Key Takeaways:
- E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness
- A professional author page can improve rankings and conversion rates
- Real experience and verifiable qualifications distinguish you from AI content
In a world where ChatGPT produces blog articles in seconds, Google asks: Why should anyone trust your content? The answer is E-E-A-T – and a compelling author page is your most important tool to provide it.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. The first E – Experience – is new and responds to the AI flood. Google wants to know: Does the author actually have experience with the topic? Or is someone just summarizing what others have written?
Why E-E-A-T Is So Important Right Now
The flood of AI-generated content has prompted Google to pay more attention to trust signals. The first E stands for Experience. It's the newest element and responds to a problem: Anyone can summarize theoretical knowledge, but only those who have experienced something themselves can report from practice.
An article about roof renovation can be written by anyone who gathers information. But only an experienced roofer can report what mistakes they've seen in twenty years of professional practice, which materials work well in the region, and what homeowners really should watch for.
The Four E-E-A-T Components
| Component | Meaning | Proof |
|---|---|---|
| Experience | Personal experience with the topic | Case studies, practical examples, own photos |
| Expertise | Professional competence | Qualifications, education, certificates |
| Authoritativeness | Recognition in the industry | Mentions, backlinks, guest posts |
| Trustworthiness | Reliability | Imprint, contact details, transparent processes |
Building the Perfect Author Page
An author page is more than a short bio. It's your proof of trustworthiness to Google and visitors.
Start with a professional photo. Not an anonymous stock image, but a real picture of the person writing. People trust people, not faceless texts.
List relevant qualifications. Education, continuing education, certifications – everything that proves your competence. For a tradesperson, master certificates and specializations are relevant; for a consultant, academic degrees and industry experience.
Show work experience concretely. Not "many years of experience," but "self-employed since 2008, over 500 completed projects." Numbers are more convincing than vague statements.
Making Experience Visible
The most important elements that show real experience:
- Own case studies with concrete results and customer quotes
- Practical examples from daily work life
- Own photos of projects, not stock images
- Personal opinions based on experience
- Local references that show regional expertise
Link your articles to the author page. Google must be able to establish the connection between content and author. Use Person schema markup for this.
Building Authority
Expertise alone is not enough. Google also evaluates how others perceive your competence.
Guest posts in trade media show that others recognize your expertise. When an industry magazine invites you as an author, that's a strong signal.
Mentions in press and media can be valuable even without links. Google recognizes brand mentions and associates them with your company.
Memberships in professional associations and chambers signal professional standards. List these on the author page and link to the association websites.
Trust Through Transparency
Trustworthiness is the foundation of all other E-E-A-T factors. Without trust, expertise and experience are of little use.
A complete legal notice is mandatory in Germany and signals seriousness. Don't hide it – make contact options easy to find.
Show real customer reviews. Google reviews, verified testimonials, or case studies with customer approval prove that others trust you.
Transparent processes explain how you work. What happens after contact? How does a typical project proceed? Clear expectations build trust.
E-E-A-T for Different Industries
The importance of E-E-A-T varies by industry. For YMYL topics (Your Money, Your Life) like health, finance, or law, it's particularly important.
For tradespeople, master titles, specializations, and demonstrable project experience count. Show before-and-after images and customer references.
For consultants, academic qualifications, industry experience, and published specialist articles are relevant. Expert status is shown through presentations and media appearances.
For local service providers, anchoring in the region is important. Local partnerships, sponsoring, and community engagement show connection.
Use the SEO Basics as a foundation and build your E-E-A-T signals on top.
Frequently Asked Questions
Does every blog article need an author page?
For maximum E-E-A-T effect, every article should be attributed to an author who has a complete author page. With multiple authors, create individual pages. For a one-person business, a combined About Us page can fulfill the same function.
How important is E-E-A-T for local businesses?
Very important. Local businesses compete not only with other local providers but also with large directories and portals. Strong E-E-A-T signals help stand out from anonymous listings and win the trust of potential customers.
Can I build E-E-A-T signals retroactively?
Yes, E-E-A-T building is an ongoing process. Start with a professional author page, gradually add case studies and references, and build mentions and backlinks over time. The effect doesn't show immediately but sustainably.