Gone are the days when keyword stuffing and backlinks alone could boost your search rankings. In 2025, Google’s ranking system prioritises trust, usefulness, and expertise. This is guided by two key frameworks:
- E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness
- The Helpful Content System: Google’s ongoing updates that reward content created for people, not search engines
Together, these frameworks push marketers toward high-quality, authentic, user-focused content.
What is E-E-A-T?
E-E-A-T stands for:
- Experience: First-hand involvement with the topic
- Expertise: Knowledge and credentials
- Authoritativeness: Reputation in the field
- Trustworthiness: Accuracy, transparency, and safety
These criteria come from Google’s Search Quality Evaluator Guidelines, which human reviewers use to assess content (Google, 2023).
“Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem.” – Google Search Central, 2023
Why It Matters
Since 2022, Google’s Helpful Content System has been updated to downrank content that:
- Is written just to rank (not help)
- Lacks depth or originality
- Appears mass-produced or AI-spun
- Doesn’t align with user intent
SEMRush (2023) found that after the Helpful Content update, thin and duplicate content dropped in visibility by 35%, while content with clear authorship and real-world expertise gained traction.
Key Differences Between SEO-First and People-First Content
| SEO-First Content | People-First Content |
| Keyword-heavy | Intent-driven |
| Generic advice | Real experiences and case studies |
| AI-written or outsourced | Human-written, often expert-reviewed |
| Created for ranking | Created for user value |
To rank in 2025, you need both: technical optimisation and real substance.
Real Examples of High E-E-A-T Content
- WebMD – Combines medically reviewed articles with clear expert attribution.
- NerdWallet – Financial advice from certified professionals, with author bios and updates.
- First Cambodia Blog (Example) – Sharing case studies and firsthand IT project insights builds E-E-A-T in a niche B2B space.
How to Apply E-E-A-T to Your Website
1. Show Real Experience
- Include first-hand stories, tutorials, or reviews
- Add phrases like “In our experience…” or “Here’s what we did…”
- Use original photos or videos, not just stock images
2. Demonstrate Expertise
- Feature credentialed authors (e.g., “John Smith, MBA”)
- Include updated bios and LinkedIn links
- Collaborate with industry experts if you lack subject depth
3. Build Authority
- Earn backlinks from reputable sites
- Get featured in industry publications
- Submit to Google News if applicable
4. Improve Trustworthiness
- Use HTTPS, clear contact details, privacy policies
- Disclose affiliate links or sponsored content
- Be transparent about who owns or writes the site
5. Use Structured Data for Authors
Add author schema and article schema to help Google connect your content with real experts.
What is Google’s Helpful Content System?
Launched in 2022 and updated frequently, this system targets content that exists “just for search engines.” It’s site-wide—meaning if much of your site is unhelpful, it could drag down your good content too (Google, 2023).
Signs your site might be hit:
- High bounce rate
- Low time-on-page
- Many pages with low/no traffic
- Content copied or rewritten from other sources
How to Create Helpful Content
Ask yourself:
- Is this content written by someone with first-hand experience?
- Does it answer questions clearly and fully?
- Would someone bookmark or share it?
- Is it better than what’s already ranking?
Use tools like Surfer SEO or MarketMuse to analyse competitors and fill in gaps with deeper, richer content.
Tools to Support E-E-A-T Content
| Tool | Use |
| Authoritas | Track author reputation and content trust |
| ClearVoice | Hire verified subject matter experts |
| Grammarly | Ensure clarity and consistency |
| ContentKing | Monitor content updates and freshness |
| Yoast SEO | Add structured author data easily in WordPress |
How AI and E-E-A-T Work Together
Generative AI tools like ChatGPT or Jasper can support research, outline building, and even content drafts. But remember:
- AI can’t experience a product or service
- AI doesn’t have credentials
- AI often lacks nuance or depth
To align with E-E-A-T, always add human review, editing, and author attribution.
Google’s Advice: Stay Focused on the Reader
“Our systems are designed to reward content where visitors feel they’ve had a satisfying experience.” – Google Search Central, 2023
Focus on delivering value, not volume. It’s better to have one truly helpful page than ten shallow blog posts.
Final Checklist for E-E-A-T and Helpful Content
✅ Content written or reviewed by someone experienced
✅ Real stories, examples, and first-hand knowledge
✅ Author name, bio, and credentials listed
✅ Clear site policies and contact details
✅ Content created for humans—not just bots
✅ Regularly updated and fact-checked
Note
Google’s search algorithm is increasingly human. It rewards content that’s honest, accurate, and valuable. By mastering E-E-A-T and aligning your site with the Helpful Content System, you can boost your visibility, authority, and long-term trust in search results.
In a world flooded with AI content and SEO hacks, the best strategy in 2025 is simple: be helpful, be real, and be trusted.
More Read
References
Backlinko. (2023). How to improve Google rankings with E-E-A-T. https://backlinko.com/eeat-seo
Content Marketing Institute. (2023). Creating high-E-A-T content. https://contentmarketinginstitute.com/
Google. (2023). Creating helpful, people-first content. Google Search Central. https://developers.google.com/search/blog/2022/08/helpful-content-update
SEMRush. (2023). Impact of Google’s Helpful Content Update. https://www.semrush.com/blog/google-helpful-content-update/
Search Engine Journal. (2023). What E-E-A-T means for SEO. https://www.searchenginejournal.com/eeat-seo/
