E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It is a framework from Google’s Search Quality Rater Guidelines that describes what makes content and websites reliable. It is not a single ranking factor or score, but Google’s ranking systems aim to reward content that demonstrates these qualities.
The four parts of E-E-A-T
- Experience: has the author actually done, used or lived what they write about? A review by someone who used the product, or advice from someone who has done the job, shows experience.
- Expertise: does the author have the knowledge or skill needed? Formal qualifications matter for medical, legal and financial topics; practical expertise matters elsewhere.
- Authoritativeness: is the author or website recognised as a go-to source in the field? Mentions, links, citations and reputation all contribute.
- Trustworthiness: is the content accurate, honest, safe and transparent? Trust is the most important element; the others support it.
YMYL topics
E-E-A-T matters most for “Your Money or Your Life” (YMYL) topics: health, finance, legal, safety and other subjects where poor information could cause real harm. A dental clinic, financial adviser or law firm needs particularly strong trust signals. If you work in healthcare, see my healthcare SEO consultant service for sector-specific advice.
How to demonstrate E-E-A-T on your website
Experience
- Share first-hand examples, case studies, photos and results.
- Write from your own perspective about what you have tested or seen.
- Include original data, screenshots and before-and-after evidence.
Expertise
- Add author names, bios and credentials to articles.
- Create detailed author or team pages.
- Have experts write or review content, and say so.
Authoritativeness
- Earn mentions and links from respected sites in your industry (Digital PR).
- Speak at events, publish research and contribute to industry publications.
- Build a recognisable brand that people search for (Branded Search).
Trustworthiness
- Show clear contact details, a physical address and company information.
- Display genuine reviews and testimonials (Online Reviews).
- Use HTTPS, clear policies and transparent pricing.
- Cite sources and keep content accurate and up to date.
- Correct mistakes openly.
E-E-A-T and structured data
Structured data for Organization and Person, linked to your About page and social profiles, helps search engines connect content to real people and businesses. It reinforces, but cannot replace, genuine signals.
E-E-A-T and AI content
Google does not penalise content because AI helped create it. However, AI cannot provide genuine experience. Content without human insight, verification and accountability tends to lack E-E-A-T and struggles to rank, especially on YMYL topics. See Helpful Content.
The bottom line
E-E-A-T is not a box to tick with an author bio. It reflects whether real people with real knowledge stand behind your content, and whether readers can trust it.
Further reading: Google’s post on adding Experience to E-E-A-T.
Key Takeaways
- E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness.
- Trust is the most important element; the other three support it.
- It matters most for health, finance, legal and other YMYL topics.
- Show real experience, named experts, clear business details and genuine reviews.
- E-E-A-T reflects real credibility; it cannot be faked with an author bio alone.
Related Terms
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