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SEO Library Content 1 min read

E-E-A-T

In short

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust — the framework Google's quality raters use to assess content quality. Trust is the most important element.

Last reviewed · Iftikhar Qureshi

On this page

The four elements#

  • Experience — first-hand involvement with the topic (added in December 2022).
  • Expertise — knowledge and skill in the subject.
  • Authoritativeness — recognition as a go-to source by others.
  • Trust — accuracy, honesty, safety and reliability. The centre of the framework.

Is it a ranking factor?#

Not a single measurable one. E-E-A-T comes from Google’s Search Quality Rater Guidelines; raters help evaluate algorithm changes rather than ranking sites directly. Google’s systems use many signals that tend to align with strong E-E-A-T.

Quick ways to demonstrate it#

  • Named authors with bios, photos and links to an About page.
  • First-hand evidence: screenshots, photos, results and examples.
  • Cited sources for facts and statistics.
  • Clear contact details, policies and HTTPS.
  • Reputable mentions and backlinks.

Read the full guide: E-E-A-T and YMYL: How to Build Trust Google Can See. Related: topical authority.

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