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When it comes to content, quality matters. This is as true for Search Engines as it is for users, with Google’s Quality Rater Guidelines laying out what they think should constitute quality content. This is divided into 4 areas, and comes under the acronym EEAT (formerly EAT):


Does the content demonstrate expertise in its subject area? This doesn’t have to be professional accreditations, certificates and so on held by the author, but content should at least be well researched and the author/publisher should have good knowledge of the subject matter.


The newest of the acronym, and what we’ll be focusing on in this article. According to Google:

“Now to better assess our results, E-A-T is gaining an E: experience. Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand.”

Source: https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t

This can take a number of formats depending on the topic in question, from firsthand experience making a recipe to direct experience of using a product or service.


Authority is an important component in Google’s ranking algorithm, and as far as content is concerned mostly takes the form of citations and links from other sources to the content in question. As more than 2 million blogposts are published each day, it’s important from Google’s point of view that the content they show has received at least some kind of endorsement from third parties.


Is the content or website trustworthy? Google hates sending users to untrustworthy, malicious or otherwise disreputable websites, so make sure that you convey trust to the user. This could include using HTTPS, having plenty of contact information available, and prominently showing any good reviews that you have received if applicable.

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What are Google looking for with experience?

This depends on the topic in question and what the user’s query is, again Google helpfully provide an example:

“For example, if you’re looking for information on how to correctly fill out your tax returns, that’s probably a situation where you want to see content produced by an expert in the field of accounting. But if you’re looking for reviews of a tax preparation software, you might be looking for a different kind of information—maybe it’s a forum discussion from people who have experience with different services.”

Source: https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t

Essentially, Google are looking to see that users are satisfied with the content they browse in terms of real – life experience being a part of that content, if applicable. Topics and questions that require personal first-hand experience may not be best served even by expert authors, which is where the ‘experience’ comes in. There is however quite the dividing line to walk when it comes to YMYL (Your money or your life) subjects, as follows:

With the above, we can see that although there are circumstances where sharing information on sensitive topics could be useful, certain areas are best left to experts.

So, how do I demonstrate experience?

The newest facet of the Quality Rater Guidelines might apply to you in different ways, depending on the type of website that you run. We’ve collated some examples of how experience could be demonstrated for several common types of website.

As an Ecommerce Store

  • For products, post images and videos of the product being used.
  • Talk about any relevant experience team members have where relevant.
  • For informational content, ensure that writers are familiar with the products firsthand.

As a SAAS company

  • Take advantage of video-based content to show your users how to use the software step by step.
  • Talk about any relevant experience team members have where relevant.

As a blog/informational website

  • Make sure you include a high level of detail in any writing that conveys personal experience with the subject matter.
  • For product reviews, post images and videos of the product being used.
  • Make sure your about page conveys the level of experience you have with the subject matter.

Wrapping up

Content is the most crucial part of the SEO puzzle, and it’s worth taking the time to make sure that both your users and the search engines rate you as a good provider of content. If you’d like any help, feel free to contact us for a quote!



Ben Henderson

Ben Henderson

Ben Henderson is a SEO specialist at Agency51, and enjoys working on and writing about all aspects of technical SEO for a wide variety of websites and industries.

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