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SEO

What is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)?

The framework Google uses in quality assessment: experience, expertise, authoritativeness and trust. It is not a direct ranking factor.

Detailed definition

E-E-A-T is a framework set out in Google's Search Quality Rater Guidelines for judging how trustworthy content is; it is not a directly measured ranking factor. Experience: whether the author has first-hand experience of the subject. Expertise: indicators of knowledge and skill. Authoritativeness: whether the person or site is a recognised source on the topic. Trustworthiness: the core of the framework; accurate information, transparent company details and a secure site. It is applied more strictly to YMYL (Your Money or Your Life) topics such as health and finance.

Examples

  • Showing the name, specialism and qualifications of the doctor who wrote the content on a clinic website is an indicator of expertise.
  • An author page with links to the author's work in other reliable sources is an indicator of authoritativeness.

Related terms

SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines. Schema.org / Structured Data A shared vocabulary for marking up information on web pages (products, prices, organisations, articles) in fields machines can read; used for Google rich result eligibility, with no ranking guarantee. Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS. LCP (Largest Contentful Paint) How long the page's main content block (usually the hero image or heading) takes to load. Good: <2.5s, poor: >4s. CLS (Cumulative Layout Shift) The total score for unexpected layout shifts while the page loads. Good: <0.1.
Category SEO

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From the same category

Other terms in the SEO category

On-Page SEO The SEO optimisation carried out on the page itself: title, meta description, heading hierarchy and content quality. Backlink A link given to your site from another site. One of the most important off-page signals in SEO. Canonical URL The <link rel="canonical"> tag that tells Google the "main" URL of a page. hreflang The link attribute that states which language sits at which URL on multilingual or multi-region sites. Meta Description The short description that can appear under the title in Google search results. It is not a ranking factor but influences whether people click. SERP (Search Engine Results Page) The search engine results page — the mix of organic results, ads and rich snippets the user sees after searching.
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