Is Your Content Writer Passing Google’s E-E-A-T Test?

Hiring a content writer or SEO agency is one thing. Knowing if their work is helping your website rank and convert is another.

Google doesn’t just rank pages because they have keywords. To combat low-quality information, its systems are designed to reward content that demonstrates what it calls E-E-A-T, a framework detailed in its official Search Quality Rater Guidelines. This immediately tells your reader that your advice is built on a solid foundation.

E-E-A-T stands for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

If you know how to spot these four elements, you can tell instantly whether your writer is delivering high-value content or just filling space with generic words.

Experience – “Have you done this?”

Google prefers content from people with first-hand, real-life experience on the topic. It wants proof, not just theory.

When reviewing your content, look for:

• Personal stories or specific examples. Instead of “We help real estate agents,” try “Last month, we helped a Lekki-based agent close three deals by implementing this exact social media funnel…”
• Original photos or videos showing your team, product, or process, instead of generic stock images.
• Step-by-step explanations of something your business has done.
• Case studies or before-and-after results.

Red flag: If every article sounds like it could apply to any business in any industry, with no proof you’ve ever done what you’re talking about, you’re missing the Experience signal.

Question to ask your writer: “What personal examples or first-hand insights did you include in this piece?”

Expertise – “Do you understand this?”

Expertise is about demonstrating a deep understanding of your field, going beyond surface-level advice.

When reviewing your content, look for:

• Detailed explanations that show a command of the topic. Generic advice says, “save for retirement.” Expert advice explains, “how the new CSRS or FERS regulations specifically affect a 35-year-old professional in New York.”
• Correct use of industry terms (but explained clearly for your audience).
• Unique insights or perspectives that aren’t just rehashed from the top 5 Google results.
• Supporting data, statistics, or references that make the advice credible.

Red flag: If you could replace your company name with a competitor’s and the article still works perfectly, it suggests there’s no unique expertise being demonstrated.

Question to ask your writer: “What original knowledge or research did you use to back up these points?”

Authoritativeness – “Are we seen as a go-to source?”

Authority is about your reputation. It answers the question: Do other credible sources in your industry see you as a leader worth listening to?

When reviewing your content, look for:

• Mentions of your business in credible places (e.g., media features, testimonials from known brands, strategic partnerships).
• Citations or references to reputable sources (like industry reports or academic studies) to back up claims.
• Mentions of awards, certifications, or industry recognition your business has received.
• Links to other useful pages on your site, proving you have a deep library of content on the topic.

Red flag: The content makes significant claims (“we are the leading provider”) without providing any external proof, testimonials, or data to support them.

Question to ask your writer: “Where in this content have we demonstrated our reputation and proven we’re an authority?”

Trustworthiness – “Would a stranger believe this?”

Trust is the foundation of E-E-A-T. If your content feels shady, overly salesy, or inaccurate, both people and Google will tune out.

When reviewing your content, look for:

• Clear and accurate information that is fact-checked and up-to-date.
• No exaggerated promises or hype (“We guarantee you’ll make millions in a month!”).
• Transparency. The content should make it easy to find your contact information, physical address, and privacy policies.
• Clear author attribution. An article by “Admin” is far less trustworthy than one by “Dr. Bisi Kazeem, Chief Financial Analyst.” Include author bylines and short bios with credentials, especially for important topics.

Red flag: The writing style is clickbait-y, overhyped, or makes promises that sound too good to be true.

Question to ask your writer: “If you were a potential customer reading this for the first time, would you trust this page enough to buy from us?”

E-E-A-T is a team sport: What your writer needs from YOU

A content writer can’t create proof out of thin air. To build content that truly demonstrates E-E-A-T, they need your help. This is a partnership.

Before you judge their work, make sure you have provided them with the raw materials for success:

• For Experience: Give them access to your team for a 15-minute interview, share a customer success story, or provide before-and-after photos of a project.
• For Expertise: Share your unique internal data, a proprietary process you use, or your expert opinion on a recent industry trend.
• For Authoritativeness: Provide a list of all awards, certifications, media mentions, and key partners. Let them know about any testimonials from well-known clients.
• For Trustworthiness: Give them the names and credentials of the experts on your team so they can create proper author bios.

The best content is created with you, not just for you.

How to use this E-E-A-T review

1. Pick one piece of content your writer recently delivered.
2. Go through each E-E-A-T section above and see if it passes the test.
3. If the content is falling short, don’t just say “it’s not good enough.” Use the checklists above to provide specific, actionable feedback for revision.

Your content writer’s job isn’t just to fill your website with words. It’s to create content that:

• Shows you’ve been there (Experience)
• Proves you know your stuff (Expertise)
• Positions you as the go-to source (Authoritativeness)
• Makes people trust you enough to act (Trustworthiness)

If your current content doesn’t do all four, your entire SEO strategy is being built on shaky ground.