E-E-A-T & Trust Signals: Winning Google’s Confidence in 2025
Let’s be honest: Google’s a bit like a British bouncer—it won’t let your site into the VIP lounge without proof you’re legit. That’s where E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and trust signals come in. Want to win Google’s confidence in 2025? Here’s how to roll out the red carpet for your UK business (and avoid getting bounced to page 10).
What is E-E-A-T (and Why Should You Care)?
E-E-A-T is Google’s way of checking if your site is the real deal. It wants to see:
- Experience: Have you actually done what you’re talking about? If not, Google will spot the bluff.
- Expertise: Do you know your stuff? If you don’t, your rankings will sulk.
- Authoritativeness: Do others trust you? If nobody links to you, Google won’t either.
- Trustworthiness: Are you reliable and transparent? If your site looks dodgy, expect tumbleweeds.
Trust Signals: Your Digital Handshake
Trust signals are the little things that make visitors (and Google) feel safe. Think:
- Clear contact info (no mystery emails)
- Real customer reviews (not just your mum)
- Secure (HTTPS) site (no padlock, no trust)
- Professional design (Comic Sans? Just don’t)
- Up-to-date content (if your last post was before Brexit, refresh it)
Pro tip: Add team bios, industry awards, and links to reputable sources. Show you’re not just another faceless website. If you skip this, Google will skip you.
Practical Steps for UK Businesses
- Show Off Your Credentials
- Display certifications, memberships, and awards. If you’ve got it, flaunt it.
- Get Real Reviews
- Ask happy customers to leave feedback on Google and trusted platforms. If you fake it, Google will know.
- Keep Content Fresh
- Update your blog, fix broken links, and stay current. If you don’t, your rankings will fossilise.
- Be Transparent
- Publish clear privacy policies, terms, and contact details. If you hide, Google will hide you.
- Build Author Pages
- Let readers know who’s behind the content (with photos and bios). If you’re anonymous, expect suspicion.
Real-World Case Studies & Resources
- Google Search Central: E-E-A-T Guidelines
- Search Engine Journal E-E-A-T Case Studies
- Trust Signals Research
Frequently Asked Questions
Q: What is E-E-A-T and why does it matter?
A: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s how Google evaluates your site’s credibility and quality.
Q: How do I build trust signals for my business?
A: Display real reviews, certifications, clear contact info, and keep your content up to date.
Q: Can small businesses compete on E-E-A-T?
A: Yes. Focus on transparency, customer feedback, and showcasing your expertise.
Summary & Key Takeaways
- E-E-A-T is essential for Google rankings: show experience, expertise, authority, and trust
- Build trust signals: reviews, certifications, clear contact info, secure site, and fresh content
- UK businesses can compete by focusing on transparency and customer feedback
Ready to boost your site's trust and authority? Request a free trust signal audit and get personalised recommendations for your UK business.