Summary: E-E-A-T is not a badge. It is a set of visible signals that show real experience, expertise, authority and trust. This playbook breaks down what those signals look like on live pages, how to add them without fluff, and before and after examples you can copy.
What E-E-A-T means in practice
E-E-A-T is a quality lens. It checks whether a page is written by someone who knows the topic, whether claims are supported, whether the site is a known entity, and whether users can trust what they read. The fastest wins come from clear authorship, solid citations, and unambiguous branding on every high intent page.
Author signals that actually move trust
What to show on the page
Add a short byline block near the top. Include the author’s name, role, topic credentials and a plain English reason they should be believed. Show a headshot and a link to a fuller profile. Add a reviewed by line for regulated or sensitive topics with the reviewer’s credentials.
What to host on the profile
Create a profile page that reads like a lightweight CV. Include qualifications, employers, awards, conference talks, areas of focus, and 3 to 5 featured pieces. Add contact or social routes users expect for that profession. Keep dates fresh so the profile looks alive.
Example A: before and after
Before
No author name, generic “team” voice, no contact route, no update date. The page reads like a template and fails the who wrote this test.
After
By Jane Smith, Clinical Lead. HCPC registered physiotherapist with 12 years in sports rehab. Reviewed by Dr Ravi Patel, Consultant in Sport and Exercise Medicine. Updated 1 October 2025. Profile links for both. Users know who wrote it and why it is reliable.
Citations and source hygiene
What good citations look like
Cite primary sources where possible. Government data, standards bodies, original research, manufacturer specs, or your own studies. Quote figures with context and a date. Summarise in your own words and link the source for those who want to check.
How many citations to include
Use fewer, better references. One primary source per claim is enough. Add a short references section at the end for pages with multiple facts. For definitions or how to guides, footnote the one source that matters.
Example B: before and after
Before
“60 percent of users bounce on slow pages” with no source, no date, no context.
After
“Most users abandon slow pages. In our 2025 field data from 1.2m sessions, pages with better interaction were 18 to 25 percent more likely to convert.” Then link a methods note on your site that describes the dataset.
Entity clarity and brand signals
Make the site an unambiguous entity
Use a clear About page that states what the organisation does, where it is registered, and who runs it. Add a Meet the team page with real names. Publish an Editorial policy and a How we make money page if you take ads or affiliate fees. Show a Company footer with legal name, company number and address.
Reinforce identity on every page
Use a consistent logo, name and contact routes. Keep organisation schema and author schema accurate. Add product or service schema where relevant. Keep NAP details consistent across the site and listings so your brand is easy to match in the wider web.
Example C: before and after
Before
A blog on a subdomain with a different logo and no company details. Readers cannot tell if it belongs to the brand.
After
Blog uses the same header and footer as the main site. Footer includes the registered name, address and contact routes. Editorial policy is one click away. The brand is the same entity everywhere.
Page anatomy that passes E-E-A-T checks
Above the fold
Lead with a 40 to 60 word definition or summary. Add author, reviewed by where needed, and updated date. Show a short proof element such as a data point, client logo or credential.
Body content
Answer the task with steps, examples and visuals. Use short paragraphs and scannable headings. Attach a simple checklist or template the user can download. Add a small FAQ that covers common follow ups.
Footer trust block
Add references, contact options, complaint or corrections route, and links to policy pages. If the topic is sensitive, add a short disclaimer and emergency help info where appropriate.
Before and after content examples
Product comparison page
Before
Wall of text, no testing notes, no reasons to trust the verdict.
After
Intro explains how the products were tested, who did the testing, and what mattered most. Each pick includes pros and cons, measurement data, photos of the test rig, and a link to the tester’s profile. A short methods note sits at the end.
Medical or financial explainer
Before
Thin advice with generic tone, no reviewer, no citations.
After
Written by a qualified professional with a clear reviewed by line. Claims are dated and tied to primary sources. The page ends with a plain English disclaimer and routes to professional help.
Case study
Before
Marketing fluff and a single percentile claim.
After
Named client with permission, problem context, steps taken, before and after metrics, and screenshots. Quote from the client with a job title. A short methods note for how figures were calculated.
Content operations that keep signals fresh
Update cadence
Set an update schedule by template. YMYL topics get quarterly checks. Product and price pages update when specs or offers change. Evergreen guides get a light review every 6 to 12 months. Always show updated dates.
Review workflow
Create a 2 step process. The subject expert writes or updates the draft. A qualified reviewer checks accuracy and bias. The content lead checks clarity and consistency. The final page carries both names.
Governance
Own an editorial policy that explains how topics are chosen, how experts are selected, how conflicts are handled, and how corrections are made. Keep a changelog so readers can see what changed and when.
Design choices that signal trust
Show humans
Use real team photos, not stock. Show the office or clinic. Add short bios with credentials and what the person does day to day.
Make contact easy
Put phone, email, chat or booking visible. Add response times. For complaints or corrections give a specific route, not a generic inbox.
Keep performance and accessibility high
Fast interaction, readable fonts, proper contrast, and good mobile layout help users stay and finish tasks. That reduces pogo sticking and increases trust.
E-E-A-T on programmatic and at scale
Templates that carry trust
Bake author blocks, citations, proof elements and a corrections link into templates so scale does not dilute quality. Use schema across the set. Keep guardrails that prevent thin pages from publishing.
Data and automation
If you publish data pages, include a source, a definition and a methods note. If you use AI for drafts, mark human oversight clearly and keep the author accountable for accuracy.
Field guide for editors
The 7 point pre publish check
- Does a qualified person own this page
- Are claims dated and sourced
- Is the brand identity clear on the page
- Is there a route for contact or corrections
- Does the page have a useful checklist or example
- Are the images or charts original and labelled
- Is the updated date correct
The 7 point refresh check
- Topic still correct this year
- New data available to cite
- Reviewer still appropriate
- Add a user example or case
- Trim fluff and tighten definitions
- Fix any broken design or performance issues
- Log the change in the changelog
E-E-A-T for YMYL topics
When to raise the bar
Health, finance, legal, safety and major life decisions require higher proof. Use licensed professionals as authors or reviewers. Add source citations for every material claim. Keep disclaimers prominent and humane. Provide routes to urgent help when needed.
What not to do
Do not publish generically sourced advice, anonymous copy or affiliate first content on YMYL topics. Do not bury conflicts of interest. Do not hide contact details.
Measuring impact without guesswork
On page signals
Track scroll depth, time on task, downloads, and helpful votes where used. Monitor site searches to find gaps. Collect feedback and route issues to the right team fast.
Off site signals
Watch branded search, high quality referring domains, citation consistency and unlinked mentions. These compound as you publish credible work.
Rankings and revenue
Map pages to problems solved, not only keywords. Tie improvements to assisted conversions and lead quality, not only last click. Use cohort views so seasonality and campaign noise do not drown the signal.
FAQs
Do all pages need full E-E-A-T treatment
Focus first on money pages, YMYL topics and your most visible guides. Apply lighter versions elsewhere. Over time raise the floor across the site.
Should every page have a reviewer
Only where accuracy risk is high. Use reviewed by on health, finance, legal, safety and complex technical topics. For product and service pages a strong author block may be enough.
Can a brand new site show E-E-A-T
Yes. Start with credible authors, clear policies, and a few strong pages with primary sources and original insight. Build citations and unlinked mentions through partnerships and helpful resources.
Does design affect E-E-A-T
It does. Clear layout, fast interaction and accessible components make trust easier to feel. Sloppy design undermines credible words.
How often should I update pages
Tie cadence to risk and change rate. YMYL pages quarterly, product and pricing as they change, evergreen guides every 6 to 12 months.
Key takeaways
E-E-A-T is visible and testable. Put real authors and reviewers on the page, cite primary sources, clarify who you are, and make contact easy. Bake these signals into templates so quality scales. Refresh on a schedule and measure the lift in trust, branded search and qualified conversions.