E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework Google uses to assess the quality and reliability of content and its creator.
Not a ranking factor, but a quality principle
E-E-A-T is not a direct ranking factor that Google incorporates into an algorithmic formula, but rather a quality principle from Google’s Search Quality Rater Guidelines—the document that human raters use to evaluate search results in order to train and validate algorithms. It carries the most weight for so-called YMYL (Your Money or Your Life) content: health, finance, legal advice, and safety.
The Four Components
- Experience: Does the author have actual, practical experience with the subject?.
- Expertise: Does the author have verifiable knowledge, such as through certifications or training?.
- Authoritativeness: Is the author or company recognized as an authority by others in the industry?.
- Trustworthiness: Is the website transparent and reliable (accurate contact information, clear authorship, secure connection)?.
E-E-A-T make visible
In concrete terms, this means E-E-A-T based on visible author information on the content, verifiable certifications (such as Google Ads- or the team's Analytics certifications), recognition by other industry authorities, and full transparency about who is behind a website.
Would you like to see how we E-E-A-T How can this be applied in practice? Meet Our Team or Schedule a strategy meeting.
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