Seems Nobody Can Tell You What EEAT Actually Is. So I Will.

Every SEO on LinkedIn is banging on about E-E-A-T. Almost none of them can tell you what it actually means. So let’s fix that.

Hi, I’m Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I’m taking apart two things you’ve been told matter enormously by people who, if you push them, probably couldn’t tell you where either one came from. E-E-A-T and helpful content. One is a description of what good looks like, written for contractors who can’t touch your rankings. The other stopped existing as a separate thing in March 2024. Neither of them is a score, and nobody can sell you one.

Here’s what I’m covering:

— What the four letters actually stand for, and where the extra E came from in December 2022

— The 180-page free PDF that E-E-A-T lives in, who Google gives it to, and why those people are mystery shoppers rather than traffic wardens

— Why there is no E-E-A-T score sitting in a database marking your website out of 10 — and why it still matters anyway

— Why trust is the one that counts, and how you can have all the expertise in the world and still be worth very little

— YMYL, why a page about chemotherapy is held to a stricter standard than a page about scented candles, and where a small B2B business actually sits

— What happened to the helpful content update, and why anyone offering to recover you from one is selling you a thing that no longer exists

— The three questions Google published for free — who, how and why — and the one that catches everybody out

— Why the E-E-A-T audit grift works so well, and why a headshot and a byline is not expertise

I also give you a proper piece of homework. Not the "might do that one day" kind. The actual do-it-this-week kind. Three pages, three questions.