How E-E-A-T Helps Build Trust With Google (and Your Clients)

You’ve probably heard that Google loves “quality content”… but what does that actually mean?

One of the ways Google assesses the quality and reliability of a website is through something called E-E-A-T — which stands for Experience, Expertise, Authoritativeness and Trustworthiness.

It might sound technical, but in reality it’s all about one simple thing: showing that you know your stuff, and that visitors can trust you.

Let’s break it down — and look at how you can apply it easily to your own website.

1. Experience

Google (and your audience) want to know you’ve walked the walk — not just read about it.

💡 How to show it:

• Use real examples or stories in your content — whether it’s client results, lessons learned, or behind-the-scenes insights.
• Add photos of you doing your work — consultations, workshops, or events.
• Share your journey: why you do what you do and what brought you here.

Showing genuine experience builds confidence that you understand your clients’ challenges.

2. Expertise

This is about demonstrating that you’re qualified and knowledgeable in your field.

💡 How to show it:

• Add your credentials, memberships, or certifications to your About page.
• Publish helpful articles that answer your clients’ common questions.
• Keep your information accurate and up to date (especially if you work in health or wellbeing).

Even a short blog post or tip sheet shows that you’re an expert who cares about helping others.

3. Authoritativeness

Authority comes from others recognising your credibility.

💡 How to show it:

• Include client testimonials or case studies that highlight results.
• Link to other reputable sites you’ve been featured on (podcasts, collaborations, guest articles).
• Use consistent branding and a polished website — authority also comes from how professional your online presence feels.

Over time, these signals help Google (and visitors) see you as a trusted source.

4. Trustworthiness

The most important of all — if people don’t feel safe or reassured, they’ll leave quickly.

💡 How to show it:

• Make sure your website has an SSL certificate (that little padlock in the browser).
• Display your contact details clearly — ideally more than just a contact form.
• Keep design consistent and free from pop-up overload.
• If you collect data (like email addresses), link to a clear privacy policy.

Trust is the foundation for both client relationships and search visibility.

Why it matters

E-E-A-T isn’t something you can “switch on” with a plugin or a quick fix.
It’s an overall impression built through your content, design, and communication style — everything that shows you’re a real, reliable professional.

And the good news?
If you’re already serving clients with care and professionalism, you’re probably doing many of these things naturally.

Quick wins to try this month

✅ Update your About page with your story and credentials
✅ Add 2–3 testimonials or success stories to key pages
✅ Write a short “how-to”, blog post or add some FAQ’s
✅ Check your site’s padlock security and contact details
✅ Make sure your brand photos and tone feel consistent across your site

By focusing on experience, expertise, authority and trust, you’ll not only help Google understand your value — you’ll also connect more deeply with the humans who land on your site.

And that’s what really builds a thriving online presence.

Need more help with your website get in touch hello@lacondesign.co.uk