Use this actionable EEAT checklist to improve your trust and conversions

Experience, expertise, authoritativeness and trust have always been a framework for making the Internet a better place.

But the problem with E-E-A-T is that it is largely conceptual—an ideal at best.

As search or marketing professionals, ideals are difficult to follow. Furthermore, concepts are near impossible to translate into requirements.

Until now.

In this checklist, you will be able to check any website and its pages for its level of trust so that you can identify and prioritise which areas need further improvement.

Get the checklist

The EEAT checklist is currently in MVP stage and is currently undergoing peer review.

It is available for purchase on Gumroad—buy now for $49.

Tools you will need

  • Web browser – most checklist items can be carried out with any modern web browse (eg, Chrome, Safari, Edge)
  • Semrush, Majestic, or Ahrefs – since backlinks contribute to ‘authoritativeness’, a SEO tool that has a backlink checker is required to perform this task
  • validator

Disclaimer: There is no official EEAT score. Everything you see on this page and in the checklist document are based on my own opinion, turning guiding principles into tangible measures.

Possible outcomes

The checklist will give you 1 of four results:

Levels of trust explained

The way humans trust and how machines trust are completely different mechanisms. However, this checklist blends the two together to give you actionable next steps to improve the level of trust of (a) content, and (b) the entity behind the content.

What does ‘Low EEAT’ mean?

Low EEAT means the website and its content has very little to no trust signals.

When a person lands on the website, they are unable to determine the factuality of its content and who is behind the content and its content. Oftentimes, web visitors will bounce and not continue their journey on the website.

Similarly, when a search engine visits the website and its content, it is unable to validate the source of the information. For example, it cannot determine if the information is published by a business, a brand, or an individual as this has not be declared in the content or schema markup.

As a result, while the content may be deemed ‘helpful’, the website and its content has not earned a sufficient level of trust.

Low EEAT does not mean content cannot rank well in organic SERPs.

However, for competitive and YMYL topics, it is rare to see a site with low level of trust ranking well.

What does ‘Lacking EEAT’ mean?

Lacking EEAT means a website represents a known brand or business. However, its content and design methodology has significant areas of improvement.

It is common for established brands or business to achieve a positive online reputation but lack digital trust signals on their website and in their content.

Common examples of websites with lacking EEAT include major financial institutions.

Even though they’re trusted businesses, are widely known, and have a lot of high quality backlinks from known sources, their informational content is generic and the people behind the information is never disclosed.

Websites that lack EEAT can (and will) rank.

Oftentimes, they perform very well on Google search. However, their conversion and user journey data tells a different story.

What does ‘Moderate EEAT’ mean?

Moderate EEAT means a website and its content conveys a strong sense of trust signals.

In fact, achieving a moderate level of trust is difficult as it requires the website to be a real brand, organization or business that can be validated by multiple external sources.

Only a very small percentage of websites meet this criteria.

If you’re one of them, congratulations on putting your audience first.

However, websites with moderate EEAT can still find meaningful ways to improve its level of trust to both its target audience and to search engines. And this is best measured through conversion and web journey analytics.

What does ‘High EEAT’ mean?

High EEAT means that anyone landing on the website can trust its content and its product and service offerings—even if the website is recommending third-party things.

Achieving a high level of trust is extremely difficult as it requires putting users first, always.

A high level of trust requires technical SEO, schema markup, outreach, branding, social media, traditional media buying, and paid channels.

Trust, by definition cannot be faked.

A high EEAT takes time because it is ultimately your reputation.

That is, it isn’t what you tell people who you are, but rather, what people say about you when you’re not in the room.

Frequently Asked Questions

Let’s be clear – EEAT is not a ranking factor.

Improving your website or your content’s trust signals will not have a direct impact on organic visibility or traffic.

It will, however, encourage your target audience to progress deeper into your funnel.

This means that if conversions matter to you, EEAT is something you should care about.


Because trust must be earned and EEAT is a concept that tries to make the Internet a better place.

Therefore, no, improving your EEAT score will not help your SEO because EEAT has nothing to do with SEO.


To my knowledge, Google does not have an EEAT score.

A score of 49.99 or less will result in Low EEAT.

A score between 50 and 149.99 will result in Lacking EEAT.

A score between 150 and 359.99 will result in Moderate EEAT.

A score above 360 will result in High EEAT.

To be clear, I created my own EEAT evaluation scoring system because there is no actual EEAT score or scoring system.

Essentially, there are X-number of criterion and there are 4 buckets of EEAT (ie, experience, expertise, authoritativeness, and trust). However, according to the Google Search Quality Rater Guidelines, trust is the most important thing

Certain criterion have stronger weight than others and the real world can get messy.

For example, an authoritative website can have Display ads above the fold. This doesn’t necessarily mean its audience will not trust it.

Conversely, content that has been written, reviewed, and edited by a real human with real world experience should always matter.

Therefore, I simply applied distribution weighting across all 30+ criteria against the 4 categories to arrive at a scale that spits out a final number and a result.

Look, it is by no means perfect but it turns an idealogical concept into something tangible.


The goal of the checklist is not to find ways to get the highest score possible.

EEAT is fluid and trust is subjective and varies from industry to industry.

I acknowledge some brands may never be able to implement certain trust signals – I get this. So this is why trying to achieve ‘High EEAT’ is not the goal.

Instead, the objective is to identify applicable areas of improvement and to turn them into trust signals.

Author bios, declaring the authors of your content, having author pages, and even linking with schema markup are all good things.

But author bios, author boxes, and author pages are just one tiny facet of conveying trust.

EEAT is a set of principles designed to make the Web a safer and better place. When you declare who funded your content, who benefits from your perspective, and who ultimately gains from your content, the person on the other side of the screen can make an informed decision.

It’s great that you’ve gone to the effort of disclosing who the author of your content is.

But what else can you do?

How else can you convince a visitor that they should invest more time in your content and perhaps even throw some money your way?

THIS is the purpose of this checklist.

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