EEAT is one of those SEO terms that gets mentioned a lot, but rarely explained properly. It stands for Experience, Expertise, Authoritativeness, and Trust and it’s essentially how Google decides whether content is worth believing.
In simple terms, Google wants to know: Who wrote this? Why should we trust them? And do they actually know what they’re talking about? This matters even more now, as search results are flooded with generic and AI-generated content. Google isn’t just evaluating the words on the page anymore, it’s evaluating the credibility behind them.
Below are my thoughts on how EEAT is evolving, based on what we’re seeing across real client work, especially in industries where trust, accuracy, and lived experience actually matter.
EEAT is going to become even more important. Google is doubling down on making sure users get access to reliable, high-quality content, and expertise is a key part of that. Having experts behind content adds credibility, which helps both search engines and users trust it more.
Brands should definitely look into working with industry experts to write content, especially when accuracy is key. Having an expert behind your content gives you that trust factor that will not only help with rankings but also boost engagement.
I’ve worked with clients in industries like gardening and finance, where expertise really counts.
We worked with a property investment mentor in Auckland, to write articles based on her deep knowledge of the market. As soon as we started using her expertise in the content, we saw a 35% increase in organic traffic. On top of that, user engagement went up – people spent more time on the site, interacted more with the content, and even booked more courses.
Similarly, another client who sells gardening products in New Zealand, saw a 113% increase in organic clicks after we started writing blog posts featuring his personal story. Not only did this help him become an authority in his niche, but it also led to better rankings for his keywords.
The sites seeing the strongest organic growth aren’t trying to outsmart Google; they’re showing who they are, why they’re qualified to speak, and backing it up with genuine insight. In a landscape flooded with generic content, expertise stands out, and search performance tends to follow.
We help brands turn proven social strategies into consistent, measurable results.
