E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness – a quality framework used by Google to evaluate the credibility and value of websites and content. It originates from the Search Quality Evaluator Guidelines and plays a critical role for YMYL pages (Your Money or Your Life), such as those related to health, finance or legal topics.
The four E-E-A-T elements at a glance:
- Experience: Has the person or brand had first-hand experience with the topic?
- Expertise: Does the author have professional knowledge or formal qualifications?
- Authoritativeness: Is the website or source recognized in the industry?
- Trustworthiness: Is the site secure, transparent, and reliable?
Example:
A certified financial advisor writing about investment strategy with verified credentials demonstrates strong E-E-A-T. An anonymous blog post without sources does not.
A strong E-E-A-T score …
- builds trust with users and search engines,
- improves perceived quality in Google’s systems,
- is crucial for YMYL topics,
- can be improved with author bios, source attribution, HTTPS, and clear branding.
Note: E-E-A-T is not a direct ranking factor but serves as a key quality signal for Google’s evaluation systems.
