SEO Dictionary:
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a term from Google’s Search Quality Rater Guidelines that describes qualities human search raters have been trained to consider when evaluating the quality of search results. E-A-T was especially influential in SEO discussions around content quality, credibility, authorship, and Your Money or Your Life (YMYL) topics.
E-A-T isn’t a single Google ranking factor or score. Search quality raters don’t directly change the rankings of individual pages, and Google doesn’t provide an “E-A-T score.” Instead, the rater guidelines help Google evaluate whether its search systems are surfacing results that people would consider helpful and trustworthy.
In 2022, Google expanded the concept by adding another E for Experience, creating E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Because of that update, E-A-T is now best understood as the earlier version of the current E-E-A-T framework. Google also emphasizes that trust is the most important of the four elements.
For marketers, the concept remains useful because it encourages questions that go beyond keyword usage. Who created the content? Do they have first-hand experience or appropriate expertise? Is the business or publisher recognized as a credible source? Are claims supported? Is authorship clear? Can users understand who is responsible for the site? Are policies, contact information, sources, and commercial relationships transparent?
Strong E-A-T or E-E-A-T can’t be added with one markup field or checklist item. It’s built through the content, people, reputation, sourcing, experience, policies, and evidence surrounding the information. However, we’ve provided a checklist of items a page should include to showcase expertise.
When older SEO material refers to E-A-T, read it as the predecessor to E-E-A-T rather than as a separate current Google standard.
E-E-A-T, while not a ranking factor, gives strong credibility signals that boost engagement and search visibility. Use this checklist to decide where you should put your credibility-building efforts.
Dive into the world of E-E-A-T where expertise meets trust! This post demystifies Google's quality guidelines and reveals how to transform your website into a beacon of authority and reliability. Whether you're offering financial advice, health tips, or legal guidance, learn how to make your content stand out.
Why does Google say you can't add E-E-A-T content to your website? Our guest says you can and shares how to add E-E-A-T the correct way.
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