Definition:
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. These aspects form part of the guidelines used by Google search quality raters to assess content.
Google expanded the earlier E-A-T framework in December 2022 by adding Experience, meaning first-hand experience. Its importance depends on the topic and purpose of the page, especially when incorrect information could harm people.
Table of contents
What is Google E-E-A-T?
Google E-E-A-T is not a standalone algorithm or a score that determines the position of a page. It is a set of evaluation criteria covering four aspects:
- Experience: considers whether the content demonstrates direct contact with what it describes, such as having used a product, visited a place or lived through a situation. This experience can provide useful information that does not come solely from theoretical knowledge.
- Expertise: assesses whether the content creator has the knowledge or skills needed to address the topic. The preparation required depends on the content: a medical explanation and an opinion about a product do not require the same credentials.
- Authoritativeness: relates to the reputation of the creator and the site as recognised sources on a subject. References from other sources can help establish that reputation, but neither domain age nor the number of links guarantees authority or rankings.
- Trustworthiness: considers whether the page is accurate, honest and worthy of trust. This includes clarity about who publishes the information, support for claims and how well the content serves its purpose.
Trustworthiness is the central aspect. Experience, expertise and authoritativeness contribute to it, but not all content needs to demonstrate all four aspects in the same way.
A brand strategy can help communicate who is behind a site and which subjects they work on. However, that presentation must be supported by verifiable information: it does not replace content quality or guarantee better rankings.
Why is Google E-E-A-T important?
E-E-A-T provides a framework for reviewing the quality and credibility of content. Google systems use different signals related to these aspects, but E-E-A-T is not itself a specific ranking factor.
Quality raters use these guidelines to check whether search results are useful. Their assessments help evaluate Google systems, but do not directly change the rankings of the pages examined.
These criteria are particularly important for YMYL content, which stands for Your Money or Your Life. These are topics that can significantly affect health, financial stability, safety or the well-being of individuals and society. The term does not refer to pages that seek to make a profit.
Identifying authors, explaining their relevant experience and providing sources that support claims helps readers assess the information. Credentials are relevant when the subject requires them; personal experience can also be useful if it is presented as such and does not inappropriately replace specialist advice.
Keeping information accurate and up to date remains important. Mentions and links from other sources can provide context about reputation, but they do not replace the usefulness of the content or ensure a particular position in Google.