E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It is a quality framework from Google's Search Quality Rater Guidelines, not a single technical ranking factor.Open glossary entry → describes four quality characteristics used to judge whether content is helpful, credible and trustworthy: Experience (first-hand experience with the topic), Expertise (subject-matter competence), Authoritativeness (recognised authority or reputation) and Trustworthiness (reliability). Trust sits at the centre.
Google describes E-E-A-T in its Search Quality Rater Guidelines as an assessment concept. Rater judgements do not directly influence the ranking of individual pages, but they help Google measure the quality of its search systems.
Importantly, E-E-A-T is not a score or an HyperText Markup Language (HTML) is the markup language for web pages. It defines the structure and content of a page, such as headings, paragraphs, links and images.Open glossary entry → tag. Visible author boxes, profile pages, sources and consistent Trust signals are visible elements of a website that build credibility, such as an imprint, contact details, privacy information, sources, reviews, update dates and transparent company information.Open glossary entry → make responsibility and Expertise is the subject-matter competence behind a piece of content. It is the second E in E-E-A-T and should be visible through author details and supporting evidence.Open glossary entry → recognisable. E-E-A-T matters most for sensitive topics that can affect a person's money or health.