Glossary
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the qualities Google's search quality rater guidelines ask human raters to assess in content and its creators. Trust is the most important. It's not a single ranking factor, but Google's systems aim to reward content that shows these qualities.
Where it comes from
Google employs quality raters who evaluate search results using published guidelines. Their ratings don't change rankings directly; they help Google judge whether its systems work. E-A-T appeared in those guidelines years ago, and Google added Experience in December 2022.
What each means
| Quality | Shown by |
|---|---|
| Experience | First-hand use: "we tested 352 directories" |
| Expertise | Knowledge and skill in the topic |
| Authoritativeness | Recognition by others: links, citations, mentions |
| Trustworthiness | Accuracy, transparency, honest sourcing |
How a startup shows it
- Original data and first-hand testing, with methods explained.
- Named authors or teams and an about page.
- Sources linked for claims.
- Dates and updates on pages that age.
- Clear contact and company information.
Example
Two pages define "dofollow link". One repeats definitions found elsewhere; the other adds how many of 352 directories give dofollow links, how it checked them and when. The second shows experience and is more trustworthy.
FAQ
Is E-E-A-T a ranking factor?
Not a single one. Google says its systems use many signals to identify content with good E-E-A-T.
Does E-E-A-T matter for every topic?
Most for YMYL topics (health, money, safety), but trust matters everywhere.
Do author bios help?
They help readers and raters judge expertise; they're not a ranking trick.
Sources
- Google: Search Quality Rater Guidelines (PDF)
- Google Search Central: Creating helpful, reliable, people-first content
- Google Search Central blog: E-E-A-T and the quality rater guidelines