E-E-A-T, which stands for experience, expertise, authoritativeness, and trustworthiness, is a framework you will have likely become familiar with over recent years. However, if you’ve ever found yourself wondering exactly what it is and why it’s so important, now is the time to change that. As in 2025 E-E-A-T is expected to heavily impact SEO, and we’re going to uncover exactly why that is.

What is E-E-A-T?

Let’s start from the beginning. E-E-A-T is a set of guidelines that Google uses to access the overall quality and credibility of online content. Google raters use the framework to determine whether the content is accurate, reliable, and genuinely helpful to users.

E-E-A-T is undoubtably important for all content types, however, if your content could significantly impact someone’s life, health, financial status, or safety then it’s even more crucial. These topics are referred to as “your money or your life” (YMYL) and are held at a much higher standard than others.

Why does it matter?

As a website owner or content creator, ensuring that you not only understand but also implement E-E-A-T is a vital step to be taking. As this will help to improve visibility in search results, as well as building a strong online presence too.

It’s simple really if the quality of your content is high, then the better chance your website stands of ranking well on search engine results pages (SERPs). As each part of the framework will help Google to determine how valuable and reliable this piece of content actually is.

Why will it impact SEO in 2025?

In 2025 originality is going to be key and an absolute game changer if you want to stand out from the crowd. With each year that goes by, the landscape gets more congested and ensuring you establish E-E-A-T is going to be crucial to break through this. Leveraging new data, highlighting human experience and of course remaining authentic and trustworthy is going to allow you to do this and have a lasting impact.

If you need help implementing E-E-A-T in 2025 we have specialist SEO trainers who can help.