Many wellness experts I have worked with are brilliant at writing about their area of interest, however the one common pain point is they don’t see much traffic or engagement. So why is this?

E-E-A-T helps Google determine the overall quality of your content. It’s about being an expert, having experience, being reliable, and being trustworthy.

Why is E-E-A-T important?

• Better visibility: People will see your content more often.
• More trust: People will believe what you say.
• Better engagement and traffic: People will like your content and share it.

For content creators and website owners in health and wellness, understanding and implementing E-E-A-T principles is crucial for building a strong online presence, improving engagement and traffic and thus converting leads.

E-E-A-T is your ticket to Google’s top ranks. Prove you’re an authority and connect with the people who need your content.

But how do you master becoming an E-E-A-T when creating content as a wellness pro? Here is the low down! 

Be the Expert you are!

Expertise

Want to be seen as a leading expert in your field? Show off your skills and knowledge! Google looks for things like degrees, certifications, and published works. Make sure your content is accurate, up-to-date, and easy to understand. Your audience wants you to be a thought leader in your niche.

An example is a natural health article written by a nutritionist or naturopath that has been published in a reputable journal.

Let’s talk Experience!

EXPERIENCE

What is your first hand or life experience with your content themes and areas of interest? Speak to these real life examples. Collaborate with industry experts to do co-authored posts or opportunity calls.

Use case studies or content that reflects an understanding of common challenges or questions in the health and wellness space.

A review of fasting written by someone who did a 10-day water fast would be considered high in experience.

Become the authority

Authoritativeness

Build your reputation as a thought leader. It’s about earning the respect of your peers and being seen as a reliable authority and trusted source.

Network and collaborate with other experts and industry movers and shakers by attending award nights, product launches and share your experiences or host an online event with an industry panel speaking on your topic of interest. Additionally gain endorsements, reviews and testimonials from your clients / customers and collaborate with well-known institutions or organizations.

An example would be being a keynote speaker for an online wellness event with industry peers.

Building trustworthiness

TRUST

E-E-A-T is ultimately about one thing: building trust. When your content clearly shows that you know what you’re talking about and that you can be trusted, both your audience and search engines take notice.

That’s why it’s essential that your content strategy lays a strong foundation of trust. Even though E-E-A-T isn’t an official ranking factor, it plays a major role in how Google determines what content deserves to be seen. In short, it’s one of the top things Google looks for when deciding what content to surface.

So, how do you build that trust consistently?

Start by maintaining a high level of transparency and honesty in everything you publish. A consistent brand voice across all formats—blogs, videos, emails, and social—helps reinforce your credibility and ensures your message feels reliable and unbiased within your niche.

In addition, user experience matters. Make sure your website is accessible and user-friendly on all devices, so every visitor has a seamless experience. From there, keep your content regularly updated to stay relevant and accurate. Sharing positive reviews and ratings can boost credibility, while steering clear of misleading tactics like hidden ads or clickbait helps preserve that trust.

Ultimately, a health and wellness creator who leads with authenticity—like openly discussing affiliate relationships or sharing personal insights—shows they’re not just knowledgeable, but also genuinely trustworthy.

3 reasons to start creating E-E-A-T-focused content 

• To boost your rankings: Other websites will link to your content, and people will stay on your site longer.
• To improve your reputation: People will share your content, and Google will see you as an expert.
• To increase your visibility: When people find your content valuable, they’re more likely to keep reading and share it.

E-E-A-T is key for your content planning and creation process. Instead of just focusing on keywords, focus on showing your expertise and trustworthiness.

Here’s how:

• Show off your credentials: Let people know who you are and what you know.
• Cover topics in depth: Don’t just skim the surface.
• Cite your sources: Back up what you say with evidence.
• Share what people say: Show off positive reviews and testimonials.
• Stay consistent: Keep publishing high-quality content regularly.

Let’s explore how we can bolster E-E-A-T in your content strategy! Get started today – book a connect call below.