E-E-A-T Explained: How to Improve Your Search Performance
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April 8, 2025
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To increase search quality, Google introduces the E-E-A-T framework—an acronym for Experience, Expertise, Authority, and Trustworthiness. These four qualities drive SEO and ultimately audience search. Here is a deep dive into the framework to boost your SEO game.
Experience
If your content includes relevant case studies, quotes from professionals, and SEO keywords tailored to your audience’s needs, you have met the experience quality standard.
Expertise
Unlike experience, expertise comes from you as the writer. Being an expert doesn’t mean using jargon—it means supporting your claims with statistics, insights, proven results, or even your own qualifications on the topic.
Authority
Authority goes beyond expertise. It is your brand’s reputation in a given field. Authority is earned over time by consistently producing high-quality content that establishes credibility.
Trustworthiness
The most important quality and the culmination of all three previous aspects. Trustworthiness involves having a strong reputation, providing reliable and accurate evidence, and ensuring website security, such as using HTTPS.
Understanding the EEAT framework significantly enhances your SEO performance. However, achieving all four qualities can be challenging. Let AHNS handle your SEO—our services ensure your content is reliable, accurate, and trustworthy.
Nhut Cao is living proof that with consistency and the right plan, you will get there.
Despite facing numerous challenges while chasing his true calling, Nhut “Justin” Cao refused to be defeated by setbacks and never lost sight of his goals. His story is not simply about winning, but also about not letting the failures hold him back. You may want to grind harder after reading about his life.
In 2014, Nhut Cao made a life-changing decision to leave his home in Vietnam and move to the United States. Despite being deeply familiar with and accustomed to his old life, he made the difficult decision to leave everything behind and start a brand new life from scratch. He got into a decent college, and earned scholarships, hoping to follow the traditional American dream of getting a stable 9-5 job and settling down. But that kind of path didn’t make him happy.
So he dropped out of school and decided to pursue entrepreneurship full-time. He tried many different businesses – from garage sale hunts, reselling and flipping items, tutoring, nail tech, and selling goods from America to Vietnam.
One day, he decided to take a leap of faith and entered into Amazon FBA. Despite all the negativities circulating on the internet about Amazon FBA that time and his fear of failing, he still risked everything to go for it.
Follow along as we delve into Nhut Cao’s journey towards pursuing his dreams.
I SAW MANY PEOPLE BUILDING AN EMPIRE ONLINE BACK THEN WITH A HIGH 5 TO 6 FIGURES MONTHLY — AM I BEING TOO LATE TO THE PARTY?
I learned about Amazon FBA through a stranger in an online forum, the BrickSeek Deals Group for resellers. I always wondered how he could make money flow into his wallet so easily.
It didn’t take me long before I searched “How to sell on Amazon” on Google and Instagram. I saw many people building an empire online back then with a high 5 to 6 figures monthly. The first thing that came to my mind at that time was “Am I being too late to the party?”
I fell deeper into the rabbit hole and found myself searching Youtube on how to get started. But the more I looked, the more I stumbled upon negative opinions, including:
“Amazon is overly saturated,”
“It’s impossible to make money with Amazon FBA in 2015”
“Don’t try or you’ll dive straight into failure!”
As a young entrepreneur, I was too scared to fail at that time, so I blindly believed them.
I delayed my plan until two years later, after the burnout of being constantly on-the-run sourcing for products through garage sales, going to Walmart at 1 am trying to snatch some discounted laptop BrickSeek deals to only make an insignificant amount of profit, I was mentally and physically exhausted from the reseller hustle and being the one-man team from sourcing to listing, fulfilling orders to customer services. I escaped the rat race with the hope of earning my time back for my family and loved ones, but this life is draining me even more.
I finally gave in to the idea of risking it all to Amazon FBA. I remembered telling told myself:
“After all, what do I have left to lose as an immigrant? Nothing.”
“I don’t want to keep trading my time for money as a reseller.”
“I don’t want to continue being a one-man team doing all the work myself. If I ever fail, I still have time to make it back with more experience rather than regret not doing it”
Then I scooped up all of my savings and liquidated everything I had to start my Amazon FBA. And the rest was history.
BUT YOU KNOW WHAT IS THE BEAUTIFUL THING ABOUT BEING AN IMMIGRANT? WE DON’T GIVE UP EASILY.
It was not as easy and beautiful as many other Amazon gurus portrayed it to be on social media. I was constantly making a bunch of mistakes as a new seller and sometimes fell into the trap of self-doubting for not being able to make it drift in.
I learned everything I could from Youtube. I bought courses. I signed up for classes. But after all the hard work, there was still no sign of payoff. But you know what is the beautiful thing about being an immigrant? We don’t give up easily.
I paused to rethink all of my problems and tried to seek credible information from books and the internet to solve them. Then it finally hit home to me that maybe I was too invested in the ‘how’ when instead I could start with the ‘who’.
So I started to widen my circle, find more people who were truly making money on Amazon FBA and work for them for free. In exchange, I could build a long-term, win-win relationship with them. I could ask them for help and be always surrounded by experienced sellers.
But certainly, success won’t come overnight. There were days, weeks, and even months of not seeing any progress or result. I couldn’t find a product. I couldn’t make a sale. Being overwhelmed with bad reviews no matter how much I tried to improve the quality.
I applied many methods to overcome the challenges, such as celebrating even the smallest wins every day; or breaking my biggest goal into smaller, more manageable ones. However, the principle that helped me the most during this trying time was the 1% each day approach.
Even on the most exhausting days, I am committed to spending at least 15 minutes on my business. By consistently dedicating time to my store, I developed a habit of working towards my goals, which can help me stay motivated and focused even during challenging times. And as I made progress, I found that my motivation and momentum increased, making it easier to stay on track and achieve even more.
Finally, in 2019, I was able to bring in close to $500k in revenues by 2019, thankful that I didn’t give up on myself.
STRATEGIES TO STAY COMPETITIVE IN THE CONSTANTLY EVOLVING AMAZON, ACCORDING TO NHUT
Put data over emotions: When making business decisions, it’s important to rely on data and facts rather than emotions or assumptions.
Surround yourself with experienced sellers: Building a network of experienced sellers can provide you with valuable insights and knowledge that can help you make informed decisions and stay ahead of the competition.
Enhance your social presence: Building a strong social identity can help you connect with your customers, build brand awareness, and enhance trust.
Stay away from selling me-too products: Selling unique or innovative products can help you stand out in the crowded Amazon marketplace. Focus on offering something new and different that solves a problem or fulfills a need for your customers.
Do not rush into the game without researching: Never think that you have known it all. There’s always something to learn, especially in the ever-changing environment of e-commerce like Amazon.
MAKING MONEY IS NO LONGER MY PRIORITY
As a seasoned Amazon FBA seller, making money is no longer my priority. Instead, I’m driven to give back to my community. As the saying goes, we attract what we want, and I have been fortunate enough to connect with like-minded individuals who share my passion for helping others.
My team in Vietnam connected me with local authorities to aid those in need and support me in every step of this ‘paying it forward’ journey. I am also proud to say that my mentees have used the financial power they earned by learning from my secrets, to donate to many less fortunate lives. Isn’t it incredible how we can use our skills and resources to make a positive impact on the world around us?
TAKE A CHANCE
If I could go back in time, I would tell my younger self to trust in his abilities more. When I was starting, I got scared by all the negative things people were saying about Amazon and ran away in fear of failure. But once I learned to trust in myself, even when things were tough and I wasn’t making money right away, I was able to stay focused and keep pushing forward.
And that’s also what I want to say to anyone who’s still scared to take a chance. The hardest thing to overcome usually isn’t a lack of money or support from others – it’s the doubts and fears in your head. But you have to step outside of your comfort zone to make progress and grow.
So take that chance – believe in yourself, and remember, life starts outside your comfort zone!
The ongoing Covid-19 pandemic has increased the obstacles facing Asian American, Native Hawaiian, and Pacific Islander (AAPI) women-owned enterprises.
Despite being a fast-growing group of business owners, AAPI women confront structural challenges and have limited access to capital, which is made worse by the pandemic’s effects on sectors like dining, retail, and personal care services. According to Hello Alice, their access to financial resources is further hampered by language problems and a lack of banking connections.
AAPI women have borne the harshest economic consequences of the Covid-19 crisis, including business closures, job losses, and increased caregiving responsibilities. However, data on their experiences remains limited and fragmented. AAPI Women’s Equal Pay Day highlights the persistent wage gap, with AAPI women earning $0.92 for every dollar earned by white men, according to the National Women’s Law Center. This wage gap, if unaddressed, could result in AAPI women losing around $267,000 over a 40-year career.
AAPI women also face significant challenges in accessing grants, loans, and capital, despite their entrepreneurial potential. Only a small fraction of federal funding provided through programs like the Paycheck Protection Program reaches AAPI-owned businesses.
FoundHer, a small business accelerator founded by Gloria Lau and Bella Hughes, aims to bridge this funding gap. It focuses on Native Hawaiian, Pacific Islander, and Asian women entrepreneurs in Hawaii, providing non-dilutive grant funds and resources to support their businesses.
Historical patterns indicate that women of color, including AAPI women, are often the first to feel the negative effects of economic downturns and the last to recover, but despite all the obstacles, AAPI women entrepreneurs exhibit resilience and resourcefulness.
Heritage Kulfi, a premium ice cream manufacturer known for its South Asian-inspired flavors, has been selected to participate in KeHE elevate, a program by KeHE Distributors that connects emerging brands with retailers across the country.
Founder and CEO of Heritage Kulfi, Mansoor Ahmed, explained that the brand was created to address a gap in the mainstream market by offering classic South Asian flavors and a creamy, traditional kulfi.
Mr. Ahmed emphasized the use of high-quality, authentic ingredients and traditional methods in crafting each flavor. Drawing from his personal nostalgia for the South Asian cuisine and desserts of his childhood in New York, he confidently developed a product that he knew others would enjoy as well.
Kelly Stockdale, KeHE’s senior category manager, stated that for a brand to be selected for the emerging brand program, it must offer something new and unique. Heritage Kulfi stood out due to its distinctive flavors, attractive packaging, and the growing consumer demand for experiencing diverse tastes. KeHE’s sales team and retail partners voted to include the premium ice cream brand in the program.
Heritage Kulfi takes pride in its handcrafted production process. According to Food Business News, the company simmers locally sourced ingredients overnight, caramelizes and browns the cream’s milk proteins before freezing, resulting in a dense, creamy texture with rich dairy notes.
Their range of flavors includes Alphonso Mango, Cardamom Chai, Coconut, Earl Grey, Pistachio, Rosewater, Saffron, Vanilla Bean, Malai Sweet Cream, and Almond Blossom. Additionally, Heritage Kulfi is actively developing vegan and dairy alternative options.
The company aims to leverage this opportunity of being selected by KeHE to expand its distribution from the Northeast and Midwest regions to nationwide coverage within the next two years.
In a world where it can be easy to feel disconnected and jaded, Serene Chan’s art is a refreshing reminder of the beauty and magic that surrounds us.
With her ability to use digital art and visual storytelling to provoke child-like wonder and capture nostalgia, Serene creates images that are not just visually stunning – but also carry a deeper message about the importance of mental health and the value of diverse cultures and communities.
Serene is a Chinese-Canadian creative and expert daydreamer who worked as a freelance traditional painter and digital illustrator for 8 years, supporting other independent musicians, writers, and artists. Alongside her art, she works full time as an accountant. Her versatile background includes her academic education in business and years of entrepreneurial experience exemplified in three of her start-up businesses.
When she’s not painting, Serene channels her artistic energy into other creative endeavors such as crafting resin crafts, thrifting, sewing, and thrift flipping.
JOURNEY TO DISCOVERING ART AS AN OUTLET
Growing up, I was extremely socially awkward and spent a lot of time in my head. I like to call myself an expert daydreamer because I spent most of my life imagining different worlds that I fit in a little bit better than this one.
When I found art as an outlet, it just made sense because it allowed me to be able to create places that defied all odds; places where stars could be captured in your hands, where dragons roam free, a place that I can call home. I was inspired by the power that all artists have- the ability to create something from nothing, especially when it doesn’t exist in the real world.
The traditional painting came naturally to me, but my immigrant parents pressured me to conform to their ideals of what a successful individual looks like and put little emphasis on my creative passions. I followed their well-intentioned guidance and wishes for their daughter to be self-sufficient one day. I did not receive the arts education I sometimes wish I received in my 20s. I followed the motions of getting a bachelor’s in business and my accounting designation, and ended up in a corporate budgets job.
Over time, I realized that going to art school does not determine the success of an artist. If I really wanted to have an art career, I was going to make it happen regardless of whether or not I had the connections or credentials to do so.
I began my art journey in 2015, starting an art website with no idea what I was doing. I transitioned into digital illustration only 2 years ago when I finally invested in an iPad to accelerate my painting process. For the last 8 years, I spent an uncountable amount of time experimenting with different tactics to maintain a part-time art career selling prints, doing custom artwork, and applying to every open call I qualified for.
I’ve spent much of my art journey finding resources to personally develop, and reached out to countless individuals in the art industry to learn about their experiences. Ambition is what fuels my love for learning and my efforts of sharing high-quality art content with the world. Though my art career is not full-time yet, I’m still excited to continue grinding it out and seeing where it takes me.
COPING UP WITH LIFE’S CHALLENGES
My immigrant parents pressured me to assimilate with society and put little emphasis on carrying out Chinese traditions from home. So, while I became comfortable with Westernized routines, I began to feel embarrassed about my culture in my youth.
I grew up developing mental health issues from suppressing my reactions to the microaggressions around me and being unable to cope with them. As time passed, I realized that resiliency comes from releasing some of the trauma and anxiety that’s been clouding my thoughts. However, it’s also understanding that although it might never disappear, it’s a part of what makes you-you. It’s transforming into someone who is at peace with the chaos and accepts it as something that has to happen in order to grow. This is why I’m now extremely driven to teach the importance of celebrating my Asian culture and incorporating the aspect of mental health to start conversations.
One of my favorite paintings with both of these concepts is “Remembered Always.” I painted this during a time when my family was trying to navigate grief from mental health-related death. Watching my family try to recover from that trauma made me realize how death, how to grieve, and mental health rarely gets talked about in an immigrant family, especially at an early age.
In Chinese symbolism, cranes are often believed to carry spirits to heaven after they die. This painting depicts loss remembered by the living and hopes that their spirits are brought to a happier place. My inspiration is to educate the values and symbolism the Chinese believe in to help them ease the pain of death.
PROMOTING MENTAL WELLNESS THROUGH ART
One of the worst parts of mental health is having thoughts or feelings that you can’t control. Any form of art (drawing, writing, music, etc) can be a way to express those thoughts you have. You don’t have to be good at it, or even have any experience. Using art to convey what’s on your mind lets you manifest those feelings into something physical that you CAN control.
I know sometimes it sounds easier than putting it into practice. Maybe your mind is drawing a blank. Maybe it’s too difficult to put into words what you’re feeling because there are no words in the dictionary that describe what you’re going through. I would recommend finding paintings, poetry, stories, or music that speaks to you. I guarantee you that there’s someone out there who has felt what you feel and was able to put it into art. Perhaps then, you’ll feel a little less alone knowing there’s someone else in this universe who understands how you feel.
Just know that your mental struggles are never too small or insignificant. You matter in this world, so please take care of yourself.
THE PAINTING PROCESS
My process requires more planning than most might think. Before I begin a painting, I focus on a feeling I want to capture. I then refer to the resources I regularly collect from the internet or everyday life. I take inspiration from different components found in my references to construct an image in my head.
After I get an idea of the scene, I create a very rough sketch and a color mock-up. About 80% of the time, I have to do in-depth research about every item I’m painting so I have a better understanding of how each component looks in the environment it’s in. This could mean understanding how the light impacts each object, understanding how the body looks in a specific pose, or even how clothes fall on the body when positioned a certain way. After all that work, then I can finally begin the fun part: painting!
I usually start with the background and paint the figures on top after. Because I did so much planning and prep work beforehand, the painting process is pretty effortless afterward. The entire process can range between 1-2 weeks.
Usually, the painting process is done digitally on my iPad. Lately, I’ve been doing sketches in pencil on paper before taking a picture of it and continuing the sketch digitally. I find that my hand-eye coordination is better when I can feel the pencil touch paper.
SUPPORTING AND SHARING OTHER ARTISTS’ STORIES
Art is meant to be shared and to inspire each other with our individual perceptions of the world. If I have the ability to help other artists/writers/musicians further their voices by providing thought-provoking artwork that attracts people’s attention, then why not? My art business is not only meant to share my own stories and experiences but to also help others share theirs.
One of my favorite collaborations includes one with RBC and VIBE Arts, where I created two huge poster ads to be displayed in a Toronto Transit Commission Subway station in Toronto. This project was meant to promote women in art and what speaks to them as an artist. This two-panel illustration represents my present self in one painting and my discovering my past ancestry in another painting. The present self-painting depicts my safe haven- my ideal room filled with all my favorite art forms and passions. The ancestry painting depicts 6 different Chinese hidden mythologies in an alternate ancient East Asian universe. This project highlights the importance of my ancestry and how it’s deeply rooted in my identity today.
Other honorable mentions include the collaborations I did with East Asian fashion and jewelry designers, such as DAWANG and Sublima Jewelry. They both focus on promoting their East Asian heritage with a modern twist, encouraging their audiences to feel beautiful and proud of being Asian while wearing their pieces. What made it extra special for me was being able to connect with other small businesses and learn about how they bring their visions to life. Being inspired by other talented artists is truly such an honor.
I have a current collaboration with DrawaDot, where I created a piece celebrating the Lunar New Year and the concept of celebration. All proceeds of this project go toward supporting emerging artists who are striving to kick-start their art careers.
I also have a super fun collaboration with Toronto Pearson Airport coming up. So if anyone is flying to Toronto… they might just see my artwork in Arrivals in a couple of months!
My hope is that my art will inspire others to appreciate the many traditions and celebrations of Asia, and help people develop a child-like wonder everyone is capable of experiencing when viewing the world. Between just you and me, I’m in the process of illustrating a self-published book that promotes both mental health and an Asian festival.
For anyone who wants to stay updated on my work and give feedback on what they’d like to see, I encourage you to sign up for my newsletter! I send monthly updates of new art, art processes, shop updates, and painting tips/tricks. If you come along on my journey, I promise you’ll find art that helps people become daydreamers and find a sense of belonging in this world.
