{"id":6934,"date":"2026-10-20T21:43:38","date_gmt":"2026-10-20T14:43:38","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/e-e-a-t\/"},"modified":"2026-10-20T21:43:38","modified_gmt":"2026-10-20T14:43:38","slug":"e-e-a-t","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/e-e-a-t\/","title":{"rendered":"E-E-A-T"},"content":{"rendered":"

E-E-A-T (Experience, Expertise, Authoritativeness, Trust) is the set of criteria Google uses to judge whether a page of content can be trusted, as described in its Search Quality Rater Guidelines. E-E-A-T is not a standalone ranking factor, but Google uses a range of signals to recognize content with strong E-E-A-T.<\/p>\n

What is E-E-A-T?<\/h2>\n

The September 11, 2025 edition of the guidelines (section 3.4) defines the four components as follows (Google Search Quality Rater Guidelines, September 2025<\/a>):<\/p>\n\n\n\n\n\n\n\n\n
Component<\/th>\nWhat raters look at<\/th>\nExample from the guidelines<\/th>\n<\/tr>\n<\/thead>\n
Experience<\/td>\nDoes the creator have first-hand experience with the topic?<\/td>\nA review by someone who has used the product<\/td>\n<\/tr>\n
Expertise<\/td>\nDoes the creator have the knowledge or skill the topic requires?<\/td>\nAdvice on rewiring a house from a skilled electrician<\/td>\n<\/tr>\n
Authoritativeness<\/td>\nIs the creator or website known as a go-to source on the topic?<\/td>\nA government page on how to apply for a passport<\/td>\n<\/tr>\n
Trust<\/td>\nIs the page accurate, honest, safe and reliable?<\/td>\nAn online store with secure payments and dependable customer service<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Trust sits at the center, and the other three components feed into the judgment of trust. A financial scam page is still untrustworthy, even if the author is a very “experienced” scammer.<\/p>\n

From E-A-T to E-E-A-T<\/h2>\n

On December 15, 2022, Google added the first E, for Experience (Google Search Central Blog, December 2022<\/a>). Google explained the change with a pair of examples. To learn how to file your taxes correctly, you want content from an accountant. To choose tax software, a discussion among people who have actually used it is more helpful.<\/p>\n

Is E-E-A-T a ranking factor?<\/h2>\n

Not directly. In its documentation on helpful content, Google writes that E-E-A-T itself is not a specific ranking factor. Its systems use a mix of factors to identify content with good E-E-A-T, and they give those signals more weight on YMYL (Your Money or Your Life) topics such as health, finance and safety (Google Search Central, updated October 2026<\/a>).<\/p>\n

Quality raters do not decide rankings. Google compares their data to the comment cards diners fill out at a restaurant.<\/p>\n

How to show E-E-A-T on your website<\/h2>\n

Google suggests asking three questions about your content: Who, How and Why.<\/p>\n