E-E-A-T.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — the four dimensions Google's Quality Rater Guidelines use to evaluate web content quality. While E-E-A-T is not directly measured as a ranking signal, the guidelines directly inform how Google develops and evaluates its ranking algorithms. Sites and pages that demonstrate strong E-E-A-T consistently outperform those that don't.

The Four Dimensions

Experience: does the content creator have first-hand, lived experience with the topic (product reviews from actual users, medical advice from practitioners, travel guides from visitors)? Expertise: does the creator have formal or informal depth of knowledge in the subject area? Authoritativeness: is the site and creator widely recognised as a trusted source by other experts and institutions? Trustworthiness: is the site honest, accurate, reliable, and transparent about its ownership and purpose?

YMYL Pages

E-E-A-T standards are most strictly applied to Your Money or Your Life (YMYL) pages — content that can significantly impact health, financial wellbeing, safety, or major life decisions. Medical advice, financial guidance, legal information, news, and product safety pages face the highest E-E-A-T scrutiny because poor-quality content in these categories can cause genuine harm.

Demonstrating E-E-A-T

Practical E-E-A-T signals: named authors with detailed bios and credential links, author pages linking to their published work and expertise, first-person experience demonstrated in the content, citations from credible sources, accurate and regularly updated information, clear editorial policies, transparent contact information, third-party mentions in authoritative publications, and reviews/testimonials from verified users.