In the age of AI-generated content and misinformation, Google has doubled down on verified human value. This is codified in their Search Quality Rater Guidelines under the acronym E-E-A-T.
E-E-A-T is not a direct ranking factor (like page speed), but it is a critical component of Google’s "Search Quality" assessment. It determines whether Google trusts your website enough to rank it for sensitive queries.
1. Decoding the Acronym
Originally known as E-A-T, Google added an extra "E" for Experience in December 2022, signaling a shift toward valuing first-hand perspectives.
E - Experience (First-Hand)
"Have you actually done this?"
This measures whether the content creator has first-hand or life experience with the topic.
- Example: A product review written by someone who actually used the camera is more valuable than a spec sheet rewritten by a copywriter.
- Signal: Use of "I," original photos, and specific anecdotes about using a product or service.
E - Expertise (Knowledge)
"Do you know what you are talking about?"
This refers to the creator's skill or knowledge level.
- Formal Expertise: A doctor writing about flu symptoms.
- Everyday Expertise: A grandmother sharing a baking recipe she has perfected over 20 years (she doesn't need a culinary degree to be an expert here).
A - Authoritativeness (Reputation)
"Do others recognize you as a leader?"
This is about the reputation of the website and the author within their industry.
- Signal: When other authoritative sites (like Wikipedia, major news outlets, or government sites) link to you or mention you as a source.
T - Trustworthiness (The Foundation)
"Is this page safe, honest, and reliable?"
According to Google, Trust is the most important member of the E-E-A-T family. If a page is untrustworthy, high expertise or authority doesn't matter.
- Factors: Secure connection (HTTPS), clear contact information, transparent refund policies, and lack of intrusive ads.
2. The "YMYL" Concept
E-E-A-T applies to all queries, but it is critical for topics Google calls "Your Money or Your Life" (YMYL).
These are topics that could significantly impact a person’s health, financial stability, or safety.
YMYL Topic Examples & Requirements
- Health & Medical: Advice on symptoms, drugs, or hospitals. (High E-E-A-T Requirement)
- Finance: Investment advice, taxes, loans, banking. (High E-E-A-T Requirement)
- News & Civics: Information on voting, laws, or international events.
- Shopping: E-commerce sites asking for credit card details.
The Rule: If you write about YMYL topics without E-E-A-T (e.g., a non-doctor giving medical advice), Google will actively suppress your content to protect users.
3. How to Demonstrate E-E-A-T
You cannot just say you are an expert; you must prove it. Here is a checklist for your website:
A. Robust "About Us" and Author Bios
- Anonymous = Untrusted: Avoid publishing content by "Admin" or "Editor."
- Author Bios: Every article should have an author box. Include their credentials, job title, and links to their LinkedIn or Twitter profiles.
- About Page: clearly state who owns the company, its mission, and its physical address.
B. Show, Don't Just Tell (Experience)
- If reviewing a product, include photos of you holding it.
- If writing a travel guide, mention specific details that only a visitor would know (e.g., "The bus stop is actually behind the café, not in front").
C. Cite Sources and Date Content
- Link to reputable sources (gov, edu, or major news) to back up claims.
- Show clear "Last Updated" dates. Old medical or financial advice is considered untrustworthy.
D. Manage Your Off-Page Reputation
- Encourage positive reviews on third-party sites (Google Maps, Trustpilot).
- If you have a Wikipedia page or a Knowledge Panel, ensure it is accurate.
Conclusion
E-E-A-T is Google's way of ensuring that the humans behind the content are credible. By being transparent about who you are (Author Bios), showing proof of your work (Experience), and citing your sources (Trust), you build a "moat" around your content that AI and low-quality competitors cannot easily cross.