In December 2022, Google updated its Search Quality Rater Guidelines and added another E to E-A-T: experience. E-E-A-T stood for experience, expertise, authoritativeness and trust, reinforcing the idea that useful content often benefits from first-hand knowledge.

For SMBs, this was good news if they were willing to show their work. Small businesses often have real experience that generic publishers do not: project photos, customer stories, service details, process knowledge and practical tradeoffs learned in the field.

Experience became a visible trust signal

Content is stronger when readers can tell who created it, why they know the topic and what evidence supports the advice. A service page, buyer guide or blog post should not feel anonymous. It should make the business easier to trust.

Burns sees E-E-A-T as an argument for specificity. “Small businesses do not need to sound like national publishers. They need to show real experience: the work they have done, the questions they answer every day and the proof customers can believe.”

What SMBs should have added

• Real examples: Use projects, photos, case details and service context.
• Clear authorship: Show who is responsible for important advice.
• Trust proof: Reviews, credentials, warranties and local reputation matter.
• Helpful comparisons: Explain tradeoffs instead of giving generic recommendations.

Brand Fuel Digital’s View

E-E-A-T gave SMBs a reason to lean into what makes them credible. The best content should not hide the business behind generic copy. It should make the experience and trust behind the brand easier to see.

Sources: Google Search Central on E-E-A-T and Search Engine Land on the quality rater guideline changes.