E-E-A-T: The SEO Cheat Code You Can’t Afford to Ignore

Google’s new SEO rulebook: What E-E-A-T means for your website

Just when we thought we had a handle on Google’s SEO playbook, they’ve gone and changed things up again. But this time, they’ve actually made it a bit clearer for those of us trying to climb the rankings. If you’ve worked in digital marketing for a while, you’ll know all about E-A-T—short for Expertise, Authority, and Trustworthiness. These have long been the pillars of creating content that Google takes seriously.

Now, there’s a new kid on the block: Experience. With this addition, Google’s updated its framework to E-E-A-T—Experience, Expertise, Authority, and Trustworthiness. And if you want your website to show up in search results, you’re going to have to take this seriously.

In true South African style, think of it like trying to start a braai in the wind—you might have a firelighter, some good wood, and a great grid, but if you don’t have the right conditions (or know what you’re doing), you’re not getting a lekker fire going. Same goes for content: without showing Google that you’ve walked the walk—not just talked the talk—your content won’t go very far.

So, what does this mean in practice?

If you want to rank well on Google, your content needs to clearly reflect the following:

• Experience: First-hand knowledge and real-world use cases. Have you actually done what you’re talking about?
• Expertise: Formal or recognised skill in the subject matter. Are you qualified, or have you studied the topic deeply?
• Authority: Do others trust your voice in this space? Are you recognised as a go-to source?
• Trustworthiness: Is your content accurate, safe, and reliable? Can readers trust what you’re saying?

And let’s be honest—content spun out by AI without any personal insight, hands-on experience, or credible sources is going to get flagged quicker than a pothole in Joburg. Google is refining its systems to recognise real human input, so now more than ever, authenticity counts.

Let’s unpack exactly how you can sharpen your E-E-A-T strategy and get your site into shape. From showcasing your lived experience to building digital trust, we’ll help you understand what it really takes to stand out in today’s competitive SEO landscape.

Let’s dive in and make your content count—for both your readers and the Google gods.

At its heart, E-E-A-T is Google’s way of making sure quality wins. It’s a filter designed to separate the real deal from the digital fluff—so that when people search for answers online, they’re not getting half-baked opinions or misleading info from someone who’s simply guessing.

Think about it this way: if you’re searching for financial advice, would you rather get insights from a qualified tax consultant who understands the ins and outs of SARS, or some oke on the internet who reckons he’s found a loophole? Exactly. Google’s on your side here—and it’s on a mission to prioritise content that’s accurate, reliable, and backed by real-world experience.

This is why E-E-A-T matters. If your content clearly shows that you know your stuff, have actual experience in the field, and can be trusted as a source of truth, then Google’s far more likely to rank your website higher. Whether you’re giving advice, offering a service, or selling a product—credibility is your ticket to visibility.

So how do you play by these rules and come out ahead?

Let’s unpack each piece of E-E-A-T and explore how you can use it to strengthen your online presence and give your website a meaningful SEO boost.

Why Experience Matters More Than Ever in SEO

Let’s be honest—most of us can spot AI-generated content from a mile away. It feels flat, robotic, and often sounds like it was pulled from the first five Google search results and mashed together with no real heart. And you know what? Your audience can tell too. More importantly, so can Google.

That’s exactly why Experience has become one of the most important ranking factors in Google’s updated E-E-A-T framework. It’s not just about having the right facts—it’s about showing that you’ve actually lived the thing you’re talking about.

Google is placing more value on content that comes from real people with real-world knowledge. Whether it’s a story from your day-to-day work, a personal journey, or a behind-the-scenes look at how your business operates, these are the details that set you apart. They’re what make your content authentic—and authenticity is what wins trust (and search rankings).

So, how do you prove that experience in a way that Google and your audience will believe?

1. Show your face

Don’t hide behind a logo. Have an “About Us” page that introduces the real humans behind the brand. Include photos, bios, and a bit of your personal story. South Africans appreciate knowing who they’re dealing with—whether it’s a one-person operation or a national team.

2. Write from lived experience

If you’re a financial planner in Joburg, share insights from actual client situations (keeping things confidential, of course). Explain how you helped someone plan for retirement or restructure their estate. If you’re a travel blogger, don’t just rehash what’s on Google—tell us about that time you got stuck in traffic for three hours on the N1, or the gem of a padstal you found near Beaufort West.

3. Use real-world examples

Case studies, testimonials, before-and-afters, customer feedback, and even voice notes from happy clients—these all tell Google (and your readers) that you’re not just making things up. You’re drawing from lived experience, and that’s gold.

At the end of the day, AI can copy facts, but it can’t live them. It’s never pitched up to a client meeting. It’s never stood in the mud at a construction site. It’s never burnt its fingers on a braai. That’s your edge.

In the age of AI, being human is your superpower. Use it.

Expertise: Being Good Isn’t Good Enough

These days, it’s not enough to say you know your stuff—you have to prove it. Google wants to see clear signs that the content on your site is created by people who actually understand the subject matter. Whether you’re dishing out advice, sharing knowledge, or selling a service, it’s about showing that you have the background and credibility to back up your claims.

Let’s put it into perspective: if you’re running a health website, you wouldn’t let a junior copywriter or intern write articles about heart surgery, would you? Neither would Google. In fact, when it comes to topics that affect people’s wellbeing—like medicine, finance, or law—Google expects content to be written (or at the very least reviewed) by qualified professionals.

So, how do you make sure your expertise shines through?

1. Add proper author bios

Every article should clearly show who wrote it—and more importantly, why they’re qualified to write it. Add the author’s name, credentials, and a short bio. If you’ve got a CA(SA), a PhD, or twenty years of experience in your field, put it front and centre. You can even link to their LinkedIn profile or professional site—Google picks up on those signals.

2. Back up what you say

Don’t make claims without supporting evidence. Use reputable sources, link to well-known studies or official data, and make it easy for readers (and Google) to trust what you’re saying. Whether it’s a stat from Stats SA, an academic paper, or a respected industry body—cite it.

3. Keep it fresh

Expertise isn’t a trophy you earn once and then forget about. It needs to evolve. If you want to be seen as a true thought leader, publish regularly, comment on current trends, and show that you’re staying on top of your game. Whether you’re in construction, education, agriculture, or IT—things change, and your content should reflect that.

At the end of the day, if you want Google—and your audience—to take you seriously, you have to show that you’re the real deal. Anyone can claim to be an expert, but the ones who back it up? They’re the ones who win in the rankings.

Authority: It’s Not Just What You Know—It’s Who Recognises It

In Google’s eyes, Authority isn’t just about having the knowledge—it’s about being seen as a trusted voice in your field. You could be the top expert in your industry, but if no one else is pointing to your work, referencing your insights, or linking back to your content, Google won’t give you the credit you deserve.

Think of it like this: if you needed legal advice, would you rather go with an attorney who’s been quoted in a News24 article or someone sharing legal “advice” on a dodgy WhatsApp group? We all know the answer. That’s how authority works online too.

So, how do you build authority in Google’s eyes—and in the eyes of your audience?

1. Get featured on reputable websites

When well-known or high-traffic sites link back to your content, it tells Google that you’re a trusted source. Whether it’s a guest article on Bizcommunity, an interview on Radio 702, or a feature on a well-known industry blog, these backlinks carry serious weight. Make time for PR and networking—it pays off.

2. Build a consistent content library

One blog post doesn’t make you an expert. If you’re in digital marketing, don’t just write one piece on SEO and call it a day. Cover every angle—local SEO, Google Ads, content marketing, social media trends, you name it. The more depth and breadth you offer, the more likely Google is to recognise your authority on the topic.

3. Show off your awards and recognition

If you’ve won industry awards, been nominated for something, or spoken at local events like Design Indaba or Africa Tech Week, let people know. Include logos, certificates, or badges on your site—preferably somewhere visible, like your homepage or About page. It’s not bragging—it’s proof that others recognise your expertise.

Authority takes time to build, but once you’ve earned it, it becomes a powerful SEO driver. So keep showing up, sharing your insights, and contributing to your industry in a way that others can’t ignore.

Want to position yourself as a leading voice in your niche? Let’s chat about a content strategy that puts your authority front and centre.

You can have all the experience and expertise in the world, but if people (and Google) don’t trust your site, you might as well be shouting into the wind. Trustworthiness is the backbone of Google’s E-E-A-T framework—and without it, everything else falls apart.

If your website looks dodgy, feels outdated, or lacks basic credibility signals, Google will move you to the back of the queue. And your audience? They’ll click away faster than a bakkie doing a U-turn on the N1.

Here’s how to show both your visitors and search engines that your site is the real deal:

1. Secure your site with HTTPS

This one’s non-negotiable. If your website still says “Not Secure” in the browser bar, it’s time to get your hosting sorted. A valid SSL certificate not only protects your visitors’ data—it also tells Google that you take security seriously. In 2025, there’s no excuse not to have HTTPS set up. It’s basic hygiene.

2. Make contact details visible and clear

If people can’t find you, they won’t trust you. Your website should have a proper contact page with a phone number, email address, and (if applicable) your physical location. Especially in South Africa, where scams are all too common, this transparency goes a long way toward building trust. Bonus points for having a Google Map embedded on your contact page and visible company registration or VAT info in your footer.

3. Gather and display real customer reviews

Nothing builds trust like word of mouth. Encourage happy clients to leave honest reviews on your Google Business profile, Facebook page, or your website. These testimonials act as digital trust badges—and Google takes them seriously. Just remember: don’t try to fake it. Google’s smarter than it looks, and fake reviews will do more harm than good.

4. Keep your site up to date

A stale website is a red flag. If the last time you updated your blog was during the drought of 2018, people might assume you’ve closed shop. Regular updates signal that your business is alive, active, and engaged. This doesn’t mean posting daily, but a consistent rhythm of fresh content goes a long way.

And while we’re talking about updates—don’t forget the backend. Keeping your WordPress version, plugins, and themes up to date is crucial for both security and performance. An outdated site isn’t just risky—it’s a signal to Google that you’re not maintaining things properly.

Now that you’ve got a solid grip on what E-E-A-T stands for—Experience, Expertise, Authority, and Trustworthiness—it’s time to move from theory to action.

Here’s how to put E-E-A-T into practice and give your website the edge it needs to stand out in Google’s search results (and in the minds of your audience):

1. Create content that actually helps people

This isn’t about stuffing your blog full of keywords or chasing word count. It’s about answering real questions with real insight. Whether you’re explaining how to choose the right bond originator or helping people understand their solar setup, focus on usefulness. That’s the kind of content people share, and more importantly, the kind that Google rewards.

2. Make it easy to read

No one’s got time to wade through a 5,000-word essay with no structure. Use clear headings, bullet points, short paragraphs, and visuals to guide your reader through the content. You’re not writing a textbook—you’re having a conversation. Keep it light, clear, and useful.

3. Be transparent about who you are

Your audience—and Google—want to know who they’re dealing with. Don’t be shy. Share your team’s experience, qualifications, and the journey behind your business. Whether you’re a one-man band in Pretoria or a national service provider, that transparency builds trust and signals credibility.

4. Earn high-quality backlinks

Google sees backlinks from other reputable websites as a vote of confidence. So build relationships in your industry. Contribute guest articles, get interviewed on relevant podcasts, or collaborate with partners on co-branded content. The more your name appears in the right places, the more authority your site earns.

5. Keep your website clean, fast, and modern

If your site still looks like it belongs on Internet Explorer, you’re not doing yourself any favours. A modern, mobile-friendly design tells visitors (and Google) that your business is current and trustworthy. Invest in good UX, fast load times, clear navigation, and up-to-date information. First impressions count—online just as much as in person.

With AI-driven search engines becoming more sophisticated, well-structured metadata and high-quality content are no longer optional—they’re essential. AI doesn’t just scan for keywords anymore; it evaluates context, authority, and intent. This means you can’t trick your way to the top with keyword stuffing or generic, AI-generated fluff. If your content doesn’t add real value, AI-powered search engines will leave you in the dust.

Take Swift Geospatial, for example. Their expertise in satellite earth monitoring is reflected in their content, demonstrating real-world experience and authority in the geospatial industry. Or look at Office & Co, a leading provider of office space in Gauteng, whose content strategy focuses on real insights into workspace solutions, making them the go-to source for businesses looking for premium office rentals. Then there’s The Flying Pig, a premium pork supplier in South Africa, whose well-crafted content tells the story of high-quality, ethically farmed pork—something AI-driven search engines recognise and reward. Graceland Architects in Pretoria are the experts on healthcare architecture and have a content creation strategy geared towards showcasing their expertise in their field.

The common thread? Original, well-written content that offers real expertise and experience. AI search is designed to prioritise content that users genuinely find useful, which means E-E-A-T isn’t just a guideline—it’s the foundation of modern SEO. If your content isn’t engaging, informative, and backed by real-world knowledge, don’t expect it to rank.

This is why metadata and content quality go hand in hand. Strong metadata—titles, descriptions, and structured data—tells AI what your page is about, while exceptional content proves it’s worth ranking. In a world where AI is deciding what shows up in search results, you can’t beat original, well-written content backed by genuine expertise.

Look, we all know SEO is a game. But E-E-A-T in SEO isn’t about hacks or loopholes—it’s about building real, credible, and valuable content.

If you try to fake your way to the top, Google will eventually catch you out. But if you put in the effort, prove your experience, and actually care about what you’re putting online, your rankings will reflect that.

So, stop looking for shortcuts and start playing the long game. The internet is full of junk—don’t add to it.

Now go forth and E-E-A-T your way to SEO glory.