E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a concept Google uses to help evaluate the quality of content on the web. While it’s not a direct ranking factor, it plays a big role in how Google decides which pages deserve to rank higher—especially for topics that can impact your health, money, or safety.

Let’s break it down:

• Experience means the content creator has personal or hands-on experience with the topic. For example, a review of a product is more valuable if the person has actually used it.
• Expertise refers to how knowledgeable the author is. A medical article written by a certified doctor will be seen as more trustworthy than one written by someone with no medical background.
• Authoritativeness is about the reputation of the content creator or website. Are they known in the field? Do other trusted sites link to them?
• Trustworthiness is the most important factor. It covers everything from having accurate information to a secure website (HTTPS) and transparent policies (like an About or Contact page).

Imagine you’re reading advice about how to invest your savings. Would you trust an unknown blogger with no financial background? Probably not. You’d want guidance from someone who’s experienced, qualified, respected, and reliable. That’s what Google looks for too.

So if you’re creating content, think beyond just keywords. Share real experiences, back up your claims, and make sure your site looks and feels trustworthy.

As AI-generated content and misinformation grow, Google’s focus on E-E-A-T is only getting stronger. Building E-E-A-T isn’t fast, but it’s how you earn long-term trust—and better rankings.