E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. Google discusses these qualities in its search quality guidance to help evaluate whether content is credible and useful. Trust is especially important. E-E-A-T is not a single numerical score or a standalone ranking factor that a site can purchase or activate.

A service-business website may demonstrate relevant first-hand experience through genuine project explanations, show who is responsible for specialized advice, keep business information transparent and identify limitations when knowledge is incomplete. Claims about safety, health, finance or law require extra care and suitable expertise. A decorative badge or an author biography is not a substitute for accurate content.

Readers should be able to identify what the page answers, why its information is credible and when it was reviewed. This is different from adding content purely to chase search terms. An effective page helps someone make a real decision without promising that stronger E-E-A-T will produce a particular ranking position.