What Is E-E-A-T?
E E A T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a way Google judges if a web page is high quality and safe for users.
Definition
Experience means the writer has real life practice with the topic, not just theory.
Expertise means the writer has strong knowledge or skill, like a doctor writing about health or a mechanic writing about cars.
Authoritativeness means other people see this site or person as a main source, for example they are often cited or well known in that field.
Trustworthiness means users can rely on the content. The site is honest, accurate, clear about who they are, and keeps users safe.
Why E-E-A-T Matters
Google wants to show search results that help people, not mislead them. Pages with strong E E A T are more likely to rank higher because they are safer and more useful.
This is very important for topics that affect health, money, safety, or major life choices, where bad advice can harm people.
How E-E-A-T Works
Google uses many signals to guess E E A T, such as:
- Who wrote the content and their background
- Clear author name and About pages
- References to trusted sources and studies
- Good reviews, mentions, or links from other respected sites
- Accurate, up to date information
- Safe website, for example using HTTPS and clear privacy and contact pages
E-E-A-T vs Quality Content
Quality content means the text is clear, helpful, and easy to read. E E A T goes further. It also asks, Can I trust this person or site to tell me the truth on this topic.
You can have well written content with low E E A T if the writer has no real experience, no proof of skill, or gives risky advice without sources.
Example of E-E-A-T
Imagine two pages about treating a serious illness:
- Page A is written by a doctor, shows their name, medical license, hospital, and links to medical studies. The site has clear contact details and a privacy policy.
- Page B is written by an unknown person, no real name, no sources, and it sells magic cures.
Page A has strong E E A T. Page B has weak E E A T. Google aims to rank Page A higher to protect users.
FAQs
Is E-E-A-T a direct ranking factor?
It is not a single score, but Google uses many signals related to E E A T to decide which pages deserve to rank.
How can I improve E-E-A-T?
Show real author names and bios, add sources, keep content updated, earn links and mentions from trusted sites, and be honest and clear with users.
Does every site need strong E-E-A-T?
All sites benefit, but it is most important for topics about health, money, safety, and big life decisions.
Is E-E-A-T only for text articles?
No. It also matters for videos, product pages, and any content that gives advice or information.
