What is E-E-A-T?
Definition
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is Google's quality evaluation framework used to assess whether content comes from credible sources and provides reliable information.
Why e-e-a-t matters
E-E-A-T matters because it represents what search engines ultimately value: content that users can trust. While not a direct ranking factor, E-E-A-T principles guide how Google develops algorithms and evaluates content quality.
For YMYL (Your Money or Your Life) topics—health, finance, safety, legal matters—E-E-A-T is especially critical. Content on these topics can significantly impact users' wellbeing, so search engines apply higher quality standards.
Demonstrating E-E-A-T builds both algorithmic favor and genuine user trust, creating sustainable competitive advantages that are difficult for competitors to replicate.
Key concepts and types
- •Experience
First-hand knowledge or personal involvement with a topic, demonstrating practical familiarity. - •Expertise
Deep knowledge, skills, or credentials in a specific field or subject area. - •Authoritativeness
Recognition by others as a trusted source, demonstrated through mentions, citations, and backlinks. - •Trustworthiness
Accuracy, transparency, honesty, and legitimacy of content and the website overall. - •YMYL topics
Your Money or Your Life content where E-E-A-T standards are particularly important.
Common misconceptions
- ✕E-E-A-T is a direct ranking factor with a measurable score
- ✕Only formal credentials count as expertise
- ✕E-E-A-T only matters for health and finance content
- ✕Adding author bios automatically improves E-E-A-T
- ✕Small sites cannot demonstrate strong E-E-A-T
Related terms
FAQs
How can you demonstrate E-E-A-T on your website?
Include detailed author bios with credentials, cite authoritative sources, keep content accurate and updated, display contact information and about pages, and earn mentions and backlinks from trusted sources.
Is E-E-A-T a ranking factor?
Not directly. E-E-A-T is a concept from Google's Quality Rater Guidelines that informs algorithm development. There's no 'E-E-A-T score' but the underlying qualities influence rankings.
Does E-E-A-T apply to all content equally?
E-E-A-T applies to all content but matters more for YMYL topics. Entertainment or hobby content has lower E-E-A-T standards than medical or financial advice.