E-E-A-T Explained: How Google Decides Who Deserves to Rank in 2025

December 7, 2025

A few years ago, you could rank on Google by out-keywording the competition.
More pages, more backlinks, more “plumbing near me” sprinkled across your site — and you’d start climbing the map pack.

But 2025 looks different. Google’s not just scanning for content anymore. It’s scanning for credibility.

And that shift — known as E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) — is what separates a business that shows up from one that stands out.

A Real-World Example: The Landscaper No One Could Find

Meet Dave. He runs a small landscape company in Ohio with a team of three. His customers rave about him — handwritten thank-you notes, five-star reviews, even referrals months after projects end. But online? Crickets.

His website looked fine. It listed services, had a few before-and-after photos, and a phone number at the top. But it didn’t prove anything.

Google didn’t see the stories behind the work. It didn’t see Dave’s 20 years of experience, or the homeowners who trusted him season after season.

So while his reputation was strong in the neighborhood, his visibility stopped at the property line.

What Google Actually Wants to See

Google’s Quality Raters — real people who evaluate search results — look for signals that a business is experienced, credible, and safe to recommend.

Here’s what that looks like in the real world of landscaping:

Experience: Real photos of projects, your crew in action, testimonials that mention specific work (“retaining wall rebuild after storm damage”), and even short videos explaining your process.
Expertise: Detailed service pages that explain how you do what you do — not in generic terms, but in your own language. (“We hand-cut each stone for a tighter fit and longer lifespan.”)
Authoritativeness: Mentions on local directories, partnerships with builders or nurseries, and consistent NAP (Name, Address, Phone) info across the web.
Trustworthiness: Updated licenses, insurance info, and a human “About” page that shows the people behind the business.

In short: Google is looking for proof that real people are doing real work — and that others trust them to do it well.

Why This Matters More in 2025

With AI-generated websites flooding search results, Google’s job has shifted from finding content to filtering credibility.
If your business doesn’t show a human face, it risks being mistaken for noise.

The good news? Landscapers, hardscape, and outdoor service companies have a natural advantage. You already work in the most visual, proof-driven industry out there. Every job is a case study waiting to be told.

The key is connecting that proof to the digital places Google (and your next customer) are looking.

How to Show Google You Deserve to Rank

Here’s your simple starting point:

Update your About Page
- Add your photo, story, and credentials.
- Mention how long you’ve served your area and what values guide your work.
Refresh your Project Photos
- Include captions with city names and project types (“Morgan Hill backyard patio renovation”).
Feature Your Reviews
- Embed them on your homepage or service pages.
- Add “Proof” sections that quote specific customer experiences.
Earn Mentions Beyond Your Site
- Get listed on local directories, partner with other trades, or sponsor a community event.

Every one of these steps strengthens your E-E-A-T — and each makes your online presence look more like the real business people already trust offline.