Common E-E-A-T Mistakes: What to Avoid When Building Trust Signals

Building strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals is essential for search visibility, but many content creators make avoidable mistakes that undermine their credibility. Some mistakes are obvious, while others are subtle misunderstandings of what Google actually values.

This guide identifies the most common E-E-A-T mistakes, explains why they hurt your search performance, and provides actionable fixes. Whether you're new to E-E-A-T optimization or have been working on it for a while, understanding these pitfalls helps you avoid wasting time on ineffective strategies and focus on what actually matters.

Why E-E-A-T Mistakes Matter

E-E-A-T mistakes can significantly impact your search visibility:

Impact on rankings:

• Weak E-E-A-T signals limit visibility in search results
• Missing trust elements can prevent pages from ranking at all
• Weak experience or expertise signals hurt competitive rankings
• Trust issues can lead to broader site-wide visibility problems

Impact on user trust:

• Weak credibility signals reduce user engagement
• Missing information undermines trust
• Poor presentation signals unreliability
• Users may choose competitors with stronger signals

Time and resource waste:

• Fixing mistakes requires rework
• Weak signals mean missed opportunities
• Ineffective strategies waste effort
• Better to avoid mistakes than fix them later

Understanding common mistakes helps you build strong E-E-A-T from the start and identify issues in existing content.

Mistake 1: Missing or Weak Author Information

The mistake: Content is published without clear author identification, or author bios are incomplete, vague, or missing credentials.

Why it's a problem:

• Google can't evaluate expertise without knowing who created content
• Missing author info is a major red flag for trustworthiness
• Weak author bios don't establish credibility
• YMYL content especially requires strong author identification

Common variations:

• No author name or bio on articles
• Generic "Admin" or "Staff" authorship
• Author bios that don't mention credentials or experience
• Missing author pages or "About" sections
• Author information buried in footers or hard to find

How to fix it:

1. Create comprehensive author bios:

   • Full name and professional title
   • Relevant credentials and qualifications
   • Years of experience and specialization areas
   • Professional background and achievements
   • Professional photo

2. Make author information prominent:

   • Display author name clearly on each article
   • Link to detailed author bio pages
   • Include author info in article metadata
   • Feature author information prominently

3. Use structured data:

   • Implement Person schema for all authors
   • Include credentials in schema markup
   • Link social profiles via sameAs
   • Add author image to schema

4. Create dedicated author pages:

   • Individual pages for each regular author
   • Comprehensive bios with all relevant information
   • Links to their published work
   • Contact information for authors

Example of strong author identification:

• Clear author name on every article
• Link to detailed bio page
• Bio includes: MD degree, 15 years experience, published research, medical board certification
• Person schema implemented with credentials

Mistake 2: Using Only Stock Images

The mistake: Relying entirely on stock photos without including original visual content that demonstrates experience.

Why it's a problem:

• Stock images don't demonstrate first-hand experience
• Original visuals are strong experience signals
• Generic stock photos suggest content lacks personal experience
• Product reviews especially need original product photos

Common variations:

• Every image on the site is from stock photo services
• No original photos or videos from actual use
• Screenshots missing for tutorials or how-tos
• Before/after photos missing where relevant
• Generic visuals that don't show personal experience

How to fix it:

1. Replace stock images strategically:

   • Prioritize high-traffic pages
   • Focus on product reviews, tutorials, and experience-based content
   • Add original photos to show actual use or implementation
   • Create original infographics based on your data

2. Add original visual content:

   • Take photos of products you're reviewing
   • Record videos demonstrating processes
   • Create screenshots from actual tool usage
   • Document case studies with original visuals

3. Mix stock and original:

   • Use stock images for generic illustrations
   • Use original images for experience demonstration
   • Prioritize original visuals for key content
   • Gradually replace stock images over time

4. Document experience visually:

   • Show products in actual use
   • Demonstrate processes step-by-step
   • Include behind-the-scenes content
   • Share original examples and case studies

Example of strong visual experience:

• Travel blog with original photos from visited destinations
• Product review with photos showing actual product use
• Tutorial with screenshots from completing the process
• Case study with original before/after visuals

Mistake 3: Thin or Surface-Level Content

The mistake: Content that covers topics superficially without demonstrating depth of knowledge or comprehensive coverage.

Why it's a problem:

• Thin content doesn't demonstrate expertise
• Surface-level coverage suggests lack of knowledge
• Comprehensive content is a key expertise signal
• Google favors in-depth, thorough content

Common variations:

• Articles under 500 words on complex topics
• Content that barely covers the topic
• Missing key subtopics or related information
• No supporting data, research, or citations
• Content that doesn't go beyond basic information

How to fix it:

1. Expand content depth:

   • Aim for comprehensive coverage of topics
   • Include related subtopics and context
   • Add supporting data and statistics
   • Provide detailed explanations

2. Add supporting information:

   • Cite reputable sources
   • Include relevant research and data
   • Add examples and case studies
   • Provide additional resources

3. Demonstrate expertise:

   • Explain complex concepts clearly
   • Share unique insights and analysis
   • Provide expert perspective
   • Include original research or data

4. Create comprehensive resources:

   • Cover topics thoroughly
   • Address related questions
   • Provide actionable guidance
   • Include multiple perspectives

Example of strong content depth:

• Comprehensive guide covering all aspects of a topic
• Supporting research and citations
• Detailed explanations of complex concepts
• Unique insights based on expertise
• Multiple related subtopics covered

Mistake 4: Missing or Incomplete Policies

The mistake: Not having privacy policies, terms of service, or other legal/trust pages, or having incomplete or unclear policies.

Why it's a problem:

• Missing policies are major trust red flags
• Incomplete policies suggest lack of professionalism
• Policies are especially important for YMYL content
• Users expect transparency and legal compliance

Common variations:

• No privacy policy page
• Missing terms of service
• Incomplete or vague policy content
• Policies that don't address key issues
• Policies hard to find or inaccessible

How to fix it:

1. Create comprehensive policies:

   • Detailed privacy policy explaining data collection
   • Clear terms of service
   • Cookie policy if applicable
   • Disclosure policy for affiliates/sponsors

2. Make policies accessible:

   • Link prominently in footer
   • Easy to find from any page
   • Clear navigation to policies
   • Accessible from multiple entry points

3. Keep policies current:

   • Update when regulations change
   • Review policies regularly
   • Ensure compliance with laws
   • Update contact information

4. Be transparent:

   • Explain data practices clearly
   • Disclose affiliate relationships
   • Be honest about content creation
   • Clear about corrections and updates

Example of strong policies:

• Comprehensive privacy policy covering all data practices
• Clear terms of service explaining user rights
• Prominent disclosure of affiliate relationships
• Accessible from every page in footer
• Updated regularly for compliance

Mistake 5: No Contact Information

The mistake: Missing or hard-to-find contact information, making it difficult for users to reach you.

Why it's a problem:

• Missing contact info signals lack of transparency
• Users expect ways to reach website owners
• Contact information is a basic trust signal
• Google values transparency and accessibility

Common variations:

• No contact page or information
• Contact form only (no email/phone)
• Contact info buried and hard to find
• Outdated or non-functional contact methods
• No response to contact attempts

How to fix it:

1. Provide multiple contact methods:

   • Email address
   • Contact form
   • Phone number (if applicable)
   • Physical address (if relevant)
   • Social media contact options

2. Make contact info prominent:

   • Dedicated contact page
   • Contact info in footer
   • Contact link in main navigation
   • Visible on every page

3. Ensure contact methods work:

   • Test all contact forms
   • Verify email addresses work
   • Respond to inquiries promptly
   • Update contact info when it changes

4. Add contact schema:

   • Implement ContactPoint schema
   • Mark up contact information
   • Include in Organization schema
   • Help search engines understand contact options

Example of strong contact information:

• Dedicated contact page with multiple methods
• Contact info in footer on every page
• Email, phone, and contact form available
• Prompt responses to inquiries
• Contact schema implemented

Mistake 6: Weak or Missing Structured Data

The mistake: Not implementing schema markup, or implementing it incorrectly or incompletely.

Why it's a problem:

• Structured data helps Google understand E-E-A-T signals
• Missing schema misses opportunities to communicate credibility
• Incorrect schema can cause issues
• Schema helps rich results and featured snippets

Common variations:

• No structured data implemented
• Only basic schema, missing author/organization
• Incorrect schema markup
• Schema that doesn't match page content
• Missing Person or Organization schema

How to fix it:

1. Implement core schema:

   • Person schema for all authors
   • Organization schema for company
   • Article schema for content
   • Review schema where applicable

2. Include complete information:

   • Author credentials in Person schema
   • Company details in Organization schema
   • Publication dates in Article schema
   • Complete author information

3. Test and validate:

   • Use Google's Rich Results Test
   • Fix any errors or warnings
   • Ensure schema matches content
   • Keep schema updated

4. Use schema strategically:

   • Implement on priority pages first
   • Ensure consistency across pages
   • Update when information changes
   • Monitor for errors

Example of strong structured data:

• Person schema with full credentials
• Organization schema with complete details
• Article schema on all content
• All schema validated and error-free
• Rich results appearing in search

Mistake 7: Ignoring Experience Signals

The mistake: Creating content without demonstrating first-hand experience or lived knowledge of topics.

Why it's a problem:

• Experience is a key E-E-A-T component (added in 2022)
• Content without experience signals lacks authenticity
• Google increasingly emphasizes experience
• Reviews and how-tos especially need experience

Common variations:

• Content written from research only
• No personal anecdotes or case studies
• Missing original visuals from use
• No specific details from experience
• Generic content that could be written without experience

How to fix it:

1. Add personal experience:

   • Include personal anecdotes
   • Share specific examples from experience
   • Document real-world implementations
   • Add case studies from actual work

2. Create original content:

   • Take original photos
   • Record original videos
   • Create original examples
   • Document actual processes

3. Share specific details:

   • Include dates, locations, and specifics
   • Mention tools and methods you used
   • Share lessons learned from experience
   • Provide insights only experience provides

4. Demonstrate lived knowledge:

   • Show you've actually done what you're writing about
   • Include details only experience provides
   • Share real challenges and solutions
   • Document actual results

Example of strong experience signals:

• Travel content with original photos from visits
• Product reviews with photos of actual use
• Tutorials with screenshots from completing steps
• Case studies documenting real implementations

Mistake 8: Faking Credentials or Experience

The mistake: Claiming credentials, qualifications, or experience you don't actually have.

Why it's a problem:

• This is unethical and can be illegal
• Google can detect inconsistencies
• User trust is destroyed when discovered
• Legal consequences possible
• Permanent damage to reputation

Common variations:

• Claiming degrees or certifications you don't have
• Fabricating work experience
• Lying about qualifications
• Exaggerating credentials significantly
• Creating fake testimonials or reviews

How to fix it:

1. Be honest:

   • Only claim credentials you actually have
   • Accurately represent experience
   • Don't exaggerate qualifications
   • Be transparent about limitations

2. Build real credentials:

   • Pursue relevant education or certification
   • Gain legitimate experience
   • Build expertise through practice
   • Document real achievements

3. Focus on genuine value:

   • Create valuable content regardless of credentials
   • Demonstrate expertise through quality work
   • Build authority authentically
   • Earn trust through honest content

Important: Never fake credentials or experience. This is unethical, can be illegal, and permanently damages trust.

Mistake 9: Neglecting Mobile Experience

The mistake: Having a website that doesn't work well on mobile devices or has poor mobile user experience.

Why it's a problem:

• Mobile-friendliness affects trustworthiness
• Poor mobile experience hurts user trust
• Google evaluates mobile experience
• Most users access sites on mobile

Common variations:

• Site not responsive or mobile-friendly
• Slow loading on mobile
• Hard to navigate on mobile
• Text too small or hard to read
• Buttons/links too small or hard to tap

How to fix it:

1. Ensure mobile responsiveness:

   • Test on various devices
   • Fix responsive design issues
   • Ensure content displays well on mobile
   • Optimize images for mobile

2. Optimize mobile performance:

   • Improve page load speed
   • Optimize images
   • Minimize code
   • Use mobile-friendly formats

3. Improve mobile UX:

   • Large, tappable buttons
   • Readable font sizes
   • Easy navigation
   • Mobile-friendly forms

4. Test thoroughly:

   • Test on real devices
   • Use Google's Mobile-Friendly Test
   • Check various screen sizes
   • Fix identified issues

Mistake 10: Not Building Authority Over Time

The mistake: Focusing only on content without building external authority signals like backlinks, recognition, or industry presence.

Why it's a problem:

• Authoritativeness requires external recognition
• Content alone doesn't build authority
• Authority takes time to develop
• Competitive rankings require authority

Common variations:

• No backlink building strategy
• Not participating in industry discussions
• No guest posting or collaboration
• Missing social proof and recognition
• Not building relationships

How to fix it:

1. Build backlinks:

   • Create linkable assets
   • Guest post on industry sites
   • Participate in expert roundups
   • Build relationships with publishers

2. Gain recognition:

   • Participate in industry events
   • Engage with industry communities
   • Contribute to industry discussions
   • Build thought leadership

3. Showcase social proof:

   • Display testimonials
   • Feature media mentions
   • Showcase awards/recognition
   • Include client case studies

4. Build consistently:

   • Authority building is long-term
   • Focus on consistent efforts
   • Build relationships over time
   • Document achievements

How to Identify and Fix E-E-A-T Mistakes

Step 1: Audit Your Content

Use E-E-A-T checkers:

• Run automated analysis of your site
• Identify specific gaps and issues
• Compare to competitors
• Get prioritized recommendations

Manual review:

• Review top pages against E-E-A-T criteria
• Check author information completeness
• Verify contact info and policies
• Assess content depth and quality

Step 2: Prioritize Fixes

High priority (fix immediately):

• Missing author information
• No contact information
• Missing privacy policy
• Security issues (HTTPS problems)

Medium priority (fix soon):

• Weak author bios
• Incomplete policies
• Missing structured data
• Thin content on key pages

Lower priority (improve over time):

• Replace stock images gradually
• Build authority signals
• Expand content depth
• Add experience indicators

Step 3: Implement Fixes Systematically

Quick wins first:

• Add missing author info
• Create basic policies
• Implement contact page
• Fix security issues

Then medium-term improvements:

• Enhance author bios
• Expand content depth
• Add original visuals
• Implement structured data

Long-term authority building:

• Build backlinks
• Gain recognition
• Develop expertise
• Build relationships

Step 4: Monitor Progress

Track improvements:

• Re-run E-E-A-T checkers monthly
• Monitor search rankings
• Track user engagement
• Compare to competitors

Adjust strategy:

• Focus on areas showing improvement
• Address new issues as they arise
• Continue building authority
• Maintain high standards

Conclusion

Avoiding common E-E-A-T mistakes is as important as implementing positive signals. Mistakes like missing author information, using only stock images, or having incomplete policies can significantly limit your search visibility and user trust.

The most critical mistakes to fix first are:

1. Missing or weak author information
2. No contact information or policies
3. Weak or missing structured data
4. Ignoring experience signals

Once these foundational issues are addressed, focus on:

• Building content depth
• Adding original visual content
• Developing authority over time
• Creating genuine experience-based content

Remember that E-E-A-T improvement is an ongoing process. Start by fixing critical mistakes, then systematically improve other areas. Regular audits using E-E-A-T checkers combined with manual review help identify issues early and track progress over time.

Most importantly, be authentic. Fake credentials, manipulated signals, or superficial improvements don't work long-term. Focus on building genuine credibility through quality content, real expertise, and authentic experience.

Ready to identify and fix E-E-A-T mistakes on your site? Run an E-E-A-T analysis to discover which issues are affecting your search visibility, then use this guide to systematically address them and build stronger trust signals.