What is E-E-A-T
Also known as: EEAT, E-A-T, Double-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the aspects Google's systems try to identify to prioritize helpful content. Of the four, trust is the most important. The concept is detailed in the Search quality rater guidelines, and Google states that E-E-A-T itself is not a specific ranking factor.
Two articles compare personal finance apps. The first is generic, has no author and repeats the app store descriptions. The second is signed by someone who used all three for two months, shows real screens, explains what went wrong and cites the sources for prices.
The second shows first hand experience and gives readers reasons to trust it. It is the kind of content Google says it wants to prioritize, and the one readers prefer too.
The four letters
| Question it answers | |
|---|---|
| Experience | Did the author live it, use the product, visit the place? |
| Expertise | Does the author have technical knowledge of the topic? |
| Authoritativeness | Is the author or site a recognized reference on the subject? |
| Trustworthiness | Is the content accurate, honest, safe and transparent? |
What Google says
Google explains that its systems use a mix of factors to identify content with good E-E-A-T and that trust is the most important aspect; the others contribute to it, and content does not need to show all of them. One piece may be helpful for the experience it brings, another for its expertise.
The weight is greater for topics that could significantly affect people's health, financial stability or safety, or society's welfare, known as YMYL, Your Money or Your Life. Quality raters do not control rankings: their data helps Google know whether its systems are working.
From E-A-T to E-E-A-T
Until 2022, the concept was E-A-T. On December 15, 2022, Google announced in its rater guidelines the addition of another E, for experience: does the content show it was produced by someone who used the product, visited the place or lived the situation? Google's own example: to fill out a tax return, an accounting expert is what you want; to review tax software, the experience of people who used it.
How to show it in practice
- An identified author, with a bio and links to professional profiles.
- Cited, verifiable sources for data and claims.
- Real publication and update dates, visible on the page.
- First hand experience: photos, original data, real cases.
- Clear information about the company and ways to get in touch.
- Expert review for health, money and safety topics.
What E-E-A-T is not
It is not a score Google assigns to a page, nor a checklist item a plugin can fix. An author box on generic text does not create experience. E-E-A-T describes qualities of content and of those who produce it, and the safest way to show it is to actually have what it describes.
Frequently asked questions
What is E-E-A-T?
An acronym for experience, expertise, authoritativeness and trustworthiness, aspects Google tries to identify to prioritize helpful, reliable content.
Is E-E-A-T a ranking factor?
Google states that it is not, in itself, a specific ranking factor. Its systems use a mix of factors to identify content with good E-E-A-T.
Which letter in E-E-A-T matters most?
Trust. According to Google, experience, expertise and authoritativeness contribute to it, but content does not need to show all of them.
When did Google add experience?
On December 15, 2022, when E-A-T gained an E for experience in the quality rater guidelines.
What is YMYL?
Your Money or Your Life: topics that could affect people's health, financial stability or safety, where Google gives even more weight to E-E-A-T.
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Rodrigo Fávaro
Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models.
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