E-E-A-T
Also known as: Experience, Expertise, Authoritativeness, Trust
E-E-A-T is Google's framework of Experience, Expertise, Authoritativeness, and Trust, used in its guidelines for assessing content quality.
In full
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust. It comes from Google's Search Quality Rater Guidelines, the document given to the human raters who evaluate search results to help train and assess ranking systems. Experience refers to first-hand involvement with the subject. Expertise refers to genuine knowledge or qualification. Authoritativeness refers to recognition by others in the field. Trust, which Google describes as the most important of the four, refers to accuracy, honesty, and safety. E-E-A-T is not a score a page receives and not a direct ranking factor. It is a description of what the ranking systems collectively attempt to reward.
Why it matters
The practical implications are concrete: name your authors, state their credentials, cite your sources, publish accurate contact details, correct mistakes visibly, and do not make claims you cannot support.
A common misconception
That E-E-A-T can be optimised directly. There is no E-E-A-T setting. What can be done is to make genuine experience and expertise visible and verifiable rather than leaving them implied.