Experience, Expertise, Authoritativeness and Trust — Google’s quality framework.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google’s Search Quality Rater Guidelines, the manual used by human raters to assess content quality. Trust is the centre of the framework; the other three support it.
E-E-A-T is not a direct ranking factor or a score you can measure. It is a concept describing the kind of signals Google’s systems are designed to reward, and it matters most for Your Money or Your Life (YMYL) topics like health, finance and safety, where low-quality content can cause real harm.
Google added the second E, Experience, in 2022 to reward first-hand experience of a topic, not just credentials. For a product review, having actually used the product now counts alongside expertise and authority.
We build E-E-A-T through named, credentialed authors, clear sourcing, transparent business information, real first-hand detail, and off-site signals like citations and reviews, rather than chasing a phantom score.
The underlying goal behind a search query, which content must satisfy to rank.
Machine-readable markup that describes page content to search engines.
A link from another website to yours, treated as a signal of trust and relevance.
Common questions
Straight answers on how this fits your marketing and build.
Not directly. There is no E-E-A-T score in the algorithm. It describes the signals Google’s systems aim to reward, and its guidelines shape how raters and, indirectly, the algorithm assess content quality.
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