E-E-A-T

Definition

E-E-A-T is an evaluation concept used by Google to assess the quality of content, authors, and websites based on four criteria: Experience, Expertise, Authoritativeness, and Trustworthiness. The model is based on the Google Search Quality Rater Guidelines and serves to evaluate the quality, credibility, and user relevance of web pages. Originally introduced as E-A-T, it was expanded in 2022 to include Experience, highlighting the importance of personal and practical experience.

E-E-A-T is not a direct ranking factor but a framework that supports the assessment of trustworthiness and content quality. The criteria are applied by external quality raters and indirectly influence Google’s search algorithm.

Explanation of the Four Criteria

  • Experience: Evaluates whether content is based on practical or personal experience. First-hand insights or direct involvement with a topic increase credibility.
  • Expertise: Assesses the demonstrable expertise of the author, e.g., through qualifications, professional experience, or relevant publications.
  • Authoritativeness: Measures the reputation of the author or website within the field, for example via citations, backlinks, or awards.
  • Trustworthiness: Evaluates the reliability of the source, including transparency, correct referencing, secure technical implementation, and responsible handling of user data.

Benefits

  • Improved visibility: Higher chances of appearing prominently in search results
  • Trust building: Strengthening brand reputation through transparent and verified content
  • Quality assurance: Guidance for sustainable content strategies
  • Protection from penalties: Reduced risk of being downgraded by Google

Key Components

  • Practical or personal experience in the subject area
  • Demonstrable expertise and qualifications
  • Authority through external validation (backlinks, mentions, awards)
  • High trustworthiness as the foundation for all other factors

Trends

  • Growing importance in the context of AI-generated content to ensure quality and authenticity
  • Increasing relevance for e-commerce, healthcare, and the financial sector
  • Wider use of structured author information (Author Schema, Person Markup)