E-E-A-T

E-E-A-T is the acronym for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of criteria used by Google to evaluate the overall quality of a web page and its creator. These principles guide Google's Quality Raters (human evaluators) in determining whether content is helpful, accurate, and trustworthy for users.

What it is used for / Why it is important

E-E-A-T is not a direct ranking factor (i.e. it is not a single algorithm), but a framework that influences how Google refines its classification systems. Demonstrating a high level of E-E-A-T is fundamental for building trust with both users and search engines. Content that adheres to these criteria is more likely to rank well in search results, especially for sensitive topics.

When it is used / In what context it is useful

This concept is crucial in the field of SEO (Search Engine Optimisation) and Content Marketing. It is particularly critical for websites dealing with "YMYL" (Your Money or Your Life) topics, which are subjects that can significantly impact a person's health, financial stability, safety, or happiness (e.g. medical, financial, or legal advice).

In detail:

• Experience: Does the content creator have direct, real-life experience on the topic? Have they used the product, visited the location, or lived the situation they are describing?

• Expertise: Does the creator have the necessary knowledge or skills to discuss that topic? Are they a recognised specialist, do they have relevant qualifications or titles?

• Authoritativeness: Are the creator, the content, and the website recognised as an authority in their field? Do other experts or authoritative websites cite them as a source?

• Trustworthiness: Are the website and its content honest, transparent, and accurate? Is it clear who the author is? Is the site secure (e.g. HTTPS)? Are contact details easy to find?

 Practical Example

• Low E-E-A-T: An anonymous blog without an "About Us" page publishes an article titled "The definitive cure for diabetes" without citing scientific sources and without a qualified medical author.

• High E-E-A-T: An article on the same topic written by a renowned endocrinologist, published on the website of a recognised teaching hospital, which cites clinical studies and includes a detailed author biography.