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E-E-A-T Optimisation
Your website might have great content, but if Google and AI search tools don’t trust it, you won’t rank.
E-E-A-T optimisation helps search engines see your business as a genuine authority in your field.
We audit your site, identify the E-E-A-T gaps, and build the trust signals that get you found in both traditional search and AI platforms like ChatGPT and Google AI Overviews.
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google introduced this framework to help its systems identify content that genuinely helps users. Each letter represents a different aspect of credibility that search engines look for when deciding which pages deserve to rank.
Experience
Experience refers to first-hand knowledge of the subject.
Google wants to know whether the person creating content has actually done what they are writing about. A plumber writing about fixing boilers carries more weight than someone who has only read about it. For your website, this means showing evidence of real work: photos from projects, case studies, client stories, and content that demonstrates you have genuinely handled the situations you discuss.
Expertise
Expertise is about depth of knowledge and skill.
This includes qualifications, training, and professional credentials, but also the quality of the information itself. A mortgage broker with CeMAP qualifications demonstrates expertise differently than a self-taught web developer with a strong portfolio. Both are valid, but search engines look for signals that confirm you know your subject thoroughly. Clear, accurate, detailed content signals expertise even without formal qualifications.
Authoritativeness
Authoritativeness measures recognition from others in your field.
Are other websites linking to your content? Do industry publications mention your business? Have you been quoted as an expert source? Authority builds over time through consistent quality work and external validation. For small businesses, this might include local press coverage, industry directory listings, guest posts on respected sites, or recommendations from professional bodies.
Trustworthiness
Trustworthiness is the foundation that holds everything together.
Google states that trust is the most important element of E-E-A-T. A website can appear experienced and expert, but if it seems untrustworthy, none of that matters. Trust signals include secure hosting (HTTPS), clear contact information, transparent business details, honest content, and positive reviews. Users need to feel safe engaging with your site.
Why E-E-A-T Matters for AI Search
AI search tools like ChatGPT, Perplexity, and Google AI Overviews use similar principles when selecting sources to cite. These platforms pull information from content they consider credible and trustworthy.
If your website lacks clear E-E-A-T signals, AI tools are less likely to mention your business in their answers.
As more people use AI to find recommendations and answers, strong E-E-A-T becomes essential for visibility in both traditional and AI-powered search.
What is E-E-A-T Optimisation?
E-E-A-T optimisation is the process of improving how well your website demonstrates these four trust signals.
Think of it as making your credibility more visible to search engines and AI platforms.
Our E-E-A-T optimisation service includes:
- Full E-E-A-T audit of your website
- Author bio creation and optimisation
- About page review and improvements
- Trust signal recommendations
- Action plan with clear priorities
Who Benefits from E-E-A-T Optimisation?
E-E-A-T matters for every website, but it is especially important if you are in a competitive market or offer services where trust is essential.
You might need E-E-A-T optimisation if:
- Your content ranks lower than less helpful competitors
- You have noticed traffic drops after Google algorithm updates
- Your business offers professional services (finance, health, legal, trades)
- You want to appear in AI-generated search results
- Your website lacks author information or a proper about page
- Customers need to trust you before they buy
Small businesses often have genuine expertise but fail to adequately show it online.
A tradesperson with 20 years of experience might have a website that looks identical to someone who started last week. E-E-A-T optimisation fixes this by making your real credentials visible to search engines.
How We Improve E-E-A-T
Initial Consultation
We start with a free consultation to understand your business, your expertise, and your goals. This helps us identify where the biggest E-E-A-T gaps might be.
E-E-A-T Audit
We then conduct a detailed manual audit of your website, checking how well you demonstrate experience, expertise, authority, and trust. We also use AI search tools to see how platforms like ChatGPT and Perplexity currently view your brand.
Report and Recommendations
You receive a clear report explaining what needs improving and why. No jargon. We prioritise actions so you know what to tackle first, whether that’s fixing your about page or adding author credentials to your blog posts.
Implementation Support
If you choose ongoing support, we help implement the changes. This includes writing author bios, improving your about page, and adding the trust signals that make a real difference.
Results You Can Expect
E-E-A-T improvements typically take 3-6 months to show measurable results in rankings.
This isn’t a quick fix, but the benefits compound over time.
Businesses we’ve helped have seen:
- Better rankings for competitive keywords
- Improved visibility in Google AI Overviews
- More citations in AI search tools like ChatGPT and Perplexity
- Greater resilience to algorithm updates
- Increased trust from website visitors
The strongest results come when E-E-A-T optimisation is combined with quality content, digital PR and ongoing SEO work.
We’re honest about this – E-E-A-T alone won’t transform your rankings overnight, but it builds a foundation that makes all your other SEO efforts more effective
Pricing and Next Steps
Our E-E-A-T audit costs £495 as a one-off service. This includes a full review of your website plus a prioritised action plan you can implement yourself or with our help.
For ongoing E-E-A-T improvement and implementation, monthly packages start from £500. This includes regular reviews, content improvements, and monitoring of your AI search visibility.
Ready to improve your website’s trust signals?
Book a free consultation to discuss your website and find out how E-E-A-T optimisation could help your business get found.
Why Choose Respect Experts
We’ve been improving websites for 10+ years. Real hands on experience of keeping sites online and working properly.
We’re based in the UK and explain everything in plain English
No technical jargon unless you ask for it
We treat you like a business owner, not a technical expert
We tell you what will actually help, not what costs the most
Our recommendations will fit your budget and resources
We’re transparent about what we do and don’t include
Transparent pricing: £495 for the audit, no hidden costs, no pressure to buy ongoing services
UK-based and plain English: We explain E-E-A-T in terms you actually understand, not SEO jargon
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Frequently Asked Questions
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses this framework to assess whether online content deserves to rank well. It matters because websites with strong E-E-A-T signals consistently outperform those without, especially after algorithm updates. For small businesses, demonstrating E-E-A-T properly can help you compete against larger companies with bigger marketing budgets. The framework ensures that genuine expertise gets rewarded, not just whoever spends the most on links.
AI search tools like ChatGPT, Perplexity, and Google AI Overviews pull information from sources they consider trustworthy. These platforms use similar trust signals to traditional Google rankings when deciding which content to cite. If your website lacks clear authorship, credibility indicators, or demonstrable expertise, AI tools are less likely to mention your business in their answers. Strong E-E-A-T signals make your content more quotable and increase your chances of appearing in AI-generated recommendations.
YMYL (Your Money or Your Life) topics like health and finance face stricter E-E-A-T scrutiny, but every website benefits from strong trust signals. Even if you sell garden furniture or offer photography services, demonstrating expertise helps you stand out from competitors. Google wants to show users helpful, trustworthy results regardless of the topic. Strong E-E-A-T signals also improve your chances of appearing in AI search results, which matters for every industry as more people turn to ChatGPT and similar tools for recommendations.
Regular SEO covers technical factors like page speed, keywords, and site structure. E-E-A-T focuses specifically on trust and credibility signals. You need both for strong search performance. A website might be technically perfect but still rank poorly if it lacks author information, has no about page, or does not demonstrate real expertise. E-E-A-T optimisation fills this gap by ensuring your genuine credentials and experience are visible to search engines and AI platforms, not just to human visitors who already know your reputation.
You can definitely make some E-E-A-T improvements yourself, such as writing a better about page or adding author bios to your content. However, knowing which improvements will have the biggest impact requires experience with how Google evaluates websites. Our audit identifies the specific gaps on your site and prioritises what to fix first. Many clients take our audit recommendations and implement them independently. Others prefer ongoing support to ensure everything is done correctly and to track progress over time.
Google added Experience to the framework in 2022 because first-hand knowledge matters. A product review from someone who actually used the product is more valuable than one written from manufacturer specifications. For service businesses, showing you have genuinely done the work builds trust. This might mean sharing case studies, showing photos from real projects, or writing content that demonstrates you have handled the situations you are advising on. Experience signals help distinguish genuine experts from those just compiling information.
Essential trust signals for small businesses include a detailed about page with your background and qualifications, clear contact information with a real address, author bios on blog content, customer reviews and testimonials, professional credentials or certifications, and secure website hosting with HTTPS. Many small businesses have these credentials but do not display them properly online.
The audit is a paid for service. After you receive your audit report, you have several options. Some clients prefer to implement the recommendations themselves using our detailed guidance. Others choose ongoing support where we help make the changes, write author bios, improve about pages, and monitor progress. We offer flexible arrangements based on your needs and budget. Whether you choose to work independently or with our support, you will have a clear roadmap showing exactly what needs attention and why each improvement matters for your search visibility.