E.E.A.T: Google’s new SEO criterion for 2025

SEO is no longer just about keywords and inbound links. With the rise of content generated by artificial intelligence, Google is refining its criteria for judging the quality of web pages. The result? The famous E-A-T (Expertise, Authoritativeness, Trustworthiness) has evolved into E.E.A.T., with an extra E for “Experience”.

But what does this new E stand for? Why is it crucial to your SEO strategy? And above all, how can you incorporate it into your content? AntheDesign guides you through this new acronym, which could well change the way you create content.

E.E.A.T: definition and origin

Let’s start with the basics.

Since 2014, Google has been using the Quality Raters Guidelines (the instructions given to its human raters) to rate the quality of content. These guidelines were based in particular on three pillars:

1. Expertise,
2. Authoritativeness,
3. Trustworthiness.

Since the end of 2022, a new criterion has been officially included: Experience. This isn’t just a semantic quirk. It marks a real desire on Google’s part to value content written by people with direct experience of the subject matter.

Why does Google add “Experience”?

In a context where content is mass-produced – sometimes by AIs, sometimes by editors with no connection to the subject – Google wants to distinguish those who have “lived” what they write.

Example

Two articles about hiking in the Alps.

The first is generated by an AI from data gleaned online. The second is written by an avid hiker, with photos, anecdotes and advice drawn from his or her own experience. Which does Google consider more “experiential”? Bingo, the second one.

The aim is clear: to promote authentic, concrete and useful content, and reduce the impact of overly generic or “lukewarm” texts.

E vs E: don’t confuse Experience with Expertise

Direct experience does not necessarily mean a diploma or official recognition.

• Experience = I’ve tested, experienced, used.
• Expertise = I’ve studied, I’ve learned, I’m recognized in the field.

Example

A user shares his feedback on accounting software: he’s not a chartered accountant, but he used the tool for 6 months for his very small business. This is real-life experience: Google values this type of testimonial.

Ideally? Combine the two. An expert who also has experience in the field is a jackpot.

How does Google measure E.E.A.T.?

Even if Google doesn’t reveal everything, several indirect signals can come into play:

• the presence of a clearly identified author,
• the presence of an organic profile with its background,
• case studies, testimonials and feedback,
• links to trusted external sources,
• as well as customer reviews, personal photos and home videos.

Warning: a site can have strong authority (backlinks, seniority) but be penalized if its content seems “generic” or not embodied.

How can you concretely improve your E.E.A.T.?

Here’s an actionable checklist you can implement right now on your site.

1. Promote the author

• Add his biography to your articles.
• Mention the author’s actual experience with the subject.
• Link to the complete author page or LinkedIn profile.

Sample AntheDesign author sheet

This content is written by Hugo ESSIQUE; his author profile is available at the bottom of the content. By clicking on it, you will read his presentation and have access to the content he has written.

2. Show proof of your experience

• Use original photos, screenshots, home-made videos.
• Add anecdotes or concrete feedback to your articles.

3. Structure for credibility

• Quote reliable sources (studies, institutions, etc.).
• Add outbound links to quality content.
• Be transparent: if it’s a personal opinion, say so.

4. Encourage testimonials

• Highlight detailed customer reviews.
• Reuse user feedback in your product pages or case studies.

5. Monitor your reputation

• Monitor reviews on Google, Trustpilot and forums.
• Work on your external mentions (press relations, partnerships, etc.).

What’s the impact on your SEO?

Clearly: a better E.E.A.T. can improve your positions on YMYL (Your Money, Your Life) queries, i.e. sensitive subjects linked to health, finance, law, etc.

But even for a travel blog, an e-commerce site or a local VSE, Google is starting to apply this “quality” filter more widely.

What AntheDesign offers to boost your E.E.A.T.

At AntheDesign, we don’t just write content to look pretty. We help you embody your expertise and structure your content to meet Google’s quality standards.

Our services include :

• Audit your E.E.A.T. presence
• Creating or redesigning your author pages
• Editorial redesign focused on user experience
• Support for trust signals
• SEO copywriting with proof of use and storytelling

Conclusion: don’t let E.E.A.T. pass you by!

The switch from E-A-T to E.E.A.T is not a simple adjustment: it’s a sign that Google wants content that’s embodied, concrete and useful. It’s no longer enough to say you’re an expert: you have to show it.

To remember

• Lived experience becomes a strong differentiating criterion.
• All sites are concerned, not just sensitive sectors.
• It’s an opportunity to stand out from bland or automated content.

AntheDesign can help you make your site a trusted reference; not by pretending to be good, but by proving it, content after content.

 

Photo credit: salarko – stock.adobe.com; photo for editorial use only.