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Content marketing

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

E-E-A-T is Google's framework for evaluating content quality, standing for Experience, Expertise, Authoritativeness, and Trustworthiness — used by human quality raters and incorporated into search ranking signals.

The 'E' for Experience was added in late 2022 to reward first-hand experience with the subject — a review written by someone who actually used the product, a guide written by someone who actually did the work. AI-generated commodity content lacks Experience by design, which is part of why E-E-A-T matters more in the AI Overview era.

Practical E-E-A-T signals: visible named authors with credentials and bios, explicit dates published and last updated, citations to primary sources, transparent ownership and contact information, and unique data or perspectives not available elsewhere.

E-E-A-T is most heavily weighted on YMYL (Your Money or Your Life) topics — health, finance, legal, safety — but applies in some form to every query. The investment to surface real authorship and real expertise is one of the highest-leverage SEO moves available right now.

Related terms

  • Schema Markup

    Schema markup is structured data added to a web page in JSON-LD, Microdata, or RDFa format that describes the page's content using the schema.org vocabulary, helping search engines understand and display the page.

  • AI Overviews

    AI Overviews are AI-generated summary answers that appear at the top of Google search results, synthesising information from multiple ranking pages and citing them as sources.

  • Evergreen Content

    Evergreen content is content that remains relevant, accurate, and useful over a long period — usually years — without requiring frequent updates, in contrast to time-sensitive news, trends, or product announcements.

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