Glossary
E-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trust. Google describes it in its search quality rater guidelines as a way of assessing content quality, with trust the most important element. It is not a direct ranking score, but it names the signals that credible content tends to carry.
In plain terms
Who wrote this, what do they actually know, who vouches for them, and can it be trusted?
Why it matters
The same signals that raters look for — named authors, real experience, corroborating sources — are what makes content safe for an engine to quote and a brand plausible to recommend.
How to apply it
- Attribute every article to a real, identifiable author with a profile.
- Show first-hand experience: your own data, engagements and results.
- Earn third-party corroboration rather than asserting authority on your own site.
Example
A B2B healthcare compliance blog attributes its articles to a named compliance officer with a visible bio, cites primary regulatory sources for every claim, and is referenced by two industry publications — the combination of experience, expertise, authoritativeness and trust that Google's quality raters are trained to look for.
Sources
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Ranking is no longer enough
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