Definition
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — the framework in Google's Search Quality Rater Guidelines used to assess content quality. It's especially important for YMYL (Your Money or Your Life) topics, where low-quality content can cause real harm.
Why it matters
E-E-A-T isn't a direct ranking number, but the signals it describes — real authorship, first-hand experience, citations, and trust — increasingly correlate with what ranks and what AI engines choose to cite.
How it works
- 1Experience — show first-hand, real-world use of what you write about.
- 2Expertise — make author credentials and depth clear.
- 3Authoritativeness — earn recognition and citations from others.
- 4Trustworthiness — be accurate, transparent, and secure.
Common mistakes
- Anonymous, un-bylined content on topics that demand expertise.
- Rephrasing competitors instead of adding real experience.
- Ignoring trust basics: accuracy, sourcing, and transparency.
Best practices
- Attribute content to real, credentialed authors.
- Include original data, examples, and first-hand insight.
- Cite reputable sources and keep facts current.
Frequently asked questions
Not a single measurable factor. It's a framework human raters use to evaluate quality; Google's systems approximate these signals in aggregate.
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