E-E-A-T
Definition
Experience, Expertise, Authoritativeness, and Trustworthiness—Google's framework for evaluating content quality. Critical for health, finance, and other sensitive topics.
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's the framework Google's quality raters use to evaluate content, particularly for "Your Money or Your Life" (YMYL) topics affecting health, finances, or safety.
The extra E for Experience was added in 2022, emphasising first-hand knowledge.
The Four Elements
Experience
Does the creator have actual experience with the topic? Someone who's used a product, visited a place, or done the thing they're writing about brings credibility that pure research can't match.
Expertise
Does the creator have the knowledge or skills for this topic? A qualified electrician writing about wiring demonstrates expertise; a random blogger doesn't.
Authoritativeness
Is the creator or site recognised as a go-to source? Industry recognition, citations from other experts, and reputation matter.
Trustworthiness
Is the content accurate, honest, and safe? Does the site have transparent ownership, contact information, and editorial standards?
Why E-E-A-T Matters
For sensitive topics, Google prioritises content from demonstrably qualified sources. A health article from the NHS outranks one from an anonymous blog because E-E-A-T signals differ dramatically.
Even for non-YMYL topics, E-E-A-T influences how Google assesses quality.
Demonstrating E-E-A-T
- Include author bios with relevant credentials
- Show first-hand experience in your content
- Build a presence beyond your own site
- Earn mentions and links from respected sources
- Keep content accurate and up to date
- Make ownership and contact information clear
- Get reviews and testimonials
E-E-A-T isn't a single metric but a collection of signals. Build it over time through consistent quality and genuine expertise.