What is E-E-A-T?

E-E-A-T refers to Experience, Expertise, Authority, and Trustworthiness, which are the key principles Google uses to evaluate content quality. It is especially important for “Your Money or Your Life” (YMYL) topics like health, finance, or safety. 

Experience refers to the creator’s first-hand or life experience with the topic being covered, expertise refers to the knowledge and skill of the content creator, authoritativeness reflects credibility within an industry, and trustworthiness measures accuracy and transparency. 

While not a direct ranking factor, E-E-A-T influences how Google perceives and ranks web pages. Brands can improve E-E-A-T by showcasing expert authors, citing reliable sources, securing websites (HTTPS), and building strong reputations. Strong E-E-A-T signals lead to higher visibility in search.