What if Google’s algorithm is silently judging your website’s credibility—and you’re falling short? In today’s search landscape, Expertise, Authoritativeness, and Trustworthiness (E-A-T) are critical to ranking well, especially for Your Money or Your Life (YMYL) topics like health, finance, or legal advice.

An E-A-T-focused SEO audit uncovers gaps in your site’s credibility, helping you align with Google’s expectations and boost organic visibility.

This ultimate guide delivers a comprehensive, actionable E-A-T SEO audit checklist, packed with expert insights, real-world examples, and step-by-step strategies to elevate your site’s expertise, authority, and trustworthiness.

Whether you’re a content creator, business owner, or SEO professional, you’ll gain practical tools to stand out in the SERPs.

Why E-A-T Matters for SEO

E-A-T, introduced in Google’s Search Quality Evaluator Guidelines, reflects how search engines assess a website’s credibility. SEO Specialist EcoSEO noted that while not a direct ranking factor, E-A-T influences how Google evaluates content quality, especially post-2024 core updates.

“E-A-T is Google’s way of ensuring users find reliable, credible information,” says Dr. Marie Haynes, SEO consultant and E-A-T expert. “An audit focused on E-A-T signals can transform your site’s performance.”

Let’s explore the ultimate E-A-T SEO audit checklist to enhance your site’s expertise, authority, and trustworthiness.

The Ultimate E-A-T SEO Audit Checklist

1. Author Credentials: Are Your Content Creators Qualified?

Google prioritizes content from demonstrably qualified authors, especially for YMYL topics.

Verify that author bios highlight relevant expertise (e.g., degrees, certifications, or professional experience).

Actionable Step: Add detailed author bios to every article, linking to LinkedIn profiles or professional websites. For example, a health blog should feature bios like “Dr. Jane Smith, MD, with 15 years in cardiology.”

Pro Tip: Use schema markup (e.g., Person Schema) to signal author credentials to Google.

2. Content Accuracy: Is Your Information Reliable?

Accurate, well-researched content builds trust with users and search engines.

Ensure claims are backed by reputable sources (e.g., peer-reviewed studies, government sites). Check for outdated or misleading information.

Actionable Step: Use tools like Grammarly for factual accuracy and cite sources with hyperlinks. Update old content with Google’s Freshness Algorithm in mind.

Expert Quote: “Citing primary sources signals expertise and reduces the risk of misinformation penalties,” says John Mueller, Google Search Advocate.

3. About Us Page: Does It Showcase Your Brand’s Credibility?

A robust About Us page establishes brand authority.

Confirm your page includes your mission, team credentials, awards, or media mentions. For YMYL sites, highlight industry accreditations.

Actionable Step: Add testimonials, client logos, or certifications (e.g., BBB accreditation). Link to your About Us page from the footer.

Pro Tip: Use Organization Schema to enhance Google’s understanding of your brand.

4. Backlink Profile: Are You Linked by Authoritative Sites?

High-quality backlinks signal authority to Google.

Use Ahrefs or Moz to analyze backlinks. Focus on links from high-domain-authority (DA 50+) sites in your niche.

Actionable Step: Disavow toxic links via Google Search Console and pursue guest posts on reputable sites.

Case Study: One case study from 2019 noted that a site with a history of unnatural links saw significant traffic increases after disavowing over 700 domains, which represented almost half of its link profile.

5. Content Depth: Does It Demonstrate Expertise?

Comprehensive content showcases your knowledge.

Assess whether your content fully addresses user intent. Compare your pages to top-ranking competitors using SurferSEO.

Actionable Step: Expand thin content (<500 words) with data, visuals, or expert quotes. Use subheadings to cover related topics.

Pro Tip: Answer “People Also Ask” questions from Google’s SERPs to boost relevance.

6. User Experience (UX): Is Your Site Easy to Navigate?

A user-friendly site enhances trustworthiness.

Test navigation, mobile-friendliness, and page speed with Google’s Mobile-Friendly Test and PageSpeed Insights.

Actionable Step: Fix broken links, improve menu structure, and reduce load times below 3 seconds. A study by Google found that the probability of a mobile site’s bounce rate increases by 32% as page load time goes from 1 second to 3 seconds. That number jumps to 90% for a 5-second load time and an astonishing 123% for a 10-second load time. This clearly demonstrates the exponential increase in user abandonment as a site gets slower…

7. Transparency: Are Your Policies Clear?

Trustworthy sites are transparent about their operations.

Ensure your site has accessible Privacy Policy, Terms of Service, and Contact pages. For e-commerce, include clear refund policies.

Actionable Step: Link these pages in the footer and use WebPage Schema to highlight them.

Pro Tip: Display a physical address or verified contact details for local businesses.

8. Secure Website: Is Your Site HTTPS-Protected?

HTTPS is a trust signal and minor ranking factor.

What to Check: Confirm your site uses HTTPS and has a valid SSL certificate.

Actionable Step: Use SSL Checker to verify certificate status and redirect HTTP to HTTPS via 301s.

9. Social Proof: Are You Showcasing Trust Signals?

Reviews, testimonials, and social media presence build trust.

Monitor reviews on Google Business Profile, Trustpilot, or industry platforms. Check social engagement on X or LinkedIn.

Actionable Step: Embed positive reviews on your site and respond professionally to negative feedback.

Pro Tip: Use Review Schema to enable rich snippets in SERPs.

10. Brand Mentions: Are You Recognized Online?

Unlinked brand mentions signal authority.

Track mentions using Google Alerts or BrandMentions.

Actionable Step: Reach out to sites mentioning your brand to request links or amplify mentions via social media.

11. Content Attribution: Are You Crediting Contributors?

Clear attribution enhances trustworthiness.

What to Check: Ensure guest posts, images, or data are properly credited.

Actionable Step: Add “Written by” or “Source” tags with links to original creators.

12. Local SEO: Are Your Citations Consistent?

For local businesses, consistent NAP (Name, Address, Phone) citations boost E-A-T.

What to Check: Audit citations on Yelp or industry directories using BrightLocal.

Actionable Step: Fix discrepancies and claim unverified listings.

13. Schema Markup: Are You Helping Google Understand Your Content?

Structured data enhances E-A-T signals.

What to Check: Verify implementation of schema like Article, FAQ, or LocalBusiness using Google’s Rich Results Test.

Actionable Step: Generate schema with https://technicalseo.com/tools/schema-markup-generator/ Schema Generator.

14. Community Engagement: Are You Active in Your Niche?

Engaging with your audience builds authority.

What to Check: Assess activity on forums like Reddit, Quora, or industry groups.

Actionable Step: Answer questions with expert insights, linking to your content where relevant.

15. Content Updates: Is Your Site Current?

Fresh content signals ongoing expertise.

What to Check: Identify outdated pages using Screaming Frog.

Actionable Step: Refresh old posts with new data, visuals, or expert commentary.

Key Takeaways: E-A-T SEO Audit Checklist

Showcase Expertise: Highlight author credentials and cite reputable sources.

Build Authority: Earn high-quality backlinks and amplify brand mentions.

Enhance Trustworthiness: Use HTTPS, transparent policies, and social proof.

Improve UX: Optimize navigation, speed, and mobile-friendliness.

Stay Current: Update content and engage actively in your niche.

FAQs: E-A-T & SEO Audits

How long does an E-A-T SEO audit take?

For small sites, expect 4-6 hours using tools like Ahrefs or Screaming Frog. Larger sites may take 1-2 days.

Is E-A-T only important for YMYL sites?

No, E-A-T impacts all sites, but YMYL topics (e.g., health, finance) face stricter scrutiny.

Can I improve E-A-T without backlinks?

Yes, focus on author bios, content quality, and UX, but backlinks significantly boost authority.

How often should I audit E-A-T?

Conduct a full audit biannually and monitor key signals (e.g., backlinks, reviews) monthly.

What’s the most common E-A-T mistake?

Lack of author credentials or source citations, which weakens expertise and trustworthiness.