In this blog, we’re going to explore how video can be your EEAT silver bullet. But first…
What is EEAT?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In a nutshell, it’s how Google assesses the credibility and quality of your content — especially in the era of AI-generated and low-quality content.
EEAT has become increasingly important for websites that cover Your Money or Your Life (YMYL) topics — that is, anything that could affect someone’s health, wellbeing, safety, or finances. While EEAT isn’t a direct SEO ranking factor, many believe it heavily influences how your content performs in search.
Why Should I Care About EEAT?
Even though EEAT isn’t a ranking signal in the same way as page speed or backlinks, it plays a crucial role in how Google evaluates your content, especially for YMYL topics.
Think you’re not in a YMYL category? Don’t be so sure. Google doesn’t publish a strict list — it gives guidelines. For example, product reviews can fall under YMYL. There’s no set price point that qualifies as a “significant financial decision.”
Google’s evaluator guidelines give vague examples:
- Prescription drugs? Definitely YMYL.
- Pencils? Probably not.
- A car review? Possibly — because it’s a major purchase.
Even Google’s rationale can be unclear:
“While cars are big purchases, many people ask friends and family about cars.”
So you can see how the lines can blur, how about a £500 coffee machine review?. For someone earning £100k, maybe not YMML. For someone earning £25k a year, maybe yes, YMML. So it’s hard to guess where it would land, but safe to assume Google will air on the side of caution.
So, TL;DR — anyone can be affected by EEAT, and everyone should be paying attention to it. Its importance is only growing as Google gets better at recommending trustworthy, high-quality content.
How is Video a “Silver Bullet”?
The key to good EEAT is trust, and there’s no better way to build trust than through genuine, human-led video content.
Google loves content that showcases real-world experience, especially when the creator is willing to put their face and name behind it. It signals authenticity, effort, and authority.
There’s nothing more genuine than a real person sharing their personal experience on camera — as long as it truly is their experience, not an AI-generated script or misinformation.
Here’s a screenshot from Google’s own documentation — just in case you thought we were making this up.
Creating helpful, informative videos about your industry or niche is one of the best ways to demonstrate EEAT. Google wants to see content that’s well-researched, engaging, and genuinely valuable to the user.
Check out this fantastic video from one of our amazing clients, Summize: Watch here.
They’ve done a brilliant job of showcasing not just their C-suite executives, but their entire team. This inclusive approach builds genuine trust and gives potential customers a real sense of who they are and what they offer. It’s a great example of how to embody the principles of EEAT—Expertise, Experience, Authoritativeness, and Trustworthiness—in your content.
Real-World Proof
We were recently chatting with one of our long-time clients. We create regular YouTube content for him, which supports his blog. He’s noticed that since the EEAT push, his rankings have actually improved — likely thanks to the connection between his video content and his written blog.
Meanwhile, competitors who don’t have video content have seen their rankings drop, and they’re now scrambling to produce YouTube videos and embed them in their blogs to regain lost visibility.
Tips to Boost EEAT with Video
1. Content Is King
No more SEO fluff or AI slop. Your video needs to be based on real experience and offer actual value.
2. Help Your Customer
Stuck for ideas? Think like your customer. What questions would they have about your product, service, or industry?
One great example came from a talk at Brighton SEO: If you’re a car rental company at an airport, create a video explaining how to find your location once they land. Super helpful, super relevant.
3. Upload to YouTube
Even if your video is destined for your website or social media — upload it to YouTube. Who loves Google more than Google? (Need help with YouTube content? Give us a nudge).
4. Keywords in Script
Google can (and does) analyse your video transcript. It picks out key phrases and concepts to help determine relevance. So be mindful of your wording — make sure your scripts include the topics and keywords you want to rank for.
We hope this gave you some insight into how EEAT works — and how video can be a powerful tool to boost your credibility in Google’s eyes.
At BRICKOVEN Video, we love creating people-first, experience-led video content. Want to chat about how we can work together to build your EEAT through video?
