E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust. Google uses these concepts in its Search Quality Rater Guidelines to assess whether results appear helpful and reliable. Trust is the central consideration; experience or expertise may support it in different ways depending on the topic. E-E-A-T is not a single ranking factor, score, schema type, or checklist that a page can mechanically pass.

Why it matters: Use E-E-A-T as a reader-centred self-assessment. Make it clear who created or reviewed content when readers would expect that context; show relevant first-hand work or subject knowledge rather than merely claiming it; cite current primary evidence where appropriate; distinguish fact, opinion, and promotion; explain methods when they affect trust; correct material errors; and make the publisher and its policies easy to understand. The right evidence differs for a product review, personal experience, medical explanation, local service page, and community discussion. Google says its systems place greater weight on signals aligned with strong E-E-A-T for topics that may affect health, financial stability, safety, or societal welfare, but quality-rater scores do not directly set a page's ranking.