What's More Important: Expertise, Authoritativeness, or Trustworthiness?

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What’s More Important Expertise, Authoritativeness, or Trustworthiness


There are so many different things that matter and are so important when it comes to growing your business. EAT stands for expertise, authoritativeness, and trustworthiness and it’s kind of a big deal when it comes to SEO and your SE ranking.

All three factors are important when it comes to pleasing the Google algorithm, but what’s more, important: expertise, authoritativeness, and trustworthiness?

What Is EAT?

EAT is a handy little acronym to help you remember some of the most important things your website needs to rank highly and more importantly, not be a horrible website that no one likes.


You need to know what you are talking about. People aren’t going to read to the end if they don’t believe that the writer knows what it is they’re writing about. You need people to read your content all the way to the end, that’s how Google will gauge how relevant and engaging your website is.

Your website needs to look like a real website, for a real business, run by real professionals.  If you have credentials, qualifications, or if you have won awards for your business then be sure to include this on your website, it looks like and tells people that you know what you are talking about.

Make sure your content is good and well optimized, remember to link all your socials correctly and be sure to answer any questions that potential customers might have.



So, you’ve written a blinding little blog that shows you are an expert. Except, all I have to go off is your word, and you can’t believe everything you read on the internet. You could just be making it all up.

This is why you need to provide evidence and proof that you know what you are doing. You don’t have to include quotes and citations like it’s a piece of academic writing, but be sure to include links to other reputable sources to show that you have done some research and that your facts and figures haven’t been pulled out of thin air.

Better yet, you could be that link. If another website thinks your work is credible enough then they can use it as a source themselves. Other web pages and businesses on Google can be competition, but instead of competing, by linking and sharing each other’s content you can both benefit from Google’s algorithm. So spread a little love and start spreading those backlinks.



It’s so important that people trust your business and your website. If Google doesn’t think your business is trustworthy, then it won’t think it’s valuable and probably won’t rank it very highly. If your website is disliked or had a bad reputation, then Google won’t promote it, as that could give the search engine a bad reputation and Google doesn’t want that.

If you want people to trust your business, then you need to let existing customers have their say. Review sites Trustpilot, social media reviews, Google reviews, Trip Advisor and others can be a great way to let people share their experience with your business.

Whereas expertise and authority are all about proving what you know, trust is all about proving who you are. You need to show you are a real person behind the screen and that you are someone that can be trusted. Include a picture and bio so that people can learn a little bit about you and put a face to your name.

Make sure you have all the relevant up to date contact information on your website and if you have any payment policies or terms and conditions then they need to be very clearly outlined or easy to find on your website.

What's More Important: Expertise, Authoritativeness, or Trustworthiness?

What’s More Important: Expertise, Authoritativeness, or Trustworthiness?

Well, they all rely on each other in order to work efficiently and correctly for your business. They are all incredibly important and Google will be looking for all three and how well you use them.

Whether or not you focus on one of these points to be the most important is entirely dependent on your business and brand and how you want your customers to feel.

You can tailor your website to look like trust or expertise is the main focus however you need to make sure all three are working together behind the scenes to make sure are getting the most out of your website.


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