If you’re trying to improve your website’s Google ranking in 2025, you need to understand E-E-A-T — a key part of Google’s search quality guidelines. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the signals Google looks for when deciding if your content is credible, especially for businesses that affect people’s health, money, or safety.
Let’s break it down using the example of a nutritionist based in Brighton.
1. Experience – Share What You’ve Actually Done
Google wants content written by people with real, hands-on experience. As a nutritionist in Brighton, your website should include content based on your direct work with clients. This could be blog posts sharing tips from actual consultations, personalised meal plans, or progress stories (with client consent).
Photos from your practice, videos explaining routines you follow yourself, or testimonials all help demonstrate genuine experience.
2. Expertise – Show You Know What You’re Talking About
Expertise means showing you have formal knowledge in your field. As a registered nutritionist, you can list your qualifications, memberships (like with the Association for Nutrition), and years of practice.
Your blog posts should reflect that knowledge — such as explaining the science behind balanced diets, or breaking down food myths. Linking to reputable sources like the NHS or British Dietetic Association adds weight to your expertise.
3. Authoritativeness – Build Your Online Reputation
Authority comes from being recognised by others as a credible professional. For our Brighton nutritionist, this might mean being featured in a local health magazine, writing a guest post on a wellness site, or being mentioned in a Sussex lifestyle blog.
Positive client reviews, partnerships with GPs or gyms, or speaking at local health events also boost your authority in the field.
4. Trustworthiness – Create a Transparent and Safe Website
Trust is essential. Clients want to know they’re in safe hands. Your website should clearly show your full name, credentials, clinic address in Brighton, and ways to get in touch. Secure your site with HTTPS, and include a privacy policy, terms and conditions, and consent forms for clients.
Make sure online booking systems are user-friendly and secure. Having clear prices, refund policies, and GDPR compliance also improves your trust score with both users and Google.
5. Strengthening E-E-A-T in 2025
To stay ahead this year, regularly update your content with fresh insights from your practice. Add case studies (with permission), refresh your ‘About Me’ page with any new qualifications, and share real stories from local clients in Brighton.
Collect and respond to Google reviews. Get listed in UK directories like Yell or Treatwell, and aim for media features, even if it’s just a local paper. These signals show Google — and potential clients — that you’re a real expert offering valuable, trustworthy services.
Final Thoughts
E-E-A-T isn’t just for large websites. Whether you’re a solo nutritionist in Brighton or a team of professionals, showing real-world experience, professional expertise, recognised authority, and transparency can make a big difference in how you rank.
Need help improving your website’s E-E-A-T and getting more local clients?
Reach out to BNL Digital Solutions — specialists in SEO for UK-based professionals and service businesses.