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 → means demonstrable subject knowledge on a topic. Within the 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 → framework it complements Experience (first-hand experience), Authoritativeness (reputation) and Trustworthiness (reliability).
Expertise becomes visible mainly through author information. A good author box or author page shows:
- role and function,
- relevant experience and areas of specialisation,
- certificates, qualifications or publications,
- links to official profiles.
In machine-readable form, expertise can be expressed through Person or ProfilePage markup with fields such as knowsAbout and jobTitle.
Importantly, claimed expertise must be genuine and verifiable. Invented qualifications or "Admin" as the author weaken credibility. Especially for expert guides, studies and YMYL (Your Money or Your Life) refers to topics affecting money, health, safety, law or important life decisions. E-E-A-T matters especially for these topics.Open glossary entry →, users and search engines expect recognisable professional context.