Imagine you’re wandering down a high street in a town you’ve never visited. You’re hungry. On one side, there’s a shop with a faded sign, a dirty window, and a menu that looks like it hasn’t changed since the 1990s. On the other side, there’s a bustling café. It has a five-star hygiene rating sticker in the window, a queue of happy locals out the door, and a chalkboard outside listing today’s specials, signed by “Chef Sarah, 20 years in the kitchen.”
Which one do you choose?
You pick the second one, of course. You choose it because it feels safe. It feels reliable. You trust it.
In the digital world, Google is that hungry visitor, and your website is the shop. Google wants to recommend the “café” that won’t give its users food poisoning. To do this, it uses a set of standards called E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
For British businesses, bloggers, and content creators, understanding E-E-A-T isn’t just about ticking boxes for a computer programme
Google E-E-A-T guidelines
. It’s about proving that you are the digital equivalent of a Royal Warrant holder—reliable, established, and distinctly high-quality.
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What on Earth is E-E-A-T?
E-E-A-T is not a strict rulebook or a single switch that Google flips. It is a guideline used by thousands of human “Quality Raters” around the world (including many in the UK) to check if Google’s search algorithms are doing a good job.
Think of it as a character reference. Google wants to know:
- Who wrote this?
- How do they know their stuff?
- Why should anyone believe them?
Let’s break down the four pillars, British style.
1. Experience (The “I’ve Been There” Factor)
This is the new kid on the block, added in late 2022. It asks: Does the author have first-hand experience of the topic?
If you’re reading a review of a rainy hiking trail in the Lake District, would you trust someone who has actually slogged through the mud in their wellies, or someone who just looked at photos on Instagram?
- The Difference: A travel agent has expertise (they know flight paths and hotel rates). A backpacker has experience (they know the café on the corner does the best bacon sarnie).
- Why it Matters: In an age of AI-generated waffle, genuine human experience is gold dust. A robot can’t taste a Cornish pasty, and it certainly can’t explain the specific frustration of a delayed Southern Rail train.
2. Expertise (The “I’ve Studied This” Factor)
This is about formal knowledge and skill. It asks: Is the author qualified to talk about this?
If you have a toothache, you don’t go to your mate Dave down the pub; you go to a dentist.
- Formal Expertise: Crucial for medical, legal, or financial advice. If you’re writing about UK tax law, you’d better be an accountant or a solicitor.
- Everyday Expertise: You don’t need a PhD to run a knitting blog. If you’ve been knitting for 30 years and have thousands of followers who love your patterns, that’s expertise too.
3. Authoritativeness (The “Reputation” Factor)
This is about your standing in your industry. It asks: Is this website a go-to source?
Think of the BBC or the NHS. When they publish something, people listen. They are authoritative.
- How it works: If other respected websites link to you, mention you, or cite your work, your authority grows. It’s like being recommended by a friend who everyone respects. If Which? magazine recommends a toaster, you buy it. That’s authority.
4. Trustworthiness (The “Safe Pair of Hands” Factor)
This is the most important letter of the lot. It binds everything together. It asks: Is this website safe, honest, and transparent?
- The “Kitemark” of the Web: Just as you look for the BSI Kitemark on a plug or a crash helmet to know it’s safe, Google looks for trust signals.
- The Basics: Is the site secure (does it have that little padlock icon)? Can you easily find contact details? If you buy something, is the returns policy clear (following the Consumer Rights Act)?
The History: From E-A-T to E-E-A-T
Understanding where this came from helps us see where it’s going.
The “Medic” Update (2018)
A few years ago, Google rolled out a massive update that shook the internet. It was quickly nicknamed the “Medic” update because it hit health and wellness sites the hardest.
In the UK, many “alternative health” blogs that claimed to cure ailments with essential oils suddenly vanished from search results. Why? Because they lacked Expertise and Trust. They were giving medical advice without medical qualifications. Meanwhile, sites like the NHS and established private clinics (like IV Boost UK, which recovered by proving their doctors’ credentials) saw their rankings soar.
The “Helpful Content” Update (2022-2023)
More recently, Google decided to punish websites that were writing content just to trick search engines. You know the sort—recipes that ramble on for 2,000 words about the author’s childhood before telling you how to bake a scone.
This update introduced the extra E for Experience. It signalled that Google prefers content written for humans, by humans. It was a clear message to UK businesses: stop writing for robots and start being helpful.
Why This Matters Specifically to Britain
We British are a skeptical bunch. We don’t like being sold to, and we have a finely tuned radar for nonsense.
The “Post-Truth” Problem
After years of “fake news” and scandals—think of the Post Office Horizon scandal, where blind trust in a computer system ruined lives—the British public is more careful than ever. We want verification. We want to know that the person talking to us is real and honest.
The Cultural Fit
E-E-A-T aligns perfectly with British values of fair play and transparency.
- Trading Standards: We expect businesses to behave legally.
- Politeness: We expect clear communication (no hiding the cancel button!).
- Modesty: We prefer quiet competence over loud bragging. A site that screams “WE ARE THE BEST” is less trustworthy to a Brit than one that quietly shows its 5-star Feefo reviews.
How to Build E-E-A-T: A Checklist for UK Sites
So, how do you actually do it? Here is a practical guide to proving your worth.
1. Show Your Face (Authorship)
Don’t hide behind “Admin” or “The Team.”
- Author Bios: Every article should have a byline. “Written by Sarah Jones, Chartered Accountant.”
- About Us Page: This is often the second most-visited page on a site. Tell your story. Show photos of your team (and maybe the office dog).
- Credentials: If you have them, flaunt them. Are you a member of a UK trade body? Put the logo in the footer.
2. Back It Up (Citations)
If you make a claim, prove it.
- Link to Authority: If you’re quoting health statistics, link to the NHS or a
.gov.ukreport. If you’re discussing finance, link to the Financial Conduct Authority (FCA). - Avoid Hearsay: Don’t say “studies show.” Say “A 2023 study by Oxford University shows…” and link to it.
3. Get Reviewed (Social Proof)
British shoppers love a review.
- Third-Party Platforms: use TrustPilot, Feefo, or Google Reviews. These are harder to fake than testimonials you just type onto your own homepage.
- Case Studies: Show, don’t just tell. If you’re a builder in Bristol, post photos of the extension you built in Clifton, detailing the problems you solved. That demonstrates Experience.
4. Be Safe and Legal (Technical Trust)
- HTTPS: Ensure your site is secure.
- Contact Info: Have a physical UK address and a phone number. A site with only a contact form looks like a scam.
- Policies: Have a clear Privacy Policy (GDPR compliant) and Terms & Conditions. If you sell goods, your Refund Policy must match UK law.
The Future: AI and the Human Touch
As Artificial Intelligence (AI) gets better at writing, the internet is flooding with generic, bland articles.
This is actually good news for you.
Why? Because AI has no Experience. It has never waited in a queue at the Post Office. It has never eaten a cold chip on a Brighton pier. It has never felt the relief of a plumber finally fixing a leak.
In the future, Google will place an even higher premium on the “human” element.
- Video: A short video of you explaining a product proves you physically have it.
- Opinion: Don’t just list facts; give your professional opinion. That’s what experts do.
- Community: Build a brand that people talk about.
Conclusion
E-E-A-T might sound like a robotic acronym, but it’s actually about being more human. It’s about running your website with the same pride, honesty, and care as that bustling café on the high street.
For British readers and search engines alike, trust is hard to earn and easy to lose. By focusing on your Experience, Expertise, Authoritativeness, and Trustworthiness, you’re not just improving your SEO. You’re building a business that deserves to succeed.
And that, quite frankly, is just common sense.
Further Reading from Trusted Sources
- Google Search Central: Creating helpful, reliable, people-first content
- National Trading Standards: Advice for businesses
- The Alan Turing Institute: Data ethics and AI safety