E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — the qualities Google's raters use to assess whether content deserves to rank, especially for topics that affect health, money, or safety. Experience means first-hand knowledge; expertise means genuine subject mastery; authoritativeness is reputation in your field; trustworthiness covers accuracy, transparency, and safety. It is not a single score but a lens on overall quality.

E-E-A-T has grown more important as AI floods the web with generic content. Demonstrating real experience — original data, named authors with credentials, case studies, and citations — separates content worth surfacing from filler. AI overviews and answer engines lean toward sources that signal trust, so building genuine authority is now a direct ranking and citation advantage.