E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust. It comes from Google’s guidelines for people who rate search quality. It is not a single ranking score, but it describes what Google’s systems aim to reward.
The four parts
| Part | Question it asks |
|---|---|
| Experience | Has the author actually done this? |
| Expertise | Do they have the knowledge or skill? |
| Authoritativeness | Are they recognised as a go-to source? |
| Trust | Is the site accurate, honest and safe? |
Trust is the most important of the four.
Show experience
- Use photos of your real work, team and premises.
- Share case studies and examples from your own projects.
- Write from first-hand knowledge.
Show expertise
- Author names and short bios on articles.
- Qualifications, certifications and years in business.
Build authority
- Mentions in local news and industry sites.
- Reviews on Google and other platforms.
- Links from respected websites.
Earn trust
- Clear contact details, address and GST number where relevant.
- Privacy policy, terms, refund policy.
- Accurate, up-to-date information with dates.
- HTTPS on every page.
Describe your business clearly to search engines with our organisation schema and article schema generators.
Most important for
Health, finance, legal and safety topics, which Google calls “Your Money or Your Life”.
Want the full picture? This article is part of SEO: the complete guide, our in-depth guide with everything in one place.
