Glossary
What is E-E-A-T?
Also called: Experience, Expertise, Authoritativeness, Trustworthiness
Definition
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the qualities Google's guidelines use to describe content and creators people can rely on.
E-E-A-T comes from Google’s Search Quality Rater Guidelines. Google added the first “E” (Experience) in 2022. It isn’t a single ranking factor or score, but it describes what Google’s systems try to reward, and AI tools look for similar trust signals.
How a small business can show E-E-A-T
- Experience: share real examples, photos, results and lessons from your own work.
- Expertise: put a real, named author with relevant background on your content.
- Authoritativeness: earn mentions, reviews and links from respected sites in your field.
- Trust: make it easy to see who you are, how to contact you, and what you stand for.
Trust is the most important of the four. The others support it.