Introduction: Why Real Content Now Matters More Than Ever
SEO in 2025 has entered a phase where surface-level polish is no longer enough. Whether it’s a blog post, a product review, or a service page, Google increasingly evaluates content based on how real, honest, and experience-driven it is. This shift is underpinned by EEAT — short for Experience, Expertise, Authoritativeness, and Trustworthiness.
Introduced in 2014 and expanded in 2022 to include “Experience,” EEAT has gone from a quality framework for human reviewers to a core reference point for Google’s algorithmic learning. With AI content flooding the web, the need to demonstrate genuine knowledge and intent is no longer optional — it’s decisive.
Background: The Development of EEAT
EEAT began as a set of human evaluation criteria for Google’s Quality Raters. These raters assess how well content meets user needs, particularly for subjects affecting health, finance, or safety — topics Google categorises as “Your Money or Your Life” (YMYL). Over the years, feedback from these raters has been used to help train and adjust Google’s ranking systems.
In 2022, Google added “Experience” to the original E-A-T model. This addition emphasised that content isn’t only about being correct or authoritative — it should also reflect lived, real-world knowledge.
Fast forward to 2025, and this framework plays a more influential role than ever. During the U.S. antitrust trial in 2023, Google’s Vice President of Search, Pandu Nayak, confirmed that Quality Rater data helps shape the models that decide what ranks — reinforcing EEAT’s relevance.
The Four Elements of EEAT in Practice
Experience: Showing First-Hand Knowledge
This area focuses on whether the person who wrote the content has actually done what they’re writing about. Google now rewards content from creators who’ve used the product, visited the place, or performed the task themselves.
Clear signs of experience include:
- Unique photos or videos
- Personal walkthroughs or reflections
- Detailed insights that would only come from doing the thing described
Expertise: Demonstrating Knowledge That Matters
Expertise isn’t limited to academic credentials. It includes professional training, long-term practice, or highly detailed know-how in a field. While credentials matter more for YMYL content, non-academic insight can still carry weight in areas like travel, DIY, and food.
To demonstrate expertise:
- Include author bios with qualifications and experience
- Use structured data to mark up qualifications
- Link to published research or work by the author
Authoritativeness: Recognition from Outside Sources
Google considers whether the person or site is recognised as a source of reliable information. This includes citations from other trusted websites, interviews in reputable media, or mentions in respected industry spaces.
Ways to show this include:
- Earning links from relevant, respected sites
- Participating in public discussions or podcasts
- Getting referenced in news outlets or industry blogs
Trustworthiness: Prioritising Transparency and Accuracy
No matter how experienced or authoritative your content appears, if it contains deceptive elements, its value is downgraded. Trust is the foundation of long-term visibility.
How to improve trust:
- Use HTTPS and maintain valid SSL certificates
- Clearly state who wrote the content
- Include contact details and privacy policies
- Avoid misleading page layouts or affiliate links hidden behind false recommendations
What Changed in 2025: Google’s Targeting of Deceptive Content
In January 2025, Google made sweeping updates to its Quality Rater Guidelines, placing greater scrutiny on content that fakes EEAT signals. Section 4.5.3 now outlines specific areas of concern:
Deceptive Intent
Content that appears to be honest but was written purely for monetisation or misleading purposes is now penalised. This includes fabricated endorsements or testimonials and fake product reviews.
False Identity Signals
Sites using AI-generated author images or made-up business addresses are explicitly flagged as low-quality. Google has refined its systems to detect this kind of inauthentic presentation more accurately.
Manipulative Page Design
Design practices such as unclear navigation, clickbait headings, or misleading button labels are now considered quality issues. Sites that use these to encourage false engagement or misrepresent their intentions may see a drop in visibility.
What EEAT Looks Like When Done Properly
Use Real Contributors
Showcase genuine people behind your content. Real authors with clear bios, qualifications, and links to their social profiles or portfolios are easier to trust — both for users and search engines.
Publish Original, Insightful Content
Content that covers a topic in-depth, includes examples or personal commentary, and adds unique insight is more valuable than something cobbled together from other pages.
Make Your Business Visible and Transparent
Users — and Google — should know who you are. Include:
- A complete About page
- Contact information and a physical location
- Staff bios or team introductions
- Clear privacy and cookie policies
Use Structured Data Correctly
Schema.org markup can help highlight authorship, reviews, medical expertise, and more. In 2025, using structured data to underline who created content and why they’re credible is increasingly beneficial.
Update Your Content Frequently
Refreshing outdated content sends a signal that you’re maintaining your site and keeping information current. Include a “last updated” date where relevant.
How EEAT Applies to Different Industries
Health
- Use medically reviewed articles
- Include doctor or professional bios
- Reference peer-reviewed sources
Finance
- Make qualifications like FCA or CPA visible
- Disclose terms, risks, and affiliations
- Avoid one-sided or sales-driven recommendations
E-Commerce
- Show your actual product images and videos
- Collect and display verified customer reviews
- Make returns, support, and warranties easy to find
News and Media
- Distinguish clearly between opinion and reporting
- Provide source links and correct mistakes when flagged
- Include credentials and bylines for journalists
Local Businesses
- Keep address and contact details consistent across Google Maps, the site, and directories
- Show real storefront or service photos
- Highlight staff introductions and community involvement
Correcting Common Misunderstandings About EEAT
EEAT Is a Ranking Factor
This is not entirely accurate. EEAT is used as a reference for teaching ranking systems how to evaluate quality, but it isn’t a direct algorithmic signal like mobile usability or page speed.
Adding Author Bios Is Enough
While author bios are useful, they are only one small element. Content must still show real insight and support claims with credible sources.
EEAT Only Matters for Health or Finance
Although EEAT is enforced more heavily on YMYL topics, Google increasingly applies the same scrutiny to content in other areas — particularly where poor advice could mislead users.
AI Content Automatically Fails EEAT
AI-generated content is not rejected by default. If it’s fact-checked, well-sourced, and clearly attributed, it can rank. The issue arises when AI is used to fabricate experiences or fake author identities.
Formal Credentials Are Always Needed
While qualifications matter for regulated subjects, lived experience counts heavily for lifestyle, travel, parenting, or product review content.
What Experts Are Saying About EEAT
“We’re seeing a shift where content creators need to not only be accurate but show how they arrived at their conclusions.”
— Lily Ray, SEO Director at Amsive Digital
“The web is flooded with AI material. EEAT gives users a way to trust what they’re reading again.”
— Marie Haynes, SEO Consultant
“If your content doesn’t reflect real experience or clear authority, it may disappear from page one, no matter how well it’s written.”
— Danny Sullivan, Google Search Liaison
Latest Data and Insights
- A Semrush 2025 study found that articles with updated timestamps and named authors saw 48% more organic impressions than anonymous, undated pages.
- According to Ahrefs, domains with at least three citations from known authorities in their sector saw an average 26% increase in ranking visibility.
- Google’s internal updates to Search Console now recommend updates to older content as part of best practices for maintaining visibility.
Looking Ahead: What EEAT Will Look Like Next
Google is expected to continue refining how it assesses quality through signals that can’t be easily faked.
- More attention will be given to contextual relevance — does the author’s background actually match the topic?
- Off-page signals like mentions in media and review sites will be tracked with greater precision.
- Google’s AI models will be trained more extensively on first-person narratives, distinguishing between general and experience-based content.
Conclusion: Trust Is the New Standard
Google’s focus on EEAT reflects its goal to promote helpful, honest, and accurate content. This means businesses must prioritise real contributors, original insight, and clarity across every part of their online presence.
Success in 2025 isn’t just about ranking higher — it’s about earning trust with every page, article, and product description. Those who deliver real value will continue to stand out. Those who don’t may not be found at all.
About Search Engine Ascend
Search Engine Ascend provides strategic support for businesses navigating the fast-changing world of SEO and content marketing. Our team tracks Google’s latest updates and helps clients build visibility with clarity, honesty, and real-world experience. Whether you’re producing content in a regulated industry or developing your first content plan, we offer insight grounded in performance and practicality.
