E-E-A-T
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework through which Google and AIs assess the credibility of content: lived experience, subject expertise, recognised authority and reliability. It's the trust signal that decides ranking and citation.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework through which Google — and now AIs — judge the credibility of content. It combines four signals: the author's lived experience, their expertise on the subject, the recognised authority of the source, and the overall reliability of the site. It's the foundation of trust that decides who ranks and who gets cited.
How E-E-A-T is built
E-E-A-T is proven, not declared. Named authors with a biography and links to LinkedIn, cited primary sources, original data, mentions on third-party sites, a clear "about" page: all concrete proof. LLMs rely on these same entity signals to decide whom to trust.
A concrete example
An article on GEO signed by an identified expert, citing the original study it discusses and linking to the author's profile, inspires more trust — for Google as for an AI — than an anonymous text with no source. This chain of credibility is the heart of E-E-A-T.
Why it matters
Without E-E-A-T, no content lasts over time, neither on Google nor in AI answers. It works hand in hand with topical authority and brand mentions. To build these signals, see our SEO agency.
The 2nd E (Experience)
Added by Google in 2022: direct, lived experience of the subject, distinct from theoretical expertise.
Frequently asked questions
Not exactly: Google doesn't measure an "E-E-A-T score". It's an evaluation framework its systems and human raters use to judge quality. In practice, strengthening E-E-A-T durably improves visibility.
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