The evolution of Search Engine Optimisation (SEO) has been remarkable, largely due to Google’s continuous commitment to refining its algorithms. One such development has been the introduction and enlargement of the E-A-T (Expertise, Authoritativeness, Trustworthiness) principle, which had an additional “E” for “Experience” added in 2022, thus becoming E-E-A-T. This article explores the concept of E-E-A-T, its relation to the Your Money or Your Life (YMYL) concept and how these factors are set to shape the future of SEO.
