If your business is online, you’ve probably heard of Search Engine Optimisation or SEO for short. It’s what helps your website show up on Google when people search for what you do.
But here’s the kicker: Google has changed…
It’s no longer just about keywords or backlinks. It’s about trust, and that trust is built on a framework called EEAT.
No, it’s not a trendy new café in Ponsonby or a brunch spot in Surry Hills.
EEAT stands for:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
And if your website doesn’t show these? You’ll struggle to rank… no matter how pretty your website looks.
What Is EEAT in SEO?
EEAT is how Google decides whether your website is worth showing to searchers. Think of it like a customer choosing a trusted local mechanic over a stranger off Facebook Marketplace.
Here’s a simple breakdown:
1. Experience: Have you actually done what you’re talking about? If you’re a house painter, for example, your site should show real projects, real clients, and real behind-the-scenes moments. Google rewards authentic, lived experience, not generic or AI-written fluff.
2. Expertise: Do you know your stuff, and can you prove it? Especially in industries like health, law, or finance, Google wants qualified sources. Add your credentials, bios, or professional background to show you’re legit.
3. Authoritativeness: Are others talking about you? This includes backlinks from respected sites, industry directories, guest posts, PR mentions, and online reviews. The more your name pops up in the right places, the more authoritative you appear.
4. Trustworthiness: Can people feel safe doing business with you? Trust signals include secure HTTPS, visible contact details, clear privacy policies, transparent pricing, and genuine customer feedback.
Why EEAT Matters More Than Ever in 2025
Google’s not the only one watching. Tools like ChatGPT, Google’s Search Generative Experience (SGE), and voice search assistants are now shaping what people see.
And they’re all built on trust.
- If your site doesn’t demonstrate EEAT:
- You’ll drop in search rankings
- AI tools may bypass your site entirely
- Visitors will go to competitors they can trust
- You’ll lose potential customers, before they even land on your homepage
- Put simply: if Google doesn’t trust you, it won’t show you.
Real EEAT in Action (Examples in NZ and Australia)
Let’s make it practical for you:
A Hamilton Tradie: A local plumber adds job photos, video walkthroughs, verified Google reviews, and a complete Google Business Profile. No stock photos, no BS, just real work. That’s experience plus trust.
A Melbourne Skin Clinic: Their blog posts are written by qualified therapists, complete with their bios, credentials, and headshots. Each article builds expertise and authority.
Wellington Café: They share their history, staff highlights, and customer photos on their socials and website. Visitors know who they are and why they care. That’s human experience and Google eats it up.
Simple Ways to Boost Your EEAT Today
Whether you’re a builder in Christchurch or a boutique in Bondi, these actions will improve your trust score:
- Add author bios to every blog post
- Use real, high-quality photos (ditch the stock images)
- Share customer reviews and real testimonials
- Show your credentials, certifications, awards, memberships
- Use HTTPS and make contact details clear
- Get listed on trusted local sites and directories
These aren’t just SEO tactics. They’re digital trust-builders, and they matter for both humans and the algorithms.
How We At Stellar Media Helps You Build EEAT
- Here at Stellar, we create websites with content that people (and Google) trust.
- We’ve worked with tradies, clinics, eCommerce stores, and consultants across Auckland, Christchurch, Sydney, and Brisbane, helping them turn real world experience into search optimised digital trust.
What we do:
- Write content that reflects your actual expertise (not keyword soup)
- Help build backlinks and mentions from high trust local sources
- Crafted design and UX that support your credibility
- Implement EEAT-friendly structures, bios, and review integrations
And we do it all while staying true to your businesses tone, story, and goals.
Team Stellars Final Thoughts: The Internet Has Grown Up!
In 2005, SEO was all about hacks and hashtags. In 2025, it’s all about who you are, what you know, and whether people can trust you.
So ask yourself:
Is your website showing the real you? Or is it just saying what you think Google wants to hear?
If your site isn’t showing clear EEAT signals, you’re already falling behind.
It’s time to fix that. Let’s make sure you don’t just show up online, but that you’re trusted, visible, and chosen.