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Dofollow Digest #20: Google says you can't just add EEAT

Author

Eric Carrell
April 04, 2025

Hey, it's Eric 👋

Google just dropped a “bombshell” about EEAT that's giving SEO consultants existential crises everywhere. 😂

At a recent event, John Mueller basically told the entire industry that the "EEAT optimization services" they've been selling are about as effective as sprinkling magic SEO dust on your website. Turns out, you can't just "add EEAT" like you'd add keywords or metadata. Who knew?

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🔍 DEEP DIVE: EEAT Can't Be "Added" to Your Site - Here's What This Means

At the recent Search Central Live NYC event, Google's John Mueller confirmed something that many experienced SEOs have been saying all along: "You can't sprinkle some experiences on your web pages. That doesn't make any sense."

This clarification is huge because it directly contradicts what many SEO agencies have been selling as "EEAT optimization services" - creating author bios, adding credentials, or my personal favorite: the "About the Author" box featuring a perfectly lit headshot and suspiciously impressive credentials. ("World-renowned cookie expert with 27 years of experience" - Mueller would be so proud! 🍪)

Mueller explained that Experience, Expertise, Authoritativeness, and Trustworthiness aren't checkboxes you can tick off – they're qualities that Google's systems (and quality raters) observe based on various signals both on and off your site.

Most importantly, Mueller confirmed that EEAT primarily matters for YMYL (Your Money Your Life) topics – finance, health, and major life decisions – where incorrect information could cause serious harm. For other topics (he specifically mentioned recipe sites), Google isn't algorithmically focused on these signals in the same way.

What does this mean for SaaS companies?

  1. If you're in fintech or health tech: EEAT signals are critically important. But instead of focusing on superficial fixes, invest in genuine expertise. This means original research, thoughtful analysis, and actual authority in your space.

  2. If you're in other SaaS verticals: while EEAT isn't as algorithmically critical, the principles still matter for user trust. Rather than obsessing over author bios, create genuinely helpful content that demonstrates your product's value.

  3. For all SaaS companies: the best approach is to build actual authority through quality content, industry recognition, and strong off-site signals (like high-quality backlinks from respected industry sites).

What we're seeing with our clients is that the most successful SaaS content strategies don't try to "game" EEAT – they build it naturally by:

  • Creating documentation, guides, and resources that genuinely help users solve problems

  • Publishing original research and data that gets cited by others in the industry

  • Earning links and mentions from respected industry publications (not through mass outreach)

  • Building the company's executives into recognized industry voices

The takeaway? Stop trying to "add EEAT" and start focusing on becoming the kind of resource that naturally demonstrates expertise and authority. This approach not only works better for SEO in the long run, but it also builds genuine trust with your audience – something no amount of author bio optimization can achieve. And as a bonus, you'll save all that money you were spending on stock photos of people thoughtfully staring at laptops while holding coffee mugs.

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Til next time,

Eric