Definition
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the qualities Google's quality raters use to judge whether content is helpful and reliable.
E-E-A-T comes from Google's Search Quality Rater Guidelines. It isn't a single ranking factor or score, but it describes what Google's systems aim to reward: content written by people with real experience, from sources people can trust.
Google says trust is the most important part. For businesses, that means accurate information, clear contact details, real people behind the content, honest claims and genuine reviews. It matters most for topics that affect health, money or safety.
E-E-A-T in practice
A clinic's treatment pages are written with input from its doctors, name the reviewing doctor, explain risks honestly, show the clinic's address and registration, and link to genuine patient reviews. That gives both readers and search engines good reasons to trust the page.
Related terms
Common questions about E-E-A-T
Is E-E-A-T a ranking factor?
Not directly. It's a framework from Google's rater guidelines that describes what Google's ranking systems try to reward.
What was added to E-A-T to make E-E-A-T?
In December 2022 Google added Experience, recognising content from people with first-hand experience of a topic.
Which part of E-E-A-T matters most?
Google describes trust as the most important element, supported by experience, expertise and authority.
How can a small business show E-E-A-T?
Show who you are, your real experience and credentials, accurate contact details, honest claims and genuine customer reviews.
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