Am Holzacker 47

91126 Schwabach


Contact us!

Build and understand expertise, authority, trustworthiness (E-A-T).


Expertise, authority, trustworthiness

E-A-T means Expertise, Authority and Trustworthiness. Loosely translated, EAT means the amount of Expertise, authority and trustworthiness.

This is used by Google to rank websites that have a beneficial purpose. Explicitly, the expertise, the authority of the author and the website are also taken into account. The trustworthiness of the author is also part of the assessment.

Especially for topics in the Your-Money-Your-Life area, these factors have an effect on the ranking. This includes in particular medical and health topics and all information about money (this also includes online stores).

How can expertise, authority and trustworthiness be tested?

Search engines have already come a long way in this direction. Through fake news in particular, they have learned to mirror real-life factors into the online world. Just think about which factors play a role for you in the offline world, so that you trust or distrust someone. Often, small things are very important for this.

Transparency creates trust

One of the most important points is transparency. This includes many different points. Ask yourself what you want to know from a new business partner before you decide.

Important factors are:

  • Are legal regulations observed (e.g. imprint / privacy policy)?
  • What information is provided about the provider and author? (mostly in About Us pages)
  • How transparent is the information about the provider and author?
  • How secure is the interface? (e.g., is your CMS system up to date, is SSL encrypted, etc.).

How can I show expertise & knowledge and build trustworthiness?

Many providers have professional competence. However, this is often not clearly presented or transparently communicated.

Start from yourself and think about what you would like to see on a website or article that you have not seen before, so that you trust this information. Would you book a hotel where the address is not available? Would you make an appointment with a dentist for a tummy tuck? Or go to a dermatologist when you have a toothache? Even more so, if according to an article in the Süddeutsche Zeitung something very negative was written about him yesterday?

Or the Federal Ministry of Health would officially announce a warning for a product? Much can be done to clearly communicate your expertise to the outside world. Likewise, much can be done so that your target audience can build trust in you.

Content and topics

  • If possible, write your posts in such a way that they are useful to your users
  • Use as many different ways of looking at things as possible
  • Communicate your sources openly and honestly, because the trustworthiness of these against also conclusions about the quality.

Quality and experience

  • Are there any references?
  • Are there any recommendations? (on the Internet, incoming links are considered recommendations).
  • Do you have any awards or certifications?
  • Are there quality seals?
  • Is anything known about the author's history or career?
  • What is the trustworthiness of your inbound links (prefer one link from a trusted site instead of 100 from bad ones)?
  • Are there QM measures in place?
  • Are there any special accreditations?
  • Are the articles regularly revised and improved?
  • Which professional societies is the author a member of?
  • Is the information also structured in such a way that the user can understand it?
  • etc.

Who can confirm your information?

As in real life, external opinions also influence the assessment. You should pay attention to the following points:

  • How are your listings in the official and trusted directories?
  • Are there any press articles or test reports about them?
  • What information can be gleaned from social media?
  • What do professional societies say?
  • Are there external testimonials and if so, which users have you evaluated?

Look at your site from the point of view of your customers

People often make the mistake of judging their own website or a post from their own point of view. However, you need to see the point of view of a user who is your target audience.

If you want to generate new patients, you should also view your information from this perspective. Ask yourself whether you are also giving your target group the information so that they can decide in your favor. You yourself know that you are proficient in your subject - but how should your customer find out?

Observe journalistic principles

In principle, many points were derived from the journalistic principles or the Press Code. The Press Code sets out guidelines for journalistic work. Those who follow them are on the right track with their content.

Monitor your reputations

Online Reputation Management

Building a good reputation takes a long time - losing it often takes seconds.

Reputations and ratings are indispensable on the Internet today. Therefore, you should always keep an eye on your ratings and reputations. An unnoticed negative rating can bring you a loss in several areas.


A successful site today consists not only of the right content

Rather, it is also important to provide reliable and honest information. Reliability pays off in the long run.

We also think this is the right thing to do. Fake news and dubious providers should find it increasingly difficult to take the top places in the search results. The Internet is supposed to be a help - and I don't want to receive a diagnosis when I have a toothache that I am a 63-year-old parrot who has been suffering from engine damage for 36 years, which can be fixed by an oil change and a new diode.

However, there are unfortunately still many areas where the routines do not yet run so smoothly (e.g., in social media). The more and better information is published on the Internet, the sooner and better the search engines can filter it.