4 tactical ways to improve your SEO signals through EEAT

EEAT is Google's framework, used to assess the quality of content. It stands for Expertise, Experience, Authority, and Trustworthiness, and acts as a method of protecting Google users from unreliable and poor-quality content.  

Whilst it has been around since 2014, its continued refinement and Google’s algorithm updates means that EEAT is playing an increasingly important role in how your website ranks in search results. In fact, search interest in EEAT has risen by 187% over the past year alone, underlining just how critical it has become in the wider SEO landscape.  

The more your website demonstrates these qualities, the more credible it appears to Google, and the better your chances of climbing the rankings. EEAT factors ensure long-term SEO stability for your site, and ensure your content is ready for any further future algorithm updates. and specific outcomes that haven’t been widely covered elsewhere. In short, now is the time to be bold—whether that means offering original perspectives or challenging established thinking. 

There are many ways to strengthen your EEAT signals, but here are four high-impact actions we recommend focusing on first to improve your website’s credibility and search visibility.

1. Create Author Profiles and Expert Biographies 

Content is stronger when there’s a name and a story behind it. Whether it’s blog posts, articles, or landing pages, having named authors adds a layer of credibility.  

We recommend building out in-depth biographies for each contributor that clearly explain their expertise, background, and role. Where possible, consider creating dedicated landing pages for each author to really showcase their authority and expertise.  

Make sure to include: 

• Professional credentials
• Contact information
• Social media profiles
• Years of experience and previous roles
• Certifications and publications
• Even a direct quote or personal statement.  

All this information tells search engines that this person is trusted and credible.

Authors don’t have to be limited to internal team members either. You can feature guest writers, subject matter experts, brand ambassadors, or interviewees—anyone actively involved in shaping your content. Adding series like ‘Author Picks’ or ‘Meet The Author’ can further demonstrate authenticity and bring real human stories into your content strategy.

This author bio demonstrates expertise through Josephine’s years of experience, professional certifications, and work across various industries. It reflects her experience by pointing to real, measurable contributions to SEO success. Her authoritativeness is supported by features in respected publications and speaking at major industry events. Finally, her trustworthiness comes through in her transparency, continuous learning, and commitment to mentoring others in the field.

If privacy is a concern, or if your organisation only has a single voice for content, there are still workarounds. Instead of detailed personal bios, organisations can create a collective “Editorial Team” page, for example, outlining combined credential and areas of expertise. Alternatively, you can spotlight role-based authority (“Content created by our in-house Marketing Team”) while maintaining some distance from personal identifiers. The key is to show that knowledgeable, real people are responsible for the work—even if individual profiles are condensed or anonymised. 

The goal remains the same: to show Google, and your readers, that your content is created by real humans with real expertise, strengthening both credibility and trust.

2. Curate Your Footers and External Links Carefully 

Your website’s trust signals don’t end with your main content, such as blogs and news. The supporting information around it, particularly in footers and link references, can help reinforce your authority.  

We recommend including recognisable and verifiable signals of trust, such as: 

• review platform badges (like Trustpilot or Feefo)
• industry accreditations (such as ISO certifications)
• links to your verified social media channels
• references to reputable sources.  

Avoid low quality directories and outdated blogs, and be sure to check for broken-links regularly, as these can negatively affect your SEO efforts. The key is to ensure that these links direct users to genuinely trustworthy sites.  

The benefit of having these in the footer of your website, is that these credentials are present on every page on your website – so regardless of where or how a visitor enters your site, you guarantee these will be seen. 

Google pays close attention to where you’re sending your visitors, as it reflects on your credibility. Ensure any link to external sites are verified, and thoroughly reviewed beforehand, to ensure the target site is also trustworthy and reliable. Don’t let the poor reputation of someone else's website, impact your search engine rankings.

3. Leverage Guest Posting and Digital PR Platforms 

Publishing content on respected third-party websites and linking it back to your own site can significantly boost your perceived authority. It’s one of the oldest SEO tricks in the book, but with the introduction of the new ‘E – Experience’ factor in EEAT in 2022, it is still a vital step, as it proves your insights are authentic and unique.  

Consider publishing articles on guest posting like Medium and Substack, or industry-specific trade magazines such as The Drum or The Conversation, as these platforms already have strong domain authority.  

Having publications on respected industry-relevant sites, increases your credibility, expands your reach, and most of all creates quality backlinks, increasing your domain authority. However, it is important to choose sites that align with your market, audience and goals, so we recommend carefully exploring which site works best for your specific needs. When choosing a platform to publish your content on, be sure to check: 

• Is their audience directly aligned with yours?
• Do they enforce editorial quality? Avoid clickbait titles, or unsupported points.
• Can you build a long-term contributor relationship, therefore allowing strong SEO relations to form?
• Do they currently only link to clean and not over-commercialised sites? 

The key is to make sure the content is relevant, well-written, and adds value, it’s not about backlinks for the sake of it. An easy pitfall to avoid is to ensure you don't duplicate content, for example publishing a blog post on your own site, and then copying it over to a third-party site, as this will decrease the uniqueness of the article in the eyes of Google.

4. Develop a Multi-Channel Content Strategy 

Today, SEO is no longer just about on-page optimisation or keyword use. Google is looking at your wider digital footprint, and that includes offsite signals from social media sites, PR releases, influencer content, and more.  

Think of SEO as part of a broader content ecosystem - a strategic presence across channels helps build brand mentions, inbound links, content consistency and trust signals from multiple sources. We’re seeing more and more businesses increase their search rankings through multi-channel content strategies alone, even without changing much on their actual website.  

More content touchpoints will mean Google is crawling your site more frequently, and varied anchor text for links helps demonstrate that people view you as having multiple high-quality areas of expertise. So don't just invest in SEO, invest in other digital marketing as well. 

Having influencers discuss your brand on their website and social media channels or discussing key findings in podcast episodes, will all increase branded searches and domain authority, whilst also generating fresher content signals.  

Where appropriate, add links to existing mentions of your brand, roll out cross-platform campaigns, and carefully re-purpose content, for example by turning a blog post into a social media video. 

 

EEAT is here to stay, and it’s shifting the SEO conversation from traditional technical tweaks and toward credibility, transparency, and consistency. It's not just about rankings, it's about reputation, and with an emphasis on the human element and on lived experiences. As Google adjusts its algorithms towards human judgement, demonstrating that your content is verified by industry experts and supported by a trusted network, is crucial to amplifying your search engine performance.

If you’re looking for support in strengthening your SEO strategy for the future, get in touch with our team. We can help you build a more credible, consistent, and human-centred approach that meets the latest search standards.