What is E-E-A-T?

E-E-A-T comes from Google's Search Quality Rater Guidelines, the document Google gives to human reviewers who evaluate search results. Google added the first "E" for Experience in late 2022, recognizing the value of first-hand experience. Trustworthiness is described as the most important of the four.

E-E-A-T is not a single ranking factor or score. Instead, it describes the qualities Google says its systems aim to reward. Content about health, finances, legal matters, and safety, which Google calls "Your Money or Your Life" topics, is held to a higher standard.

For a small business, demonstrating E-E-A-T is mostly about showing real-world credibility: naming who wrote or reviewed content, listing licenses and certifications, showing photos of real work, publishing accurate contact details, and earning genuine reviews. These same signals help AI systems judge whether your business is a reliable source.