E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework used by Google as part of its Search Quality Rater Guidelines to assess the quality of web content, particularly for topics that impact people’s lives, such as health, finance, or safety (often referred to as “Your Money or Your Life” or YMYL topics).
Here’s a breakdown of each component:
- Experience: Refers to the content creator’s firsthand or practical knowledge of the topic. For example, a review of a product written by someone who has actually used it carries more weight than a theoretical overview. This was added to the original E-A-T framework in December 2022 to emphasize real-world insight.
- Expertise: Indicates the creator’s depth of knowledge or skill in a specific field. For instance, medical advice should come from a qualified doctor or researcher, not an untrained individual.
- Authoritativeness: Measures the credibility of the content creator, the content itself, and the website hosting it. A well-regarded expert or a reputable publication (e.g., a university or established news outlet) would score high here.
- Trustworthiness: Focuses on the reliability and transparency of the content. This includes clear sourcing, accurate information, secure websites (e.g., HTTPS), and disclosure of authorship or affiliations.
Google uses E-E-A-T to ensure that high-ranking content is reliable and valuable to users, especially where misinformation could cause harm. While it’s not a direct ranking factor in Google’s algorithm, it guides human evaluators who assess search quality, influencing how Google refines its systems. Content creators often optimize for E-E-A-T by showcasing credentials, citing reputable sources, and providing practical insights to improve their visibility and trustworthiness online.