Google’s algorithm

In December 2022, Google expanded the term E-A-T to encompass an additional factor: “experience.” This new acronym affectionately referred to as “Double E.A.T.,” has become a significant component of Google’s evaluation mechanisms and Search Quality Rater assessments.

What Is EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) in SEO?

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Utilizing EAT for SEO involves creating credible content. Google introduced EAT in its updated Quality Guidelines in 2014 and later expanded it to include an additional “E.” This update was aimed at aiding manual content reviewers in identifying trustworthy websites, especially with the introduction of AI chatbots.

Google’s primary goal is to provide the best possible user experience. To achieve this, it must ensure that the content it ranks closely aligns with user search queries. False, low-quality, or unhelpful information can harm both Google and its users. Therefore, Google uses EEAT to verify the reliability and credibility of displayed content. Prioritizing EEAT content ensures that users receive the best and most reliable results.

Imagine searching for medical advice to treat migraines, and the top result is a spammy website offering questionable home remedies without any evidence-based support. While Google’s guidelines can be frustrating for users, some may consider this information as truth, potentially leading to harmful consequences.

Collaborating with an EEAT-specialized agency can be a beneficial long-term strategy for your business.

What is YMYL?

YMYL is an acronym for Your Money Your Life. Google uses this classification to classify content that could affect your financial well-being or general health. False content, like our previous example of searching for medical information, can be harmful to users.

Google focuses on YMYL websites and articles that use EAT. It is important to speak from a position of authority when you have a website that offers financial or medical advice.

The combination of EAT with YMYL helps educational institutions and other credible organizations to rank highly. They have high domain authority because they clearly provide expert information.

This post was written by Kristian D’An. Kristian is the owner and SEO Specialist at, a search engine optimization company. Kristian has been optimizing websites successfully for over 7 years. He has helped his clients achieve the #1 position on Google in several different industries.

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