of EEAT as a filter that keeps low-quality, unsafe content out of the results. If you want a practical, modern way to build that trust at scale, my playbook on AI SEO Optimization Secrets shows how to pair real experience with smart AI to create useful, credible content faster—without sacrificing quality.
Statistics back this up: 68% of clicks go to the top five organic results, which typically reflect strong EEAT signals. And 74% of users distrust sites without clear author credentials. Translation: transparency and expertise aren’t optional—they’re the baseline for ranking and for earning trust.
EEAT isn’t just for doctors or lawyers. Whether you’re a local retailer or a global SaaS, demonstrating experience, expertise, authoritativeness, and trustworthiness is how you win attention—and keep it.
Here’s a quick comparison of user behavior with and without EEAT principles:
With EEAT Principles | Without EEAT Principles |
Higher click-through rates | Lower engagement |
Increased user trust | Higher bounce rates |
Better search rankings | Reduced visibility |
Understanding EEAT helps businesses create content that resonates with users. It’s not just about ranking higher—it’s about building lasting relationships based on trust. Start prioritizing EEAT today to ensure your online presence thrives.
📘What is EEAT? Breaking Down the Acronym
Building credibility online starts with understanding key principles. Google’s framework for trustworthiness, often referred to as EEAT, focuses on four critical elements. These components work together to ensure your website content is reliable and valuable to users.
Experience: Show Your Expertise in Every Post 🖋️
Experience is about showcasing your experience in a particular field. For example, a recipe blog that says, “I tested 27 variations” feels more credible than a generic post. Real-world testing and practical insights make your content stand out.
Expertise: Proving You’re the Real Deal 👨💻
Expertise involves demonstrating your knowledge and qualifications. A CPA-certified advisor’s retirement guide carries more weight than a list of “5 Finance Tips.” Credentials and an in-depth understanding of the subject matter build trust with your audience.
Authority: Building Credibility That Lasts 🏆
Building authority isn’t just about writing expert-level content; it’s also about showing platforms and audiences that you’re a trusted creator. For example, YouTube doesn’t just hand out monetization — it sets strict thresholds that force creators to prove credibility first. If you’re curious, I broke it all down in my guides on YouTube Monetization Requirements.
Trustworthiness: Earning Your Audience’s Confidence 🔒
Trustworthiness online isn’t always about showing your face — it’s about being consistent, transparent, and valuable to your audience. In fact, entire business models thrive without personal branding. One great example is faceless video content on TikTok, where creators build loyal audiences without ever appearing on screen. I shared the best money-making strategies for that in Faceless TikTok Money Niches.
Here’s a quick summary of how these elements work together:
Element | Key Focus |
Experience | Firsthand knowledge and practical insights |
Expertise | Credentials and deep understanding |
Authoritativeness | Reputation and industry recognition |
Trustworthiness | Transparency and reliability |
📘The Evolution of EEAT: From E-A-T to EEAT
Google’s approach to evaluating websites has evolved significantly over the years. In the early days of SEO, tactics like keyword stuffing and backlink farming were common. These methods focused on gaming the algorithm rather than providing value to users.
Everything changed with the Medic Update in 2018. This update targeted low-quality health sites, wiping out unreliable sources overnight. It prioritized expertise, especially in YMYL (Your Money or Your Life) topics. This was the first major step toward what we now know as EEAT.
In 2022, Google added “Experience” to the framework, recognizing the value of firsthand knowledge. User-generated content, such as product reviews and personal stories, has gained importance. This shift emphasized the need for practical insights in addition to credentials.
The Helpful Content Update in August 2023 further refined EEAT. It rewarded content created by individuals with real-world experience. For example, a travel blog written by someone who visited the destination outperformed generic guides. This update reinforced Google’s commitment to Google search quality.
Here’s a comparison of search results before and after these updates:
2018 Search Results | 2023 Search Results |
Keyword-stuffed articles | User-first, experience-driven content |
Low-quality health sites | Credible, expert-backed sources |
Generic product reviews | Detailed, firsthand reviews |
Google’s rater guidelines have also evolved to reflect these changes. Raters now assess content based on EEAT principles, ensuring users get the most reliable information. This evolution highlights the importance of adapting to Google’s standards to stay relevant in search results.
📘Why EEAT is Crucial for SEO Success
Think of EEAT as the secret sauce that boosts your website’s credibility in search results. It’s not just a buzzword—it’s a critical ranking factor that Google uses to evaluate your site’s trustworthiness. Without it, even the best content quality might not get the visibility it deserves.
Here’s a simple analogy: EEAT is the numerator in Google’s ranking “fraction.” The higher your EEAT score, the better your chances of ranking. For example, a cooking site tripled its traffic after adding chef video demos. This firsthand experience made their pages more engaging and trustworthy.
Consider two car review sites. One relies on spec sheets, while the other includes actual test drives. The latter, with its real-world insights, aligns better with EEAT principles. This approach not only builds trust but also safeguards against search engine algorithm updates.
“68% of users trust reviews from other consumers, while only 14% trust brand claims.” — Moz Research
EEAT also has a hidden benefit: it improves time-on-page metrics. When users find your content reliable, they stay longer, reducing bounce rates.
🕵️How Google’s Quality Raters Influence EEAT
Google’s quality raters act like digital detectives, ensuring that search results meet the highest standards. They don’t directly rank pages, but their assessments provide essential guidance for algorithm updates. Using a detailed 176-point checklist, these raters evaluate websites based on experience, expertise, authority, and trustworthiness (EEAT)—the pillars of Google’s content quality framework.
Think of quality raters as Google’s “secret shoppers.” They examine every detail, from author bios and credentials to citations, references, and overall content accuracy. Their goal is simple: make sure users get reliable, accurate, and trustworthy information every time they search.
For example, if a blog about health claims lacks proper medical credentials, outdated studies, or reliable citations, quality raters flag it as low-quality. This feedback can indirectly influence algorithm adjustments, pushing such content down in search results. It’s similar to Yelp mystery diners rating restaurants—only the best and most credible survive.
Here’s a snapshot of how content might score in key EEAT areas:
Criteria | Score (1-5) | Notes |
Author Expertise | 4 | Author shows knowledge but could have more credentials |
Content Accuracy | 3 | Some facts need updating or more citations |
User Trustworthiness | 5 | Site has secure design, clear policies, and transparency |
Quality raters often identify three common EEAT failures:
- Lack of author credentials or expertise – Readers need confidence that your content comes from someone who knows the topic.
- Inaccurate or outdated information – Even small errors can damage credibility. Regular updates are essential.
- Missing citations or unreliable sources – References show that your content is backed by evidence, boosting trustworthiness.
By proactively addressing these issues, you can align your content with Google’s standards and improve your EEAT scores. Think of it as preparing for a school inspection—the better documented and transparent your work, the higher your grade. In practical terms, this means adding detailed author bios, linking to reputable sources, and regularly reviewing your content for accuracy.
Ultimately, quality raters ensure that only the most trustworthy sites thrive in search results. By following their implicit standards, you’re not just optimizing for Google—you’re building credibility that users notice and value, which naturally strengthens your authority online.
🔍The Role of EEAT in YMYL Topics
When it comes to critical topics like health and finance, trust isn’t optional—it’s essential. YMYL (Your Money or Your Life) content covers areas that directly impact users’ well-being, such as medical advice, financial planning, and safety information. Google holds these topics to the highest standards, and EEAT plays a pivotal role in ensuring trustworthiness.
Take the cautionary tale of a fake cancer cure blog. It promised miraculous results but lacked any scientific backing. Google penalized it, and the site vanished from search results. This example highlights the risks of ignoring EEAT principles in YMYL content. Users deserve accurate, reliable information, especially when their money life is at stake.
Compare WebMD to a random health blog. WebMD’s articles are written by medical professionals, cited with credible sources, and reviewed for accuracy. A random blog might offer quick fixes but lacks the subject matter expertise. This difference is why WebMD ranks higher and earns user trust.
Bad YMYL advice can have serious legal consequences. For instance, incorrect financial guidance could lead to lawsuits. This is why YMYL content needs PhD-level EEAT—it’s not just about rankings; it’s about protecting users.
“In YMYL topics, credibility isn’t just a ranking factor—it’s a moral obligation.” — SEO Expert
Here are five surprising YMYL categories you might not expect:
- Home repair advice
- Childcare tips
- Legal guidance
- Nutritional recommendations
- Travel safety information
To succeed in YMYL topics, focus on EEAT principles. Here’s how WebMD and a random blog stack up:
Criteria | WebMD | Random Blog |
Expertise | Medical professionals | Unknown authors |
Trustworthiness | Verified sources | Unverified claims |
Authority | Industry leader | No reputation |
Prioritizing EEAT in YMYL topics, you not only improve rankings but also build a reputation as a reliable source in your industry. Start today to ensure your content meets these critical standards.
👤How to Demonstrate Experience in Your Content
Proving your expertise isn’t just about dropping clever phrases; it’s about putting real skin in the game. Research shows that 92% of users prefer content framed with “I tested” or “I tried” compared to generic how-to lists. Why? Because audiences crave authenticity. They want to know you’ve walked the path, not just read about it.
Think of it this way: would you rather trust a travel blogger who actually hiked Mount Fuji, showing photos of the sunrise at the summit, or someone who just compiled “Top 10 Hiking Tips” from Reddit? Exactly. Real-world proof beats recycled content every time.
Case Studies as Your Secret Weapon
One of the strongest ways to demonstrate real experience is through case studies. Take a simple product review, for instance. Instead of writing, “This phone has great battery life,” record an unboxing video, track battery performance with timestamps, and share screenshots of actual usage stats. Suddenly, your review transforms from opinion to evidence-backed authority.
Pro Tip: Use frameworks like “My 30-Day Journey With [Product]” to document your experience step by step. Day 1: unboxing. Day 7: first challenges. Day 15: surprise benefits. Day 30: final verdict. Layer in photos, videos, and even short clips on social media to build a multi-platform narrative that’s both engaging and credible.
How to Document Experience the Right Way
Here’s a simple framework for creating EEAT-friendly, trust-building content:
✅ Use timestamps to highlight progress and milestones.
📸 Add visuals (photos, videos, screenshots) for tangible proof.
📝 Share both wins and struggles—people trust honesty over perfection.
🔗 Cite supporting sources when relevant to strengthen authority.
For example, a gardening blogger might post a seed-to-harvest time-lapse showing how a tomato plant grows over 90 days. Not only does this demonstrate true expertise, but it also gives readers actionable insights that theory alone could never provide.
The Danger of Fake Experience
Now, here’s the catch: never fake it. AI-generated “reviews,” stock images pretending to be your own, or fabricated test results might seem like shortcuts—but they’re trust killers. Once your credibility takes a hit, recovering is nearly impossible. Authenticity, even when imperfect, always outperforms polished fakery.
Why This Works
By focusing on documented, real-world experience, you set yourself apart from 90% of generic content online. Your blog, YouTube videos, or even TikTok snippets suddenly become a living portfolio of proof, not just a wall of words. And when both readers and Google’s quality raters see that, your content won’t just rank higher—it will stay there.
👉 Start small: document one process you’re already doing in your niche. Share the journey, the evidence, and the results. Let your experience—not just your words—do the convincing.
🧑🏫 How to Demonstrate Expertise the Right Way
Expertise isn’t limited to academic degrees—it’s about proving you know your craft in ways that both users and Google can verify. Search quality raters look for signals that demonstrate deep knowledge and skill, not just theory. For example, a plumber who publishes detailed repair guides with clear explanations will often establish more authority than a generic content site.
Here are practical ways to showcase expertise:
💡 Pro Tip: Display certifications and professional badges prominently on your content pages, author bios, or even inside video descriptions. These small trust signals can dramatically strengthen your authority in Google’s eyes.
Consider the example of a teacher’s blog that grew into a trusted educational resource. By publishing lesson plans, classroom-tested strategies, and referencing educational standards, the blog gained credibility far beyond personal storytelling.
As SEO experts often say:
“Expertise isn’t about what you claim, it’s about what you can prove.”
⚠️ One word of caution: avoid “expertise inflation.” Claiming credentials you don’t have or exaggerating your role can backfire and trigger Google penalties. Instead, stay transparent, show your qualifications clearly, and let your body of work speak for itself.
By demonstrating expertise authentically—with credentials, detailed insights, and proof of results—you’ll earn trust with both readers and search engines.
📊 Weak vs. Strong Expertise Signals
Aspect | Weak Signal ❌ | Strong Signal ✅ |
Author Bio | Generic “writer” description | Includes credentials, certifications, and field-specific achievements |
Content Depth | Short, surface-level summaries | Detailed tutorials, frameworks, and case studies |
Citations | Missing or low-quality links | References to studies, reports, or trusted sources |
Trust Indicators | No proof of authority | Professional badges, testimonials, or media mentions |
Collaboration | Solo opinion pieces | Guest posts, co-authored works, or expert interviews |
🌟 Establishing Authoritativeness: Becoming a Go-To Source
I’ll be honest, I used to think “authority” online meant publishing long, keyword-stuffed articles. But I quickly learned that authority isn’t about quantity—it’s about trust. Both users and Google decide who the “go-to source” is based on reputation, not just content volume.
Think of it like this: when you recommend a plumber to a friend, it’s not because they’ve written 200 blog posts—it’s because you trust their work. Online authority works the same way.
🔑 Practical Ways to Demonstrate Authoritativeness
Here are proven strategies (that I’ve personally seen work) to establish your site as a credible, go-to source:
- Earn Brand Mentions & Press Features
A wildflower seed company once got featured in The Guardian, and their credibility skyrocketed overnight. Media mentions = digital trust signals. - Backlinks from Relevant Sources
A local bakery I worked with doubled traffic after food bloggers linked to their recipes. Google views these backlinks like “votes of confidence.” - Use HARO (Help a Reporter Out)
I’ve landed features in niche publications by simply answering journalists’ questions. Even small wins add up over time. - Contribute to Wikipedia
If your content is accurate and well-sourced, it can be cited on Wikipedia pages. That’s authority gold (and amazing for SEO). - Get Featured on Tools’ Official Blogs
Instead of just writing a “Top 10 Tools” list, aim to be included by those tools. Imagine HubSpot or SEMrush listing your insights—instant authority. - Engage in Niche Communities
Forums, LinkedIn groups, and Reddit threads are underrated. Share genuine insights, and people start recognizing your name.
📊 Quick Comparison: Authority-Building Strategies
Strategy | SEO Impact 🚀 | Human Trust 🤝 | Difficulty 🔧 |
Media Mentions (PR) | High | High | Medium–High |
Backlinks (bloggers, collabs) | High | Medium | Medium |
HARO / Journalist Features | High | High | Low–Medium |
Wikipedia Citations | Very High | High | High |
Featured in Tool Blogs | Very High | Very High | Medium |
Niche Forums & Communities | Medium | High | Low |
💡 Pro Tip
Authority doesn’t happen overnight—it’s the compound effect of credibility signals. A single backlink won’t change much, but 10 solid mentions across trusted sites can shift how both Google and people see you.
“Authority isn’t given – it’s earned through consistent effort and credibility.” – SEO Expert
When you focus on trust-building strategies like these, you don’t just climb rankings—you become the source people rely on in your niche. And honestly, that’s the kind of SEO win that keeps paying off for years.
🔒 Ensuring EEAT Trustworthiness: Transparency and Accuracy
Trust is the backbone of EEAT, and transparency is what keeps it strong. When users land on your website, they’re silently asking: “Can I believe this source?” If the answer is yes, you’ve won half the SEO battle.
Why Transparency Matters for EEAT
Transparency isn’t just about sharing info—it’s about proving you have nothing to hide. Google’s algorithm rewards sites that demonstrate honesty, security, and accountability. More importantly, people feel safer engaging with you.
✅ Must-Have Trust Elements (SEO + User Trust)
Here’s a quick checklist you can compare your website against:
Trust Element | Why It Matters | Example |
Clear Contact Info | Shows you’re real & reachable | Visible phone/email/address |
HTTPS Security | Protects user data | Padlock 🔒 in browser bar |
Transparent Policies | Builds credibility | Easy-to-find privacy/return policy |
Verified Reviews | Demonstrates honesty | Mix of positive + critical feedback |
Author Bios | Proves expertise | Credentials, experience, photos |
Accurate Content | Prevents misinformation | Updated product/service details |
FAQ / Support Page | Improves user experience | Quick answers, easy navigation |
🚩 Cautionary Tale: What Not to Do
One business thought they could cut corners by listing a fake office address. The result? A devastating 80% traffic drop once users (and search engines) caught the lie. The lesson? Deception kills trust—and rankings.
Pro Tips for Staying Accurate
- Disclose risks when necessary (medical, finance, legal topics). Honesty builds authority.
- Moderate reviews fairly—respond to both praise and criticism. It signals accountability.
- Update regularly—especially stats, references, and compliance details (like tax laws or safety guidelines).
“Transparency isn’t just a policy—it’s a promise to your audience.” — SEO Expert
🔑 Key Takeaway
Trust isn’t built overnight. It’s the result of consistent honesty, accurate updates, and open communication. When your site demonstrates trustworthiness, you don’t just please Google—you create lasting relationships with your audience.
🔒 Ensuring EEAT Trustworthiness: Transparency and Accuracy
Improving your EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness) doesn’t have to feel overwhelming. Think of it less like rocket science and more like building good habits with the right tools in hand.
Start with an EEAT audit. Tools like SEMrush, Ahrefs, and Screaming Frog can shine a light on where your content is strong and where it falls short. Whether it’s missing author bios, outdated citations, or weak backlinks, these platforms give you a roadmap for leveling up your credibility.
📌 Pro Tip: Treat these tools as diagnostic X-rays. They show you the problem areas, but it’s up to you (or your team) to apply the treatment.
When it comes to AI tools, use them wisely. Think of AI as a smart intern—great at brainstorming, research, and drafting, but not ready to make final calls. Human oversight is where true EEAT comes alive.
👉 For example, one site penalized by Google leaned on AI for first drafts but had human editors inject firsthand experience and real expertise. The result? A 40% bump in organic traffic within just three months.
Here’s a quick breakdown of tools that can help:
Tool | Key Feature |
SEMrush (full review HERE) | Content audits + gap analysis |
Ahrefs (full review HERE) | Backlink tracking + authority scoring |
Screaming Frog (Start for free) | Technical SEO + content structure review |
But remember: tools alone can’t build trust. True EEAT comes from your human voice, real experience, and consistent transparency.
If you want to push even further, check out these AI SEO optimization secrets to blend technology with authority for long-term growth—not just temporary traffic spikes.
✅ Bottom line: Use tools to spot the gaps, AI to speed things up, and your expertise to seal the deal. That’s the winning combo for sustainable EEAT.
🏁 Conclusion: Turning EEAT Into Your SEO Advantage
EEAT isn’t just a buzzword; it’s the backbone of Google’s quality standards. If you want your content to rank, you can’t ignore Experience, Expertise, Authority, and Trust. Together, they’re the difference between being just another voice online and becoming the go-to authority in your niche.
The good news? You don’t need a massive budget or a huge team to implement EEAT. Even small shifts, like showcasing real-world expertise, building backlinks from credible sources, and adding social proof, can create compounding SEO benefits.
👉 If you’re serious about scaling your brand, start small but stay consistent. Focus on authoritative content that resonates with humans first, because when your audience trusts you, Google will too.
For a practical next step, explore how creators are building credibility with my breakdown of From $0 to $1000: A Step-by-Step Guide to YouTube Ad Revenue and see how faceless creators establish trust in TikTok Monetization: Requirements & Best Ways to Earn. Both are powerful examples of EEAT in action.
Your roadmap is clear: apply EEAT today, build trust tomorrow, and watch your rankings rise faster than you thought possible.
✅ 7-Step EEAT Improvement Checklist
If you want a quick action plan, here’s a simple EEAT checklist you can start today:
Update author bios → Include credentials, links to profiles, and real-world experience.
Cite reliable sources → Use studies, stats, and industry experts to back up claims.
Add transparency pages → About, Contact, and Editorial Policy pages build trust.
Audit backlinks → Remove spammy links and aim for high-authority mentions.
Inject personal insights → Add stories, case studies, and lessons learned.
Improve technical SEO → Fast load times, mobile optimization, secure HTTPS.
Regularly refresh content → Outdated info = lost trust. Keep things current.
💡 Save this list and review it monthly. EEAT isn’t a one-time job—it’s a continuous process that pays off in both rankings and reader loyalty.
🧠 FAQ: What is EEAT in SEO
What is EEAT in SEO, and why does it matter?
EEAT in SEO stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s way of evaluating if your content is credible, reliable, and worth ranking. Strong EEAT signals help your website gain higher visibility, more clicks, and user trust.
Is EEAT a direct Google ranking factor?
Google has confirmed that EEAT is not a single ranking factor, but a framework used in its search quality guidelines. However, pages that demonstrate strong EEAT tend to perform better in search rankings because they align with what Google values most: trustworthy, user-first content.
How can I show EEAT on a new website with no authority?
If your site is new, you can still build EEAT by:
- Adding detailed author bios with credentials.
- Publishing original case studies, reviews, or tutorials.
- Getting mentions from trusted websites in your niche.
- Keeping all content transparent, cited, and accurate.
How does experience improve content quality in EEAT?
Experience means firsthand knowledge. Google favors content that shows you’ve personally tested, reviewed, or lived through what you’re writing about. For example, “I tested this SEO tool for 30 days” adds more weight than generic summaries.
What credentials are needed to prove expertise?
Credentials vary by industry. A medical site may require MDs or licensed professionals, while a travel blogger can build expertise through firsthand journeys. Certifications, degrees, or verified work experience all strengthen EEAT signals.
What is the difference between EEAT and YMYL?
YMYL stands for Your Money or Your Life—topics like health, finance, and safety. EEAT is the framework Google uses to judge if YMYL content is safe and reliable. In YMYL niches, EEAT standards are much stricter because misinformation could harm users.
Can AI-generated content rank with EEAT?
Yes, but with limitations. AI content must be reviewed, fact-checked, and enriched with real human insights to meet EEAT standards. Pages that rely only on generic AI output without author credibility or experience often struggle to rank.
How do Google’s quality raters use EEAT?
Quality raters evaluate websites using EEAT guidelines. They check author bios, citations, and overall trust signals to ensure content is credible. While raters don’t directly influence rankings, their feedback trains Google’s algorithms to prioritize high-EEAT content.
What steps can I take to improve EEAT on my site?
- Add clear author bios and credentials.
- Cite reputable sources in your content.
- Collect and display verified customer reviews.
- Build backlinks from authoritative websites.
- Keep your content updated and accurate.
Why is EEAT important for SEO success long-term?
EEAT builds both search engine trust and user loyalty. Websites with strong EEAT signals are more resilient to Google updates, earn higher rankings, and generate more organic traffic over time.
📚 Articles You May Like
📚 Resources
- Our latest update to the quality rater guidelines: E-E-A-T –
https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t - Creating Helpful, Reliable, People-First Content – https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- Google E-E-A-T: What It Is & How It Affects SEO” –
https://www.semrush.com/blog/eeat/