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Staying Visible: How Google Ranks Content with E-E-A-T in 2025

Writer's picture: Sorilbran StoneSorilbran Stone

Google. The all-knowing search engine that always seems to serve up exactly what you need, when you need it. But as intuitive as Google is for users, the algorithms behind the curtain are constantly evolving to ensure the information served up is as relevant and trustworthy as possible. And for that, we should all be grateful.


A key part of Google’s evolution has been the introduction of E-E-A-T: Expertise, Authoritativeness, Trustworthiness, and as of December 2022, the newest addition—Experience. In this post, we’re going to break down these four pillars of content evaluation and dig into how Google ranks content using the E-E-A-T framework, and why aligning your content with them is more critical than ever.


What Is E-E-A-T? Breaking Down Google’s E-E-A-T

Before the latest updates, SEO pros focused on Google’s E-A-T framework—Expertise, Authoritativeness, and Trustworthiness—as the key to ranking your content. But the addition of Experience has brought a new layer of nuance to the table. Let’s break these four factors down so you know exactly how to create content that wins Google's favor.




Experience (The New “E”)

The newest pillar is all about first-hand knowledge. Google is giving more weight to content written by people with real, lived experience. Whether you’re writing a product review, explaining a complicated process, or sharing insights from audience engagement, Google wants to see that you have boots-on-the-ground experience in your field. This ensures that the search results come from people who know what they're talking about—literally.


Google is actively curating its knowledge panels and search results to feature trusted brands and experts who’ve been there, done that, giving your content a real shot at dominating the search results if you can showcase that first-hand insight.


Expertise

Expertise, the second "E," continues to play a major role in Google’s content rankings. This one is pretty straightforward: Google wants to see that your content is written by someone who knows their stuff. Whether you’re sharing advice, solving problems, or providing insights, your qualifications, credentials, and in-depth knowledge will be evaluated. If you’ve got the receipts, Google will reward you.


But here's the catch: while having expertise matters, it's not the only factor. Google wants to see practical application (hello, Experience) combined with book smarts.


Authoritativeness

Reputation matters. Google considers not only your expertise but also how others view your expertise. Authoritativeness is all about how credible you and your website are in the broader online world. Things like backlinks from reputable sources, shout-outs from industry leaders, and references from authoritative websites all help build your reputation in Google's eyes.


Establishing thought leadership, building an online presence, and getting recognized by reputable entities are key strategies for boosting your Authoritativeness score. It’s basically Google’s way of saying, “Can we trust this person to know their stuff?”


Trustworthiness

The last piece of the puzzle is Trustworthiness. Google is constantly on the lookout for reliable, safe, and accurate content. From your tone to your sources to the way you interact with your audience, consistency is key. Whether it's positive user reviews, social media activity, or the accuracy of your claims across multiple platforms, Google wants to know that you can be trusted.


If your content gives off a vibe that says, “This information is legit,” you’re going to perform better in search results.



How Google’s E-E-A-T Framework Powers the AI Overview

Here’s where things get interesting. Google’s AI Overview (formerly the Search Generative Experience, or SGE) builds on these E-E-A-T principles to take search results to the next level. The AI Overview focuses on aligning content silos like Branded Content, Search Queries, Client Pain Points, and User-Generated Content and carefully curating information from trusted sources and experts who have first-hand experience with products, brands, and processes. If you’re recognized as an expert in your field with content that reflects real-world insights, your chances of landing in Google’s AI Overview are high.



How to Achieve Visibility and Recommendation in Google’s Search Results

Now that you understand the pillars, let’s talk strategy. To maintain visibility and recommendation in search results, you need to align your content with all four E-E-A-T criteria. That means going beyond basic SEO tactics and focusing on building trust, authority, and expertise in a way that resonates with real people (and Google’s algorithms).


Practical Steps:

  1. Lean Into Your Expertise: Don’t just say you know something—show it. Write from first-hand experience, and let your credentials shine through.

  2. Build Authority: Get reputable websites and industry leaders to back you up. Whether through backlinks, references, or partnerships, make sure your content is endorsed by those who matter.

  3. Reinforce Trust Across Platforms: Ensure your online presence is consistent. Whether it’s your website, social media, or reviews, reliability is key. Make sure your message is the same across the board.

  4. Optimize for User Needs: Prioritize solving your audience’s pain points over self-promotion. Google cares more about how well you’re helping users, not just how well you’re optimizing for a keyword.



Final Thoughts

As Google continues to refine how it ranks content, understanding the E-E-A-T framework is essential for brands and experts who want to stay visible in search results. The addition of Experience is a game-changer, signaling that authentic, first-hand insights are more valuable than ever.

So, if you want to succeed in this new era of search, focus on delivering content that’s not just optimized, but credible, authoritative, and trustworthy. Get those four pillars in place, and you’ll not only survive the AI Overview —you’ll thrive in it.


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