Definition
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness -- four criteria that Google's quality raters use to evaluate web content quality. Originally introduced as E-A-T in 2014 in the Search Quality Rater Guidelines, the Experience criterion was added in late 2022 to value content stemming from first-hand experience. Experience refers to the author's direct experience with the subject, Expertise to their skills and knowledge, Authoritativeness to their recognition in their field, and Trustworthiness to the overall trust the content and site inspire. These criteria are particularly important for YMYL (Your Money Your Life) pages. While E-E-A-T is not a direct ranking factor, it guides algorithms and significantly influences rankings.
Key Points
- Trustworthiness is the central criterion around which the other three revolve
- YMYL pages are subject to stricter E-E-A-T requirements
- Clearly displaying authors, their qualifications, and sources strengthens E-E-A-T signals
Practical Examples
E-E-A-T in link building
An article on link building strategies signed by a recognized SEO expert, with their biography, certifications, and links to professional profiles, strengthens E-E-A-T signals and inspires trust from both Google and users.
First-hand experience
A comparison of link building platforms written by a webmaster who personally tested each service, with screenshots and real campaign data, demonstrates the lived Experience valued by Google.
Frequently Asked Questions
No, E-E-A-T is not a direct ranking factor measurable by a single score. Google uses a set of algorithmic signals that, combined, indirectly evaluate these quality criteria. Google's human quality raters use E-E-A-T as an evaluation framework, and their feedback influences algorithm evolution. In practice, optimizing for E-E-A-T significantly improves rankings.
Create detailed author pages with biographies and qualifications, cite reliable sources and studies, obtain backlinks from authoritative sites in your field, display verified reviews and testimonials, keep content up to date, secure your site with HTTPS, and provide transparent legal notices and privacy policies.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07