E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, a framework used by Google to evaluate the quality and credibility of web content. It is a critical concept within Google’s Search Quality Rater Guidelines, which inform how algorithms assess page value and reliability.
This framework helps determine whether a page or website can be trusted to provide accurate, helpful, and well-informed information, especially in sensitive topics such as finance, health, and news. High E-E-A-T signals improve visibility and ranking potential in search results.
Advanced
E-E-A-T expands upon the original E-A-T concept by adding "Experience" as a key factor. This addition highlights the importance of firsthand knowledge and real-world insights in content creation.
Google’s systems evaluate E-E-A-T indirectly through content signals such as author credentials, citations, backlinks, brand reputation, and transparency. For example, an article written by a certified professional with cited sources and an established reputation may score higher in trustworthiness. Implementing structured data, author bios, and verifiable sources strengthens E-E-A-T performance.
Relevance
- Defines how Google evaluates content quality and credibility.
- Enhances rankings for trustworthy, authoritative websites.
- Encourages transparency in authorship and sourcing.
- Supports user confidence in information accuracy.
- Plays a key role in YMYL (Your Money or Your Life) content.
- Aligns SEO strategy with user intent and long-term trust.
Applications
- A medical website publishing articles written by licensed doctors.
- A finance blog citing credible sources and disclosing author qualifications.
- A business showcasing case studies with verified client results.
- A news outlet maintaining transparent editorial standards.
- A brand using structured author profiles to demonstrate experience.
Metrics
- Growth in organic visibility for high-authority content.
- User engagement and time spent on informative pages.
- Backlink quality from reputable sources.
- Author profile completeness and citation accuracy.
- Brand mentions and sentiment across trusted domains.
Issues
- Low-quality or anonymous content reduces perceived trust.
- Inaccurate information can harm credibility and rankings.
- Lack of author transparency weakens E-E-A-T signals.
- Over-optimization without genuine authority may appear manipulative.
- Difficult to quantify directly since Google uses indirect signals.
Example
A health publication improved its rankings by adding author bios, verifying medical credentials, and linking to peer-reviewed studies. The site’s credibility increased, aligning its content with Google’s E-E-A-T principles and earning higher visibility in search results.