E-E-A-T for small sites

What E-E-A-T means

E-E-A-T stands for Experience, Expertise, Authority, and Trust. It is a way to judge if a page comes from someone who knows the topic, has done the work, and can be trusted. You do not need to be a big brand to score well. You do need proof, clear writing, and simple site signals that show you are real.

Why small sites can win

Search favors useful pages that answer real questions in clear language. Many large sites miss the details. Small teams can move faster, add proof, and keep pages fresh. Use the steps below and you can stand next to bigger names.

The four parts at a glance

• Experience: You have done the thing you teach. Show it.
• Expertise: You understand the topic. Explain it well.
• Authority: Others point to you. Earn mentions and citations.
• Trust: The site is safe, clear, and honest.

Experience: show you have been there

Readers and crawlers look for signs that the writer has first-hand knowledge. Add small proofs inside your content so it feels real.

• Use first-hand details: Name the tool, screen, or step you used. Add a short example or a mini result.
• Include photos or clips: One real image beats three stock photos. Crop tight. Add alt text that states what is shown.
• Publish small case notes: 300–600 word “what we tried and what happened” posts work well. Link them from guides.
• Show dates: Add “last updated” to pages you maintain.

Expertise: explain with clarity

Expert pages are easy to follow. They state the answer early, then walk through the steps without fluff.

• Answer block: Two sentences under the first H2 that give the quick answer.
• Steps or criteria: Use one verb per step. Keep lists short and sharp.
• Examples and templates: Give a tiny template or a worked example so the reader can copy it.
• Use plain words: If a term is needed, define it in one line.

Authority: earn mentions and citations

Authority grows when other credible sites reference your work. You do not need a big campaign. A few repeatable actions compound over time.

• Create cite-worthy assets: Checklists, data summaries, and simple templates are easy for others to link.
• Pitch helpful resources: Share a relevant guide with partners or local groups. Ask for a mention where it helps their readers.
• Guest explainers: Offer one short explainer to a niche blog or association site per quarter.
• Keep your bylines aligned: Use the same author name and bio everywhere.

Trust: make the site feel safe

Trust is the base layer. Fix the simple things that tell people and crawlers you are a real business.

• Contact presence: Clear address (or service area), email, and a short form.
• About page: Real names, photos if you have them, and a short story.
• Policies: Privacy, terms, and cookies. Keep them readable.
• Secure site: HTTPS everywhere. No mixed content.
• Fast load and stable layout: Good LCP, CLS, and INP scores help users stay.

Author boxes that pull weight

Give each post a clear author box. Keep it compact and factual.

• Name and role: “Ana Pop, SEO lead.”
• One-line credential: “Builds and ranks local service sites.”
• Proof links: Link to 1–2 project pages or talks.
• Last updated: Show the date and who reviewed it.

Review and medical/financial topics

If your topic affects health, money, or safety, add an expert review step. Show the reviewer’s name, role, and review date at the top. Keep claims tight and cite primary sources.

A simple E-E-A-T checklist for every post

Experience- One first-hand example or mini case- One original image or clip, with clear alt textExpertise- Two-sentence answer block under the first H2- Steps or criteria with one verb each- One template or worked exampleAuthority- Cite 2–3 credible sources by name- Link to one internal hub and one related postTrust- Author box with role and short credential- Last updated date visible

Build your author and company pages

Make a compact author page for each person who writes. Add a headshot, a short bio, and 5–10 links to key articles. On your company “About” page, show the team, a short timeline, and a few proof points (awards, press, or notable clients if you have consent).

Use sources the right way

Sources support your point. They should be credible and current. Do not list a wall of links. Pick a few strong ones and name them in the text.

• Use primary docs, vendor docs, and known research sites.
• Quote short lines and link near the claim.
• Update or remove stale sources during refresh cycles.

Keep topic clusters tight

E-E-A-T improves when your site shows depth on a subject. Use hub pages and supporting posts. Link up to the hub, across to peers, and down to relevant services. This map tells crawlers you cover the topic with care.

Product and service pages count too

Do not stop at the blog. Service pages should also carry signals.

• Clear outcome: What the buyer gets.
• Process: Short steps that explain how you work.
• Proof: Stats, named quotes, or small case notes.
• FAQ: Real questions from sales calls.
• Trust marks: Real addresses, contact paths, and policies.

Freshness without churn

Update your top pages on a set schedule. Small changes help: better titles, new examples, fresh screenshots, tightened steps, and replaced sources. Note the date you updated and what changed.

How to add E-E-A-T to AI-assisted drafts

AI can help with speed, but the proof must come from you. Paste real notes, data, and examples into the prompt. After drafting, add the author box, sources, and a first-hand example. Read the post out loud and cut filler lines.

Local businesses: add a light local layer

Local signals build trust fast.

• Use a location page with NAP (name, address, phone) and a map.
• Quote reviews with names. Link to the source where allowed.
• Show real photos of the team, space, or work in progress.

What to measure

Track a few numbers to see if pages gain trust and reach.

• Impressions and clicks: By page, in Search Console.
• CTR: Improve weak titles and metas.
• Time on page: Longer reads often follow better structure.
• Mentions: New citations or referrals from partners.

Common mistakes

• Thin author boxes with no proof.
• Stock images that do not match the steps described.
• Long intros that hide the answer.
• Dead links and outdated claims.
• Walls of keywords in anchors and headings.

Example layout you can copy

H2: Quick answer (2 sentences)H2: Steps we recommend- Step 1 ...- Step 2 ...H2: Example from our work[mini case with a number and timeframe]H2: What to do next[one link to the service page]H2: FAQ[3-4 short Q&As][Author box, last updated date]

Start with one post

Pick a high-value guide. Add a real example, an author box, and sources. Update the title and meta. Link it up, across, and down. Do the same for four more posts over the next two weeks. Small, steady improvements will raise trust and search reach for a small site.