Experience, expertise, authoritativeness and trustworthiness
E-E-A-T · The concept Google's search quality rater guidelines use to describe content quality: the experience, expertise and authoritativeness of whoever created it, with trustworthiness at the centre of all.
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Why it matters
E-E-A-T is not a direct ranking score, but it describes what the signals Google uses to promote helpful, trustworthy content aim for. Especially on topics such as health, money, law and security, who wrote the content, what experience it draws on and how transparent the sources are matter.
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Example
A security guide clearly shows its author's real penetration testing experience, the official sources it relies on and the date it was last updated. Readers see where the information comes from and trust the content.
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Common mistake
Adding made-up author profiles, purchased expert titles or claims of experience that are not real. Trust is built on accuracy; fake signals, once exposed, damage confidence in the whole site.
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Related terms
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