How to Build Google’s Trust (and Your Readers’ Too!) With E-A-T
Over the weekend, a sweet reader messaged me and said, “ Sunni, I keep hearing about this thing called E-A-T, but I have no idea what it means!”
So, being me, I couldn’t let that sit. I grabbed my laptop and decided to write this post just for you. Because if one person was wondering, I know others are too.
Even I forget sometimes that we need to circle back to the basics every now and then, and that’s exactly why I love this community so much. You remind me what matters most: real connection, open conversation, and learning together.
What Google and Your Readers Have in Common
When I first heard about something called E-A-T, I thought it was another complicated tech term for me to learn. Yes, another, and quite frankly, I was not ready. (Insert head into sand.) I thought maybe it had something to do with algorithms or coding. Nope! Turns out, it’s much simpler and so much more powerful.
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, and it’s how Google decides which blogs deserve to show up on page one and which ones don’t.
But here’s the secret: it’s also exactly how your readers decide whether they’ll come back for more.
I built Simply Sunni on the idea that blogging success comes from genuine connection, honesty, and consistency, and that’s exactly what E-A-T is all about. Whether you’re trying to grow your first 100 readers or build your long-term reputation, mastering E-A-T will help you do both.
What Is E-A-T and Where Did It Come From?
The term E-A-T first appeared in Google’s Search Quality Rater Guidelines — a handbook used by real people hired by Google to evaluate the quality of web pages. It was first publicly referenced in 2014 and quickly became one of the most pivotal principles for understanding how Google measures trustworthy content.
In other words, Google itself coined the concept, not a marketing expert or SEO influencer. It’s the foundation of how the search engine defines quality content.
Google’s principle of E-A-T, which stands for expertise, authority, and trustworthiness, is the search engine’s way of determining the value of content on the web. —Search Engine Land.
So when you follow E-A-T guidelines, you’re not just improving SEO, you’re building credibility with both algorithms and humans.
E — Expertise: Share What You Know (and What You’ve Lived)
Let’s start with some good news, shall we? You don’t need a degree or years of experience to be seen as an expert. Gasp. You just need to write about what you know and have experienced.
If you’ve learned how to start a blog, overcome creative burnout, or manage content through a busy holiday season, that’s expertise. Google loves creators who speak from experience because it feels authentic and helpful.
What do I mean exactly? To show your expertise, you can:
- Share personal stories and lessons learned (not just facts).
- Provide specific examples or step-by-step tips.
- Use original images instead of stock photos whenever possible.
When I write posts like How Beginner Bloggers Can Build Confidence and Clarity in 12 Months, I’m not speaking from theory; I’m sharing the exact steps that helped me build Simply Sunni from scratch. That’s what makes your content powerful.
A — Authoritativeness: Become a Go-To Voice in Your Niche
Authority comes from consistency, credibility, and community.
It’s earned when people start referencing your work, linking to your posts, or sharing your advice.
And if you want to know how to build authoritativeness, here is a good start.
- Stay consistent. Post on a regular schedule. Google notices when your site stays active.
- Link to reputable sources. Think HubSpot, Forbes, or other experts your readers already trust.
- Encourage mentions and backlinks. Collaborate with other bloggers or guest post on sites that complement your niche.
Authority isn’t built overnight. It is a process, but when readers begin quoting you, you’ll know you’re on the right path.
T — Trustworthiness: Be Transparent and Real
Trust is the heartbeat of blogging.
Without that hard-earned trust, even the best content can fall flat.
Here is what I suggest for showing your trustworthiness throughout your blog and on your site.
- Include an About page with your real name and photo.
- Add an author bio at the end of every blog post.
- Be transparent about partnerships, products, and affiliate links.
- Keep your site secure (use HTTPS and privacy policies).
When readers know who you are and that you genuinely care about helping them, they stay longer, share your posts, and subscribe. It’s that simple, and truly that human, thank goodness.
And that’s precisely what I teach in Consistent Content Strategy Around Seasonal Freebies. Giving value builds trust faster than any algorithm ever could.
How E-A-T Helps You Grow Traffic Naturally
These days, Google’s algorithm is designed to surface genuinely helpful content. That means every post that demonstrates E-A-T — through credible sources, clear writing, and your personal touch — has a higher chance of ranking.
The result is more organic traffic and loyal readers who stick around. Yay!
If you’re just getting started, check out last Friday’s blog post – From Zero to First 100 Readers: Beginner Blogger Traffic Growth Plan next. It’s the perfect follow-up to help you apply these E-A-T principles to authentic growth.
Sunni’s Pro Tip:
You don’t need to act like an expert to build authority — you just need to share what you’ve learned and let your passion shine through. Authenticity builds trust faster than perfection ever will.
I am getting hungry, so here are my final thoughts on E-A-T
E-A-T isn’t about chasing Google’s approval, so get that right out of your head. The method is used to create content that makes readers feel safe, seen, and supported. When you write with heart, back it up with truth, and stay consistent, both your readers and Google will notice.
So, my friend, keep showing up, keep learning, and remember: your voice has value.
Now go sprinkle that expertise with sunshine. (And get a snack if this acronym made you hungry!)
