In today’s digital landscape, ranking well on Google isn’t about gaming the system — it’s about earning trust. At the centre of that trust is a concept we’ve embedded deeply into our strategies at AMB360: E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness.
It’s not just a set of recommendations from Google’s Search Quality Guidelines — it’s the foundation of what we believe modern SEO is all about. And it’s how we help our clients get seen, stay visible, and stand out in increasingly competitive search spaces.
What is E-E-A-T?
E-E-A-T is Google’s framework for evaluating high-quality content. It began as E-A-T (Expertise, Authoritativeness, Trustworthiness), but in 2022, the search giant added a fourth component: Experience. That addition only confirmed what we’ve known for years — content performs best when it’s rooted in reality.
Let’s break it down:
Experience
We’re talking about content written by people who’ve actually done the thing. Real-world use, hands-on knowledge, first-person insight — that’s what makes content resonate and rank. We weave that sense of lived experience into every piece we produce.
Expertise
Search engines and users alike need to know that you know what you’re talking about. Whether it’s formal credentials or industry depth, we make sure your expertise shines — clearly, credibly, and consistently.
Authoritativeness
Authority is earned. It’s about positioning our clients as go-to voices in their space. Through expert content, link-building, and thoughtful digital PR, we help brands grow their influence across the web.
Trustworthiness
Trust is everything. We ensure our clients’ digital presence is transparent, secure, and easy to navigate — from HTTPS and fast-loading pages to verified sources and honest messaging.
Why it matters: E-E-A-T and Google rankings
Google’s algorithm evolves daily, but one principle remains the same: quality wins. E-E-A-T underpins how Google separates helpful content from hollow copy, and how we help our clients outperform competitors.
Focusing on E-E-A-T helps:
- Increase search visibility for competitive keywords
- Improve user engagement by building genuine authority
- Future-proof content against algorithm changes
- Earn trust and credibility in saturated markets
- Drive real-world business outcomes through better leads and conversions
At AMB360, we don’t chase the algorithm. We create for people, guided by what Google values most: clarity, integrity, and relevance.
How we build E-E-A-T into our SEO strategies
We bring together SEO expertise, sharp storytelling, and brand strategy to ensure every piece of content we create reflects real knowledge and real value. Here’s how we apply E-E-A-T in every project:
Experience-led storytelling
We collaborate directly with subject matter experts, internal teams, and partners to create content based on actual insight. Whether it’s a founder’s blog, a customer case study, or a product explainer, we ensure the voice behind the words knows the topic inside out.
Genuine expertise
Our content creators aren’t generalists. We work with writers and strategists who specialise in sectors like finance, technology, design, and construction — so we’re always writing from a place of knowledge, not guesswork.
We also vet, quote, and feature certified experts where needed — especially for regulated or YMYL (Your Money or Your Life) topics — so that our content passes Google’s highest quality filters.
Authority building content
From long-form blog posts and thought-leadership features to digital PR and link outreach, we help our clients become recognised voices in their fields. We ensure the world knows why your opinion matters — and we back it up with third-party citations, media mentions, and smart linking strategies.
Trust at the core
Every website and campaign we launch is built with trust in mind — fast, secure, easy to use, and clear in message. From site speed and structure to testimonials and transparency, we create digital experiences that reassure both users and search engines.
We Take YMYL Seriously
When content touches people’s money, health, or safety, it’s held to even higher scrutiny by Google — and rightly so.
We treat YMYL content with extra care, using:
- Verified sources
- Named experts with credentials
- Accurate, up-to-date data
- Ethical, responsible messaging
- Transparent calls-to-action
Whether we’re writing about finance, legal matters, healthcare or news, our editorial process puts accuracy and empathy first — without compromising on clarity or search performance.
Where AI fits and where it doesn’t
We use AI where it makes sense — to support research, speed up first drafts, or test tone. But AI can’t replace lived experience, human emotion, or subject authority. It can’t generate trust.
That’s why everything we produce is overseen by real humans with real knowledge. We use tools to enhance our output, not define it. Every piece is reviewed, edited, and polished by our content and SEO teams — and it always includes a human fingerprint.
Technical SEO supports E-E-A-T, too
It’s not just what you say — it’s how (and where) you say it. Our technical SEO strategies reinforce E-E-A-T signals through:
- Author and organisation schema markup
- Secure, fast, mobile-first site design
- Clean site architecture and smart internal linking
- Consistent naming, dates, bios and brand voice
- Structured content and clear sourcing
All of this helps Google understand your content better — and trust it more.
How you can improve your own E-E-A-T
We’ve built our reputation on helping businesses do this right. But if you’re looking to make immediate improvements, here’s where to start:
- Add author bios with relevant credentials
- Show real experience in your content (first-person helps)
- Link to reputable external sources
- Keep content up to date and regularly reviewed
- Use secure web hosting and HTTPS
- Include customer testimonials, reviews, and trust signals
- Make contact details clear and accessible
- Maintain a well-structured, navigable website
- Share your team’s experience and expertise publicly
The goal isn’t just to sound knowledgeable — it’s to be knowledgeable. That’s what earns trust, traffic, and conversions.
We don’t just talk about E-E-A-T. We build it.
Every piece of SEO work we do — from site audits and copywriting to content marketing and digital PR — is grounded in the principles of E-E-A-T.
We help brands tell better stories. We help teams show their value clearly. And we help businesses prove they deserve to be on page one — not just hope they’ll get there.
We work across industries including:
- Automotive
- Interior and architecture
- Retail and lifestyle
- Finance and legal
- Tech and SaaS
- Property and construction
Whether you’re an established brand or an emerging voice, we bring the same passion for quality, trust, and long-term results.
Let’s build trust together
E-E-A-T isn’t just a framework. It’s a future-proof approach to how content is created, consumed, and ranked. It separates good content from great content — and forgettable brands from unforgettable ones.
At AMB360, we’ve built a reputation on doing things properly — with people-first thinking, performance-focused strategies, and a deep understanding of what search engines and real audiences are looking for.
If you’re ready to create content that ranks because it’s worth reading, not in spite of it — let’s talk.
👉 Get in touch with our SEO team today. Let’s build trust, drive results, and set your brand apart.
