What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a framework from Google's Search Quality Rater Guidelines that defines what makes high-quality content.
Google added the first "E" for Experience in December 2022, recognizing that first-hand experience is a valuable quality signal. Let's break down each component:
Experience
Does the content creator have first-hand or life experience with the topic? Someone who has actually used a product, visited a location, or practiced a skill has experience that makes their content more valuable.
Expertise
Does the creator have the knowledge or skill needed to write about the topic authoritatively? For some topics, formal credentials matter. For others, demonstrated practical expertise is sufficient.
Authoritativeness
Is the creator or website recognized as a go-to source for the topic? Authority is built through reputation, citations from others, and consistent high-quality output.
Trustworthiness
Is the content accurate, honest, and reliable? Can users trust the website with their information? Trust is the foundation—without it, the other factors matter less.
Why E-E-A-T Matters for SEO
While E-E-A-T isn't a direct ranking factor you can measure, Google's algorithms are designed to identify and reward content that embodies these qualities. Here's why it matters:
Quality Rater Influence
Google employs thousands of human quality raters who evaluate search results using E-E-A-T guidelines. Their assessments help train and improve Google's algorithms.
YMYL Pages
E-E-A-T is especially critical for YMYL ("Your Money, Your Life") pages—content about health, finance, safety, and other topics where misinformation could harm readers. These pages are held to higher standards.
Algorithm Updates
Major Google updates (like Helpful Content and Core Updates) increasingly target low E-E-A-T content. Sites that invest in quality see more stable, sustainable rankings.
AI Search Impact
E-E-A-T principles also affect GEO (Generative Engine Optimization). AI tools like ChatGPT prioritize authoritative, trustworthy sources when generating responses.
Demonstrating Experience
Show that your content comes from real, first-hand knowledge:
- Share personal stories - Include specific examples from your own experience
- Show your work - Include photos, screenshots, or videos of your actual experience
- Discuss challenges - Real experience includes obstacles and how you overcame them
- Provide specific details - Generic advice signals lack of experience; specifics demonstrate it
- Update based on experience - Return to content as you learn more
Example: Product Reviews
A review that says "this camera takes good photos" lacks experience signals. A review that says "after 6 months shooting weddings with this camera, I found the autofocus excels in low light but battery life requires 3 spares for a full day" clearly demonstrates real-world experience.
Building Expertise
Establish and communicate your knowledge and qualifications:
- Detailed author bios - Include relevant credentials, experience, and links to verify
- Author pages - Create dedicated pages for content creators with their background
- Cite sources - Reference authoritative research, studies, and data
- Stay current - Update content to reflect the latest knowledge in your field
- Go deep - Comprehensive coverage demonstrates expertise better than shallow content
- For YMYL topics - Involve qualified professionals (doctors, lawyers, financial advisors)
Schema Markup for Expertise
Use structured data to communicate author credentials:
{
"@type": "Person",
"name": "John Smith",
"jobTitle": "Senior Web Developer",
"description": "10+ years experience in web development",
"sameAs": [
"https://linkedin.com/in/johnsmith",
"https://github.com/johnsmith"
]
}Establishing Authoritativeness
Build recognition as a trusted source in your field:
- Earn backlinks - Links from authoritative sites signal others recognize your expertise
- Get cited - Being referenced by industry publications builds authority
- Contribute to your field - Guest posts, speaking engagements, podcast appearances
- Build brand recognition - Consistent, high-quality output builds reputation over time
- Industry awards and recognition - Third-party validation of your authority
- Associations and certifications - Professional memberships and credentials
Authority Takes Time
Authority isn't built overnight. Focus on consistently creating valuable content and building genuine relationships in your industry. The backlinks, citations, and recognition will follow.
Ensuring Trustworthiness
Trust is foundational. Without it, expertise and authority mean little:
Content Accuracy
- Fact-check all claims
- Cite reputable sources
- Update outdated information
- Correct errors promptly
- Avoid sensationalism or misleading headlines
Website Trust Signals
- HTTPS encryption (required)
- Clear contact information
- Physical address (for businesses)
- Privacy policy and terms of service
- Secure checkout (for e-commerce)
Transparency
- Disclose affiliate relationships
- Label sponsored content
- Be clear about who you are
- Explain your editorial process
- Show how content is reviewed
Customer Trust
- Display authentic reviews
- Respond to negative feedback professionally
- Honor refund and return policies
- Provide excellent customer service
- Protect customer data
E-E-A-T Checklist
Use this checklist to evaluate and improve your content's E-E-A-T:
Experience
- ☐ Content includes first-hand experience or real-world examples
- ☐ Specific details demonstrate actual knowledge
- ☐ Photos/screenshots show real experience
Expertise
- ☐ Author bio with relevant credentials
- ☐ Content demonstrates deep knowledge
- ☐ Sources and references cited
- ☐ For YMYL: qualified professional involved
Authoritativeness
- ☐ Quality backlinks from relevant sites
- ☐ Mentioned/cited by others in the industry
- ☐ Consistent track record of quality content
Trustworthiness
- ☐ HTTPS enabled
- ☐ Contact information available
- ☐ Privacy policy present
- ☐ Content is accurate and up-to-date
- ☐ Affiliate/sponsored content disclosed
Frequently Asked Questions
What is E-E-A-T in SEO?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a framework Google uses to evaluate content quality. While not a direct ranking factor, E-E-A-T influences many signals that affect rankings.
Is E-E-A-T a Google ranking factor?
E-E-A-T is not a direct ranking factor that algorithms measure. Instead, it's a concept used by human quality raters to evaluate search results. However, Google's algorithms are designed to align with E-E-A-T principles, so improving E-E-A-T typically improves rankings.
How do I improve E-E-A-T for my website?
Improve E-E-A-T by: 1) Demonstrating first-hand experience in your content, 2) Showcasing author credentials and expertise, 3) Building authority through citations and backlinks, 4) Establishing trust through transparency, security, and accurate information.