Mastering Google’s E-A-T Guidelines in Financial Web Content

e-a-t guidelines

Google’s E-A-T guidelines serve as the basis for building digital trust with consumers. These standards are essential in the financial sector, where the accuracy and reliability of information is paramount. Mastering Google’s E-A-T guidelines is necessary for businesses seeking to create credible financial web content that ranks in organic searches. Continue reading to learn about the specifics of these guidelines and how they relate to financial content.

Understanding E-A-T

Google created the E-A-T guidelines as a quality rating system that measures the expertise, authoritativeness, and trustworthiness of online content. Though the E-A-T guidelines are not ranking factors, webpages with a high E-A-T score are more likely to rank highly in organic search. This is important because organic listings get 73% of clicks in the search results, and only 1% of searchers click on the second page of the results. Businesses seeking new leads and drawing in consumers need high-ranking organic content.

Mastering Google’s E-A-T guidelines is vital for financial web content. Searchers expect this content to be accurate and trustworthy, necessitating an increased focus on high-quality research and factual writing. Let’s explore each aspect of these guidelines to understand how they apply to financial web content.


The first letter in the quality evaluation acronym refers to the expertise of the content creator. In the financial sector, the content creator has exhibited a nuanced understanding of financial concepts, market trends, and regulatory frameworks, among other economic subjects. Whether the content is about investment strategies or taxes, the content should be accurate, insightful, and developed with experts’ insights. 


The A, for authoritativeness, addresses the credibility of the creator, content, and the website. This factor refers to your overall reputation in the industry. Readers deem financial content authoritative when they know your company and its background and recognize it as a leader in the industry. 


The T in E-A-T refers to the trustworthiness of the content, creator, and website. Trustworthiness is closely related to transparency. Financial web content should be honest and transparent about sources, information, and methodologies. Financial content should contain credible sources to support claims and demonstrate industry affiliations. Web pages that frequently link back to credible sources rank higher in organic searches, leading to more clicks and building trust with the audience.

Updated Guidelines

In December 2022, Google modified the E-A-T quality guidelines to include a second “E,” making it the E-E-A-T guidelines. This second E refers to the author’s experience and asks if the author has first-hand experience with the topic. For financial content, this means that the author has some experience in the industry. This additional letter in the acronym adds a layer of authenticity to financial web content.

Understanding the core principles of Google’s E-A-T guidelines allows financial web content creators to create more relevant and compelling content that resonates with audiences and ranks well in the SERPs.

Applying E-A-T to Financial Web Content

Implementing Google’s E-A-T guidelines will result in higher-quality financial web content and more website traffic. Here are some strategies for implementing Google’s E-A-T guidelines.

Crafting Quality Content

Showcase your expertise by creating in-depth, informative content beyond basic knowledge. Use a mix of technical and accessible language, catering to experts and newbies in the financial landscape. Content should also be relevant to your audience. This not only increases traffic but also displays a level of expertise, demonstrating that you are current with industry trends. 

When referencing statistics or studies, be sure to link back to the credible sources and publications the information came from. This validates the information and helps build authority by aligning your company with established knowledge. As the financial industry constantly changes, regularly update the statistics and information in your content to reflect the current market. Financial web content can also benefit from first-hand quotes from experts in the field, further demonstrating expertise, authority, and trustworthiness.

Author Bios and About Us

To further build expertise and authority, build author profiles that showcase their qualifications and experiences in the financial field. This not only establishes credibility but also humanizes your content, revealing the real people behind your content.

You can use an “about us” page on your website to indicate to Google who writes and develops your content. This helps Google’s algorithm determine the legitimacy of your website as a whole.

Monitor your Brand’s Online Reputation

Your online reputation is critical in determining the authority and trustworthiness of your content and website. As a company in the financial industry, monitor customer reviews for negative and positive comments. Be sure to respond to any negative reviews or press quickly. 

Brand reputation and authority are also built by earning backlinks. As your financial content becomes more reputable, other trusted sources will link to your site. This shows that your company and content are trustworthy in the financial industry.

Create high-quality financial web content and build your company’s reputation by adhering to Google’s E-A-T guidelines.

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Kim Schmutzler

Kim is the owner of KDGS WORKS, a web design and digital marketing agency located in the Kansas City Metro area. KDGS Works partners with businesses and web designers across the United States to better the SEO and Content Marketing Efforts of small businesses.

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